Analysis of Food and Beverage Operations at the Clayton Hotel

This report provides an in-depth analysis of food and beverage operations, using the Clayton Hotel in London as a case study. It begins by outlining different business types within the food and beverage industry, such as sole proprietorships and partnerships, and then profiles the Clayton Hotel as a sole proprietorship. The report then explores various rating systems, including Scores on the Doors, AA Rosettes, Michelin stars, and star ratings, providing insights into how these systems impact customer choices. It further examines current and future trends in the industry, such as home delivery, mobile check-ins, contactless payments, voice search, safety measures, mobile room keys, robot waiters, fusion cooking, and touch screen technology. The report also compares and contrasts different operational and marketing technologies, although specific details are covered in a PowerPoint presentation. Finally, it analyzes factors influencing customer decisions and strategies used to attract and retain customers in the food and beverage sector. The report concludes with a summary of the key findings and references.

Managing food and
beverage operations
1

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................4
LO1..................................................................................................................................................4
P1 Different types of businesses within food and beverage industry profiling the chosen
organisation. ...............................................................................................................................4
P2 Different rating systems for food and beverage industry nationally as well as
internationally.............................................................................................................................6
P3 Current and Future trends affecting food and beverage industry..........................................8
LO2 ...............................................................................................................................................10
P4 And P5 Covered in power point presentation......................................................................10
LO3................................................................................................................................................10
P6 Compare and Contrast different operational and marketing technology for range of
different types of food and beverage business..........................................................................10
LO4................................................................................................................................................10
P7 Factors influencing customers decision on which food and beverage outlet they choose...10
P8 Strategies used in range of food and beverage to attract customers and built loyalty.........11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
Books and Journals..................................................................................................................13
2

INTRODUCTION
Food and beverage operations is an industry which involves in preparing food and snacks
to consumers, fulfil all the orders immediately by them and providing offline as well as online
services. There are various people who are involved in providing services to customers like staff,
managers, training department and so on. The industry have to focus on two things, planning for
new beverages so that customers gets attracted as everyone wants different meals and try to
improve some varieties of their existing meals according to consumer needs. There are various
elements which are considered in food and beverage industry like consumers and the market,
facilities which are provided services, control of cost and so on. There are many customers who
belong from different culture so hotel industry need to focus on that industry also. Food and
beverage both includes different things. In case of food in volves different varieties of meals
whether it is Italian or related to some healthy food and so on. In case of beverages it involve
juices, coffee, tea and so on. The below report is based on The Clayton hotel , London. It is the
4-star hotel which offers various luxury facilities like spa, stylish rooms, Wi-Fi facilities, room
dining services. (Bresciani, S., 2017)
.TASK 1
P1 Different types of businesses within food and beverage industry profiling the chosen
organization.
There are various types of food and beverage businesses like hybrid business,
manufacturing, merchandising, sole proprietorship, partnership and service businesses. It is
explained as below:-
Type of
business
Meaning Advantages Disadvantages Example
Sole
Proprietorship
It means the
business is
started by single
individual only
and they are
considered as the
owner of
The owner don't
has to ask
anything from
other persons.
The has full
freedom to do all
things and make
All
responsibilities
are in the hands
of single person
only. A single
person cannot
easily expand its
Starbucks
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business. The
profits which are
earned by
business is
received by one
person only but
at the same time
if any loss occurs
then they are
personally
responsible for
that.
decisions and the
benefits which
they receive from
company they
use it alone and
don't share it
with anyone.
(Arisseto-
Bragotto and
et.al, 2017)
business due to
lack of money
and they have to
spend from their
personal savings
also.
Partnership This business is
managed by two
or more parties
and everything is
shared on equal
basis. If
company face
any loss and earn
profits then they
are shared
among all
partners.
As single person
don't have much
much money to
expand their
business so two
partners can
easily share more
money for their
business.
Partners can
easily establish
their business
and do not face
much problems
while starting the
business.
A partner can
leave an
organization at
any time they
want so all
responsibilities
comes on the
single person.
Every individual
has different
thinking
regarding ideas
so they may
disagree to that
decisions.
Burger king and
McDonald's
Hybrid
business
It means when
two business
combines two
Through hybrid
businesses
efficiency and
Conflicts may
occur while
following hybrid
KFC bucket and
box meals
4

elements. They
don't only use a
digital
technology but
also uses brick
and mortar.
effectiveness
increases as right
work is assigned
to all the
professionals and
ensures that
resources are
utilised in
effective manner.
A good
relationship is
maintained
between all the
employees as
well as mangers.
structure as lot of
confusion occurs
between
employees due to
their different
roles and
responsibilities.
Merchandisin
g business
This type of
business means
when owners
purchase
products at
wholesale prices
but sells them at
retail prices.
It increases
customers as
they notice new
stores and then
decide to do
shopping at that
particular store.
It also helps in
increasing sales
as they do their
promotion of
new products
through
packaging,
advertising and
so on.
Due to increased
customers
demands will
increase,
customers will
come on
continuous basis
but there are less
employees which
led to slow work.
Coca-cola
5

