Managing Food & Beverage Operations

This report provides information about different types of businesses in the food and beverage industry, various rating systems used, current and future trends affecting the sector, and operational and marketing technologies used in different F&B businesses. It covers topics such as catering, fast food, retail stores, events and exhibition, restaurants, hotel accommodation, outdoor catering, Michelin star system, guest rating system, social media, SEO, voice technology, and equipment innovation.

Unit 6 - Managing
Food & Beverage
Operations

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Types of businesses within food and beverage industry........................................................3
P2 Different rating systems for food and beverage Industry.......................................................5
P3 Current and future trend affects the food and beverage sector...............................................6
LO2..................................................................................................................................................7
LO3..................................................................................................................................................7
P6 Different operational and marketing technology for a range of different food and beverage
businesses....................................................................................................................................7
LO4................................................................................................................................................10
P7 Factors influence customer’s decision-making in the F&B sector.......................................10
P8 Strategies in food and beverage industry to attract customers.............................................11
CONCUSION................................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Managing food and beverage operations are indicated as management of different areas
that are related with the food and beverage services. Generally, management plays vital role in
managing food and beverage operation such as they design a unique menu, resolves customer’s
complaints, developing company’s policy and comply with the food and safety regulations. To
understand role of management in food and beverage operations has an example of Mash Tan
company. it has been engaged in catering food and beverage services in UK. This report will
provide brief information about different types of businesses which are already available in food
and beverage industry. There are numerous rating systems adopted under the food 7 beverage
sector will be described in this report. It will include current and future trends that directly
affects food and beverage sector. In this report will highlight different factors that influences
customer’s decision-making in order to select a specific food and beverage product.
LO1
P1 Types of businesses within food and beverage industry
Food and beverage industry is completely relate with different business ideas. Different
services are related to the food and beverage sector associated to different type of business ideas
which are operating across the world.
 Popular catering: As same this business associates with the food and service sector and
serves it’s services to the customer. The Mash Tun serves the catering services in this
business framework. It is offer it’s catering service in the marriage and social events.
However, this business model is considered highly productive and economical inducer
business model that operates across the food and beverage sector (Bayona-Saez and et.al.,
2017).
 Fast food: However, this business segment has become popular from the past few years
across the world. The Mash Tun company has adopted this business segment in order to
meet customer’s demands as well as gains competitive advantage in the food and
beverage sector. To gain sustainable profitability in the business model, organization do

not need to invest huge capital on it’s resources because this can manage effectively with
the food and beverage business.
 Retail stores: Retail stores are also run in the hotel along with the food and beverage
business. It is another effective key business model that is implemented by the most of
hotel companies in order to gain commercial benefits. As same Mash Tun also provides
retail stores facilities in the hotel to facilitate more the customers as well as guest of the
hotel. However, this business segment is also considered one of the fastest growing sector
among others and highly involves retail stores in the hospitality companies and supports
organization to achieve more competitive advantage in the business (Nayak and
Waterson, 2017).
 Events and exhibition: It is another form of business model that runs with the food and
beverage business in the hotel company. In this model, hotel allocate it’s space to the
official activities so that management can easily conduct the event and exhibition. Most
of the hospitality company itself conduct event or exhibition in order to attract large
number of popularities towards the hotel. The Mash Tun has attractive location and
spaces that allows it to execute such events or exhibition as well as permit other
professionals to conduct these events.
 Restaurants: Restaurants are considered key business among others because it is properly
related with food and beverage industry. Restaurants are highlight successful and
economic booster business models which are run their food & beverage business across
the hospitality industry (Nam, Kim and Carnie, 2018). The Mash Tun has own restaurant
chain that supports company to expand it’s business as well as profitable outcomes. Thus,
this restaurant makes hospitality business highly diversified. In addition, customers get
good experience of the best quality food at the same place wherein they stay for the
visiting or holiday purpose. Such activities save maximum quality time of the customers.
 Hotel accommodation: Hotel accommodation is different type of service that is also
related with the food and beverage sector. The Mash Tun restaurant offers the standard
quality food and beverage which allows the company to conduct accommodation
facilities to the customers along with food and beverage services. With this approach, it
enables to enhance turnover of the hotel more in the hospitality sector.

