Managing Food and Beverage Operations: Exploring Business Types, Rating Systems, and Current and Future Trends

This report explores various kinds of businesses within the food and beverage industry, assesses various rating systems used nationally and internationally, and explains current and future trends affecting the industry. It also compares operational and marketing technology for a range of food and beverage businesses and examines factors influencing consumer decisions and strategies used to build a loyal customer base.

Managing Food and Beverage
Operations

Table of Contents
Introduction .....................................................................................................................................1
Task 1...............................................................................................................................................1
Explain various kinds of businesses within the food and beverage industry.........................1
Assess various rating systems used for the food and beverage industry nationally and
internationally.........................................................................................................................2
Explain the current and future trends affecting food and beverage business.........................4
Task 2...............................................................................................................................................6
(Covered in ppt)......................................................................................................................6
Task 3...............................................................................................................................................6
Compare various operational and marketing technology for arrange of various kinds of food
and beverage businesses.........................................................................................................6
Task 4...............................................................................................................................................7
Analyse the factors that influence the consumers’ decision on which food and beverage
outlets they select...................................................................................................................7
Examine strategies used in a range of food and beverage outlets to attract and build a loyal
customer base.........................................................................................................................7
Conclusion.......................................................................................................................................9
References ....................................................................................................................................10

Introduction
Food and beverages management is one of the most essential segment of the hospitality
industry dealing in the operations of the restaurants, hotels, resorts and so on. It also includes the
organisation side of food, like ordering and inventory, managing, planning as well as costing
menus effectively (Alam, 2021). Food and beverages industry largely contribute to the growth
and development of the hospitality industry as well as enhancing their profitability. For this
report L'Enclume is taken as the base company. L'Enclume is one of the well established
restaurant in Cumbria, England. It was started in 2002 managed and owned by the chef Simon
Rogan and his partner Penny Tapsell. L'Enclume has got the rating of 10 out of 10 five times in
the good food guide offering quality services to their target customers. This report highlights the
various kinds of business within the food and beverages industry. Also the various rating system
used for the food and beverages industry along with the current and future trends impacting the
food and beverages is also highlighted in this report. In addition to this various operational and
marketing tools for range of various types of food and beverages along with the factors
influencing consumer decision is also highlighted. Furthermore, the strategies used to attract and
build loyal customers base is also analysed in this report.
Task 1
Explain various kinds of businesses within the food and beverage industry
Food and beverages industry is one of the fastest growing industry including the
restaurant, cafeterias, cafes, fast food, food manufacturing operations and so on. This includes
satisfying the needs and wants of the customers through them quality product and services. There
are two type of food and beverages services offered such as On premise and off premise. The on
premise includes the food or the services offered where is it is prepared. Customers visit the
premise in order to get the food service (Brede and et.al., 2021). Whereas in case of off-premise
services services such as partial cooking, preparing and services at the target customers
premises. In addition to this there are various types of food and beverages services outlets as
mentioned below:
Full services restaurants: One of the type of the food and beverages services is the full
service restaurant, this kind of restaurant offer a detailed menu to their customers as the
customers visiting the restaurant usually has high expectations. Main focus of these kind of
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restaurant is to satisfy the needs and wants of their target customers and offer them rich
experience. These kind of restaurant are operated at high level offering high quality services to
their target customers and retaining them for long period of time.
Fine dining: Another kind of the restaurant is the fine dining restaurant, these kind of
restaurant are also known as the white tablecloth restaurant. The fine dining restaurant are
generally of higher end offering quality services to their target customers and comes under the
category of fancier restaurants. These kind of restaurant attract large number of customers or
caters to an upscale clientele as well focus on offering quality food their target customers. The
staff member's follows proper dress code, as well as following proper ethical code (Chhabra,
Bakshi and KaurQ, 2021).
