Strategic Analysis of Food & Beverage Operations: The Coach Marlow, UK

This report provides an in-depth analysis of food and beverage operations, using The Coach Marlow restaurant as a case study. It discusses various types of businesses within the food and beverage industry, different rating systems, and current and future trends, including the shop local trend, zero-waste initiatives, and the rise in online orders. The report also examines the impact of these trends on business objectives, emphasizing food transparency, plant-based diets, and online grocery shopping. Furthermore, it outlines essential professional management skills such as leadership, problem-solving, customer service, and communication, and evaluates the legal and regulatory standards that restaurants must adhere to, highlighting the importance of cleaning procedures and personal hygiene. The analysis also extends to the role of digital technology in enhancing business operations and influencing customer buying behavior, concluding with strategies to improve customer loyalty.

Managing Food &
Beverage Operations

Table of Contents
Introduction:.....................................................................................................................................3
MAIN BODY...................................................................................................................................4
P1 Discussion of the various types of business within the food and beverage industry:............4
P2 Explaining different rating system used in the foods and beverage industry:.......................5
P3 Description of current as well as future trends of foods and beverage industry:...................5
M1 Analysing the impact of current as well as future trends on the business objectives of food
and beverage company:...............................................................................................................6
D1 Analysing the impact of current trends in choosing different food businesses: ...................7
P4 Explaining about the professional food and beverage management skills:...........................7
P5 Evaluation of legal requirements as well as regulatory standards that food and beverage
restaurants must adhere to it:.......................................................................................................8
M2 Explaining about the importance of following legal requirements as well as consequences
if not complying with it:..............................................................................................................9
D2 Analysing the impact of failing to successfully meet with the legal requirements:..............9
P6 Examining the difference between operational as well as marketing technologies used in
food restaurant:..........................................................................................................................10
M3 Evaluation of role of digital technology in enhancing business operations of restaurant:. 10
P7 Discussing the factors that can influence the decision making power of customers:..........11
P8 Discussion of strategies used by food restaurants in attracting customers:.........................11
M4 Explaining about different strategies that can improve customer loyalty are:...................12
D3 Evaluation about the impact of digital technologies on both operations as well as customer
buying behaviour:......................................................................................................................12
Conclusion:....................................................................................................................................12
References......................................................................................................................................13

Introduction:
The food service management is considered as the art of serving food and services in the
most aesthetic as well as scientific manner. The food and service department is important in
order to manage daily activities of restaurants as well as other processes which deals in

preparation and serving of foods. Apart from many ups and downs the food and beverage
industry is still the largest manufacturing sector of UK as the industry contributes €30 billion per
year to the economy. For this report The Coach Marlow is taken as an example restaurant for this
report. The firm is the famous restaurant brand which is situated in Buckinghamshire, UK. The
firm is situated in the hear of Marlow which is a Michelin star pub aiming to offer flexibility,
relaxed and accessible pub where every body is welcomed. The report will discuss about
different types of businesses as well as their rating systems within food and beverage industry. In
addition to this, this report will also cover the impact of current as well as future trends on the
food and beverages businesses. Moreover, the report will also include management skills needed
in the food restaurant as well as will also discuss about the impact of legal requirements on the
operations of the food and beverage company also the consequences for ignoring the regulation
and legislation.
MAIN BODY
P1 Discussion of the various types of business within the food and beverage industry:
There are different type of businesses that can be undertaken within the food and
beverage industry. The explanation are as follows:
Fine Dining Restaurants:
In this restaurant, special meals are provided to the customers with attractive
presentations. These restaurants are basically offers luxurious services to the high purchasing
power customers. In addition to this, the menu system of these type of restaurants are highly rich
as well advanced with many innovative dishes. For example, the Coach Marlow falls under this
type of restaurant(Fieschi and Pretato, 2018).
Fast service Restaurant:
The main aim of these type of restaurants is to prepare the food item in the fastest manner
and serve it to the customers wasting no time. The restaurants that fall under this category
generally serve foods in disposable containers and have a self service culture. For instance,
McDonald's comes under the fast service restaurants.
Traditional Restaurant:
This type of restaurants are basically normal restaurants that does not posses any special
food as well as service. In this restaurant, the cost of the food is pocket friendly and the staff