In context with Clayton hotel, London, its a sole proprietorship type of business. A it was owned
by single expansion of the group.
P2 Different rating systems for food and beverage industry nationally as well as internationally.
Scores on the doors: - It is the rating system which is related to food hygiene and safety. It
involves rating regarding how outlets looks which includes restaurants, supermarkets, hotels,
pubs and so on. The ratings are done through inspection which tells about standards. Due to bad
hygiene in restaurants it was inspected that around millions of people went ill. According to the
rating systems it is analysed by all the people that where they should go, in which restaurant they
should go or from where they should buy all products and making decisions regarding all the
outlets that whether it is good or not. (Ortiz, and et.al, 2017)Scores of doors involve many things
like cleanliness in hotel wash rooms or in the premises, how the food is prepared, how services
are provided and so on. There are some standards which officers focus on and rate the restaurants
like everything is perfect, improvement should be done in some services or major improvement
is necessary. (Bayona-Saez and et.al, 2017)
 AA Rosettes:- This concept was developed in 1962 for giving ratings to hotels. For
providing ratings, the AA inspector is comes to the particular restaurant around two to three
times. It was started by British association and restaurants were given ratings from 1-5. All
type of luxury restaurants are given this rating and around 284 restaurants were ranked with
3 rosettes and above. There are various elements which are considered for AA rosette award
like services should be provided with proper attention and all facilities should be according
to the luxury restaurant. The restaurants are provided merit % score which helps in
comparing restaurants in a better way. (Long, Looijen and Blok, 2018)
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 Michelin stars:- This type of award is given to restaurants for their luxurious fine dining. It
was founded in 1900 by Michelin tyre company and focused mainly on tourists so that they
get a good and hygienic place to stay and eat. All the hotels can achieve Michelin stars from
one to three and if a restaurant earns one star then it is considered as an honour for them.
 Star rating system:- A hotel receives stars on star hotel till 5 star hotel. Star rating is given
according to all the facilities that restaurant provides, their standards, hygiene in the
premises and so on. One star rating means hotels provide only basis facilities like a guest
can get a room to sleep. It does not mean that people can't live there or spend time. These
hotels are not in a bad condition; it just means that they provide basic facilities. Two star
rating system means customer can get better facilities than guests were receiving in one star
hotels. and it is not expensive in comparison to higher rating restaurants. Three star hotel
provides various facilities and of good quality. These hotels are mainly located near airports
and fulfils expectations of customers. Four star hotels provided much more facilities like
good quality bath products, television, towels and so on. These hotels also include lounges,
gym, services related to spas. Five star hotels are the luxury ones and provide services like
laundry, 24 hour room services, bars, free Wi-Fi, spa facilities. (Weber, and Saunders-
Hogberg, 2018)
P3 Current and Future trends affecting food and beverage industry.
According to the situation of 2020 and COVID-19 that has provided harm to almost all the
people across world, so various current trends are implied on restaurants. Almost all the
guests wants advanced facilities, luxury services so there are some future trends that
restaurants can establish. The current and future trends are explained as below:-
Current trends:- Delivery at home: - As the situation of COVID-19 is increasing day-by-day so restaurants
had to change many strategies regarding their services. All restaurants started providing
home delivery services too as people don’t want to go outside and sit in a restaurant or
interact with people so they prefers to just order food online which has become a very
convenient facility for them. Mobile check in service: - This service has led to customer satisfaction as there are many
customers who don't like to stand for a long period of time at front department. So,
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restaurants started the service of mobile check in as well as check outs. Almost every
customer wants that they should get this facility so that time is not wasted. Contactless payments:- This current trend became the most important one for all restaurants
according to the situations which people are facing so all hotels initiated the service of
contact less payments. Through this service, people can do the payment by google pay, debit
cards or credit cards. Now a days, people don't prefers to shake hands with other as they are
very much concerned about their health and this method is also a quick way to make
payments and has become the important trend among food and beverage industry.(Kearns
and Bero, 2019) Voice search: - This facility is related to bookings in restaurant. Some people don't want to
go at different hotels and then deciding which hotel is good so restaurant provided this
facility where people can book a restaurant with the help of smartphones and can research
regarding hotels.
 Safety: - Health and safety is the most important thing on which food and beverage has
focused. According to the current situation the main focus of every individual is regarding
safety and health because it is the main thing to deal with current situations. All restaurants
have started to provide sanitizers, face masks so that people feel safe while they are
spending time in hotel.
Future trends:- Room key through mobile phones:- In today’s world everything is done through digital
technologies. So, a new trend occurred where people can Almost all restaurants are
accessing this facility to provide full guests satisfaction, good experience and so on. Robot waiters:- Everyone expects that advanced and new technologies should occur in
every industry. In case of food and beverage industry also , advanced technologies should
be used. So, the trend of robotics increased which helped hotels in carrying luggage of
guests, automatic check in and check-out.(Triguero, Fernández and Sáez-Martinez,
