Exploration of Different Types of Businesses within Food and Beverage Industry

This document explores the different types of businesses within the food and beverage industry, including hotels, restaurants, and catering services. It also explains the main ratings systems used both nationally and internationally. The document discusses the current and future trends in the industry and their impact on food and beverage businesses. It also evaluates how operational technologies and marketing technologies enhance the performance of businesses and their impact on customer buying behavior.

Managing Food &
Beverage Operations
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Table of Contents
INTRODUCTION...........................................................................................................................1
LO1 and LO3...................................................................................................................................1
FACT SHEET ONE.........................................................................................................................1
Exploration of different types of businesses within food and beverage industry...................1
FACT SHEET TWO........................................................................................................................2
Explanation of main ratings systems used both nationally and internationally.....................2
FACT SHEET THREE....................................................................................................................3
Current and Future Trends......................................................................................................3
Impact of Trends on Food and Beverage Businesses.............................................................3
Critical Analysis of how food and beverage businesses will adopting future trends.............4
FACT SHEET FOUR......................................................................................................................4
Comparison and contract of distinct operational activities....................................................4
Evaluation about the ways operational technologies enhances performance of business......6
Critical evaluate of impacts that the technologies have on customer buying behaviour........7
FACT SHEET FIVE........................................................................................................................7
Comparison and contrast of various marketing technologies.................................................7
Evaluation of how these marketing technologies enhances businesses' performance...........9
Critical evaluation of impacts of marketing technologies on customer's buying behaviours10
LO 4...............................................................................................................................................10
Factors determining which food and beverage outlets customers choose............................10
Analysis of activities undertaken to attract and retain customers........................................11
Evaluation of effectiveness of different strategies in building loyal customers...................11
Critical Evaluation of digital technologies...........................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Food and beverage department deal in the process of activities that are related to
inventory management, production of food items and beverages, ensuring delivery, engaging into
development of certain events and more. With the help of considering all these activities
organisation can significantly able to provide satisfaction to customers in well defined manner.
In this report formative discussions has been made on identifying consumer behaviour that
influence them to make decision. In addition with this, report include different form of business
within food and beverage industry and main ratings systems used both in national and
international level.
LO1 and LO3
FACT SHEET ONE
Exploration of different types of businesses within food and beverage industry
There are number of different businesses are associated with the food and beverages
which are required to evaluate to evolve the perspective of different sub sectors which are also
involve in the industry. There are some types of sub sectors which are described below.
 Hotels:- This types of business are related with the hotels. In this, they provide
facilities which includes the advance services for the individuals. In their services, they
include the lodging services, facilities of food and beverages and some effective
resting facilities which helps in increasing the interest towards the services of the hotel.
Their facilities includes the swimming pool, gym, sports facilities, banquet, etc. So, in
this range of betterment of food and beverages the intercontinental group of hotels
comes under.
 Restaurants:- the one of the most leading business among the food and beverages is
restaurant. They provide some of the comfortable and attractive strategies to the
customers. It includes to provide the better and effective seating arrangements so that
each individual can feel positively. They also use desirable services of food and
beverages to the customer with different types of main courses with in the
organisation. So that the customers can enjoy the same with the healthier dishes and
attractive outside sitting arrangements.
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 Catering services:- this type of services are occur at the time of special gathering such
a function, business events, ceremonies and weddings. They provide some of the plan
in which they include the some menu from which the customer can decide the menu
according to their choices. In this they include all types of food and beverages which
are the requirements of the customer. It is the beneficial plan in providing services to
the customers as in this the choices of individuals are pointed. Moreover, in this the
quality of food and beverages are also included which can be customized by the
customers itself like the requirements necessary in the production of food and
beverages.
FACT SHEET TWO
Explanation of main ratings systems used both nationally and internationally
There are different rating systems occur in the industry to rate the quality of food and
beverages. This depends on the type of food and beverages and the service providing to the
customers. This rating system rate the business according to their service which are providing to
the individuals. From the given context, the rating systems are applied to the restaurants and
hotel are described below.
Hotels: One Star: With in this rating of restaurant and hotel, the services and economic budget
are needed to be fulfilled equally. In this type of system, the services of food and
beverages are not available. Two Stars: This provides the better services from the previous one as they provide higher
services. There services include the food and beverages along with better and effective
accommodation services. Three Stars: In this type of services the services are provided with higher standards along
with the good quality of food and beverages. The hotels and restaurant includes the
personalisation services with comfortable of the customers. Four Stars: In this type of rating hotels and restaurant the services are provided in
superiority. They includes better rooms, convenience and some additional comfortable
activities in their services
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 Five Stars: In this type of rating, the services are provide with perfect management, best
quality of food and beverages, luxury arrangements. The intercontinental hotel groups
achieve this rating because of providing the higher class of services to the customers.
Restaurants: One Michelin Star: This type of star rating are provided to the restaurant who have the
good quality of food along with the high quality of maintenance and services. Two Michelin Stars: This type of star rating gives to those who provide the excellent
quality of food, skilful presentation of dishes with amazing customer services.