individuals have medium level of training and experience(Pereira, Natalya and Slesarenko,
2020).
Bars and Pubs:
This type of restaurants is perfect in terms of drawing the attention of young customers as
it provides alcoholic beverages and a food service too. In this, the experienced chef is appointed
in order to serve customers with tasty beverages. For instance, the Coach Marlow also provides a
bar services to its customers.
P2 Explaining different rating system used in the foods and beverage industry:
The rating system in food and beverage industry is properly decided by considering the
different values provided by the food restaurants to its customers. The following are the elements
of rating system are:
Food Flavour as well as Texture:
While deciding the rating for the restaurant, the taste as well as texture of the food is
analysed in the appropriate manner. In relation to this, the flavour of the food item is also
considered when rating the quality of the food products.
Food Quality as well as Healthiness:
This is the most important parameter for customers when deciding about the appropriate
food restaurants to eat from. In this process, the quality as well as freshness of the ingredients
used are analysed and on the basis of this rating is allotted to the restaurants. This also finds out
whether the restaurant kitchen is following proper health standards or not(Hennchen, 2019).
Service and Settings:
The other rating system that can be practised in the food restaurant is through assessing
the type of services offered by the restaurant. The better service provided by restaurants to their
customers, the better ratings they get in these areas.
Presentation skills and creativity involved in food making:
The way the food products are served by restaurants is known as presentation skills. In
this, the ratings are allotted to the restaurants on the basis of the creativity in the serving of food
items to customers.

P3 Description of current as well as future trends of foods and beverage industry:
The change in consumer behaviours is changing at the faster pace especially in the food
and beverage industry. The following points defines the type of trends in the food industry of UK
are:
The shop local trend:
The present customers are concerned more with the climate change than ever before. The
customers are attracting more to that restaurants which provides fresh local foods made with the
freshest organic ingredients(Mac Con Iomaire, Afifi and Healy, 2021).
Zero- Waste:
The customer are increasingly choosing those restaurants who adopts the zero waste
initiatives. The restaurants are also adopting sustainable items for serving foods and avoiding the
use of disposable straw as well as single use coffee cups.
Meat- free:
The large number of customers in UK prefers food items that are made without harming
the animals. The customers are shifting their demand towards vegan food options due to increase
in the animal welfare programs as well as knowledge.
Healthy Snacks:
The shift in customer demands towards eating healthy type of snacks has gained
exponentially during pandemic time. The rising concern as well as practices of customers to
boost their immunity power has increased due to which the demand for consuming healthy snack
is rising day by day.
Rise in online orders:
The improvement of technology trends also impacts the food and beverage industry.
Now customers are buying food items just by ordering from restaurant websites rather than going
to the physical store. As due to the increase in work timings, customers are now preferring more
to order food from their offices(Davis and et.al., 2018).
M1 Analysing the impact of current as well as future trends on the business objectives of food
and beverage company:
The trends of the customer are changing in the fastest manner especially in food as well
as beverage industry. The change in trends is further boosted due to the pandemic situation in the

world. The following points represents the impact of customers trends on the business operations
of food restaurant are:
Food Transparency:
The number of customers in the market are interested to know where their food item
comes from as well as what ingredients are used while making food. In context to Coach
Marlow restaurant, In order to attract more customers, it will be crucial for the company to
provide a complete information about the ingredients used in making the food items.
Rise in Plant based diets:
The customers are shifting their demand towards consuming plant based food products
due to the several health benefits that plant based food provides over meat products. In context to
Coach Marlow, the restaurant also offers vegan food options on their menu. This can support the
restaurant in improving profitability in market(Lippert, Rosing and Tendick‐Matesanz, 2020).
Online grocery shopping:
Due to pandemic situation, the customers are increasingly using online food ordering
platforms in order to avoid going in public areas. In context to Coach Marlow, the company
should also operate from their websites so that customers can order foods just by sitting at home.
D1 Analysing the impact of current trends in choosing different food businesses:
The food and beverage industry has adopted with the changes in customer trends by
enhancing the production of vegan food items in order to cater with the needs of health oriented
individuals. In addition to this, the restaurants are also using social media platforms in order to
advertise their innovative products to the customers and also to get an insight about the taste as
well as preference of customers(Tufano and et.al. 2018).
P4 Explaining about the professional food and beverage management skills:
The skills are fundamental part of organisation in order to gain a competitive advantage.
The following are management skills that are practised in the Coach Marlow restaurant are:
Leadership:
This skill is crucial for the restaurant in order to lead as well as manage the teams in the
efficient manner. The leadership skills are important for the company in order to keep positive
morale among employees.
Problem solving as well as conflict management:

