Managing Food & Beverage Operations

This report discusses various types of businesses in the food and beverage industry, the rating system for the industry, contemporary and future trends, and factors influencing customer decisions. It also includes a case study of Lakeland Diaries, a UK food manufacturing unit.

Unit 6: Managing Food &
Beverage Operations

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................4
Various types of businesses in the sector of food and beverage industries ..............................4
Rating system for food and beverage industries nationally and internationally ........................5
Contemporary and future trends which affect this sector...........................................................6
TASK 2............................................................................................................................................7
Covered in PPT...........................................................................................................................7
TASK 3............................................................................................................................................7
Comparison and contraction in various operational and marketing technology in maintaining
the various types of F&B businesses..........................................................................................7
TASK 4............................................................................................................................................8
Factors which influence the customer decisions.........................................................................8
Various approaches which are helpful in attracting the customers ............................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................10
.........................................................................................................................................................1

INTRODUCTION
The interest and craze in the people for food is never getting to a decrease. This craze as
build the increase in the business of food and beverages. The food and beverages organisations
are related with the cafe and restaurants which provides the food facilities to the people. The cafe
or the restaurant owners to gain a competitive advantage and uniqueness are trying to come up
with various types of food and beverages to the customers. They are trying to be innovative with
the food in such a way that it not just looks good but also taste good to the customers. To start up
a cafe or restaurant a lot of planning is required to done beforehand. These planning includes the
planning about resources like finance, raw materials, land and buildings, furniture, marketing and
sales strategies and much more. For reference purpose this report has taken an example of a
Lakeland Diaries. It is a UK food manufacturing unit which promises to provide quality dairy
products to the customers.
This report will discuss about the various kinds of businesses which are present in this
food and beverage sector, contemporary and future trends which impact this sector, factors
which influence the customer decision and the strategies used in the outlets set for food and
beverages. Apart from this the report also includes the standards set for professional food and
beverage sector.
TASK 1
Various types of businesses in the sector of food and beverage industries
Different kinds of food and beverage businesses are present in this particular sector and
some of them are as follows:
Fine dining restaurant: In this type of food and beverage system, the food and drinks are
present in a very elegant manner. Here all kinds of complex food and drinks are prepared and
presented in a very posh and poise way. The waiters, décor, staff, manager and etc,. all look so
elegant and top class. Although the prices of food and drinks in these types of businesses are
very expensive as the quality of services are very excellent. All the staff members and the
employees get a good training so that they can serve the customers or the guests in an
appropriate manner (Daskin, 2019). Apart from this the sheets on the table, napkins, the cloths
for hand wipe are of fine quality. The utensils in which the food will be served to the guests will
also be of fine quality. It can also possible that the table is decorated with the fresh and beautiful

flowers put in between the table so that it can provide the fresh and rejuvenating aroma to the
guests. Apart form this, there are also time when the restaurant organises the musical nights for
its guests in which a band or the singer sings for the guests to enlighten the mood of customers
so that there experience can get better.
Causal dining: These types of food restaurants provides the dining and food facilities for all 3
meal periods. The prices set by these kinds of restaurants are quite affordable and a huge variety
of menu are offered by these place to the guests (Hu and et al., 2017). Apart from this these
restaurants are quite spacious so that they can fit the families in that spacing. In these type of
business both chain and independent restaurants can been seen and both these kinds of
businesses are successful. High degree of experiments are performed with dishes through cross
utilisation of different dishes are seen most in these businesses.
Ethnic restaurant: In this type of restaurant mainly the cultural food and beverages are
encouraged. Here a particular culture has been set up and all the associate factors like the food
menu, the décor, the staff members, drinks and all are totally with relation to the culture opt. For
example there are restaurants in London which have the concept of Mexican food and beverage.
Here all the food dishes and drinks are provided just like the taste of Mexico food. The culture of
Mexico gets encouraged through the set up of these restaurants.
Upscale causal dining: The upscale causal dining are for the purpose to chill and dine. Here the
people or the guests come with their friends and families with a view to have a chill and talk with
them. Some games and fun activities are also available in these restaurants like Snooker, board
games and much more. The menu set by these restaurants are also very causal (Kabir, 2019).
Rating system for food and beverage industries nationally and internationally
The major factors upon which the rating has been provided to these food and beverage
industries includes quality of food and beverage, hygiene level, and the taste of those food and
drinks. The customers gives the ratings to any restaurant or cafe on these factors as they majorly
concern about the hygiene level, the taste of the their food and about the quality of services
provided to the customers. If there is any kind of compromise performed with these factors the
rating given to that restaurant or food providing organisation will ultimately get decrease. For
example a industry provides a good quality of food but the hygiene level of the premises or the
operational sector is not that good. This may affect the rating of that industry. Also if the hygiene
level is maintained with the industry but the taste of food they provide to the customer is not that

