Unit 6: Managing Food & Beverage Operations : Assignment

Unit 6: Managing Food &
Beverage Operations

Table of Contents
INTRODUCTION...........................................................................................................................1
Activity 1.........................................................................................................................................1
Different types of businesses found within Food and Beverage industry...................................1
Different rating systems used nationally and internationally in Food & Beverage industry......1
Identifying the current as well as future trends effecting Food and beverage businesses..........2
ACTIVITY 2 ...................................................................................................................................4
Analysing the way customers decide on which food and beverage outlets they chose .............4
Identification of the different factors influencing customers decision related to selection of F
&B outlets...................................................................................................................................4
Exploring the various strategies adopted by F& B outlets for attracting customers...................5
Analysing the way F&B outlets built loyal customer base ........................................................6
Evaluating effectiveness of strategies utilised by F&B for attracting as well as building loyal
customer base .............................................................................................................................6
Evaluation of influence of digital technology on consumer buying behaviour .........................6
ACTIVITY 3....................................................................................................................................7
Comparing and contrasting the different operational and marketing technology which is
utilised by the different types of F&B outlets. ...........................................................................7
Evaluating the ways digital technology is utilised for improving operational efficiency ..........7
ACTIVITY 4....................................................................................................................................8
1. Observation record of visits .................................................................................................8
2. Demonstrating professional Food and beverage service standards .......................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Managing food & beverage operations within hospitality industry is very essential, it
includes the multiple activities which engage workers right from purchasing raw material,
keeping inventory of material, preparing food and beverage, managing different catered events,
maintaining service quality consistently and most significantly analysing business. In order to
provide better services and quality food products to customers hospitality industry and
organization associated with them managing F&B operations effectively with the help of apply
different types of strategies(Chen and et.al., 2015). The present report is based on Heathrow
Airport restaurants and Lounges Ltd. It explains the different kinds of business within F&B
industry and various rating systems used internationally and nationally. This study justifies
specific trends both future and current that affecting F&B business, factors effect customer’s
decision in selecting F&B outlet, influence of digital technologies on clients purchasing
behaviour. Furthermore, it clarifies different marketing and operational technologies available
and used for several types of F&B businesses and explain professional food and beverage service
standards, consider in real working environment.
Activity 1
Different types of businesses found within Food and Beverage industry
F&B industry is divided into two main segments like distribution and production of
edible products.
With food & beverage industry there are various kinds of business which has been
considered such as catering, cafeterias, airline dining, lounges, resort, restaurants and snack bars
(Nayak and Waterson, 2017). Restaurants is considered as one of the business within F&B
industry that serves and prepares foods to customers in return for paid, and cash before meal,
with a walking tab or after meal. Foods is generally served and eaten on restaurants, however
many restaurants present food delivery options for customers . On the other side airline lounge
and dining services is also considered as one of the business within F&B industry.
Heathrow Airport is operated and owned by BAA limited which operates and owns six
other UK airports, they provide lounges and restaurants services to its consumers. Heathrow
Airport restaurants and lounges Ltd, offer the best quality food services and products to people .
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Different rating systems used nationally and internationally in Food & Beverage industry
Food & Beverage industry uses five-star rating system at national level, One star is
lowest rating and five stars is highest score, with the help of this rating system industry will be
able to determine consumer experience while visiting in restaurants, cafes and bars (Dunford and
et.al., 2014). Knowing the worst and best star rating is much more helpful and beneficial for
industry. Five-star rating system assure company about their consumer behaviour towards them.
On the other hand, F&B industry used rating system internationally based on rating
standards. Rating is defined by respective Food & Beverage industry associated using five-star
rating system. For example, via online applications customer can rate hotels, cafe and restaurants
services and products quality. Seven star rating system uses by F&B sector at international
level which is highly beneficial for their business and make positive effect on its productivity
and profitability, in UK, F&B industry uses one star to five star rating system mostly.
Identifying the current as well as future trends effecting Food and beverage businesses
Emergence of new trends has bought significant transformation in the way different
business operations are being performed by the different firm in food and beverage industry. It
has been analysed through market research that because of economic crisis in the nation ,
customers are trying to save money which has led to the decrease in the sale of companies
operating business in food and beverage industry. Customers are making basically a purchase of
generic foods, it is the factors which has adversely effected the profitability of organisation
operating business in food and beverage sector.
In addition to this, increase in awareness about the health issue has significant effect on
the food and beverage businesses. Now, there has been increase in the demand of healthy food
items among customers. People prefer to buy as well as consumer food containing high
nutritional value.
