Assignment on Heathrow Airport Restaurants.

Running head: HEATHROW AIRPORT RESTAURANTS
Heathrow Airport Restaurants
Name of the Student:
Name of the University:
Authors Note:

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Activity 1 – Demonstrating F&B Industry Knowledge:
The Food and Beverage Industry is one of the biggest and the most complex industry.
It includes all the processes that are related to the food and beverage industry, which refers to
the manufacturing, processing, distributing of the food and the marketing and the catering of
the produced food and beverages. The industry not only includes the raw materials, that are
needed for the food production, but also it includes the chemical materials that are to be
involved in the processing of the food, and the equipment that are used in the manufacturing
and the processing of the food and beverage items. According to Goode et al. (2013), one of
the most complex aspect of the food and beverage industry is the involvement of the supply
chain management. The food and beverage industry involves and includes a large chain of
food and beverage. Since the industry even includes the distribution and the marketing of the
food and beverage items, therefore, the industry includes a large chain of supply and
management and advertising campaigns and promotional businesses within the industry as
well. Also, as found by Goode et al. (2013), the industry includes a huge research and
development process within its business. In the modern age of food and beverage industry,
where the process of Globalization has also made its mark, it is seen that the food and
beverage industry rigorously uses its research and development teams to explore within the
industry, to offer the consumers, culturally diversified food.
Therefore, in the following essay, a detailed analysis of the food and beverage
industry of the Heathrow Airport Restaurant, will be included, which will essentially talk
about the various types of services and tends available in the industry, it will also discuss
about the rating policies used by different organizations, and the customer behaviour and the
manifesting factors for the same will as well be discussed. Lastly, the role of operations and
technology will be included in the discussion.

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Different types of Businesses:
The Heathrow Airport Restaurant includes a various types of businesses. The various
businesses within the endeavours of the business house includes,
Italian Coffee and Dishes, and the organization has kept is authentic. The business
chain includes, Ca’puccino and Caffe Nero and the Carluccio’s, which is especially
known for its exquisite and authentic Pasta.
The airport also includes businesses related to the seafood and the Prunier Caviar, and
is known to be the producer of world’s most famous Prunier Caviar and Balik
smoked Salmon. The chains are, the Caviar House Oyster Bar, Caviar House &
Prunier Seafood Bar.
The restaurant also includes soft drink, exquisite coffee services, and both hot and
cold beverages, fresh fruit drinks. Therefore, the chians that include these are, Costa,
EAT. These chians also include regular and small snacks like sandwiches, pasta,
French fries and the like.
The restaurant also has a chian that includes and provides the services of both hard
and soft drinks, and the soft drinks, include both hot and cold beverages. They also
keep seasonal fruit juice. The chains include, Fortnum and Mason Bar, and Giraffe
Shop. These chains also include a variety of sea food and shell fish.
The restaurant also includes family dining options, with exquisite Asian and European
dishes. The most important aspect of their food is that they keep it complete authentic.
The Gordon Ramsay Plane Food is one of the most popular dining chain of the
restaurant house.
The restaurant chain also provides low fat and low carbohydrate containing food, and
Itsu and Pret a Manger and Leo, are three of the best food chains of the restaurant,
that offer healthy and organic and home- made food.

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The restaurant also includes exquisite French restaurants with authentic French food
and beverages. La Salle is one of the most famous food chains of the restaurant house.
It also include an authentic British food house Pilots Bar and Kitchen, which makes
the authentic English breakfast and English food.
Rating Scales:
The food hygiene rating scheme, is the standard food rating policy that are used in the
restaurants. The food rating system aims to rate the food quality of the restaurants, food
joints, take away and aims to provide the customer an understanding of the food quality and
the ambience and the service system of these restaurants and the food joints. It also helps the
organization to understand about their market positioning. It has 0 to 5 scale, with 0 being the
lowest and 5 being the highest of the scores.
One Star refers that a restaurant is dirty, unhygienic, and the service quality of the
organization is also very poor.
Two star refers to the fact that a restaurant with average food quality and affordable
price structures.
Three star refers to a restaurant house having a quality service with certain attached
unique services or facilities.
The four star determines that a restaurant is having separated services and has an
outside cuisine and the dishes, the ambience and the tools and accessories are
carefully chosen and distributed.
A five star restaurant requires a tour of the cuisine, and it has separated areas, based
on the food types. The Bar area is provided with special attention.
Heathrow Airport Star Rating
Costa 3.5
Ca'puccino 3

