Consultancy for the Visitor Economy: Trends in Food and Beverage Sector in Hospitality Industry

This report examines the impact of trends in the food and beverage sector on the success and profitability of tourism and hospitality businesses. It explores key trends such as plant-based foods, healthier fast casual, nutrition information QR codes, delivery and convenience, low waste meals, and digital signage. The report also evaluates the current food and beverage offer of Adam's Restaurant and provides recommendations for improvement.

Consultancy for the
visitor economy

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
PROJECT: THE FOOD AND BEVERAGE OFFER ARE SUBJECT TO NUMEROUS
TRENDS AS WELL AS THESE TRENDS HAVE IMPACT ON TOURISM ALONG WITH
SUCCESS AND PROFITABILITY OF BUSINESSES IN TOURISM ADDITION TO
HOSPITALITY. IT IS CRITICALLY IMPORTANT FOR BUSINESS TO RESPOND TO
RECENT TRENDS IN MARKETPLACE EFFECTIVELY..........................................................1
Examining literature review on key trends in food and beverage sector in hospitality industry.1
Tourism or hospitality business with online presence along with published menu....................4
Reviewing current food as well as beverage offer of the company.............................................4
Evaluation of impact of new food addition to beverage trends on choices and spending of
consumers....................................................................................................................................5
Recommendations for improving food and beverage offer.........................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Visitor economy is combination of tourism, events addition to hospitality sector. It is used
for describing space wherein businesses in tourism or hospitality sector require to operate.
Consultant companies performing tourism, hospitality along with event management practice
understand the industry and carry out practices within globalised business environment
(Nieuwland, Versloot and van der Zee, 2022). Hospitality and tourism industry entails all
economic practices which contribute or depend on travel. All types of people visit food and
beverage companies for enjoying pleasant experiences. Service sector of food and beverage
contribute wide deals to revenues and profit in the industry. With enhancement of significance of
business meetings, ample number of personal addition to social events, range of customer visit
establishments in hospitality and tourism on frequent basis. To understand consultancy for visitor
economy, Adam's Restaurant is considered for the assessment. It offers upscale choices for
acclaimed modern testing menus within contemporary and chic dining room.
The project selected for the assessment is “Food and beverage offers are subject for
multiple trends and these have impact on success and profitability of tourism and hospitality
companies. It is significant for enterprises to respond effectively towards current trends in
marketplace”. The assessment examine literature about key trends in food and beverage sector in
hospitality industry, review of existing food and beverage offer of the establishment along with
evaluate impacts of new food and beverage trends on consumer spending and choices. It also
includes certain recommendations to improve organisational food and beverage offers.
PROJECT: THE FOOD AND BEVERAGE OFFER ARE SUBJECT TO
NUMEROUS TRENDS AS WELL AS THESE TRENDS HAVE IMPACT
ON TOURISM ALONG WITH SUCCESS AND PROFITABILITY OF
BUSINESSES IN TOURISM ADDITION TO HOSPITALITY. IT IS
CRITICALLY IMPORTANT FOR BUSINESS TO RESPOND TO
RECENT TRENDS IN MARKETPLACE EFFECTIVELY
Examining literature review on key trends in food and beverage sector in hospitality industry
In accordance to Fang, Nguyen and Armstrong (2019), food and beverage sector of UK’s
hospitality industry forms element of complex together with diverse supply chain (Fang, Nguyen
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and Armstrong, 2019). It is consumer oriented market in which at one side, consumer wish for
enhancing personalised commodities and services, however, on other side, sustainability of
production systems addition to offerings plays significant role in businesses. In hospitality
industry, food and beverage sector has witnessed healthy growth in last few years. With this, the
sector has experienced certain significant shake ups as it has moved increasingly to innovation
from imitation. In the sector, new technologies are driving business offerings, including bio-
hacked foods that do not sound appetising because they are decomposed as well as further
reconstituted on the basis of Artificial Intelligence. In a company, for instance, Adam's
Restaurant, adoption of quantum computing permits simplification together with speeding up
entire processes. key trends within food and beverage sector of hospitality industry are as
examined:
Plant based foods: In current years, veganism addition to vegetarianism have become all
rage (Schuetzendorf, 2022). The hype concerned with veganism is going strong with great
potential of the market as target audiences are focusing on healthy lifestyles. As such, if
businesses, such as Adam's Restaurant wishes for success, it is essential to ensure that they
always offer plant related items in the menu and needs to be packed with color, freshness as well
as flavour. Business in the industry offering food and beverages are going for raw vegetable
route as well as create cooked preparations which highlights vegetable as hero of the dish.
