UNIT 6 Managing Food & Beverage Operations: Assignment

UNIT 6 - MANAGING FOOD
& BEVERAGE
OPERATIONS

Table of Contents
INTRODUCTION...........................................................................................................................1
ACTIVITY 1....................................................................................................................................1
Different type of business in food and beverage industries........................................................1
Rating system in F&B industry...................................................................................................1
Trends in F&B industry..............................................................................................................2
ACTIVITY 2....................................................................................................................................3
How does customer decide what outlet to be chose?..................................................................3
Factor affecting decision of customer in choosing the F&B outlet............................................3
Strategies used by different F&B outlet......................................................................................4
How do FB outlet build a loyal customer base...........................................................................4
Effectiveness of the strategy used by the F&B outlet.................................................................4
Influence of digital technology on consumer buying behaviour.................................................5
Activity 3.........................................................................................................................................5
ACTIVITY 4....................................................................................................................................6
Observation record of Academy London’s Partner Restaurants.................................................6
Food Service Skills:.........................................................................................................................7
Beverage Service Skills:..................................................................................................................7
Equipment Management Skills:.......................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Food and Beverage service operation is a chain of the multiple activity in the organization which
includes purchasing raw material, preparing food and beverage, keeping the inventory of
material, maintaining service quality continuously. This report highlights the different type of
business in F&B industry. Further this report highlights the rating system and trend in F&B
industry. Further this report highlights the customer decision making process and different way
through which customer can be maintain by the company. Further this report highlights the
importance of technology in marketing and operation. In the end report highlights the
observation and the questionnaire.
ACTIVITY 1
Different type of business in food and beverage industries
Restaurant Business: Restaurant Business is one of the most common type of business in food
and beverage industry. Restaurant business looks at providing food and drink service to guest.
Heathrow Airport Restaurant used to provide used to provide the cultural flavour in restaurant.
Heathrow Restaurant aims to pride the best service at restaurant by offering variable and
affordable menu to customer.
Bar Business: Bar is a form of a business in food and beverage industry which used to provide
the services of alcoholic beverage to customer. Heathrow Airport restaurant also used to provide
the services of Bar by offering wine, night clubs, pubs and cabarets etc (Hu, Chiu, and Chu,
2019.)
Catering and Banqueting Business: Banqueting business refer to the business which used to
organized different event and program such as weddings, award ceremonies, charity dinners, and
sports team banquet. Catering business is the business which used to provide the service of food
at remote location or site. Heathrow Airport Restaurant also used to provide hall and banquets
for special event.
Quick Restaurant Business: It is the type of business in food and beverage industry which used
to serve the food at a quick period of time. Generally restaurant used to serve prepared food ,
which can be sold and consumed quickly (Kannan, 2017).
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Rating system in F&B industry
Three Star Hotels: 3 star hotels are the hotels which generally used to provide the service of
the multiple room, gym facilities, banquet hall, conference hall.
Four Star Hotels: 4 star hotels are the hotels which generally used to provide above deluxe and
services to the guest. The facilities which are provided are dry cleaning, non-smoking, free Wi-
Fi, newspaper, sound proofed rooms.
Five Star Hotels: 5 star hotels are the hotels which are having the highest rating on the basis of
the services and facilities offered by restaurant and hotels. Some of the extraordinary facilities
are which are generally provided by the 5 star hotels are private beaches, villa with private chef
and butler bars.
Trends in F&B industry
Customer Preference and Taste: It is the biggest trend which used to affect the F&B industry
from the starting point of time itself. In past trend was more toward the fast food consumption
but now a days customer are looking to consumer more healthy food. Change in taste and
preference of customer always have a good impact on the F&B industry as they also have to
change the functioning of restaurant (Khor, and Ahmad, 2015).
Food ordering: In past their was a trend in which customer used to go to restaurant and used to
enjoy the food but now a days customer used to prefer the system which allow them to order the
food from the home itself and love to have a home delivery of food.
Technology: In the rapidly changing environment there is a good trend of adopting the new
technology to educate customer about the service offered by restaurant in market. According to
the future trend restaurant will be successful by connecting with customer by the way of different
social media and digital platform.
Critical Analysis of trends
After going through the current and future trend in the market it can be uncertain that changing
customer preference on the regular basis can offer the variety of the challenges for the Heathrow
Airport restaurant to overcome as they have to change their operation on the regular basis. At the
same time trend of adopting the new technology to educate customer can prove beneficial for
company to increase customer base of restaurant as by the help of new technology larger number
of customer can be touched at once.
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ACTIVITY 2
How does customer decide what outlet to be chose?
Generally customer used to follow the five stage decision making process before making
decision. Process is as follows:
Identify the need and Goal: It is the first stage of the decision making in which customer used
to find out need to be satisfied. It is the stage where customer decides what type of the food they
are in need to consume and does the food they are trending to consume will help them in
achieving the individual goal.