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Oyster Bar 5
Trends within the Industry:
The rise of globalization has included certain trends within the food and beverage
industry. One of the major trend within the industry is that the cultural assimilation due to the
rise of globalization has included within the industry. The consumers are opting for food
items that re different in taste and that are essentially food item of different culture or country
(Jayawardena. 2013). For example, the Asian Cuisine, has become quite popular among the
country.
Secondly, the consumers are seen to be more oriented towards the food and beverage items
which come along with the safety checks or safety ratings (Jayawardena. 2013).
Thirdly, the customers are more oriented towards innovation within the industry. As the
companies are coming up with similar types of items and products. Therefore, the industries
are rigorously depending upon their research and development teams to have come up with
newer products, to get a competitive edge within the market (Jayawardena. 2013).
Fourthly, the companies are more focusing on coming up with healthy food and beverage
items or products, that will provide health benefits to the consumers, as the basic notions of
the consumers have change, and they are opting for more healthy products. Also, the
organizations are more focusing on bold names of the food products, and bold and sensitive
flavours and colours and textures of the food items, to sensitize the customers as well as to
get a competitive edge within the market (Jayawardena. 2013).

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Activity 2 – Analysing Customer Motivations and Behaviour:
Decision making process of the Consumers to choose Food and Beverage Outlets:
The choices or the decisions made or taken by the consumers to choose a particular
food and restaurants depend on various factors. These factors can be analysed depending
upon three areas, individual, economic and environmental.
Individual Areas:
The decisions made by the individuals to choose a particular restaurant or a food joint
depend essentially upon individual choices and decisions. These individual choices are
influenced by the factors like, individual preferences, or ambience of a particular restaurant,
or the hygiene maintained by a particular food joint, or the way of preparing food by a
particular restaurant, all these affect the individual decision making processes are enlisted
under the individual choices for a particular restaurant (Lee et al. 2014).
Economic Factors:
The market researchers believe that the customer preferences for a particular
restaurant depend upon two major economic factors, one is if the restaurant or the food joint
have a very economic price chart, or if a restaurant has a high priced structure. Many of the
consumers believe that if s restaurant has a high priced structure, then it is likely to provide a
quality food. Also, there is an economic factor attached to the same. Often an individual goes
to a fancy or a pricy restaurant to maintain their status (Lee et al. 2014). The other factor is
that often the individuals go for a restaurant or food joint that offers quality food at a low
price rate.

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Environmental Factors:
The voices for a particular restaurant or a food joint, also measured or calculated by
the environmental factors, for example, the popularity of the food joint, or the peer
preferences, or the genetic background of an individual (Lee et al. 2014).
Influencing Factors for the Choice of a Restaurant:
The choices for a particular restaurant is often determined or influenced by certain
factors, which are enlisted below.
 The psychological determinants, like stress or mood often determine the choices for a
particular restaurant.
 The social determinants, like the accessibility of the place, the visibility of the food
joint, or the popularity of the restaurant, all influence the choices of an individual to
choose for a particular restaurant.
 The cultural aspects are also very important, for example, if a person is Japanese, then
he or she will try to find a Japanese food joint in America (Nestle. 2013).
 Factors like health consciousness or taste particularity, are also certain factors that
affect the individual choices for a restaurant. For example, a health conscious person
is likely to go to a restaurant who provide low fat food, or carbohydrate and protein
enriched food. Similarly, a taste specific person is likely to go to a restaurant who
provide quality food or food that are unique exquisite in taste.
 The process of preparing the food is also one of the important determinant or
influencer of the food (Jalilvand. 2017).