Casual dining: The casual dining restaurant is another kind of food and beverages outlet,
these kind of restaurant offer full services along with fun, comfortable, laid back environment as
well as affordable menu is presented to the customers. The casual dining lies comes between the
fast food dining and fine dining. The menu under the casual dining restaurant is generally of
higher price as compare to the fast food restaurants. These kind of restaurant has relaxed decore
and casual dress code, these kind of restaurants offers quality services to their customers.
Quick services: Another kind of food and beverages services is the quick service, these
are considered to be the fast food outlets known as the quick services restaurant. These kind of
restaurant offers service relatively faster, under this the food is prepared, purchased and
consumed quickly the main focus of these kind of restaurant is to be carried out with more
convenience and effectively. These kind of restaurant focus on satisfying the fast food needs of
the customers.
In case of L'Enclume, the restaurant comes under the full service restaurant offering
quality services to their customers. The L'Enclume, offers full services considering the high
expectations of the customers. The main focus of the restaurant is to provide quality experience
to their customers and enhance their satisfaction level (Devan and et.al., 2021).
Assess various rating systems used for the food and beverage industry nationally and
internationally
Rating system is a method of grading food and beverages and other hospitality industry to
enable the customers make the right choice that correctly fulfils their needs and suits their
budget. It helps in representing the quality and condition of guest facilities which is measured by
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the 200 criteria. The star rating is given to hotels, motels, self catering services, accommodation
services and so on. It helps in analysing the quality and standards used or followed by the
particular industry. Top star rating will attract large number of customers through offering
quality services and satisfying the needs and wants of the customers (Díaz-Montes and Castro-
Muñoz, 2021). It also helps in determining the goodwill of a particular industry in the
marketplace. There are various rating system used by the food and beverages industry as
mentioned below:
Five star: This is considered to be the highest rating system classification, a five star
rating industry offers excellent guest services in a state of the art facility. This kind of restaurant
are also opened throughout the year. Offering proactive services and customers care through
offering high quality of food services. In addition this it also includes some additional services
like second dining area, business area, spa and permanent luxury facilities also. Additionally
offering enhanced services like valet parking, concierge and also facility like escorting customers
to their bedroom. The five star company ensures that high quality services and infrastructure is
maintain in order to attract large number of customers.
Four star: The restaurant categorised in the four star rating system mainly focus on
ensuring the hygiene standards in terms of food and services. This includes the higher staffing
level and 24 hours access facilitated through on duty workers. In case of food and beverages
industry, the main focus in on creating proper standards of food and creating positive
environment and infrastructure also. This star determines the working as of the excellent
standard and satisfying the needs and wants of the customers.
Three star: The food and beverages industry coming under the three star rating is
determined as the kind of company in which the hygiene standards are generally satisfactory.
The main focus is to satisfying the needs and wants of the customers. These kind of restaurant
offers quality services to their customers at relatively reasonable price also (Fitzgerald and et.al.,
2021).
Two star: The restaurant with two start rating system fall under the category of the
restaurant which needs some improvement. These kind of restaurant operates in order to survive
in the marketplace. These kind of restaurant doesn't focus on improving their services but just to
survive in the marketplace. Improving their activity will help them to enhance their profitability
and productivity.
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One star: The lowest rating system is one star, the restaurant which comes under the one
star rating are consider to the kind of restaurant which requires major improvement in their
operation and functioning. This kind of restaurant lose their customers base due to lack of
improvement, these kind of restaurant are operating just to survive and earn some profit.
In case of the L'Enclume, restaurant comes under the five star rating system and named as
top restaurant for the fourth continuous year. The restaurant offers quality services to customers
enhancing their satisfaction level (Haider and Szymanski-Burgos, 2021).
Explain the current and future trends affecting food and beverage business
The term trend is defined as a direction or a path in which something is changing or
developing. Any kind of change or new trend directly influence the functioning and operations of
any business effectively. Positive trend helps in enhancing the overall profitability and
productivity of the business, as well as lead the business towards continuous growth and success.