The new and healthier fast casual: In hospitality industry, there is nothing which beats
satisfaction of biting into fast food except of a course that bit into a dish which screams quick
and is actually healthy for customers (Bharwani, Mathews and Ghura, 2019). Á la minute
cooking, healthy addition to fresh options, engagement of customer’s addition to variant choices
in preparation process of dish have been proven successful in quick casual segment in recent
durations. For a company operating in hospitality industry, for example, Adam's Restaurant, fast
casual operators require to make decision related to the ways for providing quick home delivery,
self-serve kiosks or drive throughs for the purpose of positioning for competition against new
entrant that are accessible only online. There are endless options through which food and
beverage establishments can enter the world of healthier fast casual for meeting craving for
worthy food.
Nutrition information QR Codes: In hospitality sector, consumers are becoming conscious
about consumption habits. Business concerns offering food and beverages are making decision
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for engaging with consumers in distinct manner, giving them power for making rational and
informed choices (Cankul, Ari and Okumus, 2021). In essence, nutrition information QR codes
is becoming a trend for food and beverages. It has been determined that consumers have
demonstrated interest in sustainability and nutritional awareness. For a company, such as Adam's
Restaurant, providing nutrition based information QR codes is effective approach for offering
clarity. Moreover, providing transparency is also in demand that impacts all areas concerned
with food and beverage sector. For instance, mandatory biotech labelling legislation impacted
tends that shape future of hospitality sector.
Delivery and convenience continue to reign: Within hospitality industry, speaking of
delivery and convenience for food and beverage is continued to reign supreme. A lot have
changed in the industry in current couple of years. Businesses, for example, Adam's Restaurant
have seen new dominance of delivery services of groceries, meal kits addition to food apps that
are emerging one after other, consumers have huge to say about it (Martin-Rios, Demen Meier
and Pasamar, 2022). Ordering food delivery had largest share of voice in conversation, however,
delivery of groceries addition to variant beverages grew massively in population. Besides ready
to eat groceries delivery in hospitality industry for food and groceries, there is steady upward
trend about conversations nearby meal kits. Moreover, people are getting huge interested in such
approach of cooking.
Low waste meals: In hospitality industry, low waste meal is one of trend that is gaining
wider popularity in the food and beverage sector as more consumers are seeking approaches to
reduce carbon footprints. There are ample number of efforts and practices that are adopted by
business concern, for example, Adam's Restaurant for the purpose of reducing waste. One is eco-
friendly packaging that is seen as major criterion for low waste meals which gives consumers
confidence for eat takeaway without any guilt related to extensive waste. At same time, other
criterion comprises of declining level of food leftover. There is embracement of innovative ways
associated to sustainable food production as well as better management of wastage of food.
Digital signage as well as interactive menus: For food and beverage sector in hospitality
industry, there is increased demand concerned with digital signage as well as interactive visual
displays at workplace. Establishments performing in the sector are grabbing the opportunity for
creating innovative along with alluring signage with the hope of attracting potential target market
with the help of visual prompts (Bumbudsanpharoke and Ko, 2022). At same time, digital
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screens are also in trend as these are used for showcasing menu that saves financial resources of
company on paper addition to improve customer experience.
Tourism or hospitality business with online presence along with published menu
Adam's Restaurant is a hospitality business that is established at Birmingham, UK since
2013 (Adam’s Restaurant, 2022). The aim of the hospitality company is to excite addition to
enthuse guests with accurate cooking of quality of ingredients which are further served in an
approachable environment. The business hopes for building unique experience for each and
every diner in the friendly as well as professional establishment. It was opened through Adam
and Natasha that are husband and wife, since its launch, it has seen relocation together with
ample number of expansions to facilities. Table of Chef is located with surrounding of kitchen
and seats small group of dines all together or a large group exclusively. It is contemporary fine
dining restaurant that serves modern dishes that are prepared by very highest professional
standard and global class wine list. Moreover, it also caters cherished dining room for individual
and parties. It also arranges ideal sitting for any category of occasion ranging from romantic date
to business meetings. The restaurant holds string of accolades comprising Michelin Star, a score
of 7 in Good Food Guide, three AA Rosettes and so on. The hospitality is awarded with
Travellers’ Choice Award for eight consecutive years and rated number 4 within UK and number
18 in Europe in the year 2021 on TripAdvisor.
Reviewing current food as well as beverage offer of the company
Food and beverage offers comprises of dishes that are offered together with service
delivery of dishes in eating or dining environment (Akyürek and Kızılcık, 2019). Offers are in
form of products and services that are arranged and provided by any company in hospitality
industry to meet needs or wants of customers for dishes and drinks. It comprises all form of
goods and services which accompany restaurant’s meals, including appearances, the ways they
are served, parking, restrooms, dining room staff, lighting and hours of operations.
