Effectiveness of Strategies in Food and Beverage Outlets

The assignment provides a detailed analysis of the strategies employed by food and beverage outlets to grow their market and retain customers. It highlights the importance of quality food, good communication, and effective sales techniques in building customer loyalty. The report also discusses the impact of street food and application-based services on traditional restaurants and hotels.

Managing food and beverages
operations

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P.1 Different types of businesses within the food and beverage industry, profiling a chosen
business within each area of the industry...............................................................................1
TASK 2............................................................................................................................................4
P.2 Different rating systems used for the food and beverage industry nationally and
internationally ........................................................................................................................4
TASK 3............................................................................................................................................5
P3 Current and future trends affecting food and beverage businesses ..................................5
M.1 How Current and future trends affecting food and beverage businesses in meeting
business objectives.................................................................................................................6
TASK 4............................................................................................................................................6
P4 Professional food and beverage management skills within a food and beverage
organisation............................................................................................................................6
P.5 legal requirements and regulatory standards that food and beverage service outlets must
comply with, giving specific reference to the maintenance and cleaning of equipment .......7
M.2 Importance and value of having to meet professional food and beverage legal and
regulatory standards................................................................................................................7
TASK 5............................................................................................................................................7
P.6 Compare and contrast different operational and marketing technology for a range of
different types of food and beverage businesses ...................................................................7
M3 Digital technology enhances business performance for a range of different types of food
and beverage businesses to meet business objectives............................................................8
TASK 6............................................................................................................................................8
P.7 Factors that influence the consumers’ decision on which food and beverage outlets they
choose.....................................................................................................................................8
P.8 Strategies used in a range of food and beverage outlets to attract and build a loyal
customer base ........................................................................................................................8

M.4 Effectiveness of strategies used in a range of food and beverage outlets to attract and
build a loyal customer base....................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Managing food and beverages operations means checking all the multiple activities right
from purchasing raw material to analysing the business outcomes. Every activity from serving
food to consuming is covered under these operations. Present report will focus on different types
of businesses within the food and beverage industry, profiling a chosen business within each area
of the industry. In addition to this, different rating systems used for the food and beverage industry
nationally and internationally will also be described briefly. Furthermore, current and future trends
affecting food and beverage businesses will be explained.
TASK 1
P.1 Different types of businesses within the food and beverage industry, profiling a chosen
business within each area of the industry
Sector Description Advantages Disadvantages Employer
Hotels Hotels provide many
services like
accommodation, spa,
swimming pool etc.
But along with this,
food and beverages are
also served to their
clients.
Food and
beverages is a
different
operational unit
of Hotels which
is a source of
income. Clients
get all facilities
under one roof
while staying in
any Hotel.
Delicious food of
Hotels attract
visitors to stay
with them.
Low quality food
by restaurant unit
can affect the
entire business of
Hotel as people
like to stay with
such Hotels
which have good
facilities in all the
sections (Becker,
and et. al., 2018).
Best Western is
the largest chain
of Hotels in
United Kingdom.
It has 61 Hotels in
the entire nation.
It includes on site
restaurants along
with good and
delicious food.
Official website is
https://www.best
western.co.uk/ .
Fast food
restaurant
These are established
especially to serve fast
food cuisine. Limited
This sector of
food and
beverage industry
Fast food is
unhealthy
because it is made
McDonald's is the
biggest employer
in field of fast
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food items are offered
quickly in such
restaurants.
is good at saving
time of people. It
is tasty and cheap
as in comparison
to other food
cuisine.
from lower
quality
ingredients. Fast
food restaurants
serves fattening
food which
increase
cholesterol and
many other
diseases in long
term.
food restaurant. It
operates in 119
countries and it
has more than
36000 restaurants
in the entire
world. Its official
website is
https://www.mcd
onalds.com/us/en-
us.html .
Catering
services
It means is to provide
food and beverages to
large number of
people in parties. It
can be any party like
wedding occasion,
corporate meetings,
social events or
prisoners catering etc.
It provides large
number of orders
all at once
(Dhall, 2017). It
is cost efficient
due to all the
food is prepared
as per the order
so there are fewer
chances of
wastage. This
results in earning
higher profits.
Under catering
services there are
many
disadvantages as
well. As the
weddings and
every other event
is seasonal so
during off season
catering
businesses does
not run.
Penniblack
Catering services
is the biggest
chain of food
which provides
catering services.
