Food Beverage Management Assignment (Doc)

Managing Food &
Beverage Operations

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Activity 1.....................................................................................................................................3
Activity 2.....................................................................................................................................5
Activity 3.....................................................................................................................................9
Activity 4...................................................................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Food and beverage operations includes a wide variety of activities ranging from
procurement of raw material to maintaining the right quality of services and assessing the
outcomes of business in the future. This report looks into the types of businesses within food and
beverage industry, various rating system used in this industry, current and future trends
impacting Food & Beverage businesses, basis of consumer's decision in choosing Food &
Beverage outlet, factors influencing their decision, strategies used by outlets to attract the
consumers, Food & Beverage outlets building the loyal customer base, Evaluation of the
successful strategies used by Food & Beverage industry, Impact of digital technology on
consumer buying behavior, Different operational & marketing technology used by Food &
Beverage businesses, use of digital technology in enhancing operational efficiency and final
evaluation of the abilities to demonstrate professional; food and beverage service standards.
MAIN BODY
Activity 1
Different Types of Businesses
The all companies which are involved in processing raw food materials, packaging and
distributing them are all covered under food and beverages industry. They also includes fresh
and prepared food as well as packaged food, and alcoholic and non- alcoholic beverages.
Hotels -
Hotel is the commercial establishment which provides lodging, meals and other guest
services. For example, the Hotel Hilton provides the catering and buffet services to their guests.
Guests or customers helps themselves to take the as many food item, they would like to eat. They
are also providing the room dinning services from telephone, televisions or hotels mobile app.
Restaurants -
It is an eatery which provides food and drinks to customers in exchange of money. Meals
are generally eaten up in the restaurant and some may provides the facility of take away and food
delivery services Heathrow Airport restaurant is one of the example. They serves all the major
meals that is breakfast, lunch and dinner. Restaurant along with the food they also provides the
drinks which may be alcoholic and non-alcoholic.
Catering -

Catering is the business which provides food services to remote areas or in the hotels,
offices etc. The Adelphi Hotel charges 10% catering fee, on the total amount the caterer charges
the customer . They preferred to sign an agreement acknowledging the responsibility while
utilizing the facilities or cost associated in doing so(Davis and et.al., 2018).
Different Rating System used internationally and nationally
National Level
 Dozen Rating System – The Dozen rating system is established to help shoppers to
identify the healthful product for them. The smart choice seal is very helpful for choosing
the high nutritional products. In this system food shelf tags are provided below or in the
front of the food products which helps the consumer to select the high standard
nutritional products. The Heathrow Airport restaurant provides the detail of nutrition
below the food items which helps consumers to choose a nutritional product(Dopson and
Hayes, 2015). Smart choice rating system – In the Smart choice rating system it provides simple icon
in front of the food packaging to direct customers for their smart food choice in the super
market, this will help them to select the more balanced diet and more beneficial food for
their healthy life as the food manufacturer renovate products to meet up the nutrition
criteria and prescribed them by different icon. Domino's provides simple icon on the food
which helps customer to select appropriate healthy food for them(Wood, 2018).
International Level
 Health star rating system – It is system of rating where one can quickly and easily
compare the nutrition of similar product that can typically seen in the same store. This
system provides a rating from a half top five stars- the more stars, the more healthier
food. Hotel Hilton provides rating on its food and beverages which is specified by the
stars(O'sullivan, 2016).
 GNPD rating system – The Global New Product Database is committed for delivering
the highest quality, detailed product data on new products in the food and drinks, beauty
and personal care and health etc., KFC provides detail of product on its packaging which
helps consumer to be aware of its quality.