 Outdoor catering: Outdoor catering is another effective business model that can be
employed with the food and beverage segment. In this business framework, catering
services serves to the outsider people. It is one of the best way to sale the food of hotels
to such customers who are outreach from the hotel destination. It is also successful
business framework that can easily execute with the support of food and beverage
services in the hotel.
From the above analysis about different type of business models in food and beverage
industry has understood that Mash Tun already has implemented various business models i.e.
motorway services, transport catering, industrial catering, social caterer, welfare catering and
licensed trade. All such businesses can also operate with the food & beverage business models.
P2 Different rating systems for food and beverage Industry
Rating system indicates the excellency of the food and beverage system for the specific
company. There are various rating systems that are followed at national and international level
which are mentioned below in the following points:
Michelin star system is a type of rating system that implements at international level. It is
key rating system that follows at international level. This rating system works to asses’ the
hygiene standards that maintains at the hotel (Sasha, Thongpoon and Ahmad, Mangroo, 2018).
This Michelin star system scores on the door. This rating system supervises on the scale of 0 to 5
based on the scale of service. The best service rates as 5 and so on. This rating rates in the form
of score based on hygiene system of the hotel. This rating system has been followed all around
the world to supervise the hygiene in the restaurant and hotel all across the world.
To supervise the accommodation facility of the hotel there has a guest rating system that
is denoted as AA Rosettes is followed. This rating system marks rating in the star format which
denotes that accommodation facility of hotel guest is good or bad. However, this system is
following across the world in order to supervise hotel accommodation process. This rating
system works on the basis level of guest excellence.
Tripod advisor and Trivago booking .com are considered one of the most effective rating
systems that supervises different services of hotels and restaurants. These rating systems
supervises all different areas of the hospitality and rates accordingly excellency of business.

These websites rate the restaurants and hotel chains across the globe based on the level of guest
satisfaction rate. These websites support customers or guest to select and book a perfect stay at
the different places at the international level. With the support of rating system, customer can
book suitable stay effectively.
P3 Current and future trend affects the food and beverage sector
There are several current and future trends that affects and influences the food and
beverage industry.
Safety and hygiene
To maintain the best level of hygiene and safety is the key trend that is completely related
with the food and beverage sector in the present period. Travellers and customers gave become
highly concerned about the safety and hygiene across the world (Kelly and et.al., 2019). So, it is
important for the food and beverage sector to follow all parameters related to safety and hygiene
that ensures all travellers and customers across the globe as well as enhance their purchasing
behaviour.
Voice search and voice control
It is another new trend that offers by Google through which customer can easily search the best
restaurants, food and hotels by offering voice note services. It is an effective service in which
people can ask from Google directly over the voice note in order to the best food and beverage
areas in a respect locality.
Enhance F&B delivery at home
It is another key service that associate with the food and beverage sector. It is one of the
major trend restaurants and bars provides home delivery services to the customer.
Robot in hotel and restaurant services
It is another key trend that is directly related with the food and beverage sector. This new
trend gives service at the hotel in different forms.
Mobile check in service

It is another key trend that associates with the food and beverage sector. This facility
supports customers to get the check in over it’s mobile phones.
From the above discussion about services, it has understood that key trends that
associated with the food and beverage sector.
LO2
(Covered in PPT)
LO3
P6 Different operational and marketing technology for a range of different food and beverage
businesses
There are various marketing and operational technologies that are used for different F&B
businesses.
Social media
Social media is a tool and technology that is used for both marketing and operation in the
food and beverage industry. Social media permits the company to execute both marketing and
operations practices in the best possible way. It has become one of the key tool for all F&B
companies across the world for conducting the promotions and marketing of the business. Social
media permits the company to interact with other staff and professionals executes the operation
and marketing activities of the hotel.
Hospitality industry is related with the various operations areas as well as associates with
the different functional responsibility (Yang, Henthorne and George, 2020). It makes
communication mode too much elegant and smooth in respect of hospitality company. Healthy
communication at regular level allows companies to gain the best level of efficiencies in the
marketing functions and operations. Marketing is considered key functional area that plays vital
role in the hospitality company such as it supports company to gain best level of business
growth. However, social media makes marketing functions of the company quite easier to use
and helps in gaining best level of benefits and advantages.