It official website
is
https://www.penn
iblack.co.uk/
Theme
parks
These are those places
which are set up in
large outdoor areas
where people visit and
enjoy different
activities. Foods are
It helps in
cheering up
mood of people
and relieves
stress by
enjoying
These are very
expensive as their
operating cost is
also high. Due to
crowd, people has
to stand in queue
Walt Disney
World is a theme
park in US. It was
opened in the year
1971. Its official
website
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also provided within
this theme park in
their own restaurants.
different rides
and water sports.
Food is available
within the area
after enjoying the
activities. People
do not need to
wait to go out for
food and
beverages.
for food and other
rides and fun.
is
.https://disneywor
ld.disney.go.com/
Contract
catering
It means that a
catering company is
being hired by
organisation or any
other business to give
food and services on
regular basis.
In this the
contract is being
signed for
specific period.
Contract get lapse
once the time
period gets over.
Along with this,
Once the food is
not served in
proper manner, it
makes difficult
for the service
providers to gain
the trust back.
Blue Apple
contract catering
is one of the
employer in UK.
Culture &
Heritage
food services
There are certain
groups and restaurants
which serves
traditional food. These
are majorly national
dishes or any regional
cuisine which are
being served.
This food is
majorly liked by
all the people
residing in the
country. It is
liked by tourist as
well to taste the
culture food if
another place. It
Major
disadvantage is
that it is not much
liked by today's
generation.
Children like to
go to fast food
restaurants more.
Culture and
Huston
Blumenthal is a
leading restaurant
chain in London.
It serves delicious
British cuisine.
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helps in overall
economic
development as
well.
heritage food has
comparative low
popularity.
Prison
catering
services
These are the catering
services which provide
food to prisoners in
Jail. Many prisoners
cook their own food
whereas some of them
use staff from on-site
catering companies.
It provides many
benefits to the
catering services
provider as they
get large number
of clients under
one roof. Regular
fixed source of
income by
delivering food
to prisoners.
It is annoying
sometimes for
catering providers
as every material
is checked daily
while in and out.
it is the work of
high
responsibility so
food and
beverages
providers has to
be very active and
alert all the time.
Serco is a
company which
provide food to
the provider.
Website of the
company is
https://www.serco
.com/ .
Full service
restaurants
These are those
restaurants which
provides all the type of
cuisines and offer
different meals to
people.
All kind of food
is available under
one roof and that
too they offer on
table.
It requires expert
cooks who can
provide all the
services at once.
Zizzi is a full
service restaurant
whose official
website is
https://www.zizzi.
co.uk/
Branded
restaurants
Brand is something
which creates a unique
value and this allows
people to set their
corporate personality.
These restaurants
have beautiful
interior and offer
the best quality
services and
food.
Highly priced is
the biggest
disadvantage for
middle class
people. Not every
person can afford
Wagamama
Restaurant is a
good example of
the same. Official
website of the
restaurant is
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to go in such
restaurants.
https://www.waga
mama.com/
TASK 2
P.2 Different rating systems used for the food and beverage industry nationally and internationally
There are various ratings used for different types of services provided by the food and
beverage industry. Following are the ratings that are used majorly to categories foods as per their
hygiene, quality and services.
Scores on the doors: It is a term which is used for display of hygiene of food. It is a
rating scheme which is run to know that which food is more hygienic and safe. From 0 to 5
rating are provided which define level of hygiene of food and quality. Below ratings are defined
in brief.
RATINGS DESCRIPTION
5 It means food is very good in terms of hygiene quality.
4 Good but it is less than 5.
3 3 defines generally satisfactory hygiene of food.
2 It means that food premises they need to make certain
improvements
1 This defines that there is a need for major necessary
improvements.
0 There is a need of urgent improvements in food hygiene is
defined by this rating.
Environmental health officers have the right to check and inspect food premises in certain
interval of times. This officers generally come without notice so that owners of food premises
can not make improvements in their hygiene systems and quality of food.
AA Rosettes: Restaurant inspectors provides this rating to Hotels and restaurants. This is
the best food rating which is being given to define that this food premises serves the best quality
food (El Demerdash,2017). AA inspectors counts the taste of food and they also check that
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whether the food premises are delivering what they promise or not. This rating makes
improvements in the work by providing better criteria and it also set high standard for people.
Michelin stars: This is also one of the rating system which grade restaurant on quality.
There are three rating in this which is given on the basis of quality. It helps people in selection of
restaurant of their choice as per the grading system. This rating system also helps in knowing
about the hygiene factor along with the quality factor.
To assist these grading system of Hotel two sources are taken below:
Four seasons is a chain of five star Hotels due to its ambience and high degree of
personal services. Quality of food along with its quality rooms and location makes it a Five star
hotel.
