Managing Food and Beverage Operations

This document discusses the management of food and beverage operations in the industry. It covers different types of businesses, rating systems, current and future trends, operational and marketing technology, factors influencing consumer decisions, and more.

Managing Food and
Beverage Operations

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1.Different types of businesses within the food and beverage industry...............................3
P2 Different rating system used for food and beverage industry...........................................4
P3 current and future trends affecting food and beverage industry........................................5
LO2..................................................................................................................................................6
LO3..................................................................................................................................................6
P6 For the business of food and beverages operational and marketing technology.............6
LO4..................................................................................................................................................7
P7 Factors that influence the consumers’ decision on which food and beverage outlets they
choose.....................................................................................................................................7
P8 Strategies used in a range of food and beverage outlets to attract and build a loyal customer
base.........................................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
One of the most important functions within the food and beverages Industry is managing
food and beverages operations. Appropriate management of all operations provides a significant
contribution within the overall growth of the business. The top level management in most of the
food and beverage industry currently takes various productive steps as well as actions to the
systematically managing their all types of operations. Thus, it is consider as only solution to
business to gain better results within company. Due to day to day competition with enhancing
within industry within which upper management of each and every venture have to ready for
appropriate managing operations its food and beverages of The Savoy. It is known as the London
relied famous food and beverages restaurant (Taslim, 2017). There are slow roasted peppers,
steamed cabbages, French fries, English Breakfast, Bottomless cocktails, house bread are
consider as key food items restaurant. There are several ventures of the food sector as well as
beverages, future as well as current trends as well as marketing technology and many more.
There are several aspects as well as factors that have been described within this report. Factors
that impact consumers’ decisions making also mentioned below within report.
LO1
P1.Different types of businesses within the food and beverage industry
Food and beverage industry has different types of businesses and services that can attract
customers and can increase revenue. Different types of businesses within this industry include:
Coffee shops: It is a type of outlet that has short menu with both cold and hot beverages. For
more attracting customers, this outlet also has snacks and light meals along with coffee.
Nowadays, people prefer to go to this main outlet for spending time with their friends and chill
out (Long, Looijen and Blok, 2018). Such outlets and type of businesses have informal ambience
with light music as well as moderate lighting.
Family/casual dining restaurants: It is one of the main food outlet and type of business in food
and beverage industry that wither have single or multiple cuisine which may changes according
to the operating hours. For attracting families, restaurants focus on casual atmosphere with
modest furnished. It is also assisted and mid priced service.
Fast food outlets: It is other main types of food and beverages service or outlets that has limited
menu of hot and cold beverages with easily prepared meals. It includes fast meals cooked in

advance and at the time of service they warm it. Such businesses have catchy as well as trendy
coloured furniture, lighting and music and it grabs attention of customers. Other main
effectiveness of this outlet is workers provide speedy services (Nam, Kim and Carnie, 2018).
Customers require picking up trays of their ordered food or snacks and consumes it on premise.
Bars: There are only some countries that have this outlet and such businesses mainly offers
varieties of soft drinks, light snacks and alcoholic beverages. This outlets is mainly developed for
making people feel relaxed and it is the reason such businesses have informal and relaxed
atmosphere. For attracting people they also focus on energetic music with colourful flashy lights.
There is a speedy service of cocktails, snacks and mock tails.
Cafeterias: It is like a coffee shop with having few differences as in such businesses,
businessman provide short dinning menu with only fewer food options. They also follow cyclic
meal plan. Some businesses have either self or assisted services and can enjoy all services with
lower price.
So, from the above discussed all businesses and outlets it can be said that food and beverage is a
wide area industry as it consists of variety of businesses. Customers have wide barite of options
and as per their requirement they can select any type of business (Nirino, Miglietta and Salvi,
2019). In the context of layouts it can be said that this industry has stores, pantries, kitchen and
restrooms as per the size and type of business. So, it can be said that food and beverage industry
is the main sources of income, revenue and economy of the country.
P2 Different rating system used for food and beverage industry
Food and beverage industry is the one whose main responsibility is to satisfy needs of
customers and customers satisfy only when all businesses in it provide qualitative food meals
and maintain hygiene. Hygiene is one of the main key of success of this industry. It attracts
customers and retains them with the company for the long run. For knowing effectiveness it is
important for businesses to maintain hygiene and also measuring it. For measuring effectiveness
food and beverage system requires using rating systems (Mhurchu, Eyles and Choi, 2017). There
are several rating system are available which can help food and beverage industry for
maintaining hygiene and also improving productivity.
Food hygiene rating system: It is one of the main rating systems which help food and beverage
industry to know their effectiveness of their services. Several restaurants and takeaways on the
basis of standards of hygiene can help them out in knowing their values. On the basis of

