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

This report covers the different types of businesses in the food and beverage industry, rating systems, current and future trends, and operational and marketing technologies. It also explains the factors that influence consumer decisions at food outlets. The report does not mention any specific course code, college, or university.

MANAGING FOOD AND
BEVERAGE OPERATIONS

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Type of businesses in the food and beverage industry................................................................1
Different rating system applied in the food and beverage industry:...........................................3
Current and future trend which impacts the food and beverage industry:..................................4
Different operational and marketing technology for different food and beverage businesses:. .5
Factors which influence the consumer decision at the food and beverage outlets:.....................7
Strategies used in the food and beverage industry:....................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Food and beverage is the part of the hospitality sector which involves the
operations in restaurant, catering business. It is important to manage all the process in
order to provide the best product and services to the customer which meets all their
requirements (Tehrani, 2021).The Waterside Inn Restaurant which is located in
Berkshire, England, United Kingdom. This report covers the different type of the
businesses in the food and beverage industry, rating system which is used within the
food industry. It further explains the current and future trends and the different
operational and the marketing technology for a food and beverage sector. It also covers
the aspects which influence the customer decisions and the strategies to attract the
customer.
MAIN BODY
Type of businesses in the food and beverage industry
Food and beverage services can be defined as the process of establishing the business
places which is engaged to the food and beverages. It is the services by which the food
organization provides the food serving the customers.
Mainly these services are defined in two types which are as follows:
On premise:
It is define as the customer visits the restaurant or place where the food services has
been provided. In which the restaurant or hotel service provider makes sure to provide
the better services, infrastructure to their guest. It enables the customer to avail the
best food services also enable them to visit the restaurant premises again.
Outdoor catering:
This type of services are provided at the client's premises, it involves the partial
cooking, food preparation at the location which is set by the customer. As for the big
events or other events client call the specific food caterer to prepare or serve the food
and beverage services to the guest who visited the event venue (Jumal and Othman,
2019).
Food and beverage services operations:
Commercial service operations:
1

It is defined as the food service operation which is used by the organization to provide
the good services by serving the best food and beverage to the customer for earning
good revenues or to provide them better guest experiences. It involves the fast food or
the full service restaurant, catering or the banquet services. For the waterside Inn
restaurant they can proceed with good approach or with the best product to attract the
customer towards their services for earning profit.
Non commercial service operations:
It is considered as the secondary operations in association with the other organization,
in which the food service provider are in the contract with other organization in which
the food and beverage choices are limited (Otles and Sakalli, 2019). For an example
food service organization are linked with the hospitals, prisons.
Services outlets:
Counter service:
It is the type of service in which the customer orders the food at the counter, as well as
serve from the counter or directly delivered by the staff at customer's table.
Fine dining:
Fine dining are the sophisticated dining experience which is given to the customer, it
involves the pleasant decoration, table clothes and cur tons are almost white in color
and the menu also involves the qualitative and high rated food dishes. It generally
involves the dress codes foe the staff and the service provided to the staff also at great
level.
Casual dining:
It is the full service in which the restaurant service provider provide all services to their
customer, they also ensures that their guest are comfortable menu in such also involves
all the cuisines and the decoration is also good and colorful. In such no dress code is
required for the staff (Herawati and Putra, 2018).
Buffet service:
This service define as the self service in which the food is present at the corner and all
cutlery is provided to the guest so that they self serve their food according to their taste.
2