The accepting the trends also help business organisation to gain competitive advantage in the
marketplace. In case of L'Enclume, the current and future trends impacting the food and
beverages industry are mentioned below:
Current trend
Social trends: One of the current growing trends that is directly impacting the food and
beverages industry is the social trends. The growing hygiene concerns due to the current Covid
19 pandemic had directly impacted the food and beverages industry. There is also growing
concern regarding the clean and healthy eating choices among the customers. In context to
L'Enclume, considering the social needs of the customers and accordingly satisfying their needs
can help the restaurant to enhance their overall performance and achieve desired targets.
Service trends: Another trends that are directly impacting the food and beverages
industry is the services industry. With the growing competition in the market each and every
restaurant is trying to offer unique and different services setting new trends. Some restaurant are
offering sugar free items, free items with alcohol as well as some are using sustainability
practices (Hamid, Baxter and Wild, 2021). In context to L'Enclume, the restaurant needs to
ensure the services used by their competitors to attract customers and accordingly services trends
needs to be considered by them.
Environmental and sustainability trends: One of the most growing trend in the food and
beverages industry is environmental and sustainability trends. There is growing concern
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regarding the environment which leads the business organisation to reduce the food waste,
replacing meat with plant, using local suppliers. In context to L'Enclume, the restaurant is
largely contributing to the sustainability of the environment through reducing their food waste
that allows the restaurant to gain competitive advantages in the marketplace.
Style of outlets: Another current trend that directly influence the food and beverages
industry is the style of the outlets. In order to attract large number of customers, restaurant uses
unique and attractive styles for their outlets. In context to L'Enclume, the restaurant has unique
and attractive outlet which helps them to attract large number of customers leading to enhance
their overall performance and profitability (Mensah and Boakye, 2021).
Future trends
With growing competition in the food and beverages industry, there are number of trends
evolving in the industry which will allow them to enhance their performance and gain
competitive advantage in the marketplace. One of the future growing trend that will directly
impact the food and beverages industry is the digital technology. With the growing use of
technology large number of users are moving towards these trend. The use of digital technology
is transforming the industry allowing the attract large number of customers using online
technology. In context to L'Enclume can more focus on using online payment in order to make it
convenient for the customers to make the payment. Also the restaurant can use of AT technology
in their operation as this is one of the growing future trend in addition to this the restaurant can
also use robotic service in their restaurant in order to attract large number of customers and
enhance their overall performance and profitability. Determining and considering the future
trends will allow the company to enhance their overall performance and gain competitive
advantage in the marketplace. In addition to this the use of these future trends will also helps the
restaurant to be competitive in the marketplace (Pérez‐Escamilla, and et.al., 2021). Additionally
the use of robotics will make it easier for the restaurant to smoothly and effectively carry out
their activity.
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Task 2
(Covered in ppt)
Task 3
Compare various operational and marketing technology for arrange of various kinds of food and
beverage businesses
The operational and marketing technology plays an essential role in the effectively
managing the business related to food and beverages. The use various technology makes it easy
for the business to smoothly carry out their work and achieve desired goals and objectives. In
context to the chosen company, the various operation and marketing technology are mentioned
below:
Operational technology Marketing technology
 The operational technology makes it
easy for the company to smoothly carry
out their operational related work.
 Operational technology helps in
analysing and monitoring the assets and
manufacturing process. Also leads to
creating more efficiency and better
work flexibility.
 In case of L'Enclume, the various
technology that can be used by the
restaurant includes the point of sale and
and payment technology, allowing
customers to easily pay (Yuniawati,
Abdullah and Sonjaya, 2021).
 Whereas the marketing technology
makes it easy for the company to create
awareness about the new services
offered by the restaurant and enhancing
the brand image of the restaurant in the
minds of customers.
 Marketing technology can help
L'Enclume to gain competitive
advantage in the marketplace and gain
competitive advantage.
 In case of L'Enclume, the restaurant can
use social media platform as marketing
technology. This will helps restaurant
to directly interact and connect with
the target customers using various
platforms like Instagram, Twitter,
Facebook and so on.
