Managing Food and Beverage Operations: Types of Businesses, Rating Systems, Trends, and Strategies

This report discusses the different types of businesses within the food and beverage industry, rating systems, current and future trends affecting food and beverage businesses, and strategies used to attract and build a loyal customer base. It also evaluates how digital technology enhances business performance. The subject is Managing Food and Beverage Operations, and the course code is not mentioned. The report is relevant for students studying hospitality management or related courses. The college or university is not mentioned.

Managing Food and
Beverage Operations

Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Different types of businesses within the food and beverage industry....................................4
Explain different rating systems.............................................................................................5
The current and future trends affecting food and beverage businesses..................................6
Compare and contrast different operational and marketing technology for a range of different
types of food and beverage businesses...................................................................................7
The factors that influence the consumers’ decision on which food and beverage outlets.....8
Strategies used in a range of food and beverage outlets to attract and build a loyal customer
base.........................................................................................................................................9
Analyse how current and future trends are affecting food and beverage.............................10
businesses.............................................................................................................................11
Evaluate how digital technology enhances business performance.......................................11
Evaluate the effectiveness of strategies used in a range of food and...................................11
beverage outlets....................................................................................................................11
Critically analyse how different types of food and beverage businesses have.....................12
adapted current and future trends.........................................................................................12
Critically evaluate the impact of digital technology both on the operations of....................12
food and beverage.................................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
Books and Journals...............................................................................................................14

INTRODUCTION
Management plays a vital role in food and beverage industry. It is one of the segments of
hospitality industry and the operations are seen in restaurants, hotels, resorts, catering companies,
hospitals and others (El Demerdash, 2017). Bulrush restaurant is taken into consideration in
order to complete this report. The different type of businesses within the food and beverage
industry are discussed along with that rating system are also discussed in this report. Current and
future trends in the food and beverage operations are also discussed in the report. The technology
that is used to carry on the operations in different food and beverage businesses are also part of
this report. Afterwards, the factors that influence customer decision making are mentioned. In the
end of this report there is discussion related to the strategies used to attract customers.
MAIN BODY
Different types of businesses within the food and beverage industry
Food and beverage can be defined as process of preparing, presenting and serving food to
satisfy the needs and wants of customers. The classification of business is as follows:
Fine dining: It is also known as white tablecloth restaurants and it includes high quality
food. They are simple places and the dresses are also formal.
Casual dining: It includes restaurant that includes a comfortable, fun, laid-back atmosphere
and affordably menu. People wear casual clothes and there is relaxed décor present. The prices
are lower than fine dining. Pizza express comes under this category.
Counter service: As the same says in this type of business the customer’s order the food at
counter and pick the order from the counter (Mor and et.al., 2020). These are fast food outlets
such as McDonalds and KFC.
Bars and Pubs: These businesses have licence to alcohol. The drinks are served to the
customers and there are parties at this place.
Coffee Culture: These outlets are famous to serve coffee. There is social activity seen in
these restaurants. People come and sit there to exchange ideas and interact with each other.
There are varieties of business that are included. It is seen that they provide employment
opportunity to number of people. They contribute to the GDP of nation and said growth rates are
high.

Explain different rating systems
It is seen that rating systems help the customers to select the restaurant. It is necessary to
note that there is uniformity in the restaurants seen with the rating systems. It is important to note
that the quality of food and hygiene is taken care with the help of rating system (Najafi, 2019).
There are different systems that are discussed below:
Ratings systems: Scores on the Door
It is a rating system that helps to know about the quality of food. The food hygiene helps to tell
the seriousness of restaurant about the standards maintain.
 5: Standard food that is very good
 4: Good
 3: Satisfactory
 2: Improvement is necessary
 1: Need of major improvement
 0: Urgent improvements required
Star Rating
This rating system is followed around the world. It helps the customers to choose the best
accommodation according to the stars being given to them. They are able to choose as pet their
needs and budgets.
One star: There are at least 5 five bed rooms and these restaurants are open for 7 days. The
guests can come any time. They have reception area and have licensed bar to work effectively.