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Strategies of the Outlets:
As mentioned before, marketing plays a major part in the food and beverage industry. The
food and beverage outlets often incorporate certain specific strategies to attract the customers
and to increase the sales of the products. Some of them re included in the following.
 First is, the outlets must have a unique selling point, which will make them different
than the other food joints, and will help them create a niche in the market. One of the
most important ones are the ambience of the outlets, tagline of the same, and the
quality of the food.
 For the food products, the packaging of the products and the outlook and the names of
the same, are included as strategies.
 The brand positioning is also regarded as one of the major and important strategies
involved by the food and beverage outlets (Wood. 2018).
Maintaining a Loyal Customer Base:
To maintain and acquire a loyal customer base, the business houses include,
 Consistency in the services.
 Providing free gifts or services or certain lucrative offers to the customers.
 Personalised notifications or services to the registered or member customers.
 Asking for feedbacks and working on the same (Poku, Zakari, and Soali. 2013).
Evaluation of Strategies:
The strategies included and implemented by the food and beverage outlets cam
increase the profit base of the organizations and also, this can expand their customer base.
However, most important is that including good and needed strategies will help the
organizations to create a positioning in the market and will further help them to maintain the
position (Réquillart, and Soler. 2014).

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Technology on Buying Behaviour:
The technological advancement have made the job for the restaurants and the food
joints easy to acquire a market and to maintain a customer base. The social media and the
online applications are the two most important tools for the organizations to reach to the
customers. They essentially help in creating a customer base and a maintaining the same
through the online social sites (Loizou, Michailidis, and Chatzitheodoridis. 2013). The online
sites are also used to measure the competency level of the outlets and the organizations.
Activity 3 – Evaluating Ways to Use Technology
Different Operational and Marketing Technology:
At the operational level, the organizations use different forms of marketing
technologies, in order to increase their competency at the market. These essentially include
an improved supply chain policy. For example, Heathrow Airport Restaurant uses a supply
chain policy that is automated, quick and structured, this helps them to reduce the time (Davis
et al. 2018).
Another technology that is vastly used by all the major industries, is the e- commerce
technology. Heathrow Airport Restaurant is an excellent example, who rigorously uses this
technology to conduct and maintain all their accounting processes. The use of the e-
commerce has made their have easy to maintain their diversified food and beverage products.
Another technology is the Flow- through Sortation, which Heathrow Airport
Restaurant uses and it helps the organizations to maintain the flow of the manufacturing,
assimilation and the distribution of the products. The focus is essentially on the distribution
processes, which are made structured, automated and sequenced through this service (Wilden,
and Gudergan. 2015).

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Digital Technology and Improved Operational Efficiency:
The use of the digital technology has revolutionised and improved the effectiveness of the
operation system, and the following steps help in the enhancement.
 Including applications to empower the management or the official personnel.
 Digitizing and automating the whole operational process.
 Providing online solutions to understand the operational systems of the organizations
and also to create an application that will make the whole thing easy.
 Creating online platforms to reach the customers and to provide solutions instantly
and online (Westerman, Bonnet, and McAfee. 2014).
The major food and beverage Heathrow Airport Restaurant includes such steps.
Activity 4
Docklands Academy London’s Partner Restaurants
TAS chains:
The TAS, had started from the, The Cut, 1999, owned by Onder Sahan. He is a food
lover and a passionate chef, who is the CEO of all the TAS chains. Upon a visit to their
chains in TAS, The Cut, it is understood that the popularity of the chains depend upon their
fresh and quality food services, and the maintenance of authenticity. The restaurant provides
much focus on the authenticity and the preparation of the food. Also, it is essentially popular
for their seasonal ingredients. The ambience of the food joint is also specifically maintained
as one will get a Turkish vibe after stepping in there.

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Professional Food & Beverage Service Standards: Checklist and Questionnaire
Form
Food Service Skills:
What are 5 skills that an effective Restaurant Supervisor or Restaurant Manager must
have in order to run an efficient business?
 Significant Work Experience.
 Strong leadership skills.
 Strong work knowledge.
 Ability to use the management software.
 Decisive and critical thinker.
What are 5 important skills for maintaining standards and projecting a professional image
in the F&B industry?
 Multitasking Skills.
 Cultural Awareness.
 Communication Skills.
 Team Work.
 Language Skills.
 Professionalism.
Beverage Service Skills:
What are 3 different types of beverage service encounters?