good or safe then automatically the rating will go down for that industry. There are some
standards which are set by FSMS which stands for Food safety management system, to regulate
the degree of safeness the food as in it. It has set the standards through which the level of
safeness the food contains in itself can be measured. The standards may include the ingredients
which cannot be used while preparing the food, quality of ingredients and materials which are
used in preparation of food, the hygiene level maintain in the preparation methods and much
more. There are ratings provided to the food companies on the basis of the services, type of taste
and quality produce by the company (Mahbub, 2019). These rating are provided upon the
following counts:
0: The 0 rating is provided to the company in which the factors like quality of food provided, the
degree of hygiene, taste of the food and all others are all of poor quality. There is an urgent need
for the company to make the necessary changes and improvements in all these factors so that
their ratings can be improved. Apart from this, this also can possible that the quality of food
provided to the people may damage the health. The materials or the ingredients used in the
preparation of food and drinks are of worst quality. And there is no training programs are
provided to the staff members. Example of these 0 ratings organisations may include sabour,
Murano and much more.
1: These companies are a little better from the organisation which are allotted with zero ratings.
But they still need some sort of improvements in their taste and quality of food and drinks
manufactures. By bringing the improvements in these sector the organisation can increase their
ratings. The example of 1 rating companies may include Kitchen table.
2: In these organisation the comprehensive performance is pretty much acceptable. But the
organisation can makes the immense improvements in their systems. The improvements can be
in terms of bringing more safety measures in the premises, manufacturing the food which is very
more safe to consume, bringing the improvements in terms of their services and much more
(Mahzura, 2018). Through the improvements in these areas the rating get increases from 2 to
above. Examples can be Midsummer House.
3: The rating given to these industries are pretty much neat and clean. All the operational
activities are carried out with proper neatness as these are very much strict towards their hygiene
level. Example may include Claire restaurant, and etc.

4: 4 ratings are provided to the companies which believes in maintaining a good standard and
hygiene level. They also put much of their efforts in bringing the creative food materials and
drinks before the customers. Apart from this they also believes in maintaining a level of safeness
in their operational activities. The level of hygiene is maintained by proper facilities for hand
wash, proper facilities for wash rooms, neat and clean premises, and much more.
5: It is the highest rating which is provided to a company. In this all the factors whether the
safety, hygiene level, and the taste they all are so good. The companies works very hard in
getting all these factors perfect. They also performed the timely research upon the market to
know the trend which is running with respect to food and drinks. These companies put a high
investment in the research and development sector also so that they can bring up the innovation
in the food and drinks they manufactures (Mangroo, 2018). These companies are very well
advanced and also put much energy in their hygiene level, taste and safety.
Contemporary and future trends which affect this sector
The current and the future trends which can be seen in the food and beverage sector may
includes the followings:
Preference and taste of customers: With the time, the change in the preferences and the taste
with respect to the food and drinks choices seem to get changed. This impact the type of food
and drinks manufactured and offered by the companies. To sustain in the market it is very much
necessary for the companies to bring up the innovation with respect to the food dishes also. They
need to carry out the research through which they can fetch the information about the current
running taste and preferences among the customers so that they can grab that opportunity and
can serve the customers accordingly.
Safe food: It has been noticed that in the recent times, the people have becomes more conscious
about the type of food they are taking in. It has been observed that the people now believes in
consuming the food which is safe and healthy for their body. And they also avoid consuming the
food which has preservatives in it as they might can harm the humans. Therefore the trend is
shifting in manufacturing and offering more safe food and operations (Nthenge, 2019).
Innovation: By reviewing the current and future trends it has been noticed that the innovation is
the major factor which helps the organisation in bringing the creative dishes and drinks which
can enable in maintaining the uniqueness in the market.