Current and Future Trends in Food and Beverages businesses
Current Trends -
 Sustainable and local food choices – Food and beverages in industry tends, healthy
dining is built on the premises that eating the local food and sustainable produce is the
best choice of consumer for body and environment.
 Healthy snacks items – Snacking has become a vital part of everyone's diet. While
consumer's are becoming more health-conscious, brands like Heathrow airport restaurants
are working to offer more healthy snack options(Bakalis, Knoerzer and Fryer, 2015).
Future Trends -
 Brand recognition – With the increase in competition, now a days the only way
companies can separate themselves from other companies is by brand recognition.
Consumers now a days becoming more aware about the company's reputation, or their
brand image and the quality of the product.
 Increased innovations – Increased innovations in the industry will lead to newer,
healthier products and lower production costs, which helps them to increase the profit
margins effectively(Kaur, 2017).
Activity 2
Basis of consumer's decision in choosing Food & Beverage outlet
Consumer's behavior is mainly concerned with studying the individual behavior which
they show while making the purchase decision regarding any product or service. Now a days,
Consumers are highly health conscious while making the decision regarding the food they want
for them. Choosing the best product for their family revolves around their small world in which
they are living. A wide variety of food & beverage outlet are available to the consumers among
which they can choose according to their requirements. The foremost factor which went into
their decision of choosing the food and beverage outlet is the brand name. Heathrow airport
restaurant have a established brand name in the market and reputed goodwill compels the
customers to become a part of that outlet and visit it(Pirani, Arafat and Thompson, 2016). The
second basis on which the consumers decision is is based is the quality of service. Word of
mouth is the strongest marketing tool which have a great influence on the consumers and impact
their buying behavior. Customer's tend to get attracted towards those restaurant whose quality

level have a buzz in the market and have heard about it from the surrounding people(Maier,
2016).
Factors influencing the customer decision while choosing F & B outlet
The various factors that affects the consumer's purchasing behavior are:
Brand equity- brand equity is the value that is connected with its products and services when
compared to the competitors. The image which the brand projects in market and on its customers
is highly imperative. Heathrow airport restaurant have a strong brand imagery evokes the great
response from customers and they are more likely to trust that outlet which have powerful
positioning in the market.
Affordability- Value for money is the biggest factor which the customers first analyze before
visiting any outlet. Having a good price-quality combination makes the consumers more
involved in the products and services. Charging the fair prices for food and beverages not only
attracts the high income groups but also the rural and semi urban consumers.
Menu variety
Customers mostly visit the food outlets due to the variety which they do not get at their home
thus the influential factor which goes into their decision of visiting food and beverage outlet is
the menu variety. Consumers prefer those outlet which apart from providing good quality food
also serve different products among which they can choose with whom to go with.
Location Convenience- The location of the outlet is what matters to the customers while going
out for dinner. Consumers goes with that outlet which is easily accessible even for the rural ares
consumer's. Outlets located at the central position of the city or at the spacious place gains the
customer attraction easily.
Strategies used by outlets to attract the consumers
Food and beverage outlets spend a huge amount in its marketing and advertising strategy
therefore adopt wide variety of strategies to influence the customers.

Using special offers- The major marketing strategy which the food and beverage outlets use is
providing tempting offers like discount, cashback, price reduction, bonus offers etc. For example
The Heathrow airport restaurant had given 20% discount to their customers on various drinks last
month. Besides this, they provided two sandwich meals in the price of single meal(Gadelrab and
Hussein, 2016).
E-mail marketing- This is the strongest tool which the restaurants use in order to widen their
customer base. This is the great way of promoting their products among the masses.
For example The fat duck restaurant in UK make use of Email marketing to a large extent to
send online coupons to their customers and inform them about the upcoming events(Borges
Lopes, Freitas and Sousa, 2015).
Neighborhood companies- Now a days, this is the most frequently used strategy used by the
restaurants and food chains to attract the new customers. Owners mostly visit the companies
nearby their restaurant and establishment and stimulate the customer's interest through personal
contact with them. For example- Last month, the owner of Prezzo restaurant of UK visited its
nearest companies and shops to invite the customers for the opening of its franchise and offered
them with the great meal(Subramaniam and Wareing, 2016).
SEO- Another way of attracting the potential customers is upgrading Search engine and optimize
it through various techniques. Applying an effective SEO helps the companies to display their
page on the top of google when customers browse through. For example KFC upgraded its
content on its website by displaying its brand story right from its establishment and also
optimized its menu(Daskin, 2019).
Food & Beverage outlets building the loyal customer base
Food and beverage outlet is the most searched content on the google now a days. People
are highly involved in collecting different types of information about various food establishments
thus it becomes extremely necessary for Food and beverage outlets to find new customers as well
as retain the existing one. Building the brand loyalty among customers is the first step toward
widening the customer base and establishing itself globally. Restaurants and hotels use variety