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Tray service; Counter service; Velvet service.
What are 3 pre-service and 3 post-service duties?
Pre- services:
 Make sure no glasses are cracked, spotted or chipped.
 Make sure the correct sets of glasses have been placed.
 All the glasses are shining.
Post- services:
 Checking if a refill is needed.
 Cleaning the glasses and the bottle in a courteous manner.
 Cleaning off the table.
Equipment Management Skills:
How should equipment be cleaned and maintained pre- and post- service?
Pre- Service: Dipping into hot water.
Post- Service: Dipping into water; Cleaning with Dish washer; Rinsing off with water.
Why is it important that equipment should be cleaned and maintained?
To ensure the hygiene and food safety.
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?

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Legal requirements in the industry include, Nutrition Labelling and Education Act of 1990,
and Food Safety Modernization Act of 2010.
The regulatory standards include, Food and Drug Administration, Federal Trade
Commission, and the United States Department of Agriculture.
What are some of the other the legal requirements and regulatory standards that Food &
Beverage service outlets must comply with?
Other legal requirements are, Consumer Product Safety Commission, Legal Issues in Food
Industry, Egg Products Inspection Act, Exporting Food Products from the United States, and
Department of Health and Human Services.
What are the implications of failing to meet the legal and regulatory requirements of Food
& Beverage standards in terms for overall operational performance?
There can issues with Labour Law Poster, and Licensing. There can also be quality issues
and wage problems.

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References:
Davis, B., Lockwood, A., Alcott, P. and Pantelidis, I.S., 2018. Food and beverage
management. Routledge.
Goode, K.R., Asteriadou, K., Robbins, P.T. and Fryer, P.J., 2013. Fouling and cleaning
studies in the food and beverage industry classified by cleaning type. Comprehensive
Reviews in Food Science and Food Safety, 12(2), pp.121-143.
Jalilvand, M.R., Salimipour, S., Elyasi, M. and Mohammadi, M., 2017. Factors influencing
word of mouth behaviour in the restaurant industry. Marketing Intelligence &
Planning, 35(1), pp.81-110.
Jayawardena, C., McMillan, D., Pantin, D., Taller, M. and Willie, P., 2013. Trends in the
international hotel industry. Worldwide Hospitality and Tourism Themes, 5(2), pp.151-163.
Lee, P.Y., Lusk, K., Mirosa, M. and Oey, I., 2014. The role of personal values in Chinese
consumers’ food consumption decisions. A case study of healthy drinks. Appetite, 73, pp.95-
104.

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Liu, C.H.S., Su, C.S., Gan, B. and Chou, S.F., 2014. Effective restaurant rating scale
development and a mystery shopper evaluation approach. International Journal of
Hospitality Management, 43, pp.53-64.
Loizou, E., Michailidis, A. and Chatzitheodoridis, F., 2013. Investigating the drivers that
influence the adoption of differentiated food products: The case of a Greek urban
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Nestle, M., 2013. Food politics: How the food industry influences nutrition and health (Vol.
3). Univ of California Press.
Poku, K., Zakari, M. and Soali, A., 2013. Impact of service quality on customer loyalty in the
hotel industry: an empirical study from Ghana. International Review of Management and
Business Research, 2(2), pp.600-609.
Réquillart, V. and Soler, L.G., 2014. Is the reduction of chronic diseases related to food
consumption in the hands of the food industry?. European Review of Agricultural
Economics, 41(3), pp.375-403.
Westerman, G., Bonnet, D. and McAfee, A., 2014. Leading digital: Turning technology into
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Wilden, R. and Gudergan, S.P., 2015. The impact of dynamic capabilities on operational
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turbulence. Journal of the Academy of Marketing Science, 43(2), pp.181-199.

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Wood, R.C., 2018. Strategic questions in food and beverage management. Routledge.