Different rating system applied in the food and beverage industry:
Rating system can be differed to applied on any domain, it is the system which is used
to classify product on the basis of their quality or its price. For the food system it is
important to collect the reviews as it gives the good customer experience with the
certain food organisation or to maintain the hygienist of the food.
Rating system for the food and beverage are:
Michelin Star:
Michelin start started with the three star system in which all stars are understand as-
One star involves the very good food restaurant, other start is for the excellent cooking
and the third star is for the extremely exceptional cuisine (Yang and Yang, 2019). The
term Michelin star is first brought up by the European hotel, also the loss of one of the
star can affect the image and success factor of the restaurant.
AA rosettes:
It is consider as the nationwide scheme which is used to assess the food quality which
is mainly offered by the food organization. In which the investigation of the catering,
guest accommodation all check if the restaurant succeed in the test than they are
rewarded by this awards.
Star rating:
Star rating is the effective method which is used to grade the accommodation so that
customer can easily make choice to go with the good star rating organization. In which
it usually involves the 5 star rating which are as follows:
 One star means that the organization have provided the at least five bedrooms,
also open for whole week and allow the anytime access to the customer, in such
food organization also serve the food whole week and having a licensed bar.
 Two star means the good standards for the cleanliness, hospitality.
 Three star means in which the food organization provides the keys to access any
time, also WI-FI services has been provided to the guest (de Souza and
Kawaguti, 2021).
 Four star means good service in every aspect, as in accommodation or in food.
 Five star means the excellent services, few restaurant are come into this
category.
3

Good rating system helps the organization to grow their brand name or to open
their branches across their country, it also helps the food organization to open their
branches internationally which is only possible if the restaurant are able to provide the
better services to their customer. As international standards provide the benefit to the
organization to improve their bottom line for the better functionality, it helps to improve
the quality, also enable the good customer experience with the organization. For the
Waterside inn restaurant they can also proceed to make improvement for enhancing
the customer experience as well as to increase their demand at international level as
well.
Current and future trend which impacts the food and beverage industry:
Trend are always affecting the business, therefore it is important for the
organization to follow the market trend and design their products accordingly which can
benefit them to achieve their goals and objective (Bibra, Krishnaraj and Sani, 2021).
Current trends are as follows:
Social trends:
It involves the healthy and hygienic food options, Eco friendly and sustainable food
product which gives the health benefit to the customer, cut down of sugar also alcohol
free items.
Sustainable products:
Due to impact of the pandemic customer in the market always look for the healthy and
sustainable product therefore restaurant can proceed to use the plants instead of meat
also to reduce the waste which is helpful for the environment.
Styles and the outlets for the success of the brand:
It is the current trend in food industry that the food services is also provided at the
airport lounge for the convenience of the customer, also at bars, coffee shops the food
is provided.
Future trend are as follows:
4

Technological advancement:
Major trend as to going cashless with the help of the technology customer can have
many option to pay for the services at the restaurant. It involves the digital transfer of
the money to the restaurant owner's account, it also gives the transparency. Also with
the help of technological equipment organization can proceed to provide the fast
services to their customer so that they feel to visit the premises again (Bayona-Saez
and et.al 2017).
Both current and future trend majorly impact the productivity of the food and
beverage industry, as it improves the functionality of the food organization by enabling
them to design the product which meets the customer demand. As for the waterside inn
restaurant they can proceed to follow the trend by providing the sustainable product to
the customer as well as it also enables them, to achieve the sustainable goals. Future
trend can help them to provide the cash less payment method to the customer so that
they feel good and transparent experience with the organization.
Different operational and marketing technology for different food and beverage
businesses:
Operational technology involves the hardware and the software system which
identifies the nature of change by monitoring the system throughout. Marketing
technology used to improve the efficiency in the marketing strategies (Reagan and et.al
2020). It involves the digital platform for the promotion of the item to attract the large
customer base towards the product and services. Both have the great impact over the
food and beverage industry as it helps the organization to achieve their successive
goals as well as to provide better and rapid services to the customer.
Operational technology:
Point of sale(POS):
It is the spot in which the customer pay for the product and services to the restaurant, it
involves the card transaction, or customer can also proceed to pay with their smart
phone. Every time the customer pay for the product at the restaurant premises and it
stated as the completion of point sale transaction. In which the software system allows
the organisation to develop the profile of every employee so that it records their login
system for the easy payroll. Also this system will help the organisation to collect the
5