 Three Michelin Stars: With this type of star, the exceptionalism and exclusivity is occur
with in the hotels. They provide different types of dishes with high great services and
engagement of the customers.
FACT SHEET THREE
Current and Future Trends
In present situation, it can be said that there are number of trends which keep on changing
within the hotel industry and it does have the great influence upon the organisation. Below, some
of the crucial trends are discussed: Innovation: It is necessary for the hotel industry that they must try to bring innovation
and changes within the organisation related to production and delivery so that better
results can be obtained. It is said that company can try to look for digitalisation as well.
 Food Safety: People wants to have delicious food but that must be of healthy quality. By
looking at this particular reason, it will be important to focus more on improving the
quality of food products so that customers can be attracted towards the organisation.
Impact of Trends on Food and Beverage Businesses
Talking about the impact of mentioned trends, it can be easily said that competition in the
hospitality sector is increasing day by day where maintaining the healthy quality is very crucial
for the business organisation. Although, introduction of new innovation will incur more expenses
but even it will allow the business organisation to perform better within the market. In case of
Intercontinental Hotels Group, they will get the chance to bring more customers towards the
hotel through which they will get the opportunity to earn more revenue in future period of time.
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In addition, if they will focus more on the food safety then they can give tough competition to
their rivalry firm in the market.
Critical Analysis of how food and beverage businesses will adopting future trends
It is necessary for the organisation like Intercontinental Hotels Group to give focus on
recent changes if they are willing to sustain within the market. IF company wants to adopt the
changes succe4ssfully, then it will be necessary for them to understand that giving training to the
employees will be the crucial one because they will get the idea that how they are required to
perform at the time of innovation. For food safety, it will be necessary for hotel to make more
use of innovative products which are related with organic product so that guest can allow
themselves to keep fit and fine.
FACT SHEET FOUR
Comparison and contract of distinct operational activities.
Operational technologies are some of hardware and software that are dedicated for
detecting along with causing changes among physical processes by direct monitoring addition to
controlling working of physical devices. In present era, food and beverage sector is concerned
with application or adoption of huge operational technologies that are appropriately opted by
various businesses within it so to expand the operations. Few of operational technologies are
underneath:
Flow through stockings: With this operational technology, automation are used
generally for segregating as well as stocking distinct raw materials. Entities within food and
beverage industry keep their inventory stocked through distribution centres and sequencing
stocks so to respond quickly towards restocking shelves as soon as possible. Wheels like
structure assist businesses so to stock addition to retrieve commodities that saves costs along
with improves inventory management.
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As per the statistics, it can be said that the usage of operational technology of flow
through stocks has improved in the last years. The ratio of flows and stocks is increasing within
each year.
Digital booking system: The another operational technology wherein reservations for
using organisational aspects are made through publicly accessible computers or websites. Digital
booking system is majorly used for managing reservations or bookings. With this technology,
organisation such as Intercontinental Group of Hotels accepts bookings online along with better
manages in person bookings. In context to Food and Beverage Industry, bookings in the
restaurants, pubs together with hotels are crucial and essential function. By using mobile
application, digital bookings can be personalised addition to segregated.
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In the Food and Beverage Sector, nearly 42% of food delivery orders were made through
digital booking system. In addition, the proportion of online ordering and booking is
continuously increasing each year. In 2011 it was 8% and has increased to 53% in 2019E.
Evaluation about the ways operational technologies enhances performance of business.
It is very important to evaluate both the operational technologies as to ascertain the
effectiveness of such technologies. In relevance to flow through stocking technology, adoption of
the technology would benefits in reducing huge costs related to inventory management in which
additional workforce are needed for performing activities of segregation and stocking distinct
commodities within inventory. By properly stocking the inventory through the technology,
managers generally works in coordinated manner that leads to enhance business performance. At
same time, the disadvantage of the technology is that huge investments are required for properly
implementing the technology within the hotel that reduces its revenue margins. In context to
digital booking system, it provides advantages of increasing number of bookings, saves time,
improving operational efficiency and gaining smarter insights within workplace that improves
business performance. In contrary, trained staff are required to manage bookings through digital
system and it is a major task to find trained employee who can manage the system.
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Critical evaluate of impacts that the technologies have on customer buying behaviour
The operational technologies such as digital booking system and flow through stocks
have huge impacts on customers purchase behaviour. For instance, digital booking system is
convenient and interactive interface that promotes awareness and convenience for customers that
further leads in inducing buying behaviour in positive manner. In contrary, flow through
stockings is generally a internal process that is not even visible to the outsiders or customers till
the time it markets the identical. Thus, the impacts of flow through stockings are not much
visible within customer purchase behaviour.
FACT SHEET FIVE
Comparison and contrast of various marketing technologies
Marketing technologies are the tech that are used in assisting marketing departments in
their workings. Within the Food and Beverage Industry, huge types of marketing technologies
are opted by hospitality companies that helps in adhering latest or emerging trends in marketing.
Few of them are discussed underneath:
Analytics: It is one of starring marketing technology in the Food and Beverage industry.
In present era, it is cornerstone of marketing technology stack of the business. With this
technology, the entire activities that are concerned with other organisational social media
addition to individual website channels can be tracked easily through the respective entity.
