Managing Food & Beverage Operations: F&B

Managing Food &
Beverage Operations

Table of Contents
INTRODUCTION...........................................................................................................................3
ACTIVITY 1 ...................................................................................................................................3
Types OF Businesses in F&B Industry..................................................................................3
Different rating systems that is used world wide...................................................................4
Trends both current & future that affect the F&B businesses................................................5
ACTIVITY 2 ...................................................................................................................................5
Way of deciding food and beverage outlets by the consumers..............................................6
Factors influencing consumer’s decisions in choosing a food and beverage outlet...............6
Strategies used by F&B outlets to attract customers..............................................................7
Way of building loyal customer base by F&B outlets...........................................................8
Evaluation of the effectiveness of those strategies that are used by several food and beverage
outlets in order to attract and build a loyal customer base.....................................................8
Evaluation of the influence of digital technology on consumer buying behaviour................9
ACTIVITY 3....................................................................................................................................9
Compare and Contrast the different operational and marketing technology..........................9
Evaluate how digital technology is used to improve operational efficiency..........................9
ACTIVITY 4..................................................................................................................................11
Observations of the meeting.................................................................................................11
Professional Food & Beverage Service Standards: Checklist and Questionnaire Form......11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Food and Beverages sector, these are establishments that are primarily engaged in
preparation of beverages, snacks and meals on customer's order, for direct consumption that is on
and off the premises. This industry is usually called to tourism professionals as F&B. This sector
is growing on simple facts as people tend to travel from their homes, going for business, so they
have a desire to eat and drink (Davis and et.al., 2018). The interest of the people is becoming
diverse, and so the offerings of food and beverages are also diverging. Heathrow Airport
Restaurants and Lounges Ltd. Is a well-known part of hospitality sector that provides deluxe
lounges, restaurants and accommodation facilities. This report highlights the different types of
businesses that are included in F&B Sector the rating system that is used in the industry
nationally and internationally. The trends that can be adopted by the business in order to meet the
business objective. Further the report describes the analysis of consumer's motivation and
behaviour in choosing F&B industry. The new technologies that are used to improve the
operational efficiency in the sector..
ACTIVITY 1
Food and Beverages Sector are divided in various sub segments that are consist oils, fats,
groceries, natural food, canned food, animal food, packed food and baby food. This industry is
complex and deals in multiple business of food supplies that is consumed across the world. The
function of Heathrow Airport Restaurants and Lounges Ltd is to fulfil customer's satisfaction by
offering quality, standard and healthy food services.
Types OF Businesses in F&B Industry
There are too many ways to divide the market, but there are two key dimensions like
commercial food service that involves operations whose basic business is food and beverages
that includes Quick service restaurants, full service restaurants, drinking, catering and banqueting
and the other is non-commercial food services where food is served, but they are not the primary
business that includes institutional, accommodation food services, etc. (Dopson and Hayes,
2015).

Quick and Full Service Restaurants:- These can also be called as fast food
establishment. Best examples of quick service restaurants are McDonald's, Burger King and
KFC. These kind of restaurants have limited offerings and rarely have table services as these
foods are available as take outs. Full service restaurants include casual and fine dining which
have fixed meal courses. These restaurants serve moderately priced food items and casual
atmosphere. The décor of these restaurants have higher quality material and are peaceful. For
Example:- Starbucks, Pizza Hut.
Catering and Banqueting:- Banquets are large dinners with multiple courses that are a
part of ceremony or any celebration. Events are mostly for the purpose of conferences, wedding,
festival and the food offered by the caters is according to the standards set by the quality and
hygiene maintenance. For example:- Royal Berkshire Conference Centre.
Bars:- It includes wine bars, nightclubs, pubs etc. A liquor primary license is necessary
to start a business that has its primary business as selling alcohol, nightclubs, cabarets and pubs
came in this category . For example:- Bar Termini.(Maier and Prusty, 2016)
Vending and Automated Food services: - This is not generally a part of Food and
Beverages sectors. These machines are situated in Hotels, sporting venues, transportation
terminals or any location that gives the opportunity for convenient purchase. For example:- D&
A Engineers Ltd.
Different rating systems that is used world wide
Different rating is given to the restaurants to measure the quality services of the
restaurant and are given by customer's that visit there.
One & Two Star-rating: - One star rating restaurant have basic features and are so much
affordable by any type of customer's. These restaurants need to be visited only when the
individual is in particular area. Two-star rating restaurants are somewhat better than one star,
they are more comfortable and have more facilities like Wi-Fi, better rooms and quality food.
Three Star-rating:- Restaurants with three star rating are very good with better
furnishing, better services and the services are inclined towards guest care. More facilities are
provided to the customer's like swimming pools, gym, laundry services are available for the
customers and even receptionist will be present for 24 hours.