sales data which helps for the good decision making process for the business strategy
(Carlisle, Ivanov and Dijkmans, 2021).
Payment technology:
It involves the payment through cards, cash, or QR code payment which is offer to the
customer for better payment process,as the point of sale provide the good coordination
with the local or global payment. With this approach waterside Inn restaurant can able
to provide the flexible payment method to their customer for enhancing their experience
with their organization.
Mobile technology:
It is the easiest method which the customer prefers the most as they order their food
from their smart phone also pay from the smart phone. As customer can easily access
the menu and services of the organisation so that they do not need to install any other
application. For that reason waterside Inn restaurant can proceed to Upload their data
on their Restaurant app so that it provide the easier approach to the customer to avail
the services (Caiazza and Bigliardi, 2020).
Touch screen technology:
It also considers as the eMenu, it strengthening the organisational brand identity also
with the use of LCD touch device at every table can give the good experience to the
customer.
Marketing technology:
It is the most effectual aspect which is responsible for growing the revenues of the
organisation, by the use of digital marketing technology organisation will be able to
reach the large customer base.
Use of social media platform for marketing:
Social media provides the greater opportunity to the food organisation as by
using its different channel, firm can be able to reach many customers. For that reason it
is important for the food organisation to put their data on the website in which they can
6

proceed to display their main cuisine images on the website so that it will attract the
customer towards it.
By using the technological channel for marketing can enable the organisation to
develop good relationship with their potential customer also they will be able to interact
with different customer. With the use of this they can also proceed to provide the
notification about their new product which is good for the brand recognition (Granheim,
2019). Waterside Inn restaurant can also proceed to implement the digital marketing
technology which also enables them to record the feedbacks of their customer so that
they can make changes and innovation accordingly.
As digital marketing technology helps the food and beverage organization to
meet their desire goals. It helps to improve the customer relation with the organization.
With the digital device's food organization can proceed to provide the real time
experience to their customer by solving their issue at a time. Also, with the recorded
feedbacks firm will be able to make different strategies which address all the suggestion
made by the customer. Therefore, waterside Inn restaurant can also proceed to enable
these tactics in their organization which can improve the quality of their product as well
as it helps them to enhance their company's brand for the customer attraction. Through
which they can be able to achieve their profit goals in the market.
Digital technology impact on the operational work
Digital technology helps the organisation to effectively carry out their operations,
as it enables them to conduct good market research which is beneficial for the good
decision-making process. Therefore it plays an important role to increase the
productivity of carrying out the operational work for the organisation.
Factors which influence the consumer decision at the food and beverage outlets:
It is important to provide the better marketing of the good and services so that it
will grab the attention of the customer towards it. Better pricing and aesthetic factor
enables the customer to make investment. As for the food and beverage organization it
is essential for them to maintain their infrastructure of their organization so that they will
be able to witness the large customer base who visit their organisation (Mbouw and
Qonita, 2018).
Factors are as follows:
7

Economic factor:
Economic factor has the major influence on the people which states that if the person
do not have enough money to buy the services than it resist them to make investment
in the company's business. For the food organisation if their prices are not affordable
then why the customer will visit their restaurant premises. It is important for the
Waterside Inn restaurant to provide the services at affordable price so that customer
will visit their firm.
Functional factor:
It is totally about the requirements and it is important for the organisation to think
logically as what things fits better to make the customer interested in the services, it
also plays a crucial role which influence the buying behaviour of the customer.
Marketing factor:
Marketing and promotional aspect is the major that impact the customer to make
investment in the organizational business. As the marketing mix involves the factors
which are product, price, place and promotion factor, These factors gives the direct or
indirect impact on the customer's buying behaviour. For the waterside Inn restaurant it
is important for them to monitor their marketing practices as to use the unique
approaches to promote their services and the product for greater reach to the customer.
It also enables the customer to buy the goods and services.
Psychological factor:
When to discuss the psychological factor it always involves the motivation, learning and
belief which impact the customer. As if the customer is not motivated than they are not
interested to achieve their goals, as the motivated person always approaches to fulfil
their goals or objectives. Therefore, for the motivated person they always go for the
new things which also make them able to buy something new.
Cultural factor:
Culture have the major impact on the purchasing behaviour of the customer as it affect
the decision-making process. As every individual lives and grown up in different culture
8