Gathering information for weighing your options: It is the second step of the decision making
in which customer start to gather the information about the alternative which can satisfy their
need. Customer generally used to search the information regarding the different restaurant which
can offer the food which is desired by the customer or can satisfy the need of the customer.
Consider the Consequences: Third step include evaluating the different information which is
gather in the above step. Customer generally used to compare the restaurant with each other to
find out the best restaurant which can satisfy the need efficiently. Generally the customer used to
compare the restaurant on the basis of the taste of the food and the services provided by the
restaurant.
Make your decision: It is the second last step of the process in which individual makes decision
on the basis of the information gather and evaluated in the above step. Customer generally used
to decides the restaurant to visit on the basis of the comparison and review which are seen by the
customer (O'sullivan, , 2016).
Evaluate decision: It is the last step where customer make a judgement on decision taken by the
customer in the above steps. Generally the customer decides whether the food and the service
which is provided by the restaurant was good enough or not to satisfy the need.
Factor affecting decision of customer in choosing the F&B outlet
Taste and Quality of Food: It is the factor which generally affects the decision making of the
customer toward selecting the outlet as the primary objective of all customer is to have a good
quality of food with good flavour of taste in it.
Structure and Environment: Structure of the restaurant is the interior and exterior of
restaurant. It is the biggest factor which affects the decision making of customer as it creates the
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good image in the mind of customer. Every customer looks for the restaurant where they feel
relaxed to spend their time and have a food.
Price: Price is the big factor which used to have a great impact on the decision making of
customer as customer always look to consume the product which offer the value for money. As
per the survey conducted in the year 2014 it was found than 50 percent of responded has opted
value as a money as a factor to chose the F&B outlet.
Strategies used by different F&B outlet
Discounts: F&B industry Outlet used to give the different sort of the discount coupon to the
customer to get their attraction toward the restaurant. As the survey shows that the price is the
big factor which attract the customer. F&B outlet used to give the big discount on the price to
attract the customer.
Different Promotional Tool: F&B industry Outlet generally take the help of the different
promotional platform to promote the product of the
How do FB outlet build a loyal customer base
Communication: It is the most common used technique by the outlet to build a loyal customer
base in which restaurant makes the good bond with the loyal customer with the help of frequent
communication with them. Generally this is done with the help of the different media by sending
email and messaging them about the friendly reminder, birthday greeting or monthly news later.
This creates the seance of care among the customer.
Payment Plan: Organization also uses the different payment plan for the different group of the
customer as they offer many benefits like you can enjoy the food now and can pay after a period
of time or they can pay the fixed amount of money at the initial stage and can enjoy the benefit
of the restaurant for the coming whole year.
Effectiveness of the strategy used by the F&B outlet
In my opinion strategy used by the F&B outlet helps the company in building good customer
loyalty as communication strategy helps the organization in keeping in touch with customer on
regular basis. Communication eventually helps business in creating the mutual relationship with
the customer of the company. Payment plan helps restaurant in creating the trust factor between
restaurants and customer as restaurant spread a message that money is the secondary aim for
them, satisfying customer need is primary objective of restaurant (Waldron, and et.al., 2016).
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Influence of digital technology on consumer buying behaviour
In my opinion digital technology has made a very great impact on the buying behaviour
of the consumer as there are many online food ordering portal available for the customer to chose
from. As a result now days people today more lover to order food through online portal.
Activity 3
Operational technology
In bars the operational technologies are becoming very advance as the orders in the bar
are taken with mobile order taking, the application is installed in mobile devices of customer to
give order for drinks, food, or other items. In restaurants the payment method is done with the
help of using online mode of transfer money from one account to other account. Which make
easier for customer and restaurant owner have to deal less with cash as online transfer of money
is safer and quicker mode of payment. In hotels the the room reservation can be done through
online as it facilitate customer to get room according to his choice. Customer can decide which
hotel is best by reviews shown on internet or social media.
Marketing technology
The marketing technology used in bars and restaurants the marketing is done mostly
through digital platform and social media. The strategies that are opted to influence customers
toward bars and restaurants are through emails as it is cheaper and attract lots of customers
towards the bars and restaurants. The restaurants are providing reservations through online which
help the restaurant owner to schedule according to the requirement of the customers. CRM
technology is used to provide great customer experience. It helps the company to increases its
sales. In hotels the marketing technology which is used are reservation through online system,
live music concerts and spreading of hotel services through online helps to increases the revenue
of hotel by attracting customers towards the hotel.