Four Star-rating:- These are superior class restaurants that give excellent comfort and a
very high standards to furnishing, services like guest care and their amenities are more like
LCD's in every room spa facilities plus drinks, clubbing etc.
Five Star-rating:- These restaurants are exceptional with top quality and luxurious
accommodation that matches with the best international standards with flawless service. All the
operations must fulfil the quality standards set like cleanliness, hospitality, maintenance and
other services etc(Weber, 2019).
Food hygiene rating scheme:- This scheme helps the individual to opt the places from
where they can eat out or can shop the food items by providing information about the company
hygiene standards. This scheme is in partnership with local authorities in England.
Food safety management system:- Under the Article 5, the businesses in food industry
must implement and maintain the food safety management system that ensures that food
produced from the company's office is safe for consuming.
Trends both current & future that affect the F&B businesses
From changing trends and taste and preferences of customer's has changed and even product
transparency has increased.
Current Trend
Online Payment: - Economy is becoming cashless and online payments are in trend that
has benefited hotel sector as it has increases the revenues as they can promote their business via
social media, Payments are easier and faster as the customers can online book their rooms. But
on the other hands there are still some people who doesn't use these payment modes.
Self Service:- Hotels are now focusing on self-service. Self-services doesn't mean that
there is lack of services. As it can give time to the staff that they can focus on other important
things. It has its positive aspects like staff can invest their time doing other things and negative
like customer's want to relax and like servicing their breakfast or lunch, so they won't be
satisfied.
Future Trend
Gluten Free:- Gluten free food is becoming quiet famous as it is healthy and helps in
keeping the person fit. Restaurants are initiating to introduce this kind of food in their restaurants
as this will increase the revenues as the individuals who focus on healthy diet will be attracted
towards the restaurant (Del Chiappa, Martin and Roman, 2016).

ACTIVITY 2
Analysing customer motivation and behaviour
It is essential for an individual to analyse and evaluate customer motivation and
behaviour in order to fulfil the needs of the customers and provide them satisfaction which
significantly leads in increasing productivity of the business (Bakalis, Knoerzer and Fryer,
2015).
Way of deciding food and beverage outlets by the consumers
There is a significant process through which a restaurant can understand how a consumer
decides food and beverage outlet. In order to choose a particular outlet customer go through a
series of steps that are as follows:
Identify the decision – Firstly, consumers identify that in which type of restaurant they want to
go where all the desired needs are being fulfilled.
Gather relevant information – Secondly, after deciding the type of restaurant they wish to go,
the very first thing they do is obtaining relevant information about the restaurant where they
want to go. They analyse that there are several products available which they desire to consume,
and then they check the quality and cleanliness ratings and reviews of the specific restaurant.
Identifies Alternatives – In this stage, consumer determines alternative restaurants in which
same types of products are being offered. These substitutes are being determined for opting the
best of them.
Choosing among alternatives – In this step, consumer compares all the alternative restaurants
and choose the best alternative which is most suitable for them.
Take action – It is the final step where, consumers decide the food and beverage outlet and
finally decides to move towards the outlet.
Factors influencing consumer’s decisions in choosing a food and beverage outlet
There are majorly two types of factors that influence consumer’s decision making in
choosing a suitable food and beverage outlet, these factors consist of extrinsic and intrinsic
factors. Extrinsic influences include cultural, personal and social factors, and intrinsic influences
consist of psychological factors (Maier, 2016).
Extrinsic Influences on consumer behaviour

 Social Factors – It is one of the major factor which influences decision making of
consumers in opting an appropriate restaurant. The social factor variable which affects
decision making includes income, occupation, wealth, source of income and other
variables which are to be considered by the restaurants.
 Cultural Factors – It is a major factor which effects the decision making of consumers,
cultural factor can be described as those pattern of behaviours and social relations which
characterize a society and separate it from others. This helps consumers in determining
about what to eat, how to travel, where to travel and where to stay. These are the factors
which are being included in this segment of factors.
 Personal Factors – There are several aspects of personal factors that influence decision
making of choosing appropriate food and beverage outlet, these aspects consist of
economic circumstances, personality, age and life cycle stage and occupation. Buying
behaviour of consumer changes with the changes in the aspects of personal factors which
are to be concentrated by several food and beverage outlets (Notarnicola and et.al., 2017).
Intrinsic influences on consumer behaviour
Intrinsic influences include only one factor which affects buying behaviour of consumers
that is psychological factor. Psychological factor plays a major role in influencing buying
behaviour of consumer as it includes aspects like attitudes, beliefs, motivation learning and
perception. These factors influences consumers by several aspects like maintaining their class, if
they want to maintain their class they will choose a high class restaurant, another example is a
consumer who is vegetarian will visit only in that restaurant where vegetarian food is available.
These are the aspects which are to be considered while marketing for a F&B outlet which makes
it easy to approach maximum number of interested consumer for the product. If the consumers
are able to buy the products of restaurant, then only they have to be approached.
Strategies used by F&B outlets to attract customers
There are many different strategies for attracting customers that are used by most of the
F&B outlets which includes sales efforts that is being classified into two categories that consist
of internal selling and external selling.
Internal Selling
 Internal Merchandising: F&B outlets uses several programs for attracting customers
which includes keeping regular guests happy, attracting new customers by offering