Two stars: It is seen that all the qualities stated above are part of two star restaurants and also
have high standard of cleanliness and maintenance.
Three stars: They provide Wi-Fi facilities to the as well as bedroom that have internal telephone
for the clients.
Four stars: They provide 24 hour room services to the customers. The staff members are highly
trained and proper cleanliness is provided (Couto and et.al., 2017). They provide enhanced
services like tea, luggage, assistance or meals at lunchtime. The staffs are available for 24*7 time
period.
Five stars: These restaurants provide proactive services to all the customers and open for all the
year. There are multilingual receptionists in these restaurants. Along with this there are facilities
such as business centre, second dining area, spa and permanent luxury suite. They provide velvet
parking facilities that is provided to them. The food is available all the time in these restaurants.
It is important to note that these rating systems help them customers to choose the best.
These standards help to satisfy the customers and ensure safety and reliability of the products.
They work to achieve the environmental objectives. It helps to increase loyalty of customers.
The current and future trends affecting food and beverage businesses
It is important to note that there are trends that go in market. It gives direction to the people
and that helps them to attract customers and retain them. It helps to know the trends and work in
such a manner that helps them to achieve success. The trends that impact food and beverage
businesses are discussed below:
Social Trends: The society is place where the business operates. It is seen that Bulrush
restaurant tries to analyse the needs and wants of customers and try to serve them effectively.
They take care about the sustainability and eco friendly environment. They know about the taste
and preference of customers so that they are able to serve the customer needs in an appropriate
manner (Hayes, Ninemeier and Miller, 2017). They also provide takeaway services to the
customers so that they are able to retain customers and earn profits.
Environmental and sustainability trends: It is seen that the trend is changing and business
organisations focus on sustainability of the environment. It is seen that resources are used in an
optimum manner by Bulrush restaurant. They work to reduce wastage of resources and food so
that they are able to achieve the concept of sustainability. They focus on maintaining quality of

food so that they are able to provide best to the customers. It helps them to achieve goals and
objectives successfully.
Styles of outlets and brand growth: It is important to follow the trend and work according
to style that is going on. It is seen that the restaurants have to enhance their environment and
ambience so that they are able to attract customers. They provide variety of food to the
customers and retain them (Yovani Kurnia Saragih, 2020). They also provide theme restaurants
to the customers and this is the reason they follow the trend and work effectively.
Digital technology: It is seen that world is changing and switching towards digital
technology. It is important for them to marketing through digital platforms. It is seen that the
mode of payment is also changing and the Bulrush restaurant is working to make changes. It is
important to adopt digital technology and use it in an effective manner. It is important to use
contactless payment so that they are able to satisfy the customers in an effective manner.
By following the trends the business organisation is able to attract the customers. It is seen
that there are changing trends in market. So that Bulrush restaurant is able to achieve success and
earn revenue. The trends keep on changing and there is need of proper research about the trends
in order to take effective decisions and serve the customers effectively.
Compare and contrast different operational and marketing technology for a range of different
types of food and beverage businesses
There is rapid change in technology. It is seem that there is need of marketing technology
that is being used in different ranges of food and beverage business.
Operational technology: It can be defined as the technology that is being used by restaurants to
operate in an effective manner. It is seen that use of these strategies help in smooth functioning
of the restaurant. Some of the technologies being used are as follows:
 Point of sale system is one of the important technologies that are used by the restaurants
in order to pay money to the customers. It helps to process card payments and so that
there is virtual sales through electronic devices such as mobile phones, laptops.
Whenever customer makes purchase then complete point of sale transactions takes place
(Widyastuti, Asandimitra and Artanti, 2018). The technologies included in point of sale
system are as follows credit card reader, monitor, barcode scanner, receipt printer, and
cash drawer.