measurements and given feedbacks by customers, manager can make changes and develop
strategies accordingly (Belyaeva, Rudawska and Lopatkova, 2020).
Rating system helps all businesses in food and beverage industry to know their strengths
and weaknesses. For example: customers give 4 rating, 3 rating, 2 rating and 5 rating stars as per
their satisfaction level and on the basis of set criteria of businesses. For example: businesses have
characterizes their all elements such as lighting, ambience, quality of food, service, price,
location and others. As per the rating of customers on each element, businesses know their both
strength and weakened areas and accordingly make changes for improvement.
P3 current and future trends affecting food and beverage industry
In every sector there occur several trends which impact on industry growth. It is
important to identify those trends so that it on basis of those strategies are developed. Along with
it, covid 19 and globalisation has led to affecting food and beverage industry to a great extent.
This is because now they have to maintain hygiene and safety in providing services to customers.
However, it is evaluated that there can occur various trends in future which are as follows:
Current trends- there are certain trends which currently exist in hospitality sector. It is described
as
Decline in pubs – due to covid 19 there has been shut down of pubs, bars, etc in many countries.
It is because government is taking strong measures to combat spread of covid 19 by imposing
lock down. Thus, it is found that many pubs and bars are suffering from loss. Therefore, pubs are
declining (Okumus, 2020).
Deliveroo/just eat- it has been analysed that there is trend of ordering food online and getting it
delivered at home. This has provided a new concept in hospitality industry. Thus, there is
increase in online food delivery starts ups and companies such as just eat, deliveroo, etc. now,
people are preferring to eat at home by ordering food from restaurant. They are getting food
delivered at doorstep.
Street food – there is change in people preference. Now, they are eating more street food. It is
because of number of varieties and options available in it. So, it has attracted them towards it.
Also, street food is less costly as compared to other ones so this trend exists in hospitality sector.
Future trends – with use of technology and changing lifestyle of people there will be many new
trends emerging in hospitality sector. They will highly transform the entire industry. The trends
are as follows

Robot waiter – Now with new normal in future there will be use of robots rather than waiter.
The robot will perform all tasks just like human. They will take order, serve it, etc. hence, human
waiter will be replaced by robot ones.
Touch screen technology – in future with use of technology the menu card system will be
replaced with touch screen one. Here, guest will have to order from touch screen. Thus, all menu
items and its prices will be displayed in it. Therefore, overall process will be transformed and
fastened (Okumus, 2020).
Organic product- After covid 19, effect in Britain, people will change their taste and shifted to
organic meal and hence Hospitality industry will start providing such kind of food that has
maximum healthy ingredients. They will focus on healthy meals and started maintaining hygiene
while serving at restaurant or delivering products to customers
Mobile phone as room key – the mobile phone will play vital role in future in hospitality sector.
The mobile phone will act as room key for hotel and many other functions is also included in it.
So, guest will be able to open and lock their room with help of mobile.
Hence, these are some current and a future trend which exists is hospitality industry.
LO2
Covered in PPT
LO3
P6 For the business of food and beverages operational and marketing technology
Various operational and marketing technology of The Savoy has been compared in order to
know the effectiveness of each operational as well as marketing technology (Gomes,
2016).
Positioning of restaurant
At present this food and beverages business is situated within London, where this is consider as
the main target market of restaurant. Within such situation marketing department and upper
management of firms uses positioning techniques in order to attract the consumers within such
market segment. Thus , there is a huge competition within the UK’s food as well as beverage
industry that can be consider as a perfect positioning of a product as well as services is very
crucial task to the The Savoy’s existing market. So that delivers a broad range of food and
beverages items to the consumers on time. It is also considers as a productive technology in

order to gain a large consumer base within the relevant selected marketplace (Kostini.and
Marliasari, 2017).
Blogging and email marketing
There are two major promotional techniques such as Blogging and email marketing in food and
beverages business, where upper managements of restaurant require utilising both techniques
equally within regular operations. Email marketing and Blogging, both techniques are very
significant to business in order to aware consumers about own products as well as services at
very large scale within the marketplace (Taslim, 2017).
Monitoring and quality
These techniques of firms play an effective role within gaining very positive outcomes within the
marketplace. The existing market of The Savoy utilises several operational management
approaches in order to maintain systematically its production process so that there can be
excellent quality of food as well as beverages items.
Evaluation
Digital Technology plays a vital role to any business within this fast changing world,
where upper management of The Savoy also completely known about Various positive effect
regarding digital technology. Through utilising several technologies within own daily operations
such business can be capable to simply meet the objectives of the business within marketplace.
Such as restaurant utilises various digital marketing techniques that are uses for the attracting lots
of consumers within marketplace (Alcee, 2017). Through this technique existing food as well as
beverage business uses is positively impacting the buying behaviours of the consumers.
LO4
P7 Factors that influence the consumers’ decision on which food and beverage outlets they
choose
There are several factors that affect and influence decision of consumers when regarding
selection of food and beverage outlets. Some of the factors are as follows-
Physical Environment
This is one of the important factors that affect and influence decisions of consumers
regarding purchase of food. Physical environment consist of elements of the place where
consumers’ choose food and beverage outlet (Bashir and et.al., 2019). Physical environment

