Evaluating F&B Businesses: A Report on Heathrow Airport Restaurants

This report provides a comprehensive analysis of the food and beverage (F&B) operations at Heathrow Airport Restaurants and Lounges Ltd. It begins by classifying different types of F&B businesses, including full-service, fine dining, and pop-up restaurants, and then explores the various national and international rating systems used within the industry, such as the Smart Choice and Health Star rating systems. The report further examines current and future trends affecting the F&B sector, including the impact of technology, changing customer preferences, and the rise of artificial intelligence. It then delves into the operational and marketing technologies employed by different types of F&B establishments, comparing and contrasting their strategies. The report also investigates customer motivation and behavior in selecting F&B outlets, highlighting factors like brand, product quality, and service. Finally, it outlines effective strategies used by F&B restaurants to attract and build customer loyalty, such as immediate feedback and exclusive offers. The report concludes with observations and a questionnaire to gather further insights, providing a detailed overview of the F&B landscape at Heathrow Airport.

HEATHROW AIRPORT
RESTAURANTS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
ACTIVITY 1...................................................................................................................................1
Types of businesses in food and beverages industry..................................................................1
Different rating system used nationally and internationally in food and beverages industry.....2
Current and future trends affecting the food and beverages industry..........................................3
ACTIVITY 2...................................................................................................................................4
Different operation and marketing technology for different type of F&B.................................4
Customer motivation and behavior in selecting F&B outlets......................................................5
ACTIVITY 3...................................................................................................................................6
Effective strategies used by F&B restaurant to attract and build loyal customer........................6
ACTIVITY 4...................................................................................................................................6
Observation..................................................................................................................................6
Questionnaire...............................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
The managing food and beverage operation is very important in the Heathrow Airport
restaurant and Lounges Ltd. This study reveals the description about the type of business within
food and beverage industries and further it shows the different rating system used in food and
beverage industry at national and international level and how it impacts over the food companies
and also it shows the current and future trends that affecting F&B busninesses in the market.
This report also reveals the compare and contrast between the different marketing technology
and operational technology like what technology use by the F&B industry to attract the customer
and make the loyal customer and also investigate the factors that influence the customer decision
regarding choosing the restaurant. In this regard present report has been made that involves the
Food and Beverage services standards.
ACTIVITY 1
Types of businesses in food and beverages industry
There are several types of business which are found in food and beverages industries.
These are full service restaurants, fine dining restaurants and pop up restaurants (Bayona-Saez
and et.al.,2017).
Full service restaurants
Restaurants are the businesses which provide services like food and drinks to the
customers. Full service restaurants are established with a broad menu along with table counter,
booth service and a wait staff. These establishment offers meals and snacks for immediate
consumption primarily on premises though Heathrow Airport Restaurant ltd. offer take out
service also.
Fine dining restaurants
Fine dining restaurants are full service restaurants with specific dedicated meal courses.
Such businesses offer higher quality materials with establishment having certain rules of dining
which the visitors are generally expected to follow. Some Fine dining restaurants also have a
dress code. Fine dining restaurants are sometimes called the white table cloth restaurants.
Famous fine dining restaurants in UK are Crockers Tring and Adam's Restaurants (Conte, 2018).
Pop up Restaurants
Pop up restaurants are also called supper clubs; these are temporary restaurants. These
business often operate from a private home, former factory or similar space during festivals. Pop
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up restaurants have been popular since 2000s but now they are usually disappearing. Usually
people find these types of restaurants in festivals inside empty buildings and always in the
trendiest pants of the town. The beauty of these business is that it can be open almost anywhere.
As long as the space is safe to cook and serve food. Another option for pop up restaurants
location is an already existing Restaurant. The pop up business in UK are The Picture house
Manchester and Leeds & Big Apple Hot Dogs (Craft, Madison Chemcial Co., Inc., 2016).
Different rating system used nationally and internationally in food and beverages industry.
Rating system at national level-
Smart choice rating system- This rating system is started by a country's top food
companies (Pepsico, Unilever etc). The program its seal of approval to foods that meets the
certain standards. Products could not exceeds defined amount of fats (saturated, trans,total),
sodium, cholesterol and added sugar and were required to include calcium, fibre and certain
vitamins. The smart choice seal has been very useful for identifying foods that meet high
nutritional standards. Heathrow airport restaurants and lounges Ltd. Have 4 star rating out of 5
stars (Davis and et.al., 2018).
Controversial rating system- It is a smart way of rating the products. In this the labels are
put in front of the package. The labels help the customers in identifying the quality of the
products. In this rating system also ratings are done from one to five.
Rating system at international level-
Health star rating system- Health star rating is a pack of front rating system that rates the
overall nutritional profile of packaged foods and assigns it a rating from ½ stars out of five stars.
Number of stars is determined using a calculator designed to assess positive and risk nutrients in
food (The Health Rating Calculator). Food manufacturers and retailers are responsible for the
correct and accurate use of the Health Star Rating System. Heathrow airport and lounges ltd.
follows the health star rating system (Iqbal, Khan and Khalid, 2017).