 Touch screen technology is self service screen through which customers can deal by
their own. They come to know about menu with the help of pictures and ingredients.
 Payment technology is another technology that is being used in payment done by the
customers. They deal in cash cards, gift cards and account credits and checkout and
payments.
Marketing Technology: This technology is most importantly used by the organisations to
promote the goods and services in the market. There is use of social media platforms in order to
promote the products offered by the organisation. To capture the customer feedback and promote
the goods online the marketing technology is being used (BAHRAINI and et.al., 2021). As the
name suggests it is a technology that is used for marketing of goods and services. It includes
channels such as Instagram, Facebook, Twitter, coupon sites, blogs; you tube in order to reach
the customers. The use of social media platforms is less costly. It helps to treat the customers in
an effective manner by taking feedback from the customers dealing with them. It is necessary to
work in such a manner that helps to treat them effectively.
Bulrush restaurant uses both the technologies that help them to attract and serve the
customers in an effective manner. Both the technologies have their own use and are helpful for
the organisation.
The factors that influence the consumers’ decision on which food and beverage outlets
Each and every organisation performs to satisfy the needs and wants of customers. It is seen that
customers have a decision making process through which decide the brand. It is important to
know that the criteria as that are used by customers in order to make decisions. The factors that
influence the customer decision-making are discussed below:
Quality of food if one of the major factors that is considered by the customers could the
customer check the quality of food and maintenance of hygiene being done by the hotel. It is
seen that Bulrush restaurant works in an effective manner and use quality raw materials in order
to provide best quality finished goods to the customers (Worlu and Granville, 2017). At the same
time customers check the service provide to them. The Bulrush restaurant works in such manners
that not only attracts but retain the customers.
Ambience of the place is also considered by the customers when they avail services from the
customers. It is seen that it attracts the customers and enhance the sales of the organisation.

Strategies used in a range of food and beverage outlets to attract and build a loyal customer base
The strategies that are used by Bulrush restaurant to build loyal customers are as follows:
 By giving loyalty points to the customers Bulrush restaurant are able to attract customers
and make their regular visit and to make them loyal towards the company.
 They must use digital marketing channels so that they are able to reach more customers.
The platforms such as Instagram, Facebook, and YouTube etc. are used by Bulrush
restaurant.
 The company must regularly interact with the customers and deliver best to the customers
as per their needs and wants.

Analyse how current and future trends are affecting food and beverage

businesses
Social Trends: It has analysed that, social trends has affected the future of company
through which organization lead to increase its demand or decrease. These trends are likely to
affect the availability of resources in bulrush restaurant as there is frequent change in people
demand which leads to new ways of serving food.
Environmental and sustainability trends: These trends are affecting on business as it
emphasise on sustainable production into the organisation (Agwa, Aziz, and Khalifa, 2017).
Unsustainable ways of working are lead to loss of society power and distrust of people towards
restaurant.
Styles of outlets and brand growth: the growth trend is affecting the food business as
in this competitive market, growth and brand name is necessary to create a competitive edge
which will establish a long term position.
Digital technology: Technology is the crucial factor that focus on carrying out work in
simple and unique manner. The business may came across failure of they does not enable
technological up gradation due to high presence of internet and social media among customers.
Evaluate how digital technology enhances business performance
Digital technology plays a vital role in enhancing business performance for food and
beverage sector. Social media, internet are the essential component of digital market on which
the bulrush restaurant could enable deliveries and enhance market reach, digital technology will
make the communication and create close and direct contact between customers and
organisation. Therefore, it enables effective promotion and large market share which is required
for reputed brand name. As technology is taking rapid rise through which, the customer could
identify the best service provide through way of reviews and rating that help the restaurant to be
active in the eyes of customers. It has also evaluated that digital technology has slowed down the
growth of offline business and creates tough competition at market place.
Evaluate the effectiveness of strategies used in a range of food and
beverage outlets
There are various strategies used for a range of food and service operation. These
strategies will helps In enabling effective procedure and maintaining food business growth
(Davis, and et. al., 2018). As the strategy of providing employee a well training to boost their