involve cleanliness, interior and view within the outlet. Effective and attractive physical
environment plays an important role in influencing consumer decisions regarding food and
beverage outlets. Physical surrounding when effective and attractive invokes customers desire to
stay for longer and come again.
Brand Identification
This is another important element that attracts customers and influences their decisions
regarding selection of food and beverage outlets. Brand identification and well known brand is
an important element that influences decision of consumers positively. There are several
examples where consumers select a food and beverage outlet because of brand identification.
This element involves two factors one is that a well known brand definitely provide specific
value to its customers. Another element is that such brands make it easy for consumers to
understand.
Affordability
This is another important element that influences consumers’ decision regarding food and
beverage outlet that they select. Affordability is concerned with ability of consumers to pay for
the food. If consumers can pay for food and beverages of the certain food and beverage outlet,
then only they are likely to select that outlet (Sharnock, 2019). Concerned with food and
beverages this is an important element that influence decision of consumers.
Food Presentation
Food presentation has become an important factors for influencing decisions of
consumers. This factor started affecting decisions of consumers regarding selection of food and
beverages with social media trends. In this trend consumers prefer food that they can share on
social media and this is why this is a factor in present times.
Quality of food
This is another important factor that influence decision of consumers regarding selection
of food and beverages outlet. Quality of food and beverages includes ingredients being used for
food and taste of food and beverages being offered by consumers. Increasing health
consciousness have added element of healthy food and beverages choices. This means that
consumers who are health conscious consider and select food and beverages outlet that offer
healthy food and beverages choices.

P8 Strategies used in a range of food and beverage outlets to attract and build a loyal customer
base
Food and beverage outlets use several strategies through which they can attract
consumers and also create loyal customer base. Loyal customer base involve those customers
who are likely to select a given food and beverage outlet above its competitors. Certain strategies
are as follows-
Focus on customer satisfaction and friendly staff
This is a strategy that is adopted by McDonald’s Corporation to attract customers and
create a loyal customer base. This means that staff of McDonald’s Corporation is encouraged to
be friendly with guests and customers and provide them service with smile (Rajawat and et.al.,
2020). In their customer satisfaction they involved elements like short-wait times, and hot food.
McDonald’s Corporation also provided refunds to customers who waited for more than 5
minutes and in order to attract and create loyal customers they prioritised making customers
happy. This strategy of McDonald’s have been highly successful and because staff play
important role in attraction and retention of customers.
Boost emotional appeal
This is another strategy that has been utilised by food and beverages outlets, in which
organisations and outlets try to evoke emotions in audience and prospective customers. This is a
strategy emotion rather than logical arguments allow to win favour of audience and this strategy
has been utilised by Costa Coffee. This outlet used strategy of emotion-led marketing to promote
brand (Putri and et.al., 2020). Costa Coffee used this strategy for its Costa Light Drink to tap into
customers concern about consuming too many calories in their hot drinks. This way using
emotional appeal Costa Coffee managed to attract customers to buy hot drink with less calories
and caffeine and create a loyal customer base for outlet. This strategy is effective but
highlighting and using emotional appeal for a particular product can negatively affect image and
value of other products.
Combination of quality, taste and variety
This is another strategy in which food and beverage outlets ensures that they have high
number of variety and choices for its customers, their food and ingredients are of high quality
and their taste is also good. This strategy has been adopted by KFC in which company utilises
high quality ingredients and ensure very good taste and this is followed by high number of

choices and variety (Long and et.al., 2019). This means that vegetarian and non-vegetarian
customers can get effective choices of product at KFC. This strategy has been very successful for
KFC and company have managed to sustain and stay strong in competitive environment.
CONCLUSION
On the basis of above discussion, it can be concluded that food and beverage industry
involve several types of businesses, these are cafe, restaurants and several other types of
businesses are being operated within this industry and these were discussed in this report. Later
this report discussed about different rating systems, for food and beverages industry nationally
and internationally. Followed by this, report discussed about current and future trends affecting
food and beverage industry and because this industry and businesses get severely affected by
trends. Followed by this, report discussed about functioning of food and beverages businesses
and outlined comparison and contrasting different operational and marketing technology for
different food and beverages businesses. Later report discussed about several factors that affect
and influence consumers’ decision for food and beverages outlets. Factors disused in this are
affordability, brand identify, quality and few other factors. Further report also disused startegies
adopted by different food and beverage outlets to attract customers and create a loyal customer
base.

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