TASK 2
Covered in PPT
TASK 3
Comparison and contraction in various operational and marketing technology in maintaining the
various types of F&B businesses.
Increase in the usage of technology in al the sectors or industries is helping the businesses
in attaining the more productivity in their operational and marketing activities. For bringing up
the more productivity the organisations uses the technology to perform the activities or work
with major effectiveness. These advanced technologies will help in bringing effectiveness in
their operations which directly can enable in achieving the standard goals.
Lakeland diaries is a UK based company which has engaged in the business of
manufacturing the diary products to the customers. The company was establish in the year 1990.
lakeland diaries exports their milk and milk product in around 80 countries which makes them
the highest selling company in the whole Ireland. This company also uses the advance
technology so that they can perform the work in a more effective manner. The table presented
below will help the organisation in the field of marketing and operations through the use of
technology in bringing the effectiveness:
Operational Technologies Marketing Technologies
The operational technology will help the
Lakeland Diaries in bringing the productivity
more when compared with the number of units
produced, the advanced technology provide
more efficiency to the organisation. The
company tries to bring up the high productivity
in the production terms so that they can
produced more number of units in less time.
Also company also uses the management
information system in which they stores all the
relevant information and data can save and
The Lakeland Diaries uses the digital
marketing technology for carrying out their
marketing activities. These marketing activities
may include digital marketing, handling of
company's own websites, performing the mails,
ads and the so on. All these activities helps the
company in performing the marketing
activities in such a way that they can
effectively educate the target group about their
products and services offered (Oluwafemi and
Okon, 2018).

store. All these information or data can be used
in making the appropriate decision about the
company and its operations. For example in
this system the information about the
inventory, raw materials, employees and etc
can be saved which helps in making the future
decisions.
TASK 4
Factors which influence the customer decisions
There are multiple factors which can put impact upon the customer decisions, some of
them are as follows:
Quality: The quality of food and drinks provided by the restaurant can put impact upon the
decision of customers. They would prefer to visit at that place where the customers can find the
quality food. People now ignores to visit the places where the poor quality of food and services.
The quality of food provided to the customers do impact their buying behaviour. Customers
prefer to visit the places where the ambiance is good, the vibe must be positive, the food and the
services should be excellent and the staff members is very polite and humble. The customers
prefer to visit such places.
Physical environment: It includes the physical factors which makes the environment of the
restaurant more cool and comfortable. The physical environment may includes the sitting
arrangements, the décor, the table, designs and much more. If the customer faces the problem
with these factor it will contribute to the poor experience with the restaurant but if he gets
comfortable and cool with the physical environment then it will contribute to the good
experience.
Word of mouth: Majority of the marketing with respect to the restaurants and cafes are
performed through word of mouth. The customers shares the experiences which they has with
some restaurants and cafe to their families, friends, peer groups and etc and through these word
of mouth these people does get influence and choose their buying. There are also people who