several schemes, increasing business during slow period, etc. In this strategy, outlets
offers different packages that consist of several items at a discounted price in order to
attract new guests, another method is providing premiums as a gift for guests who pays
regular price for food and beverages for encouraging them to visit on a consistent basis,
further F&B outlets provides discounts to new customers for attracting them (Pirani,
Arafat and Thompson, 2016).
External Selling
 Advertising: F&B outlets advertise their products in order to inform the customers that
there is a brand which is being involved in dealing such food and beverage products
which are being consumed by the target customers. Advertising can be done through
newspaper, magazines, television, radio and direct mail. The latest technique of
marketing which is being used by major business is social media which is to be
considered by F&B outlets in order to attract more number of customers.
 Outdoor Advertising: In a recent period of time, many F&B outlets have started outdoor
advertising which significantly captures the attention of passers-by by employing eye-
catching, bold and dynamic adds. It includes public transit signs which are posted in
commuter rail stations or that are affixed to buses and kiosks of advertising which are
located along public sidewalks or in shopping malls (Torres and Del C, 2016).
Way of building loyal customer base by F&B outlets
It is essential for a business to create loyalty among its customers in order to service them
on a consistent basis and they choose our services on priority. In F&B industry, loyalty among
the customers are to be created for the purpose of attracting them on a regular basis. This can be
done by interacting with customers personally through the feedbacks which can be taken for the
betterment of services. Another way of creating loyalty among customer is taking
recommendations from the customers and implementing them in a significant manner which
encourages consumers to consume the specific outlet products (Bradley and et.al., 2017).
Evaluation of the effectiveness of those strategies that are used by several food and beverage
outlets in order to attract and build a loyal customer base
As per my opinion, the strategies which are being discussed above are suitable for a small
outlet as it is low cost consuming and usage of social media in advertising is an effective manner

of attracting new customers. By personally interacting with the customer, and taking feedbacks
and recommendations from them, encourages them to consume products from the same outlet.
Evaluation of the influence of digital technology on consumer buying behaviour
According to me, consumers are highly influenced from digital technology for buying the
products. As per my opinion, F&B outlets must consider that social media is the way which can
help restaurants to attract consumers by uploading their positive feedbacks on social media
application. The comments of other people on social media about the company influence the
buying behaviour or decision of an individual.
ACTIVITY 3
Compare and Contrast the different operational and marketing technology
The 3 businesses of F&B are bars, quick service restaurants and catering and banqueting
used different types of new technologies in developing their market.
OPERATIONAL TECHNOLOGY
Bars use inventory management to balance their operations, as keeping a check on stock
at the bar and refill it before it is less than the minimum line. Inventory management is an
important concept to maintain the stock at the bars as it will help the business to efficiently work
when there is too much pressure. Like quick service restaurants use guest management as they
need to greet and treat every individual equally so they focus on managing people. Catering and
banqueting will focus on smart cooking methods as the guests needs to be served hot food and
smart cooking appliances helps in maintaining the temperature of the food (Wood, 2018).
MARKETING TECHNOLOGY
Bars use digital promotion to market their business across the world. Digital marketing is
becoming famous as people tend to share everything through digital medium. Quick Service
Restaurants can use internet and social media ads or promotion to market their business and
develop their market share. Catering and Banqueting can use search engine optimization to
promote themselves as through this engine the company can maximise the number of visitor on a
website so that maximum people can get to the company.
Evaluate how digital technology is used to improve operational efficiency
Quick Service Restaurants