of tactics to inculcate a sense of loyalty in the minds of consumers. Delivering exceptional
services to the customer is what the hotels can do to boost the faithfulness. Providing the great
quality of services will directly affect the customers mind and heart and they will visit more
often to that place. Another key to achieve customer loyalty is incorporating innovation in every
aspect. For example Heathrow airport restaurant targeted youth by bringing innovation in its
food menu, provided some add on and fine tuned its quality like French fries are now served hot
within seven minutes.
Evaluation of the successful strategies used by Food & Beverage industry
The main objective of the various strategies used by food and beverage outlet is to
capture a great area of market by fascinating the new customers and retaining the existing ones.
Wide variety of techniques are used to evaluate the effectiveness of these strategies. Post
promotion tools like questionnaire to solicit feed back from the customers and personal
interview with the customers has prove to be effective regarding the growth of the food and
products. Through these techniques, the aim of the restaurants and food establishment is to
analyze the gap between pre promotion and post promotion activities and to ensure that the
desired objective have been achieved or not. Example The objective of Heathrow airport
restaurant was to enhance the sale by 40% through its newly launched low sugar ready to drink
product. After the launching, they employed questionnaire to measure the customer response and
found that this new product was very much successful and the sales objective was achieved.
Impact of digital technology on consumer buying behavior
With the evolution of globalization, the use of technology has reached a milestone and
has flourished in each and every sector of the business. The major impact that the digital
technology had on consumer's and their behavior is ease of accessibility. Now the consumer do
not have to depend on newspaper advertisement and word of mouth for gaining the information
about restaurants and food establishment Heathrow airport restaurant make use of various digital
technology. Various social media and company website is enough to research about the different
products and the quality of services. Since the advent of technology, there has been a shift in the

paradigm of consumer behavior. Now more and more consumers depend on online food app to
order the food as well as view the review of various restaurants. With more emphasis on
personalization, customers are now able to customize their menu and create their own dishes.
Activity 3
Comparison of different operational and marketing technologies
Operational Technology – Heathrow airport restaurant uses EDI, in which the integration of
computers and communication technologies allows them hotel to control the internal and
external operation from a single integrated management system.
Marketing Technology – Heathrow airport restaurant uses the gift cards and coupons, festive
off etc. as a marketing tool and they also provide gift cards to their guests through emails.
 KFC is the American fast food chain which works globally .
Operational Technology – KFC uses a search engine optimization which helps them to be the
first preference by consumer om Google while browsing.
Marketing Technology – KFC uses social media and televisions for its effective advertising and
provides more discount offers through advertising and attracts more consumers by their offers.
 Fast Duck is the popular restaurant in the UK.
Operational Technology – Fast duck uses its own food app so anyone can easily order the food
by their app while seating in the restaurant and can also customize their own dishes and menus.
Marketing Technology – They uses internet and local advertising for their marketing
and they promote free coupons and discount cards on their apps also.
Use of digital technology to improve operational efficiency
With the help of digital technology the food and beverages industry could perform their
jobs effectively and efficiently. They can use more and more new digital technologies such as
single integrated management system which helps them to manage all hotel, restaurant activities
very efficiently. With a future innovations in a supply chain they can use logistics based
technology and connectivity systems which helps them to connect with the consumers easily.
As Heathrow airport restaurant uses the Single Integrated Management system to operate its all
external and internal operational activities which help them to reduce their work burden and