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Task 4
Analyse the factors that influence the consumers’ decision on which food and beverage outlets
they select
Consumers plays an essential role in the growth and development of the business, they
are considered to the driving force behind the success of the business organisation. Each buyers
has their own taste and preference that directly influence their purchasing decision (Salik, 2021)
(Schebesta and Purnhagen, 2021). There are various factors that directly influence the customer's
buying decision. In context to the chosen company the various factors that are influencing the
decision of the customers are mentioned below:
Economic factor: One of the major and essential factor that directly impact the customers
buying decision is the economic factor. The factor includes if the customers can't afford
something they won't buy it. In case of the full service restaurant or fining dinning restaurant the
menu are quite costly which make it difficult for most of the customers to afford it. The economy
factor mainly includes the affordability of the product that impact the purchasing decision of the
customers (Sommer and Tondini, 2021).
Personal factor: Another factor that directly impact the purchasing decision of the
customers are the personal factors. The personal factors includes the age, occupations, lifestyle,
social and economic status of the customers. These factors individually or collectively impact the
buying decision of the customers. Any change in the taste and preference of the customers will
lead to changing their choice accordingly.
Social factors: TTask 4he social factors includes the references group, family, social
group and status. These factors of the customers also directly lead to impacting the the buying
decision of the customers. The customers usually choose restaurant as per their status and family
preference. these factors directly lead to impacting the decision of the customers effectively
(Weru and Njoroge, 2021).
Examine strategies used in a range of food and beverage outlets to attract and build a loyal
customer base
Customers attraction and loyalty is based on the different factors of the service organisation, such
as the type of the presentation, service equality, customer care, customer awareness approaches,
offers and benefits along with the needs satisfaction. So in context to the customers attraction
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and loyalty L'Enclume organisation have to manage all these factors with effective strategies and
approaches. Below is the brief explanation of strategies for the food and beverage outlets to
attract customers and built loyalty (Raman, 2018).
Quality of the products and services
Quality of the food is directly effecting the customers loyalty in food and beverage
industry, so in order to build and manage the customer loyalty L'Enclume have to insure the
good quality of the food product along with the management of hygiene and cleanliness, because
this is very important in food services sector.
Offers and discounts
In the food and beverage sector organisation have to focus on the offers and discount
strategies, because this is involving the consideration of key factors of customers interest, such as
the low price, good quality and free products in huge purchasing. There in market due to the
developing technology and innovation various strategies of the discounts and offers are present,
such as L'Enclume can use the offers and discount strategies like Free Delivery,Gift
Vouchers,Loyalty Cards, 50% discount on online payment, extra ingredient on the product on the
basis of customer demand etc.
Promotion and awareness
In the current market there are the various types of tools and techniques, which can be
use for the effective promotion and advertisement of the products, for customers awareness.
L'Enclume should use the social medial channels to develop and promote the effective and very
attractive content of the food menu. Such as Instagram, Pinterest, Facebook page should be use
by the organisation, with attractive contents of food information and pictures. Other then the
social media promotion organisation can also focus on the offline campaign and programs like
Loyalty Programs, Start a Blog etc.
Managing unique menu and customers feedbacks
Food and beverage menu should be developed with the different combo and specific meal
illustration, along with the clear information of offers and discounts. Customers feedbacks
should be managed by the continuous improvement of the services on the basis of their
comments. L'Enclume will get more success in their business by managing their customer
feedback with good improvement (Kaushal and Yadav, 2020).
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Conclusion
From the above study it has been concluded that managing food and beverages is
involving multiple task and strategies of management. There are the different tpes of the
business in food and beverage industry, such as the restaurant, quick services, self service, wine
bars. There are the different rating systems such as the star ratting system, indicate the
organisation, in terms of five star, four, three, two, one star. The current and feature trends
effecting the food and beverage business are organic food, online delivery, safety and
sanitization, fusion food etc. the key factors influencing the customers behaviour is
quality,location and easy access to the services. Key strategies to manage the attraction and
customer loyalty are promotion, managing unique menu, offers and discounts, quality of the
products and services.
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References
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