Robots & Artificial Intelligence: Robotics has been supportive and helpful for
numerous companies. They are limited in scope but they exit. For example, ChowBot's Sally the
Salad Robot is a vending machine that can prepare custom salad with all the needful toppings
and everything without human involvement. This robotics intelligence has made the working
easy.
Voice Ordering: Smart devices like Amazon Echo, Google Home are developed that has
changed the experience on a whole new level. Wing stop partnered with Amazon to enable the
consumers to place order by their Echo devices. Customers can manage to order their favourite
food at their suitable location and can save the payment information, making the process easier
and fast(Gadelrab and Hussein, 2016).
Catering and Banqueting
Projection Mapping: Projectors cast images on screens that gave the blueprint or idea
about the business. With projection mapping, every picture and display can be turned into 3D
structure. The planners can develop the space into a new design according to their preference.
Branded Multi-Use Apps: These apps provide unmeasurable chance to engage with the
attendees right on their phone screens during, before and after the occasion. The app is very
useful in reserving tickets, personalizing the events agenda, surveying attendees etc. Through the
app customer's experience can be analysed. The visitors can even control their rooms and
communicate with people in the hotel.
Bars
Online Ordering: Online food ordering has given customers relaxation time, due to the
digital technology customer's doesn't feel pressure so they order extra items and this leads to
increase in sales. The digital technology has made it more easy for consumers to choose what
they would like to have. The consumer can simple track the food item ordered through the digital
application.
Bar Reservation Software: This software has made it so much easier for the staff
member at the company to track the client, their needs and manage the orders they have asked.
These is useful for the operations department in managing the orders properly and efficiently as
they have all the data's registered(Gadelrab and Hussein, 2016).

ACTIVITY 4
Observations of the meeting
I have evaluated several abilities in myself by visiting Docklands Academy London’s
Partner Restaurant Hazev, where I noticed several aspects related to F&B Service Standards,
including in a real working environment. The aspects that I observed are as follow:
Interior- I observed that the interior of the restaurant is appropriate for families and business
parties which attracts target group of families and business persons.
Hygiene- Hazev restaurant considers hygiene as their first priority which make the customer
come again and again.
Professional Food & Beverage Service Standards: Checklist and Questionnaire Form
QUESTIONNAIRE
Food Service Skills:
1) What are 5 skills that an effective Restaurant Supervisor or Restaurant Manager must have in
order to run an efficient business?
1) Communication
2) Leadership
3) Interpersonal Skills
4) Time and Priority Management
5) Problem Solving
2) What are 5 important skills for maintaining standards and projecting a professional image in
the F&B industry?
1) Managing Tasks
2) Analysing and Solving Problems
3) Creativity
4) Process Mapping
5) Basic Presentation Skills
Beverage Service Skills:
1) What are 3 different types of beverage service encounters?

a) remote encounters
b) phone encounters
c) face-to-face encounters
2) What are 3 pre-service and 3 post-service duties?
Pre-service duties
a) Catering service
b) Customer greetings
c) Refreshment care
Post-service duties
a) Customer feedback
b) Complimentary care
c) Customer enquiry
Equipment Management Skills:
1) How should equipment be cleaned and maintained pre- and post- service?
2) Why is it important that equipment should be cleaned and maintained?
Ans. It is essential for a F&B outlet to keep its equipment’s cleaned and maintained in order to
create a hygienic food production and prevent any food borne illness.
Legal and Regulatory Requirements:
1) 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?
Ans. There is a law made for the cleanliness and maintenance of equipment that Food &
Beverage service outlets. In this act a restaurant must have all the written record for the
operations of the restaurant.
2) What are some of the other the legal requirements and regulatory standards that Food &
Beverage service outlets must comply with?
Ans. There are several laws which are being created by UK government that are to be
considered by F&B outlets in order to prevent any unlawful activity. These laws includes food
standards act, 1999 , general food laws, codes of practices and food information regulation.
These laws are being created with the main objective of protecting public health in relation to
food.

3) What are the implications of failing to meet the legal and regulatory requirements of Food &
Beverage standards in terms for overall operational performance?
Ans. F&B deals in highly sensitive products which requires quality control on a higher level
which can help the business to identify and rectify the defects in the finished products. These
laws are being made for maintaining the quality of products, If these laws are not being
followed, business can face issue of less revenue with legal actions by the government.
CONCLUSION
From the present report, it can be concluded that food and beverage management needs
proper structure in order to meet customer needs. This report also concludes that analysing
customer motivations and behaviour is essential for a restaurant in order to attract maximum
number of customers. Further this report concludes that use of technology is to be evaluated to
improve the efficiency of the business. Lastly this report concludes that there are several laws
which are established by government are to be followed by the restaurant in order to prevent any
unlawful activity.

REFERENCES
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