Increase in cost of production is highly effecting the food and beverage sector. Inflation
in the prices of raw material has forced firms in food and beverage industry to increase the
prices of their products. It is the trend which has also effected the consumers buying decision.
But now, it has been analysed that there has been decrease in cost of commodity in last few years
which has enable firms in food and beverage industry to decrease the price of goods.
Change in perception of the customers about the quality of food delivered by the firms in
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food and beverage business (Davis, Lockwood, Alcott and Pantelidis, 2018.). In context of food
and beverage business, there has been few incidence of unsafe food being served by few
organisations in food and beverage business, such instance has led to the decline in confidence of
customers as well as increase in regulations. Due to such instances, there has been increase in the
control by government on food and beverage businesses. It has also been analysed from the data
collected through market research that customers are highly concerned about the image of the
organisation , they preferred to buy goods or services from only reputed and popular firm.
Critically analysing the way different type of food and beverage businesses have adapted to
current and future trends
Decrease in sales as well as profitability has positively influenced enterprises in food and
beverage industry to facilitate innovation. Considering the continuous changes in the taste as
well as preference of customers, Heathrow Airport Restaurants and Lounges Ltd has plan to
include the more varieties of food items in their menu. In context of, Heathrow Airport
Restaurants and Lounges Ltd an organisation in responding to the demand of customers for
nutritional food has planned to introduce low calorie food items in their food menu for
fulfilling the needs of customers those are highly conscious about their health. In addition to this,
management in business entity has decided to make more investment on promotional activities.
An enterprise has decided to host youth sports events which demonstrate health image.
In context of future trend, it has been expected that corporate as well as brand reputation
are expected to become increasingly more essential due to increase in level of competition. ,
considering this future trend Heathrow Airport Restaurants and Lounges Ltd is taking high
initiative for separating themselves from that of other organisations in an industry planned to
establish high quality standards. In addition to this, management in firm has decided to
implement advance technology at workplace , as this tactics will assist them in bringing
improvement in quality of goods or services. Implementation of new technology will also assist
an enterprise in minimising the cost of production which is very much essential in order to offer
goods or services to customers at reasonable price. In context of future trend in food and
beverage industry, it has been expected that there are high chances or scope of innovation by
companies which will result into newer healthier products. Considering the increase in
innovation in industry, Heathrow Airport Restaurants and Lounges Ltd has planned to bring
improvement in their production system. In addition to this, management in an organisation is
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planning to use advance technique for preparing the food, as this tactics will assist firm in
gaining competitive advantage.
ACTIVITY 2
Analysing the way customers decide on which food and beverage outlets they chose
Consumer decision making is considered to be as a procedure through which customers
makes selection of the specific food outlet. Before making the choice of specific outlet for
making purchase of goods or services an individual undergoes number of phases The different
stages which consumer undergoes before making the final decision related to making a purchase
of food item from specific food outlet are:
Need recognition : It is the initial phase of the consumer decision making procedure. At
this, phase, an individual realizes the need for consuming food. It is the phase when the
marketing team in Heathrow Airport Restaurants and Lounges Ltd can assist customer in
realizing the need for consuming the specific food (Johns and Lee-Ross, 2016). An organisation
can make investment on advertisement and promotion of food item.
Search of product information: After recognition of the need , customer take high
initiative for search for the information about the sources from where they can make purchase of
specific food item. It is very much important for Heathrow Airport Restaurants and Lounges Ltd
to make sure that all important information about the food and ingredients are being given to
customers. In addition to this, company can provide list of food items which its offers along with
price, as this strategy will assist an organisation in attracting customers (Kasavan, Mohamed and
Halim, 2017). Customers prefer to make purchase from such enterprise whose information about
products or services are easily available (Tse and et.al., 2016).
Product evaluation : It is the phase when an individual makes comparison between the
same food items offered by other organisations in food and beverage industry.
Outlet choice and Purchase : While finally selecting the outlet for making the purchase
of food item an individual consider various factors such as quality, services , reputation of firm,
hygiene conditions, etc.
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Identification of the different factors influencing customer’s decision related to selection of F
&B outlets
As the customer undergoes number of stages before selecting the food outlets for
purchasing food items, there are number of factors which might influence an individual decision
related to purchasing food. It is very much crucial for marketing department in Heathrow
Airport Restaurants and Lounges Ltd to address all the factors influencing the consumer
decision making at different phases as this tactics will help them in development of appropriate
marketing plan. Some of the factors which influence the decision of an individual related to
purchase of food item from the specific food outlet are :
Quality of food items and services: It is considered to be as one of important factor
which has significant influence on the consumer decisions making procedure related to choice of
specific food outlet. Food quality factors include freshness of food item, flavours etc. In addition
to this, service quality involves the way food is being served, behaviour of workers and overall
dining experience (Capece and et.al., 2017).