In aspect to Adam's Restaurant, core food and beverage offer includes affordable menu
items which spans variant customer taste. The restaurant has operational flexibility in its menu as
well as restaurant layout for welcoming large number and groups of diners. From the analysis of
menu of Adam's Restaurant, it is revealed that there is high degree of operational tools,
comprising menu item cross-utilisation in which key ingredients are repurposed in multiple
manner. At same time, offers of food and beverages for Lunch includes 3 course for £45 and 4
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course for £65. Adam's Restaurant offers variant of food that are Leek Parcels, Chalk Stream
Trout, Honey Cake, Squab Pigeon, Aged Beef, Turbot, Cornish Skate, Lightly Salted Code and
so on (Food and service offers of Adam’s Restaurant, 2022). Within the category of beverages
that is Wine by Glass, the company offers Champagne & Sparkling, White Wine, Rose, Red
Wine, Orange Wine and many more. Food and beverage offer of the establishment is single point
service wherein guests pats for food and beverage over the counter. Further, form same counter,
they receive dishes or drinks. The company also offer food and beverages through automated
vending machine for providing products to consumers once credit card, cash or other type of
payment are inserted in machine or otherwise made.
Evaluation of impact of new food addition to beverage trends on choices and spending of
consumers
Varied food and beverage trends that have flourished in UK market are plant-based eating
and adoption of a healthy diet. People have changed their choices towards adopting vegan diets
and plant-based products (Poldrugovac, Janković and Peršić, 2019). In context to Adam’s
Restaurant, managers have proactively reacted to this approach, is in a position of securing
competitive advantage over others. Awareness of healthy habits as well as adoption of vegan
diets have change the spending patterns of customers. As now they are in a position to spend
their resources for adopting healthy practices.
Advancement in digital technology helps customers to book their orders through online
delivery services and get the food at their door step in an easy manner. Earlier, people have to go
out for their shopping which takes more time and make them tired. This digital technology helps
them in getting groceries and other food items at their door step (Lusk and McCluskey, 2018).
Through the help of digital technology, customers can gain knowledge about nutritional content
just by scanning the QR code from there packet of their meal. This has also impacted on
reduction of the practice of wasting meal. In earlier times, people like to visit restaurants and eat
what they want. This exercise lead to wastage of food products in a severe manner. In Adam’s
restaurant, with the introduction digital technology, people can make orders through delivery
applications in an easy and quick manner. They can store the extra food items in refrigerators at
their house. This has impacted on the choice of customers to use digital technology for saving
their time in an effective manner.
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Restaurants offer a lot of differential services and added new products to their menus for
making it attractive which influence people to order a huger treat. New concept of healthier fast
casual food also impacted food habits of people in a significant way. This has made people to
choose instant and processed food items which impact their choices (Hanson and Yun, 2018). At
same time, trends of food and beverage industry impacts on consumer spending as consumers are
increasingly preferring food delivery apps for the purpose of facilitating convenient together with
faster food delivery. With delivery and convenience, managers of Adam’s Restaurant meet needs
and demands of consumers in order to make them feel that they are getting worth of their money
that influences their choices to make decision to buy food and beverage offers of the company.
Adoption of vegan diets in people's healthy habits affects their choice for food and impact
their spending patterns (Cheng, Chang and Chen, 2021). People spent their resources in buying
plant-based and vegan food items. Corona pandemic has also impacted on the lives of people as
well as their spending patterns. Global pandemic has lowered the purchasing power and make
changes in their spending patterns. Apart from this, it has also made aware people of adopting
healthier practices. And for adopting healthy habits, they shifted their preferences towards plant-
based products and start to spend on it in a significant manner. QR code for assessing the
nutritional content in food products influenced people to change their choices and spending
patterns. As they can now ascertain which element of nutrition they want to consume for them as
per their dietary needs. Interactive menus having balanced with cost and nutritional content
impact on the spending patterns of people. These practices have changed a lot about spending
patterns and procuring strategies of people. Delivery patterns have also influenced companies to
gain large customer base. Practice of low wastage of meals have impacted on online ordering
practices of people and make it very simple for them.
Recommendations for improving food and beverage offer
With changes in consumer choices, there are requirements of carrying out practices of
improvement of food and beverage offer is essential (Pius, Alharahsheh and Adesanmi, 2020).
To managers of Adam’s Restaurant, it is recommended to add healthier options in menu for
improving food and beverage offer. People are becoming health conscious nowadays, so adding
healthier options in food and beverage offer will improve revenue potential of the company
through providing healthier options in menu. The food and beverages offer must be innovative,
healthy and attractive which attracts more potential customer. The owner of Adam’s Restaurant
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improves their design of menu as well as add some healthy and organic food items as per the
recent demand and trends of the consumers. Nowadays, people and youth prefers better and
standard quality products which are good for their health. The management must have
considered the taste, preferences and needs of customers to make improvement in the menu.