and the type of the product and services which they intended to use can directly or
indirectly impact their decision to buy the products. As for the food industry is the
person is grown up in such culture where they do not prefer the product which the
company offer, in such they do not make the decision to purchase the food product.
Strategies used in the food and beverage industry:
Customer's are the important for the organization as they play the key role in
increasing the revenues for the organization. The strategies which is used by the food
and beverage industry to attract the customer are as follows:
Collaboration with the local business on special occasion:
As by reducing the slightly prices on the product does not impress the customer, as
restaurant are always proceeded to reduce the price on the product but still it is not
good strategy to build the loyal customer. Regardless of this they can proceed with
collaboration with the local businesses for their promotional activity. As they can
proceed to make agreement with the theatre, fun places which displays their restaurant
image so that it attract the customer towards it. Waterside Inn restaurant can also go
with making collaboration with the theatre and entertainment places which will grab the
attention of the people in the market towards the organizational products (Direction).
Provide Free WI-Fi:
It is the most important thing which can restaurant can ever do as to provide the
internet access to their customer so that they enjoy their meal by surfing over internet.
Therefore or other strategies can be E-mail marketing, to provide the online
application for order. All the strategies plays an important role to enable the company to
build the potential or loyal customer base.
9

CONCLUSION
From the above report it is concluded that the Managing the processes for the
food and beverage can lead the food organization to achieve their goals and objectives.
This report describes the different type of the businesses in the food and beverage
industry which involves the process as explained above. It include the different rating
system for food sector, current and future trend which impact the food businesses. It
further describe the different operational and marketing technology, factors which
influence the customer buying decisions. It lastly concluded with the Strategies that is
used by the food organization to attract the customer.
10

REFERENCES
Books and Journals
Bayona-Saez, C. and et.al 2017. Open innovation in the food and beverage
industry. Management Decision.
Bibra, M., Krishnaraj, R.N. and Sani, R.K., 2021. Fermentation Strategies in the Food
and Beverage Industry. Biomolecular Engineering Solutions for Renewable
Specialty Chemicals: Microorganisms, Products, and Processes, pp.141-164.
Caiazza, R. and Bigliardi, B., 2020. Web marketing in agri-food industry: Challenges
and opportunities. Trends in Food Science & Technology.
Carlisle, S., Ivanov, S. and Dijkmans, C., 2021. The digital skills divide: evidence from
the European tourism industry. Journal of Tourism Futures.
de Souza, T.S. and Kawaguti, H.Y., 2021. Cellulases, Hemicellulases, and Pectinases:
Applications in the Food and Beverage Industry. Food and Bioprocess
Technology, pp.1-32.
Direction, S., Digital food focus: The benefits of digital marketing tools for restaurant
competitive advantage.
Granheim, S.I., 2019. The digital food environment. UNSCN Nutrition. 44. pp.116-21.
Herawati, A. and Putra, A.S., 2018. The influence of fundamental analysis on stock
prices: The case of food and beverage industries. European Research Studies
Journal. 21(3). pp.316-326.
Jumal, J. and Othman, S.S., 2019. A Review on Biosensors and Their Applications in
Food and Beverage Industry. Journal of Fatwa Management and Research.
Mbouw, E. and Qonita, K., 2018. Consumer Current Trends In Restaurant Industries: A
Case Study Of Food Blogger. Emerging Markets: Business and Management
Studies Journal. 6(1). pp.1-8.
Otles, S. and Sakalli, A., 2019. Industry 4.0: The smart factory of the future in beverage
industry. In Production and Management of Beverages (pp. 439-469). Woodhead
Publishing.
Reagan, R. and et.al 2020. # ad on Instagram: Investigating the Promotion of Food and
Beverage Products. The Journal of Social Media in Society. 9(2). pp.1-28.
11

Tehrani, M., 2021. The Effect of Entrepreneurs’ Political Skills on the Performance of
Companies in Food and Beverage Industry: The Mediating Role of
Entrepreneurship Orientation and Ethical Leadership. Journal of Innovation and
Value Creation. 18(18). p.123.
Yang, C.Y. and Yang, C.H., 2019. The impact of sustainable environmental
management in the food and beverage industry on customer loyalty: A view of
brand attitude. Ekoloji. 28(107). pp.965-972.
Online
FOOD AND BEVERAGE MANAGEMENT, 2021. [online]. Accessed
through<https://www.escoffier.edu/blog/culinary-pastry-careers/what-is-food-and-
beverage-management/>.
12