helps them to fulfill the customer needs and demands and demands thus how they can easily gain
a huge profit margin and effective customer's response and reliability towards their hotel.
Activity 4
Food Service Skills :
1.) Five efficient skills required in Restaurant Manager
1 Problem solving
2 Consistency
3 Business awareness
4 Contingency planning
5 Time management
2.) Five skills required for projecting professional image
1 Body language
2 Attitude
3 Personality
4 Confidence
5 Formal attire
Beverages Service Skills :
3.) Three different types of beverages services
1 Counter service
2 Tray service
3 Velvet service
4.) Three pre beverage services and post beverage services
Pre beverage services -
1 Checking glasses on the table
2 Appropriate positioning of napkins
3 Right placing of salt and peppers shakers.
Post beverage services -

1 Greet the customer's
2 Provide menus to the customer's
3 Serving foods and drinks
Equipment management skills
5.) Cleaning and maintenance of equipment
Using a terry cloth, wipe out the loose dirt and spots from the equipment and stainless steels
and rubbing the areas with sponge lightly.
6.) Importance of cleaning the equipment’s
Cleaning the equipment’s helps in killing the microscopic germs and organisms and leaving the
fragrant smell on the utensils.
Legal and regulatory requirements
1) Legal and regulatory standards for cleaning the equipment’s
Occupational safety and health association is an important standard for cleaning the hazardous
ingredients and removing the harmful gases released
2) Legal requirements the food and beverage outlet must follow
The various laws which the food and beverage industry must follow are Food safety and
standard regulation, Food products order, Food inspection and compliance etc.
3) Consequences of failing to comply with legal and regulatory requirements
The company may loose its license to run the business if it violates the food standards. Besides
this, a huge amount of fine may be imposed on the employee violating this.

CONCLUSION
From the above study it is concluded that food and beverage industry is growing very
rapidly now a days it is very important this industry to be more innovative and digitized to be
more profitable in the near future. Change in consumer behavior directly impacts the growth of
the outlets. So they must consider the changing behavior of the consumer and update with the
trends to grow more in the market and sustain for long term. Different operational and marketing
technologies helps them to perform management and promotional activities very efficiently thus
this helps outlets to perform market strategy and earn more profit and a brand recognition
among the consumers.

REFERENCES
Books and Journals
Bakalis, S., Knoerzer, K. and Fryer, P.J. eds., 2015. Modeling food processing operations.
Elsevier.
Borges Lopes, R., Freitas, F. and Sousa, I., 2015. Application of lean manufacturing tools in the
food and beverage industries. Journal of technology management &
innovation.10(3).pp.120-130.
Daskin, M., 2019. The role of job satisfaction and intrinsic motivation on hygienic attitudes and
behaviours in fast-food restaurants. Turizam: međunarodni znanstveno-stručni
časopis.67(1).pp.59-72.
Davis, B and et.al., 2018. Food and beverage management. Routledge.
Dopson, L.R. and Hayes, D.K., 2015. Food and beverage cost control. John Wiley & Sons.
Gadelrab, R.M. and Hussein, M.M., 2016. Exploring Food Handlers’ Attitudes towards Food
Safety in the Hospitality Industry. Egyptian Journal of Tourism Studies Vol.15(2).
Kaur, I., 2017. Role of hotel management and catering technology institutes in ensuring food
safety. In Food Safety in the 21st Century (pp. 321-335). Academic Press.
Maier, T.A., 2016. Convention hotel food and beverage operating efficiency profile. Journal of
Foodservice Business Research.19(5).pp.514-524.
O'sullivan, M., 2016. A handbook for sensory and consumer-driven new product development:
Innovative technologies for the food and beverage industry. Woodhead Publishing.
Pirani, S.I., Arafat, H. and Thompson, G., 2016. FRESH: A Food-service Sustainability Rating
for Hospitality Sector Events.
Subramaniam, P. and Wareing, P. eds., 2016. The stability and shelf life of food. Woodhead
Publishing.
Wood, R.C., 2018. Strategic questions in food and beverage management. Routledge.

1