Five-star rating system- Five-star rating quality system is a tool to help consumers select
the products. Five-star rating means that the quality of the product is excellent and people can
easily consume that. This rating system is often used in US, this method is normally used by the
independent organisation to rate the restaurants. In this system the one star is the lowest rating
and five star is the highest rating. This system is followed by our Heathrow airport restaurants.
And Heathrow restaurants has the rating four star out of five stars (Jagtap and et.al., 2018).
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Current and future trends affecting the food and beverages industry.
There are various trends affecting the F&B industry. The biggest trend driving change in
food and beverage industry is transparency. Consumers want to know what ingredients are used
in the food and they are healthy or not. Thus, transparency affects the current as well as future
trend of F&B industry.
Current trends
Technology impacts the working of food and beverages industries. As new technology is
coming up it affect the food industry as it provides new platforms for the business. The F&b
industry can do promotion of their products using different social media platforms. Heatrow
airport restaurants use social media platforms to keep the business up to date with the market
requirements. And in future also Heathrow restaurant make the use of technology, the firm
develops the apps on which it will sell its food products. In this way it affects the working of the
industries. Online services affect the functioning of the industry as it gives the large amount of
customer base to the F&B industry. Thus it increases the number of competitor in the market. So
Heathrow airport will have to do better planning to sustain in the market (Iqbal, Khan and
Khalid, 2017).
Changing customer preferences affect current as well as future trend of the business. Any
change in the consumer behaviour will impact the sales of the Heathrow airport restaurants. As
now day trend is of healthy diet. The foods should be prepared safely and must be delivered to
the customers safely. The consumers prefer healthier foods. All the ingredients which are used in
the food should be healthy. In current environment the business is providing healthy and quality
foods so in future also it provides the same. So this affect the current and future trends of
Heathrow airport restaurants (Jagtap and et.al., 2018).
Future trends
Artificial intelligence is proving to be game changer for food and Beverage businesses.
All technology enables to produce more and more products very quickly. It improves feedstock
sorting as well as increases efficiency and safety. As it provides the aims of innovation with
excessively growing customer demands. AI provides many benefits to the F&B industry but the
high cost of large scale deployment in the sector is restricting the market to grow. All the work
will be done by machines, especially computer systems. As in current trend all the work is done
manually and in future it will be done by machine. So in this way it affects the future trend also.
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May be serving of food will be done by robots in future. So this affects the future planning of the
business (Nestle, 2013).
ACTIVITY 2
Different operation and marketing technology for different type of F&B
Full Service restaurant
Operational technology- Various operational technology used by the restaurant some of
them are a) online ordering where demand for online ordering technology is growing faster with
consumer it has many benefits like increase higher revenue, by more no. of ordering, more
accurate order and data tracking from where the order are placed. b) Customer facing table top
tablets where by providing the digital menu securely pay on touch screen tablet (Food and
Beverages, 2019).
Marketing technology- There are many marketing technology use by the restaurant, they
are: a) Software:- it is technology where the person sit in home and control the restaurant. b)
Social media:- The largest pool of potential customer are on social media. Such marketing
technology is use by the restaurant to increase the business.
Fine dining restaurant
Operational technology- Fine dining restaurant using various operational technology like
automatic serving where the food and drinks are serve by the robot and robot also cook the food
which reduce the mistake and also save the time.
Marketing technology- Social media marketing technology is used by the F&B restaurant
as social media is common for marketing and many people are attach with the social media, So it
is an best media for the marketing (Bayona-Saez and et.al.,2017).
Pop-up restaurant
Operation technology- Pop-up restaurant often use automatic dishwasher where the
dishwasher is a machine that is use to wash the dirty dishes automatically. It need person to
operate the machine but the benefit of this automated dishwasher is that it save the time.
Marketing technology- In marketing, pop up F&B restaurant using the television (TV) to
advertise about the F&B restaurant in the market by providing the advertisement in the
television. This marketing technology also one of the oldest technology which is still existing in
the market for advertising the product of the company (Davis and et.al., 2018).
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Customer motivation and behavior in selecting F&B outlets
Customer decide the F&B Restaurant on the basis of the Brand, product quality, discount
in price, good communication and fast services provided by the F&B restaurant etc. It helps the
employee to decide, while selecting the best F&B restaurant in the market.
Various factor that influence the consumer decision while choosing F&B restaurant like
good Quality product serve by the restaurant and also provide some discount over it which
influence the customer to buy the product and keeping the restaurant clean and hygienic, having
good communication with the customer and providing well respect to customer and hence this all
factors motivate the consumer decision in choosing the Food and beverage restaurant (Iqbal,
Khan and Khalid, 2017).
F&B restaurant use various strategies to attract the customer, by providing free wi-fi
customer never understand the power of internet it attract more customer on the door and may
keep them in for longer period, or by offering special offer in order to increase the sales as by
seeing the special offer or discount the customer can't able to stop to buy the products. And also
using online ordering app and delivery, by which the consumer directly books the products or
item by seating at home and paying cash after getting the delivery item at home. Likewise
restaurant using many more strategies to attract the customer.