This type of skill supports the manager of restaurant to communicate effectively with
customers as well as other team members. The proper communication style support the firm in
reducing team conflicts in the best manner. This skill helps the company in providing effective
solutions regarding problems related to customer services.
Customer Service Skills:
This skill assist the restaurant management to solve the problem of the customers which
makes them feel their importance which improves the brand image and customer satisfaction at
the same time. The adoption of this skill assist the restaurant with improved brand image and
increased sales.
Communication:
The communication skills is important in the food and beverage industry as the success of
restaurant depends upon how effectively the management communicate with the customers as
well as their staff members. The adoption of effective communication style assist the restaurant
in achieving customer satisfaction as well as improving the productivity level of
employees(Zanin and et.al., 2021).
Good Attitude And Behaviour:
This skill is the major factor through which the consumers choose the restaurants also it
is necessary for the the firm also as people with good behaviour can adapt and execute changes
easily as compared to people with bad outlook. This skill also encourage positive customer
reviews which is important for a restaurant as it attracts other customers also.
P5 Evaluation of legal requirements as well as regulatory standards that food and beverage
restaurants must adhere to it:
The adherence with legal requirements is becoming very important for the food as well
as beverage restaurants to follow in order to make a positive image in the society. The following
are the elements which the restaurant should adopt to meet with legal requirements are:
Cleaning procedures:
In order to comply with the legal rules, all the utensils of the kitchen must be properly
cleaned. In relation to this, the surface areas, floors as well as bins should be properly washed.
Personal hygiene:
The personal hygiene should be maintained in the restaurant by wearing proper uniforms
as well as gloves. In addition to this, washing hands regularly and initiating stricter procedures

for improving personal hygiene can support the firm in meeting the food safety
standards(Chakraborty, 2019).
Cooking temperatures:
The restaurant food department must store the properly cooked food items at the correct
temperatures. This measures will assist the firm to stop the harmful effect of bacteria infections.
The main legal standards that restaurant should follow are:
Food Hygiene Regulations 2006:
This legal body is established in UK in order analyse and monitor the food making
practices of the restaurants. This regulation set a benchmarks for the food and service restaurant
to produce food of highest quality.
Hazard Analysis Critical Control Points(HACCP):
This is the internationally recognised legal body that undertakes activity of managing
food related risks. By complying with the standards of HACCP, the restaurant can provide
assurance to the customers as well as government body that their food quality is well managed.
M2 Explaining about the importance of following legal requirements as well as consequences if
not complying with it:
The following are the reasons that represents why Coach Marlow restaurant should meet
with the food safety standards:
Reducing Food hazards and food poisoning:
The proper compliance with the food safety standards will support the restaurant in
significantly reducing the spread of harmful bacteria that can cause a serious health problems in
humans such as food poisoning(Roy, Hall and Ballantine, 2019).
Building unique reputation:
The proper alignment of restaurant operations with that of safety standard law will not
only boost customer satisfaction but also improve its competitive position in the market as well
as will also assist the restaurant in making positive image government bodies.
Employees with understand their job better:
The food safety training will support the employees to better understand their tasks in the
effective manner. The training will also enable employees to understand that maintaining health
and safety of customers is their top priority.
The consequence of not following with safety standards:

 If the restaurant does not perform its operation on the basis of legal laws then it may
loose their customers in no time(da Rosa and et.al., 2021). If the restaurant in unable to adopt with these laws than it can decline the profitability of
company to greater extent.
Food Standard Act 1990
The food standard act sets the environmental regulations of selling food and buying the
food to further sell, supplying, allocate and deliver the food, also included preparing, presenting,
labelling, sorting, importing and exporting. The main objective of the act is to protect the
consumers from food-borne diseases to reduce illness, unsanitary and adulterated food.
The consequences of not following the law would be penalty charges on the firms and it
can be hazardous for the consumers also.
Food Safety Orders 1991
The act came into regulation to ensure food related laws and to make it a disgraceful
activity to sell processed food which is harmful for health. The law was changed in 2006 which
now put more emphasis on the safety of laws. The law is applicable on every businesses who are
dealing in food but every business will have different risk which depends on the product they are
dealing in.
The results of ignoring the legislation would be, a formal request of improving the
failings, a legal notice would be issued consisting of what actions must be taken against the
premise and prosecution of failing will comply with the law.
Food Safety And Hygiene Regulations 2013
Food Safety and Hygiene( England) Regulations 2013 made on 22nd November
2013 and came into force on 31st December 2013, the act delegates some powers to
the local authorities to ensure that the businesses are producing and selling products
which are safe to eat.
The consequence of not following the law would be hazardous for both the
consumers and premise as consumer's health can be hampered and premise would be
heald liable for the happening.
D2 Analysing the impact of failing to successfully meet with the legal requirements:
The incapability of restaurant to follow legal food standards can be catastrophic for the
operations of the restaurant. This can make bad image of restaurant in the society which can

leads to loss of market share as well as customers. In addition to this, not compliance with the
legal standards can become problematic for restaurants as this can turn out the restaurant to
courts with hefty money charges to pay(Joung, Choi and Taylor, 2018).
P6 Examining the difference between operational as well as marketing technologies used in food
restaurant:
The rise in digital technologies is creating a huge opportunity for the restaurant business
to tap it in order to improve their market performances. The difference between the two main
technologies in relation to food and service industry is discussed below:
Operational Technologies:
The digital technologies in operational department supports the restaurant in integrating
equipments as well as systems essential in manufacturing facility. This enables the restaurant to
minimise down time as well as improve the utilisation of assets. In addition to this, the digital
technologies also assists the firm in optimising their food operation systems and also leads the
restaurant to improve the quality of product with less energy consumption.
Marketing technologies:
The marketing technologies support the restaurant to improve its market share as well as
competitive position in the market. The presence of social media platforms has provided an
opportunity for the restaurant to attract large number of potential customers through posting the
pictures of food items in the most attractive manner. In relation to this, the marketing
technologies also support the restaurant to gain an insight about customer preferences as well as
demands more effectively(Kim and Kim, 2018).
Payment Methods:
All most 85% of UK residents are already paying online and the mostly used methods are
cards, digital wallets, bank transfer, buy now pay later and cash. While global market are
adapting new trends of online payment UK has already adapted contactless delivery.
Personal Records in Operational Technology:
The personal details of the consumers are recorded to contact them further for marketing
purpose. Some of the restaurants use their personal database to record their data and rest use
some websites to upload and download consumer details like kaggle, earth data, CERN open
data portal and many more.
Loyalty System In Marketing Technology

Loyalty points are the rewards given to the consumers by the restaurants as a gift of their
loyalty, this ability also captures the offline and online data which is beneficial to know the
buying process of the consumer so that the firm can plan efficient marketing plan.
M3 Evaluation of role of digital technology in enhancing business operations of restaurant:
The digital technologies are important for the restaurant in order to enhance customer
loyalty as well improving competitive position within food industry. The following are the
benefits of adopting digital technologies:
Smooth management of operations:
The digital transformation of supports the restaurant to reduce its operational costs by
adopting vending machines that can recognise and recommend the issues that related to food and
beverage sections. This can help the restaurant to remove outdated food items within the specific
time.
Proper supply chain process
The digitisation in supply chain area of business assists the restaurant in improving
clarity as well as traceability of food items. This can support the restaurant to attain customer
loyalty(Beretta and Hellweg, 2019).
P7 Discussing the factors that can influence the decision making power of customers:
The factors which can impact the decision making attitude of customers in choosing their
favourite restaurants are explained below:
Physical Environment
The marketers uses virtual reality to frame the campaigns by using digital technology to
attract and cover large audience at a time.
Service Quality
The quality of services motivates a consumer to avail the services of a same firm again
and again, if a consumer is satisfied with the product but not with the services offered while
delivery of the product then also the consumer will search for the substitutes.
Word Of Mouth
The term is for when satisfied customers promote the brand themselves. It can be done
through many ways such as blogs, vlogs, status posting and many more. It shows the loyalty of
the existing customers.
Brand Image