Physical environment: One of the factor which greatly influence the choice of
customers related to selection of food outlet. It is the factor which includes seating arrangements,
theme of restaurants, ceiling etc. Physical environment basically includes the location of
restaurant, decor, attractiveness.
Hygiene and cleanliness: It is considered to be as other important factor which has
significant influence on the decision of customer related to selection of food outlet. This variable
includes cleanliness of the area where food is prepared and served.
Exploring the various strategies adopted by F& B outlets for attracting customers
Development of an effective promotional strategies is very much essential in order to
attract customers. In context of Heathrow Airport Restaurants and Lounges Ltd has planned to
launch combo offers in order to attract customers. In addition to this, an organisation in order to
develop positive impression on customers as well as attract them has adopted the campaigning
strategy. As per this strategy, marketing team in an organisation will conduct online campaign ,
as this marketing tactics will help an enterprise in promoting their products or services to large
number of customers (Dopson and Hayes, 2015. ). Marketing team in Heathrow Airport
Restaurants and Lounges Ltd. will also implement the happy hour strategies for attracting
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customers. Happy hour strategy will be implemented by organisation for attracting college
students or young generation. An organisation is planning to give customers with option of free
home delivery of food which is considered to be as one of the best tactics for attracting
customers (Kanyans, Ngana and Voon, 2016). An enterprise is planning to host event parties in
order to positively influencing people to make purchase of goods or services offered by
company. In addition to this, personalised marketing strategy will be adopted by Heathrow
Airport Restaurants and Lounges Ltd for attracting more number of customers.
Analysing the way F&B outlets built loyal customer base
Customer loyalty can be defined as extend up to which an individual client is devoted to
goods or services offered by company. It can also be referred to as positive emotional experience
as well as high level of satisfaction gained by an individual by consuming the products or
services offered by organisation. In context of Heathrow Airport Restaurants and Lounges Ltd ,
an organisation is planning to implement the customer engagement strategy, as per this tactics
an organisation will seek advice or feedback from the customers using the social media platform
(Radzi, Saidon and Ghani, 2016). It is the tactics which will assist an enterprise in gaining the
customer loyalty. In addition to this, loyalty schemes will be introduced by organisation,
according to which special discounts will be given to customers making the frequent purchase of
goods or services from the outlet. IT is the tactics which will help an organisation customers to
remain loyal towards brand.
Evaluating effectiveness of strategies utilised by F&B for attracting as well as building loyal
customer base
Personalised marketing strategy is considered to be as effective, as it will assist an
enterprise in developing the strong relationship with customer which is very much essential in
order to influence them to make frequent purchases. In addition to this, execution of campaign
using digital or social media is considered to be as other best strategy , as it will enable company
to attract the large number of customers at minimum cost. Happy hour strategy will provide
business entity an ease in attracting customers (Ahmed and et.al., 2015). Introduction of special
discounts to customers is considered to be as an effective tactics, as it will assist an enterprise in
encouraging people to make frequent visits.
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Evaluation of influence of digital technology on consumer buying behaviour
Advancement in the technology has significant influence on consumer buying behaviour,
With the Emergence of the information and other technologies, there has been change in
expectations of customers. The comments or feedback of other people on social media now
highly influence the decision of customers related to making the purchase of products or
services from particular food outlet., customers made buying decisions based on news,
advertisements, past experience or referrals from other people (Riley, 2018. ). Easy availability
of information about the company and its products or services helps an enterprise in making
quick buying decision. In context of Heathrow Airport Restaurants, an organisation needs to
concentrate on marking the online presence, as this tactics will assist business entity in putting
them at front-line and will help an organisation in positively influencing people to make
purchase.
ACTIVITY 3
Comparing and contrasting the different operational and marketing technology which is utilised
by the different types of F&B outlets.
In context of Heathrow Airport Restaurants, an organisation is using the Email service
provider for the purpose of marketing. In addition to this, social media is also other technology
which is utilised by the Heathrow Airport Restaurants, for seeking the feedback or suggestions
from the customers. Both social media as well as Email service provider technology is used by
organisation for promoting goods or services (Davisand et.al., 2018). The main difference
between two technologies used for purpose of marketing is that Email service provider an
organisation does not get assurance whether the mail has been addressed by the target customer
or not. In simple word, there is only one way communication that too is too much time
consuming. Whereas, in context of social media, by facilitating two way communication,
marketing team in an enterprise can easily influence customers to make purchase of goods or
services (Zimmermann, Raisch and Cardinal, 2018).