ACTIVITY 3
Effective strategies used by F&B restaurant to attract and build loyal customer
Taking immediate feedback- By taking immediate feedback to the customer it make the
employee to think towards the positive way and they think that Food and Beverage is giving
values to their customer which attract the person towards the restaurant and became loyal of the
F&B and by getting satisfaction from the feedback which motivate it to became loyal towards
the restaurant.
Exclusive offer- As the restaurant provide good offer to their clients like 20% off, or
providing discount on some items or free gift on buying any specific product. likewise By
providing the good exclusive offer to the customer it helps the customer to became attract
towards the F&B restaurant and try to come again and again at same restaurant and became loyal
to the restaurant.
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Social media marketing- F&B restaurant is famous today being so cool and relatable with
current generation because they are all on social media platform. Instagram is one of the biggest
platform where F&B restaurant business are thriving through social media. As people love
clicking picture of food. It attracts the customer by seeing and clicking the picture (Nestle, 2013).
ACTIVITY 4
Observation
While visiting the Heathrow Airport Restaurants was analysed by me that there is
adequate infrastructure, guests feel so happy when they enter into the restaurants. Arrangement
of table chairs is quite impressive, no one get disturb if new consumer enter into the place.
Furthermore, there is effective customer services facilities, employees give quick response to
guests and resolve their issues soon by using polite language. Welcoming of guest is done in a
great manner.
Questionnaire
Food Service Skills:
What are 5 skills that an effective Restaurant Supervisor or Restaurant Manager must have in
order to run an efficient business
 Communication skill
 Problem solving skill
 Technical skill
 Management skills
 Leadership skill
What are 5 important skills for maintaining standards and projecting a professional image in the
F&B industry.
 Problem solving skills
 Listening skills
 Monitoring skill
 Technical skill
 Change management skills
Beverages service skills-
What are 3 different types of beverage service encounters.
 Remote encounters
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 Phone encounters
 Face to face encounters
What are 3 pre-service and 3 post-service duties
Pre service
 Serving water service
 Offering menu card service
 Pre plated service
Post service
 Take feedback
 Greet customers to come again
 Offer visitors mouth freshener
Equipment service skills-
How should equipment be cleaned and maintained pre- and post- service
The equipment’s should be clean and washed properly before serving to the customers. And
after the work is done all the utensils should be washed with washing liquids. Restaurants
ensures that after washing all the equipment’s should store at proper places.
Why is it important that equipment should be cleaned and maintained?
It is important that the equipment should be cleaned because customer prefers healthy food, as
when the utensils is not cleaned no customer would prefer to come to the Heathrow Restaurant. It
is also necessary to maintain the equipment’s as no consumer will be happy to eat food in the
unmaintained or broken utensils (Bayona-Saez and et.al.,2017).
Legal and regulatory requirements-
What are the legal requirements and regulatory standards in connection with the cleaning and
maintenance of equipment that Food & Beverage service outlets must comply with?
Food and Safety Modernization Act (FSMA) must be ensured to maintain cleaning.
What are some of the other the legal requirements and regulatory standards that Food &
Beverage service outlets must comply with?
HCCAP rules or principles must be follow by business in order to maintain standards at
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workplace.
What are the implications of failing to meet the legal and regulatory requirements of Food &
Beverage standards in terms for overall operational performance?
It is necessary to follow the laws created by government as if the laws which are relevant are not
followed then it can result in high penalty towards the Healthrow Airport Restaurant and
Lounges Ltd and also can result in cancellation of licence
CONCLUSION
From the above study it can be concluded that different types of business which are found
in F&D industry. These are fine dining restaurants, pop up restaurants and full service
restaurants. There are different types of rating system such for nationa and international, which
rates Heathrow Airport Restaurants restaurants on the basis of performance. And our Heathrow
airport restaurants use health star rating system. Strategies are used by the hotel so that the loyal
customers retain is taking feedback from the customer so that any improvements required can be
made The study concluded the different types of trends such as future trend and current trend.
Current trend followed by the hotel is healthy diet so that the health conscious customers are
satisfied and future trend which will be followed by the Heathrow restaurants is artificial
intelligence so that the work is done quickly in short period.
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REFERENCES
Books and Journals
Bayona-Saez and et.al.,2017. Open innovation in the food and beverage industry. Management
Decision.55(3). pp.526-546.
Conte, M.P., 2018. Macro trends in the food & beverage industry: selected italian m&a cases.
Craft, D.M., Madison Chemcial Co., Inc., 2016. Cleaning composition for the food and beverage
industry. U.S. Patent 9,260,679.
Davis, B. and et.al., 2018.Food and beverage management. Routledge.
Iqbal, J., Khan, Z.H. and Khalid, A., 2017. Prospects of robotics in food industry. Food Science
and Technology.37(2). pp.159-165.
Jagtap, S. and et.al., 2018. Improving water efficiency in the beverage industry with the internet
of things.
Nestle, M., 2013. Food politics: How the food industry influences nutrition and health (Vol. 3).
Univ of California Press.
online
Food and Beverages. 2019. [Online]. Available through
<https://www.newgenapps.com/blog/tech-food-beverages-industry-trends-solutions>
efficiency.
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