Digital technology improves the efficiency of hotels with the help of getting feedbacks,
complaints, suggestions, etc. The company can improve its operational efficiency by
understanding the requirement customers. Technology used in kitchen reduces dependency on
the labours and tries to manages the efficiency in the restaurants by providing quick services for
delivery of food and beverages. Technology help to understand the pay role in the restaurants as
employee have different shifts in restaurant it makes difficult for the employee to enter its shift
time everyday as it is time consuming also, the biometric attendance is time effective and helps
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to know the hours of employee present during the shifts. The ingredients used in the menu of
restaurants are harvested with the help of technology, the process involved in cleaning, packing,
etc. helps to company to provide fresh and cost effective ingredients because the ingredients
were harvested with the help of machines as use of labour capital is costlier which affects to
increase the price of items present in menu. Technology provides great experience to satisfy the
customers and helps the business to expand and earn more revenue from the business. Spreading
of best customers experience through online sites helps the company to attract more customers
towards the restaurants. The reviews that customers give as feedback for the restaurants will help
other to the about quality of services that company is providing. Adopting of advance and
innovative technology helps to get competitive advantages for the company.
ACTIVITY 4
Observation record of Academy London’s Partner Restaurants
Structure and Environment: Interior and Exterior structure of the restaurant was good which
helps the organization in attracting the customer toward the organization as it shows the culture
of the royal London in it. Environment of the restaurant was also good as the environment of the
restaurant was relaxed and also soft music was being played over their.
Hygiene: Hygiene of the restaurant was also at a positive side as the restaurant was well
managed and cleaned which eventually helps the business in creating the good name of the
restaurant in front of the market (Waldron, and et.al., 2016).
Customer Service: Very good customer service was provided by the restaurant to the customer
but at the same time they have to recruit more Human Resource in the restaurant so that
customer has not to wait for the waiter.
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Professional Food & Beverage Service Standards:
Checklist and Questionnaire Form
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?
2) Leadership Skill
3) Communication Skill
4) Management Skill
5) Personal Aptitude
6) Team building
2) What are 5 important skills for maintaining standards and projecting a professional image
in the F&B industry?
1) Aptitude and Behaviour
2) Communication Skill
3) Intellectual Skill
4) Monitoring Skill
5) Technical skill
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?
a) What are 3 pre-service and 3 post-service duties?
Pre service
a) Catering service
b) Customer greetings
c) Refreshment care
Post service
a) Customer feedback
b) Complementary care
c) Customer Inquiry

Equipment Management Skills:
1) How should equipment be cleaned and maintained pre- and post- service?
Restaurant used to used many different method to keep equipment cleaned and maintained in restaurant. Most
common method is to use cloth to dust off the dishes and the equipment at pre service time. Restaurant used
different detergent to clean equipment at post service time.
2) Why is it important that equipment should be cleaned and maintained?
Cleaning and maintaining the equipment on the regular basis helps the business in increasing the life of the
equipment and also it helps the restaurant in increasing the hygiene in the restaurant as it builds the safety
environment in the restaurant.
CONCLUSION
After going through above report it has been summarized that exploring food and beverages
industry to know current business trends. Various types of food and beverages organization
and service rating system has been analysed in study. It has been also summarized that
technology plays a very crucial role in modern functioning of the restaurants.

REFERENCES
Books and Journal
Hu, J.L., Chiu, C.N. and Chu, H.T., 2019. Managerial Efficiency in the Food and Beverage Industry in
Taiwan. Journal of Hospitality Financial Management.27(1). p.5.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International Journal of
Research in Marketing. 34(1). pp.22-45.
Khor, S.L. and Ahmad, M.I., 2015. The Role of the Food and Beverage Department in Enhancing Overall
Hotel Competitiveness in Malaysia. In Proceedings of the 1997 World Marketing Congress.(pp.
451-454). Springer, Cham.
Kichuk, A., Brown, L. and Ladkin, A., 2019. Talent pool exclusion: the hotel employee
perspective. International Journal of Contemporary Hospitality Management.
Klitkou, A. and Bolwig, S., 2019. Adding value to side-streams in the food and beverage industry: Lessons
for the circular bioeconomy.
O'sullivan, M., 2016. A handbook for sensory and consumer-driven new product development: Innovative
technologies for the food and beverage industry. Woodhead Publishing.
Tourky, M. and et.al., 2019. New conceptualization and measurement of corporate identity: Evidence from
UK food and beverage industry. Journal of Business Research.
Waldron, N. and et.al., 2016. Development of a video-based education and process change intervention to
improve advance cardiopulmonary resuscitation decision-making. BMC health services
research, 16(1). p.555.
Weber, C., 2019. Operational Efficiency in the Food and Beverage Industry Through Sustainable Water
Consumption.
Online
Survey. 2014 .[ONLINE]. Available
through:<https://www.mcser.org/journal/index.php/mjss/article/viewFile/3797/3722>.