Hilton Hotel is a three star Hotel. It has been provided these grading because Hotel has
good accommodation but it does not have Bellhop services in it. Along with this, Hilton has
medium sized restaurant which serves breakfast to dinner.
TASK 3
P3 Current and future trends affecting food and beverage businesses
There are various different trends that are being adopted by food and beverages
businesses. It has resulted in affecting the business of food industry to a vast level
Here are the major three trends which are described below:
Street food: It the recent years, street food has become the main market of food and
beverages. Every type of cuisine started to get available on streets. It has affected the sales of big
restaurant and traditional food hotels as well. In order to grow and continuing their sales, these
restaurants have to come up with innovative ideas. As today street food is a big business where
low investment is required. They have lower rent and minimum overheads to run the business.
Due to its low prices and tasty food, it can attracts people to the best so this trend is affecting the
food and beverages business to a great level.
Healthy eating: Every person in recent trend is switching to healthy diet. It is because
people are more concerned about their health and body (Greer, 2018). Due to the changing habit
of people, fast food restaurants and other cuisine also get affected. Businesses of these hotels and
restaurants got affected as food served by them is not healthy. Hence, in order to grow in the
industry, restaurants are coming with healthy diet food in their menu. This will make people visit
to restaurants and can increase their sales.
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App based services: In the current time, everyone has their own touch screen phones.
World is becoming digital and people are more in use of technology. This has mad people use
more of applications which can be used just through the phones. Every food chain is having their
own applications from where people can order food very easily. Home delivery options are also
available which increase their orders to great level. This new trend of applications has increased
the sales of food industry and made the process fast.
M.1 How Current and future trends affecting food and beverage businesses in meeting business
objectives.
This current trend of app based services is increasing food orders to a great extent. As it
is easy for people to order food from any place just by using an application, it helps in achieving
business objectives as well by growth in sales and profits of food outlets. Home delivery options
are also available which increase their orders to great level. This new trend of applications has
increased the sales of food industry and made the process fast.
TASK 4
P4 Professional food and beverage management skills within a food and beverage organisation.
To be a successful manager in food and beverage organization, one must have the following
management skills.
Mastery in delegating multiple task at a time: To be in a food and beverage industry, one
needs to be have mastery in assigning task to others. As in this industry, there are various work
which are required to be performed together.
Customer service management skills: A person should always know how to treat their
customers. Polite and soft spoken people wins the heart of clients while they are entering in any
restaurant area. In food and beverage industry, good communication is the major skills that one
should posses while attending customers. Offering best services by way of delivering good quality
food on time makes people happy.
P.5 legal requirements and regulatory standards that food and beverage service outlets must
comply with, giving specific reference to the maintenance and cleaning of equipment
Every food outlet should comply all the laws and regulations that need to be applicable on it.
Like government has made it mandatory to keep in mind about hygiene factors while preparations
and serving of food. Hands must be washed in regular intervals of time and make sure that cooks
and chefs are using hand gloves while cooking food (Hill and Hill, 2017). In addition to this, All
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the equipments must be properly washed after being used. Chipped, cracked and broken utensils
must not be sue by any food outlet.
Equipments which are being used must be in good position and in the condition to use.
Food contact surfaces must be cleaned and sanitised to keep microorganisms at safe levels. It will
help in maintaining personal hygiene as well.
M.2 Importance and value of having to meet professional food and beverage legal and regulatory
standards.
Due to food and beverage legal and regulatory standards, no one will get ill by food
poisoning. A healthy and clean environment will be provided to customers who come with a good
mood to eat. Even these regulations will increase growth of over all business of food and beverage
industry. It also helps in maintaining the quality of food and its hygiene factors will also be
considered by hotels and restaurants.
TASK 5
P.6 Compare and contrast different operational and marketing technology for a range of different
types of food and beverage businesses
There are many operational techniques which are followed by every sector to make its work
done in a proper way. Likewise, hospitality sector also follows the same.
Restaurant operational and marketing technology: Every restaurant is coming up with
different technologies to improve its operations and marketing. Restaurants started using Bluetooth
temperature sensors to check the food and equipment are up to the par. This helps restaurant in
avoiding the loss of their products and most important it ensures customers safety (Weber and
Hogberg- Saunders,2018). This has resulted In improving the operations of restaurants.
Theme parks time and location management: As many people go in theme parks, it
makes difficult to enjoy all the rides together. Theme parks came with certain applications like
Walkeewait for Disneyland helps people in reserving their rides in advance. This has resulted in
making operations better and such marketing technologies also has made business grow.