choose going to restaurant and cafe by viewing the reviews and feedbacks about the same. This
will help them in making the better choice (Repetti and Roe, 2018).
Various approaches which are helpful in attracting the customers
The restaurants and the cafe can use various strategies and approaches through which
they can attract the customers. These strategies will help them in retaining and attracting the
more customers. By attracting the new customer the restaurant or the cafe would get successful
in increasing their customer base. The Kiln restaurant is a restaurant which is situated in London
which offers the quality food services to the customers. The Klin restaurant can use the following
strategies to attract the customers:
Special offers: The restaurant can attract the customers by offering the special discounts and
offers to them (Zimmermann, Raisch and Cardinal, 2018). By seeing the offers many customers
get attract to the restaurant and prefer to make the purchases from them.
Bringing the innovation in working: The restaurant can attract the customers by bringing the
new varieties of dishes and food to the customers. The more innovation will help the restaurant
to offer more variety of dishes to them (Tomassa and Rachmawati, 2020).
Quality: The Food which are offered by the restaurant should be of nice quality. The good
quality is the major factor through which the customers can get attracted to the restaurant. The
Food dishes in Klin restaurant should be great quality that it does not damage the health of eater.
CONCLUSION
From the report presented above, there are various types of businesses in F&B sector and
these may include the fine dinning, casual dinning, ethnic restaurant and so on. The technology
brings the more productivity in the terms of operational and marketing activities that's why the
Lakeland diaries is using more advanced technologies. There are various strategies through
which the customer case can get increase which may include special offers, bringing the
innovation in working and quality.

REFERENCES
Books and Journals
Daskin, M., 2019. The role of job satisfaction and intrinsic motivation on hygienic attitudes and
behaviours in fast-food restaurants. Tourism: An International Interdisciplinary
Journal. 67(1). pp.59-72.
Efi, A. E., Imagha, O. A. and Madubuike, E .S., Corporate Planning and the Survival of Food
and Beverage Firms in Nigeria from 2008-2015 (A Case Study of Flour Mills Nig. Plc
and Guinness Nig. Plc).
Hu, X. H., and et al., 2017. Method and system for automated food and beverage serving. U.S.
Patent Application 15/201,599.
Kabir, T., 2019. Event Marketing Practices of Akij Food and Beverage Ltd.
Mahbub, R .B., 2019. Research on the effectiveness of the recruitment and selection process of
Square Food and Beverage Ltd.
Mahzura, T. A. S., 2018. The Analysis of The Influence of Financial Performance, Company
Size, Ownership Structure, Leverage and Company Growth on Company Values in
Food and Beverage Industry Companies Listed in IDX 2012-2016 Period. International
Journal of Public Budgeting, Accounting and Finance. 1(4). pp.1-12.
Mangroo, C., 2018. Family Relationships–A Factor for Family Business Survival and Growth in
the Food and Beverage Industry (Doctoral dissertation, Anglia Ruskin University).
Nthenge, D. M., 2019. Marketing Strategies, Firm Characteristics, Customer Perception and
Performance of Food and Beverage Processing Companies in Kenya(Doctoral
dissertation, University of Nairobi).
Oluwafemi, O. J. and Okon, S. E., 2018. The nexus between total quality management, job
satisfaction and employee work engagement in the food and beverage multinational
company in Nigeria. Organisations and Markets in Emerging Economies, 9(2), pp.251-
271.
Repetti, T. and Roe, S., 2018. Minimum wage change effects on restaurant pricing and
employment. International Journal of Contemporary Hospitality Management.
Tomassa, B. and Rachmawati, E., 2020. Developing a Marketing Strategy Based on Market
Segmentation Through Clustering Method in Food and Beverage Industry in Bandung:
Case Study of Bola Ubi Yama. KnE Social Sciences, pp.1080-1105.
Zimmermann, A., Raisch, S. and Cardinal, L.B., 2018. Managing persistent tensions on the
frontline: A configurational perspective on ambidexterity. Journal of Management
Studies, 55(5), pp.739-769.

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