Search Engine Optimization (SEO)
It is another important key technology that is used by hospitality companies to gain the
best level of competitive advantage against the marketing operations of the business. This tool
helps company to build best level of brand value in the specified market. In the case of
hospitality sector, customers initially search the rating of hotel on online platform i.e. google at
particular destination. This tool allow company to polish the rating in the favour of company
(Vojtovic, Navickas and Gruzauskas, 2016). Marketing is the set of activities that help
organization to project the image of the hotel in effective manner and this tool has assisted
company to gain all objectives of the business’s marketing campaigns.
Voice technology
Voice technology is also one of the best technologies in the hospitality sector because it
allows management of hospitality companies to perform all different operations of the hotel in
effective manner with the support of voice notes. This new technology supports hospitality sector
in this period because currently covid-19 pandemic has become issue for the all hospitality
across the world. So, this voice technology will support to maintain social distancing between
staff as well as customers. It also supports hospitality company staff to save the plenty of time in
order to operate different functions. Thus, this technology has evident as the transformation in
the hospitality market.
Equipment innovation: Flexibility and Adaptability
Innovation is one of the most essential element and factor that undertakes in the
hospitality sector in order to improve customer’s experience. It is not a technology that supports
to bring change in the marketing and operations. But it helps in transforming consequences under
the marketing functions and operations that associates with the hospitality sector. But it provides
e-commerce website idea to the hospitality sector due to this hospitality companies enables to
give better services to the customers (Fernando, 2019). However, this idea has enhanced
convenience for the F&B industry by improving efficiency level of business. E-commerce
website has changed the dimension of the F&B company the way they provide it’s product
services to the customers available in the business market. With the support of e-commerce
website, it become easy for the hospitality industry to sell of foods and beverages to the customer

at one place. It also give convince to the hotel management in order to deal with different
problems and issues that customers faces while taking services from the particular hotel.
Operations of the hotel aims to offer the best level of services based on the convenience of the
customers. Thus, it has allowed company to enhance level of service under the food and
beverage sector in order to give best level of experience to the customer in the company.
From the above-mentioned technologies can be analysed that these have brought
advanced change in the dimension of F&B industry (Saffarionpour and Ottens, 2018). All these
technologies have assisted companies to gain the best level of hospitality experience on the basis
of end customer’s viewpoints. Basically, service sector is completely dependent upon how
effectively service organizations are enable to deliver best level of hospitality experience to the
customer. All these technologies have allowed organizations to gain the best level of customer’s
experience against the marketing functions and operations of the hospitality company.
Digital technology improves business performance
Digital technology allows the management of the hospitality company i.e. Mash Tun to
increase the connectivity between the company and it’s potential customer’s base around the
globe. With the support of digital technology, customer’s get direct information related to
product and services that offers by the company (Nguyen and et.al., 2019). Marketing is the key
functional area that associated with the Mush tan Hotel. Digital technology includes social
media, digital mediums and search engine optimisation have allowed the company to polish the
available brand value of the organization in the market. Digital technology supports the Mash
Tun in order to offer all different related with the hotel in order to right the customer base.
Majority of the customers and travellers belongs to the hospitality industry are more active on
the digital platforms. These have become best source for the promotion purpose. Mash Tun uses
these digital platforms in order to create awareness in customers about it’s product and services
so they attract to buy it’s hospitality services. This digital medium allows company to polish it’s
brand image in front of potential level of customers and whole world.