skills at marketplace is necessary but these trainings must be incorporated with current market
trends such as technology and social demands. Employees must be ready to adapt dynamic
environment. Good communication and time management will lead to achieve business success
within less time. These strategies are used in almost every range of food sector whether it is e
food cafe, restaurant or hotels and bars.
Critically analyse how different types of food and beverage businesses have
adapted current and future trends.
Every food sector has its different and unique approach to adapt current and future trends.
Food dining does not require much change in trends. They just need to ficus on providing good
taste and quality in food and adopt digital presence (Jagtap, and et. al., 2021). Bars and pubs
adopt trends in technology by making the place more attractive with music and disc to attract
customer. Whereas as, casual dining work in serving food with new ways and technology such
as robots. This helps in involvement of large customer segment.
Critically evaluate the impact of digital technology both on the operations of
food and beverage
It has evaluated that , digital technology has impacted on both operations and food and
beverage sector. As through growing digitally, the company bulrush restaurant require IT team,
technology, Software, CRM approach and many more component of digital marketing.
Therefore, it impacts on the productivity and profitability of the organisation which helps them
to keep their customers satisfied and retained for long time. Digital presence is necessary for
expansion and reaching to customer directly by eliminating mediators and third party. Therefore,
in order to look forward for good reputation and marketing presence to keep customer aware
about new offers and discounts, the bulrush need to run campaigns and digital marketing for
gaining customer attention. Therefore, in order to see the difference among the individual needs
and evaluate market research, digital media plays important role in it.

CONCLUSION
From the above report it is concluded that food and beverage operations is important. It is
seen that there are different types of food and beverage business. The different rating systems are
analysed. The trends that are followed are mentioned in the report. The decision making of
customers is also evaluated in the report. In the end of this report various strategies to attract and
retain the customers are mentioned.

REFERENCES
Books and Journals
BAHRAINI and et.al., 2021. Determinants of Firm Value: A Case Study of the Food and
Beverage Sector of Indonesia. The Journal of Asian Finance, Economics and
Business, 8(6), pp.839-847.
Agwa, Y., Aziz, W. and Khalifa, G., 2017. Evaluating Food and Beverage Courses in Higher
Private Tourism and Hotels Institutes in Alexandria: Professionals’
Perception. International Journal of Heritage, Tourism and Hospitality. 11(2). pp.98-
110.
Borovčanin, D. and Kilibarda, N., 2020. Assuring good food handling practices in hospitality,
financial costs and employees’ attitudes: A case study from Serbia. Scientific journal"
Meat Technology". 61(1). pp.82-94.
Davis, B., and et. al., 2018. Food and beverage management. Routledge.
El Demerdash, J.M., 2017. Waste management in food and beverage operations: The case of
Alexandria. International Journal of Heritage, Tourism, and Hospitality, 10(2/2).
Hayes, D.K., Ninemeier, J.D. and Miller, A.A., 2017. Hotel operations management. Upper
Saddle River, NJ: Pearson.
Mor and et.al., 2020. Managing Food Supply Chains Post COVID-19: A
Perspective. International Journal of Supply and Operations Management, 7(3),
pp.295-298.
Najafi, A., 2019. Comparison between staff outsourcing and in-house staffing in food and
beverage operations at hotel Kämp.
Widyastuti, W., Asandimitra, N. and Artanti, Y., 2018. Inhibiting factors of inventory
management: Study on food and beverage micro small and medium
enterprises. International Review of Management and Marketing, 8(1), pp.64-67.
Worlu, G.O. and Granville, A.S., 2017. OPERATIONS PLANNING AND CAPACITY
UTILISATION OF FOOD AND BEVERAGE FIRMS IN RIVERS
STATE. International Journal of Advanced Academic Research, 3(8), pp.64-81.
Yovani Kurnia Saragih, S., 2020. Food and Beverage Service Department In Pullman Hotel
Jakarta Central Park (Doctoral dissertation, Universitas Multimedia Nusantara).
Couto and et.al., 2017, September. Managing Enterprise Resource System (ERP) and Balanced
Scorecard (BSC) in Food Industry in Brazil-Food and Beverage Products: A Multiple
Case Study. In IFIP International Conference on Advances in Production Management
Systems (pp. 99-104). Springer, Cham.