Also, they make changes and modified their quality of food and beverages as they use finest and
organic ingredients to produce food items. All these changes help the company to increases the
experience of their customers which leads to increase in their profitability and loyal customer
base.
The marketers of Adam’s Restaurant use various innovative marketing strategy to promote
their food and beverages services like digital marketing to attract large number of customers.
Also, the managers should maintain hygiene and cleanliness while producing food items and
offering them to the customer. They make sure that they offer foods and beverages product with
unique plating and serving style which create great impression in front of customers. They use
unique and fast serving services as well as clean containers to serve the food and beverages to
the people as they get experience while having these items. The manager must communicate and
greet customers as well as behave with them gent ally so they get good vibes and enjoy their
experience.
CONCLUSION
From the presented information, it has been concluded that tourism, hospitality and events
play crucial role in developing economy of a country. The involves movement of people which
deserves praise of all human being. All these brings advantages and create demand along with
growth for various industries. Food and beverage, recreation, lodging, travel and tourism are
certain elements of hospitality industry. Businesses performing within the industry provides
customers with personalisation and enjoyable experiences. The enjoyment usually comes from
eating good food, relaxing luxurious accommodation, etc. Plant based foods, new and healthier
fast casual, delivery and convenience continue to reign, low waste meals and digital signage as
well as interactive menus are some of trends related to food and beverage sector of hospitality
industry. With online presence, hospitality establishment is able to make it much easier for target
audiences to find the business. Through a published menu, hospitality entities keep customers
informed about food and beverage offers that are available in restaurants together with price per
dish. It also permits operators in the hospitality industry to promote various dishes in high
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visibility positions. Published menu provides target audience with ample number of options or
choose accessing features. Food and service offers of company attracts larger prospects and
potentials to make buying decisions from large number of food and beverage options.
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REFERENCES
Books and Journals:
Akyürek, S. and Kızılcık, O., 2019. Determining tourists’ propensity to consume innovative
cuisine: The case of molecular cuisine. Journal of Culinary Science &
Technology, 17(6), pp.519-533.
Bharwani, S., Mathews, D. and Ghura, A. S., 2019. Business model innovation in the Indian
hospitality industry: A study of the willingness to outsource specialty restaurants in
luxury hotels. Worldwide Hospitality and Tourism Themes.
Bumbudsanpharoke, N. and Ko, S., 2022. Packaging technology for home meal replacement:
Innovations and future prospective. Food Control, 132, p.108470.
Cankul, D., Ari, O. P. and Okumus, B., 2021. The current practices of food and beverage
photography and styling in food business. Journal of Hospitality and Tourism
Technology.
Cheng, C. C., Chang, Y. Y. and Chen, C. T., 2021. Construction of a service quality scale for the
online food delivery industry. International Journal of Hospitality Management. 95.
p.102938.
Fang, M., Nguyen, T. H. and Armstrong, A., 2019. Evaluation framework for tourism leadership
development programs.
Hanson, N. and Yun, W., 2018. Should “big food” companies introduce healthier options? The
effect of new product announcements on shareholder value. Marketing Letters. 29(1).
pp.1-12.
Lusk, J. L. and McCluskey, J., 2018. Understanding the impacts of food consumer choice and
food policy outcomes. Applied Economic Perspectives and Policy. 40(1). pp.5-21.
Martin-Rios, C., Demen Meier, C. and Pasamar, S., 2022. Sustainable waste management
solutions for the foodservice industry: A Delphi study. Waste Management & Research,
p.0734242X221079306.
Nieuwland, S., Versloot, E. and van der Zee, E., 2022. The Rotterdam way: a new take on urban
tourism management. In A Research Agenda for Urban Tourism. Edward Elgar
Publishing.
Pius, A., Alharahsheh, H. H. and Adesanmi, A.A. eds., 2020. Contemporary Management
Approaches to the Global Hospitality and Tourism Industry. IGI Global.
Poldrugovac, K., Janković, S. and Peršić, M., 2019. The significance of competitive pricing and
revenue management in the camping industry. International Journal of Revenue
Management, 11(1-2), pp.76-88.
Online:
Adam’s Restaurant. 2022. [Online]. Available through: <https://www.adamsrestaurant.co.uk/>
Food and service offers of Adam’s Restaurant. 2022. [Online]. Available through:
<https://www.adamsrestaurant.co.uk/wp-content/uploads/2021/11/SAMPLE-MENU-
WEBSITE.pdf>
Schuetzendorf. F. 2022. Trends in the Food and Beverage Industry. [Online]. Available through:
<https://hospitalityinsights.ehl.edu/food-and-beverage-industry-trends>
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