M3 Digital technology enhances business performance for a range of different types of food and
beverage businesses to meet business objectives.
Due to the use of digital technology it becomes easy for people to order food from any
place. In order to grow and continuing their sales these restaurants have to come up with innovative
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ideas. It even helps in knowing about the food outlets before entering in it by checking out the
ratings.
TASK 6
P.7 Factors that influence the consumers’ decision on which food and beverage outlets they choose.
While customer plan to order food or go to some food outlet, they consider the following
factors before finalizing about which outlet to choose.
Quality of food: This is the most important factor which is considered by people while
deciding about the food outlet. No one compromises with the quality of food because low quality of
food can affect health of any person (Mohammad,2017). So food outlets which offer good quality
food and have good rating in terms of quality are being chosen by customers.
Type of food: This is the basic factor which is considered by every single person because
while deciding any outlet a person gives priority to the food they want to eat. Multi-cuisine
restaurants are preferable when customer can not decide in advance about the type of food.
Location : Everyone prefers to go nearby because of the transportation problems and going
far is very time consuming. Al tough distance is second factor to be considered because people go
far also for the cuisine they want to eat and its taste.
P.8 Strategies used in a range of food and beverage outlets to attract and build a loyal customer
base
There are various different strategies which are used by restaurants and other outlets in order
to attract customers. Below are some strategies which are being followed majorly
Offer combo meals: Restaurants are offering different food combos to their customers in
order to increase their customer base. This is a strategy to increase sales and earning loyalty of
customers (Strategies used in a range of food and beverage outlets, 2017). Like Domino's offers
various combos which has helped it in growing its business to a great extent.
Home delivery of food: This is a facility which is being offered by food outlets. Here,
people can order food from any place which makes it easy for the customer to get their order. This
idea and strategy has helped the food outlets in growing their business. Many people gets attracted
towards such facilities.
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M.4 Effectiveness of strategies used in a range of food and beverage outlets to attract and build a
loyal customer base
These strategies have helped in growing the market of food outlets. Number of customers
have increased due to the various offers and home delivery services.. A person should always know
how to treat their customers. Polite and soft spoken people wins the heart of clients while they are
entering in any restaurant area. In food and beverage industry, good communication is also a
strategy that is being followed while attending customers. Offering best services by way of
delivering good quality food on time makes people happy.
CONCLUSION
From the above report it has been concluded that food and beverage industry should majorly
focus on quality of food. Different ratings are assigned after considering various factors to hotels
and restaurants. In addition to this, home delivery services and offering combo meals are different
tactics used by beverage outlets to attract and build a loyal customer base. Furthermore, in the
recent years, street food, application based services has become the main market of food and
beverages. Every type of cuisine started to get available on streets. It has affected the sales of big
restaurant and traditional food hotels as well.
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REFERENCES
Books and journals
Becker, G. and et. al., 2018. System and process for managing preparation and packaging of
food and/or beverage products for a precise delivery time. U.S. Patent 9,965,814.
Davis, B. and et.al.,, 2018. Food and beverage management. Routledge.
Dhall, P., 2017. Case Analysis III: Managing Sales Team at Balram Beverages. Vision, 21(4),
pp.484-486.
El Demerdash, J. M., 2017. Waste management in food and beverage operations: The case of
Alexandria. International Journal of Heritage, Tourism, and Hospitality, 10(2/2).
Greer, G., 2018. Win in India: An Analysis of Market Entry Strategy Into India’s Food and
Beverage Industry.
Hill, A. and Hill, T., 2017. Essential operation's management. Macmillan International Higher
Education.
Mohammad, A. A., 2017. Approaching the Adoption of Lean Thinking Principles in Food
Operations in Hotels in Egypt. Tourism Review International, 21(4), pp.365-378.
Weber, O. and Hogberg-Saunders, G., 2018. Water management and corporate social
performance in the food and beverage industry. Journal of Cleaner Production.
Wood, R. C., 2018. Strategic questions in food and beverage management. Routledge.
Zainol, N. and et.al., 2017. Examining Food Wastage, Cash Handling and Cost Control Practices:
The Case of Food and Beverage Outlets in Malaysia. International Journal of Business and
Management. 1(2). pp.182-188.
Online
Strategies used in a range of food and beverage outlets. 2017. Accessed through. Online.
<https://aaronallen.com/blog/restaurant-promotions/promote-a-restaurant-10-tactics-for-driving-
f-and-b-sales>.
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