Managing Food and Beverage Operation | Assignment

Managing Food and Beverage
operations

Table of Contents
INTRODUCTION...........................................................................................................................1
ACTIVITY 1....................................................................................................................................1
Different types of businesses in F&B industry.......................................................................1
Different rating systems used nationally and internationally in the F&B industry................2
Trends both current and future that affect the food & beverages industry.............................2
ACTIVITY 2....................................................................................................................................4
Explaining the process of consumer decision making process in F&B sector.......................4
Explaining the factors influence consumers decisions in choosing F&B..............................4
Strategies do different F&B outlets use to attract customers.................................................5
Process of building loyal customer base................................................................................5
Evaluation of the effectiveness of the strategies used by different food and beverage..........5
Evaluation of the influence of digital technology on consumer buying behaviour................6
ACTIVITY 3....................................................................................................................................6
Compare and contrast the different operational and marketing technology...........................6
Evaluating how digital technology is used to improve operational efficiency......................7
ACTIVITY 4 ...................................................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Food & Beverages service options involve a multitude of activities which engage the
staff right from purchasing raw material, preparing food and beverage, keeping the business
environment safe and secure. The main purpose of F&B sector is preparing snacks & beverages
for customer order, for immediate consumptions on and off the premises. Present study will be
base on the Food & Beverages for which study has been chosen Heathrow Airport Restaurant
and Lounges Ltd. Report will describe about the types of business case that can be found within
the food industry. Like present business case is base on Cook & Hook restaurant. Therefore
further describes about the rating systems present at the international level in terms of describing
the different aspect of the systematic growth. The further study gaining the knowledge about the
customer motivations and behaviour in which the report will describes about the factors affecting
consumer decision making approach in F&B. It will define the aspect of the evaluation of the
effectiveness of the strategies used by different food & beverages outlets to attract and build a
loyal customer base.
ACTIVITY 1
Different types of businesses in F&B industry.
Food & beverages service sector is the most growing sector in hospitality industry (Ahn
and Back, 2018). Food & Beverage industry has providing the range of services or products to
their customers based on its choice and needs.
Catering and Banqueting : Catering business basically comprise food and served by
catering companies at banquets and special events at a diverse set of venues. Catering business
mainly serves their services for parties, weddings, in events or conferences etc. Cook & Hook
restaurant which is London base company who also provides their catering services in events,
marriages.
Accommodation food services : Accommodation food service are includes bars, room
service which includes self serve dining operations. Such businesses in F&B sector usually open
to the public and reliant on this public patronage in addition to business from hotels and guests.
Family/Casual Restaurants : Such type of food and services business are characterized
and open for all three meal periods. Family restaurants and dinning are the most growing type of
business in F&B.
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Different rating systems used nationally and internationally in the F&B industry.
Rating system is the method or source to evaluate the performance scale of the businesses
at national or international level. It has been analysed that hotel start rating might differ from one
country to another. National Accommodation Standards established the new rating system for
national start growth. The old accommodation standards were derived from the following
checklist or inventory type of system based only.
Five star rating system
Five star rating system helps to determine the position or performance of the businesses
situated in the F&B sector and having rich background (Benckendorff, Xiang and Sheldon,
2019). Five star rating system is majorly calculated at international level where the all hotels or
restaurants are compete with other brands at national level. In other words, to get five star
position F&B businesses does not need to meet the requirements of the system and growth. Like
business should have extravagant lobbies, unparalleled service and unequalled comfort etc. the
infrastructure of five star hotel should be glamorous and elegant. Along with the
accommodation services five star hotels also avail the other services for their guests like gourmet
restaurants, on-site entertainment, gym services, multiple heated pools hot tubs etc. in order to
evaluate the businesses all such criteria should be meet by he company to pass the rating criteria.
Seven star ratting system
It has been analysed that as per the World Tourism Organisation and the international
hotel and restaurant association. Hotel rating is separated into different form in order to rate the
business accordingly (Buyken and et.al., 2018). All such criteria is based on some basis like
service quality.
Some of the big brands and organisations in F&B sector which is highly famous and
popular at international level such as Burj Al Arab which is situated in Dubai. At international
level or out off Dubai this brand is famous across the world.
Trends both current and future that affect the food & beverages industry.
There are various opportunities and possibilities are available for the food & Beverages
industry that affect the growth of the businesses in food sector. All such or other future trends
that certainly impact the business and long term effectiveness in different context. Some of the
current and future trends which might impact the food and beverage sector.
Changing consumer preferences
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Customers are the king of the market and also play a most crucial role in the development
of the business. In terms of trend Customers needs and wants are always dynamic and preferable
which might impact the F&B businesses. For example Restaurants they need to analyse the
current taste of the buyers and what new innovations has occurred in the industry. Consumers are
always demand for the high quality food in five or seven star hotels (Top 2019 trends for F&B
industry businesses. 2019). Consumers are known as clean eaters and have a great sense to
analyse the situation for further tasks and opportunities. As according to customers, they always
prefer to choose restaurant which maintained hygienic environment in their outlets (Del Chiappa,
Martin and Roman, 2016). The consumer preferences is the current or future trend which always
be the same which impact the Food & Beverage industry or their organisations.