LO4
P7 Factors influence customer’s decision-making in the F&B sector
There are various factors that plays key role in enhancing the decision-making process of
customers in the food and beverage industry. All these factors effectively increases the decisions
of the potential customers in the F&B sector.
 Quality of product
Quality is one of the most effective factors in the case of food and beverage industry because it
helps in retaining customer with the brand and attracts new customers towards it for buying
purpose. The Mash Tun always try to give best level of food and beverage products so that it can
attract local and international travellers to visit the UK and buy it’s hospitality services. A
standard quality of food segment always attracts to the all food lovers who travels at different
locations across the world (Hecht and et.al., 2020). Company is associated with massive business
model services i.e. catering that affiliate with food and beverage sector. However, Mash Tun
tries to enhance level of quality of it’s food segment by recruiting highly skilled and talented
chefs from the different locations of the globe.
 Prices offers by the hospitality company
Price factor plays essential role in influencing buying decision of the customers in the case of
F&B industry. Prices increases directly the decision-making process of the end customers in
order to visit the hotel and restaurant and gains good experience of food and beverage. In the
case of beverage prices that are similar at overall places across the world but for instance if any
restaurant or hospitality company takes extra changes in order to generate high profitability in
term of commercial benefits then it directly enhances the decision-making of the customers
towards purchasing such products. While internet provides access to the customer in order to
analyse prices before visiting any hotel or restaurant. Thus, it is considered one of the most
effective factor for the customer’s decision-making process.
 Varieties of food and beverage products
Hotel provides wide verities food and beverage products by the company in order to influence
decision-making process of the end customers in the F&D industry. When the hotel or

restaurants have wide range of product and beverage variety that ultimately influence customer’s
buying decision. Lots of time customers prefer to try something new in the dishes which can
possible when the company posses’ multiple dishes or food products in the F&B sector. All such
company like Mush Tan offers multiple food dishes that attracts majority of food lovers and
customers across the world to visit the place and have enjoy of company’s food.
 Internet ratings
In the current period, due to the high growth and development of the internet, this has led change
in the business circumstances in respect of F&B industry all over the world. The new trend in the
hospitality industry allows customers to select right hotel with the support of internet rating that
affiliated with specific company and food chain (Rana and Paul, 2017). Internet rating system is
not only supported company to influence their purchasing decisions but also provides access to
interact with new customers. It directly influences brand values of the business in the market.
The above discussed points immensely influence the decision-making of the customer
base in the case of food and beverage sector.
P8 Strategies in food and beverage industry to attract customers
There are various strategies related to F&B sector that uses by Mash Tun in order to
attract the customers or to build the loyal customer base of the business.
 Social media marketing
Social media marketing is one of the key strategic tools that is used by the Mash Tun company in
order to build the loyal customer’s base of the company. Branding supports organization to
improve the customer’s base of the company. This media has become one of the more
dominating promotions and marketing destinations for all those companies in the context of
building best level of brand value.
 Search engine Optimisation
It is another key strategic technique that supports Mash Tun in order to build brand image as well
as enhance brand value in the customer’s mind. In modern world, all customer selects only those
hotel or restaurants that have good rating over the internet and different websites associated with

the food and beverage company. Rating of the business directly influences the decision-making
process of the end customers in the hospitality sector (Shangguan and et.al., 2019). However.
Mash Tun is trying to improve the rating of the company at different websites and internet by
providing realistic comments of those customers who have already consumed its services.
 Food Innovation
It is another key strategic choice that is also available for the F&B sector company to build the
loyal customer base. Food innovation term means to do several experiments over the dishes so
that new dishes can be offered to the customer in the restaurant or hotel. Thus this factor can also
influence decision-making of the customers for the buying purpose.
CONCUSION
It has been summarized different types of businesses within the F&B industry with the
support of Mash Tun company. Different type of rating systems that used for the F&D sector
nationally and internationally has been concluded in this report. Compares and contrast different
operational and marketing technology for a range if different types of F&D beverages have been
discussed in this report. It has investigated the factors that influenced decision on which food and
beverage outlet have selected. This report has demonstrated professionals in food and beverage
management skills within a food and beverage company. Explain the legal requirements and
regulatory standards that required in F&B service outlets must comply with giving specific
reference in order to maintain and cleaning of equipment has been evaluated in this report.

REFERENCES
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between Market Orientation and Firm Performance in Food and Beverage Industry in
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