In context of operations, the two different technology used by the Heathrow Airport
Restaurant are digital POS system and online ordering technology. The similarity between both
the technology is that both the technologies enables customers to order food online as well as
make payment (Chand and Slath, 2018.). The difference between both the technologies is that
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Online ordering technology allows an organisation to track information about the customers and
to get the information about regular online client. Such features are not there in POS system.
Evaluating the ways digital technology is utilised for improving operational efficiency
The use of social media as well as Email service provider technology helps an
organisation in increasing the efficiency of marketing operation. Online ordering technology
provide management an ease in identifying regular online clients quickly which is very much
beneficial in relation to development of an effective marketing plan. It is the technology which
also assist business entity in streamlining the business procedure as well as integrating operation
which is very much important in order to increase operational efficiency.
ACTIVITY 4
1. Observation record of visits
Hygiene and cleanliness are given much importance. All employees working in an
organisation are well trained to provide service to customers. Restaurant is decorated in unique
style. An organisation has high quality of service standards. Morden technologies are used
business entity for cooking as well as performing other business functions.
2. Demonstrating professional Food and beverage service standards
Food service skills
11 What are 5 skills that an effective Restaurant Supervisor or Restaurant Manager
must have in order to run an efficient business?
Five skills that restaurant manager is required to poses are interpersonal skills, an effective
communication skill, leadership qualities, high influencing and decision making power.
2. What are 5 important skills for maintaining standards and projecting a professional
image in the F&B industry?
Five important skills for maintaining standards and projecting a professional image in the
F&B industry team building skills, empathy, relationship building, an effective communication
and technical skills.
Beverage service skills
1. What are 3 different types of beverage service encounters?
Three different types of beverage service encounters are remote encounters, face to face
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encounters and phone encounter.
2. Three pre service and post service duties of restaurant manager ?
To welcomer guest
To provide them with the services or products offer by the restaurant
To provide them menu
Post service duties-
To seek customer feedback
To handle customer complain
Equipment Management Skills:
1.) How should equipment be maintained and cleaned pre- and post- service?
The restaurant manager should use the kit daily to check equipment and After use, Pre
service
Lock out machine (unplug) and remove attachments and bowl. Send through dishwasher.
Wash down all surfaces with a clean cloth immersed in clean warm water and detergent.
After service
The surface is required to be clean with sanitization solution.
2. Why is it important that equipment should be cleaned and maintained?
It is very much crucial to clean the equipment’s in order to maintain hygiene.
Legal and Regulatory requirements:
1. What are the regulatory standards and legal requirements in connection with
maintenance and cleaning of equipment that F&B service outlets must comply
with?
Work place sanitation and cooking equipment Sanitation is considered as one of the legal
requirement that must comply by F&B industry in its overall outlets. Usage of regulatory
standards within Food & beverage industry help to improve safety and quality of food. In
overall procedure of cooking and preparing food staff must clean equipment’s before using it.
2. What are some of other regulatory standards and legal requirements that F&B
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service outlets comply with?
Safe food preparation using stainless steel, continuous safety of using stainless steel in food
preparation is quite beneficial for F&B industry. Water used in food handling, processing,
washing, cooking etc. to be potable and meeting BIS standards. Food handlers to be protective
and provided clothing, face mask, head covering, footwear and gloves.
3. What are the implications of failing to meet legal and regulatory necessitate of
F&B standards in terms for overall operational performance?
In order to meet regulatory and legal requirements of Food & Beverage industry standards,
management must comply all the sanitary and hygiene requirements in its outlets that help to
run business effectively and gain success in operational performance.
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CONCLUSION
It has been concluded from the assignment that there are many new trends such as
emergence of new technology which highly influenced the way different operations are being
performed by Food and beverage companies. The other factor which has been found is that the
emergence of digital technology has great influence on consumer decision making. It has also
been concluded that there are many factors such as economic and personal factors such as
previous experience at specific F& B outlet can affect the decision of the consumers. The other
factor which has been discovered is that digital technology can be helpful in relation to
increasing or improving operational efficiency.
It has been recommended that an organisation should implement advance technology at
workplace, as this tactics will assist them in increasing the operational efficiency which is very
much essential in order to provide customers with high level of satisfaction. Other
recommendation is to management that they should keep themselves with latest trends , as this
will help them in developing an effective plan for attracting customers.
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REFERENCES
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