Innovation and Differentiation
Innovation and creativeness is always needy and required for maintaining the good image
in front of the consumers. Food & Beverages businesses like Restaurants, cafe, catering are also
famous for innovations and new services which makes the customers more happy and satisfied.
Sometimes this trend impact highly on the organisation image if they failed to impress their
guests. Somehow this trend become very risky for the development of the organisations. For
F&B industry online services, social media marketing, product innovation and differentiation all
such factors are majorly looking for the high development source which also makes the system
more difficult and forming effective learning source outcomes (Meyers and et.al., 2016). Overall,
it has been analysed that innovation and differentiation is the most required trend for the
development of the hotel organisations. Due to lack of creativeness and innovation this will
might affect the ratio of visitors in the hotel.
Mergers and Acquisition
In recent change food and beverage companies are still attractive to both private equity
forms and large brands. Food & Beverages companies are still attractive to both private equity
firm sand large brands. Mergers and acquisition is the effective developing approach that
certainly affect the F&B organisations. It also required to manage the work responsibility to be
the most required generating opportunity. Due to lack of resources and funds this trend can be
affected in highly manner. Also it might impact the growth or the development of the business as
well.
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ACTIVITY 2
Explaining the process of consumer decision making process in F&B sector.
Customer decision process is based on some specific criteria in terms of choosing any
restaurants, hotel and cafes. For example : In order to select a restaurant in UK following steps
would be taken by the buyers such as given below:
Need : Need is the most important factor which leads to buying the product or services.
In other words, need infant is the catalyst which triggers the buying process also determine the
best results and goals (Morcillo-Bellido, 2019). For example : before choosing the best
restaurant client require to have purpose of selection.
Information Gathering Search : Next step of the customers is to recognize the
information of a related restaurant. Besides, after selecting the multiple restaurant buyers needs
to through with the information of multiple restaurants on the basis of ratings, number of visitors,
reviews etc. Also such process finally meet the final requirement of the client in order to
determine the best outlet for dinner or launch. In the next step customer gathered new data either
from commercial sources, experimental sources, personal sources, experimental sources. In F&B
customer might compare two or more than hotels and restaurants to select the best one.
Evaluating the Product or services : next step towards selecting the services out of
different alternatives. In this step customer finally select the best alternative that helps to meet
the needs and wants. After identification of multiple restaurant final client needs to select one of
them for dinner and launch.
Purchase Product or services : At this process the final step towards making final
decision. In this step, guests finally chose the one restaurant for dinner/launch in which they will
planning to have the services (Oskam and Boswijk, 2016).
Post Purchase Evaluation : after taking service from restaurants & Lounge, customer
will decide weather their decision fulfils their expectations or not. However, this process can be
done by given feedback or give reviews on the restaurant sites.
Explaining the factors influence consumers decisions in choosing F&B.
Factors affecting consumer decision making approach
 The foremost factor influence customers which is price, this factor majorly concerned
about product quality, durability, suggesting and their preference towards purchasing
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high quality products at an equitable price. Such situation sometimes reduce the number
of visiting customers.
 End Consumer decisions are driven by price and quality of products. In F&B products
quality is the most concerning and important element on which consumer decisions are
based. This situation can change the mind of customer to visit the particular restaurant.
Strategies do different F&B outlets use to attract customers.
There are different ways through F&B organisations can easily attract customers towards their
outlets.
 Heathrow Airport Restaurant can offer some exciting gifts and offer for their guests.
 Expand the products and choices for cafes and dinning.
 Crete new promotional strategies for their food outlets.
 Stay connected with customers through social media sites. This strategy can be adopted
by the catering business.
 Offer happy hours for their clients which stores the effective learning ways.
Process of building loyal customer base.
Strategies or process to build up the new customer base :
 Heathrow Airport Restaurant can satisfy their customer with effective strategies and task.
Like company can provides different facilities to their clients like nice welcome, give
them complementary meal, some discounts on their first visit etc.
 Heathrow Airport Restaurant can develop a platform to communicate with the clients
and ensure their comfort and about the services through different form like feedback
form, review on sites, some more recommendation by their side etc.
 Consider different payment plans so that customers builds the trust for the people.
International clients can pay through their online method form if in case they don't have
the required currency.
Evaluation of the effectiveness of the strategies used by different food and beverage.
 Strategies are very essential for meeting the company goals and objectives
 Implement strategies also helps to fulfilling the needs of customers or clients.
 It helps to fulfill high tech with high touch (World Health Organization, 2016).
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 Measure service and make the results available to their employees and food and beverage
marketing team.
Evaluation of the influence of digital technology on consumer buying behaviour.