Through this technology, comparisons are easily done about marketing performance of company
with that of others as well as with latest trends.
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The above statistics shows that the investment made within Food and beverage Industry
so to set the analytics technology in the year 2019 was USD 10.6 Billion and it is estimated that
it will improve to USD 22.8 Billion in 2024.
Search Engine marketing: With this marketing technology, companies grow their
businesses by involving promotions of websites through enhancing perceptibility in search
engines and managing customer relationships. In context to the Food and Beverage Industry, the
technology allows hospitality enterprises to make relations with search engine optimisation, paid
searches addition to customer relationship management that can be done with personal website
interactions as well as optimising search engines with customers.
The above statistics states that the use of search engine technology is increasing each
year. In 2008, it was 11.44% that has rised to 75.23% in 2019 and it is estimated to reach at
79.27% in 2020.
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Evaluation of how these marketing technologies enhances businesses' performance
The marketing technologies including analytics and search engine marketing enhances
business performance through various ways such as they enhances opportunities for entity to
market the products and serves wide population that leads in enhancement of organisational
performance in terms of productivity and profitability. It context to search engine marketing, it
provides opportunities for expanding online presence that assist in reaching to customers locating
at far places. In addition, analytics technology, business like Intercontinental Group of Hotels
can measure their performance level in the market and can improve their practices which will
improve the entire business performance to huge level.
Critical evaluation of impacts of marketing technologies on customer's buying behaviours
The marketing technologies including analytics technology along with search engine
marketing impacts immensely on customer buying behaviour. In context to analytics technology,
it allows businesses to realise emerging trends within external surroundings and modify their
existing marketing technique that suits the trends and influences purchasing behaviour of
potential customers by presenting the commodities or services as per their perceptions. The
limitation of the technology is that with this company attains only long term objectives. In
addition, search engine marketing benefits in attracting more proportion of customers through
enhancing presence by which the entity can expand its base of customers by influencing their
purchase behaviours positively.
LO 4
Factors determining which food and beverage outlets customers choose
There are different types of factors that encourage customers to chose outlets. It is
essential for organisation to effectively undertake these factors as to analyse the activities with
the help of which customers can be attracted. Mentioned below different types of factors is being
analysed: Environment: This is one of the most crucial factor that influence customer decision
making. For instance, clean environment, attractive ambiance, pleasant interiors as well
as professional and friendly staff can be provided by organisation to customers as to
attract their attention. With the help of this entity can effectively able to influence large
base of customers towards their outlets.
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 Affordability: This factor basically act as most essential element that encourage decision
making of customers. This, in this it is essential for organisation to offer affordable
products and services to their customers as to influence them towards organisational
offering in well defined manner.
Analysis of activities undertaken to attract and retain customers
With the assistance of formative strategies organisation can effectively able to attract and
retain customers towards organisational offerings. Mentioned below some of the certain
strategies are being defined: Customer Feedbacks: This is most essential aspect that aid an organisation to retain their
loyal customers. In addition with this, while gaining feedbacks entity can resolve any
defects within products and can further improve their services as to provide immense
satisfaction to customers.
 Technological Advancements: In this company can provide different types of
technological advanced services to their customers such as automatised billing,
digitalised booking, self check in and check outs and more as to attract consumers
towards organisation.
Evaluation of effectiveness of different strategies in building loyal customers
In this organisation is required to effectively analyse effectiveness of different strategies
in order to build loyal customers. In this company can undertake strategies related to gaining
regular feedbacks in order to identify mind set of customer towards company products and
services. In addition to this, company is required to provide technological advanced services as
to gain attention of customers. Further entity is required to engage in the process of continuously
modifying their services and products as to attract consumer attraction.
Critical Evaluation of digital technologies
It has been identified that digital technologies impact upon number of functioning in
organisation. As there are different types of functions that are linked with digitalisation. In
addition with this, with the help of this company can effectively increase their organisational
efficiency. For instance with the help of tablets entity can secure feedbacks rather than to use
papers. This will aid them to ensure environment safety. With the help of this company can
significantly able to increase their brand image that can further aid them to attract customers. In
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addition with this, entity is required to make continuous modifications in their technological
software as to satisfy need and demand of customers in accordance with current trend as well as
demand. With the help of this company can effectively able to increase their productivity and
profitability.
CONCLUSION
As per the above mentioned report, it has been concluded that food and beverage
operations in termed as essential aspect which are required to be understand as to gain
understanding of industry. In this digital technology provide support to effectively handle
number of functions and satisfy customers in best effective manner. In this organisation is
required to take use of digitalised services as to increase their profitability and productivity.
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REFERENCES
Books and Journals
Davis, B., and et. al., 2018. Food and beverage management. Routledge.
Montgomery, K., and et. al., 2019. Big Data and the transformation of food and beverage
marketing: undermining efforts to reduce obesity?. Critical Public Health. 29(1).
pp.110-117.
Pagani, M. and Pardo, C., 2017. The impact of digital technology on relationships in a business
network. Industrial Marketing Management. 67. pp.185-192.
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