Digital technology is the highly influenced strategies that might attract the customers in
high influencing manner. In present time each and every customer wants a digital presence
where they visit for the services (Santoro, Vrontis and Pastore, 2017). For example. Online
shopping and online delivery services of food. Customer get highly influenced towards the
process which requires less efforts. Basically, it also helps to require the most required forming
results in order to be the most effective and learning goals. As compare to offline and online
more customer prefer to take online services over offline because it take less time and less efforts
to fulfill the needs and wants. On the same side, as according to some customers technology has
also given negative impact on the customers due to lack of security measures. So it has been
analyse the it has been given high impact of digital technologies on buying behaviour of clients
which is considerably positive. Customer attract towards new techniques which is easier for them
to access information and service without wasting time or some extra efforts such as Online
Food delivery system Or food tracking information etc.
ACTIVITY 3
Compare and contrast the different operational and marketing technology.
Operational technology is the hardware and software dedicated to detecting or causing
changes in physical processes through direct monitoring and controlling of physical devices.
Such technologies are generally very useful to manage and monitor the activities of the
organisation (Tanford, Shoemaker, S. and Dinca, A., 2016). This technology can help to control
the internal or external function of the company and take corrective action to minimize the
negative activities or form. For example Restaurant businesses effectively use operational
technologies to place the order number of the client. Also it helps them to measure the client
attendance as well. Such operational strategies generally using in different businesses in F&B
such as Cafe, Lounges and food Court etc. such technology can also helps to monitoring the
client order and list that helps to serve client into more smother way.
Marketing Technology : Marketing technology is dealing with the nature that engage
and explore the new opportunities and goals. Marketing technologies can helpful to fulfill the
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customer needs and fulfill their level of preference. For example Content Management System
(CMS) which is the technology that give power a website and blog or other relevant web
properties in order to market want to engage their customers. Marketing techniques helps to
promote restaurant outlets and its branches. Marketing activities promote the unique changes
taken by the Food Courts or cafes.
Evaluating how digital technology is used to improve operational efficiency.
Digital technology is the fast moving services or technology that can develop the several
opportunities for the businesses. F&B sector or the organisation can gain different advantage for
maintaining the work profitability. It can help to increase productive outcomes, quality services,
quality food services for the customers etc (Tidd and Bessant, 2018). Digital technology helpful
to maximize the business efficiency which enable to offer and provides easier retrieval of
information. Such techniques saves the company time cost and raw material cost which incurred
on the processes. In restaurants and Cafes or in hotels, Digital technologies helps to store the data
of clients like mobile number, date of birth etc. so such information can helpful to restaurants,
Cafe to attract them again. Such operational system can also be more productive through
applying the digital system to maintained the proper productiveness into the system.
Therefore different technologies can helpful for the businesses to maximize the efficiency
and productivity level (Wilden and Gudergan, 2015).
ACTIVITY 4
It has been found by the observation that how much it is required to be form a
differentiate firming results and meet out the best organisation opportunity. It has been observed
from the study that how much it requires hotel to adopt the awareness of cleanliness
(Wannasupchue and et.al., 2019). Along with that, it majorly sustained and also make the
systematic goals and objectives to perform in a more better manner. Also it has been observed
that restaurant also need to apply the all regulations and legal laws on the systematic growth.
Questionnaire
Questionnaire Form
Food Service Skill:
1. 5 Skills
a. Good communication skills
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b. Decision making power
c. Creative mindset
d. Optimistic behaviour
e. Attractive personality
2. 5 Skills to maintained the good image
a. First impression
b. Attire and clothing
c. Body language
d. Attitude behaviour
e. Conversation
Beverage service skills:-
1. 3 different types of beverage service encounters
a. Face to Face
b. Remote Encounter
c. Phone encounter
2. 3 pre service and post service duties
a. Reservation a. Feedback
b. On premise services b. Customer service
c. Outdoor catering c. Problem solving
Equipment Management Skills
1. Equipment should be cleaned and maintained properly to gain the output and effective
results.
2. Importance of maintaining the effective market is for to have the best service qualities and
also it helps to maintained the positive outcomes.
Legal and Regulatory Requirements
1. Ans : F&B industry required to maintained the proper legal regulations in order to
maintained some legal environment. For example Liquor licensing board, beer house first class
,wholesale liquor shop.
2. Ans: Quality assurance of food, services, environment must be safe and secure etc.
3. Ans : Lack of awareness, Lack of quality personal.
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CONCLUSION
On the basis of above section it has been concluded that, how much Food & Beverage
sector is important for the overall industry in order to gain the customer satisfaction. It has been
analysed from the study how many different forms of business is present in F&B such as
restaurants, bars, lounge etc. also it expressed the report concluded the latest and future trends
which might affect the food industry and profitability source of the organisations discussed
trends are innovation & differentiation, customer preferences etc. apart from that, it also
describes the about the customer motivation and behaviour in which it defines the factors which
influence the consumer decision making. At the end of the segment it also evaluate how digital
technology is used to improve operational efficiency.
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REFERENCES
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Tidd, J. and Bessant, J. R., 2018. Managing innovation: integrating technological, market and
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Wannasupchue, W. and et.al., 2019. Current Trends and Opportunities for Halal Restaurants in
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Online
Top 20119 trends for F&B industry businesses. 2019. [Online]. Available
through :<https://rsmus.com/what-we-do/industries/consumer-products/food-and-
beverage/top-trends-for-food-and-beverage-industry-businesses.html>.
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