2018) Fusion cooking:- This trend means merging two or more items together according to
different cultures, society to attract all tourists. There are hundreds of tourists who comes
every day and belong from different cultures so this concept will become a future trend
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for the restaurants. Currently, fusion cooking is not in a trend but it is considered as a
future trend in food and beverage industry.
 Touch screen technology:- Food and beverage industry has decided a future trend of
using touch screen technology through which customers gets digital menus and will not
have to touch paper, order and pay through mobile and so on. Everything is done on a
digital basis so restaurants also decided to use such technologies which will improve their
productivity.
TASK 2
P4 And P5 Covered in power point presentation.
.TASK 3
P6 Compare and Contrast different operational and marketing technology for range of different
types of food and beverage business. Robotics:- A new technology started where everything is done in a digitalised way. Robotics
is a new technology that hotel industry introduced where everything would be done with the
use of robots rather than employees. All services will be provided by robot waiters. Through
this digital technology, guests also get attracted by advanced and attractive technology. Less paper work:- Food and beverage industry introduced the concept of touch screen
technology through which paper is not wasted as no one want to waste papers so everything
is done through their tablets and smartphones. No menu card is printed in restaurants and
customers can order food by their tablets. Flow through sortation:- It means to keep all stock of inventory a distribution centre is
opened which helps company in restocking shelves on the same day. Through this, high
availability of shelves are there and no handling is required for inventories and leads to
better customer satisfaction as quality of product also gets increased and business also grows
at a high level. (Asaithambi and et.al, 2019)
 Flexibility:- Flexibility and adaptability is very much necessary and important in food and
beverage industry. Flexibility is a type of operational technology through which e-
commerce websites developed and has become a convenient thing for customers.
Restaurants provided the facility of delivering their orders wherever customer wants, at any
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time they want and what kind of food they want to order. Through this concept, restaurant
rating as well as their productivity also increased.
Task 4
P7 Factors influencing customers decision on which food and beverage outlet they choose.
There are various factors that influence customer decision regarding all their food and
beverage outlets. It is explained as below:- Culture:- Every individual belong from different culture and tradition so they have
their own preferences of food. It depends on them what type of food they want to eat
and also depends on own culture that which food product is the most preferable one.
When an individual change their home or go at another place where there is a complete
different culture then it influences their decisions regarding the outlet they choose. Taste:- Customer decision lies on the basis of their choice or preferences. Every
individual has different taste preferences, different choice regarding food and it all
depends on their genetics as well as age too. Taste is not only related to the food but
also related to smell or presence of food. If an item is looking attractive then it would be
preferred by most of the customers. (O'sullivan, 2016) Social support:- People living around us also impact our decisions regarding our
preferences and choices. If our family choice is that they only want healthy food then our
decision would also change because we our surrounded by them and habits will impact
on our choices. Stress:- When a person is in stress then their decisions would be different. This factor is
considered as a psychological factor which impacts all consumer decisions regarding
their choice of food and beverage outlet. If a person is in stress some people just love to
try new dishes but some don't want to eat food. Health:- Consumer decisions are affected by health of individuals because if a consumer
is facing any health issue then their decisions will also change regarding what type of
food they want to eat but if a person is feeling perfect then they won't be concerned about
food item.
 Economic status:- People economic status affects decisions of consumers regarding type
of food they want to eat. If a person belong from rich family and are not concerned about
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money then they will go in high calss hotels also but if a person belong from a low class
family then will prefer to eat in normal hotels only where basic facilities are provided.
P8 Strategies used in range of food and beverage to attract customers and built loyalty.
There are many marketing strategies which hotel industries should follow. It is explained
as below:- Social media: - Food and beverage industry should always make its presence attractive and
perform more effectively according to the feedback as well as surveys which are given by
guests. Every restaurant should update their websites and update all information regarding
the hotel also. If any picture is being clicked and uploaded on website then it should be
properly done because the first thing any customer does is seeing all pictures. (Dressler and
Paunović, 2019) Uniqueness in product: - In food and beverage industry items should always be unique as
compared to other competitors because customers gets attracted to different products.
Through this customers always have in their mind that they want to eat that particular
product only. Product packaging: - This concept is the most important thing on which restaurants should
focus on. Product packaging should always be done in an efficient manner by all restaurants.
Customers gets attracted if packaging of products is properly done which involves designing
of menu card, presentation of food and so on. In case of the clay ton restaurant, customers
were mainly happy because of the packaging services they were providing.(Salim and et.al,
2018) Word of mouth marketing:- This concept means when guests comes and try products they
tell other people to try those products and word of mouth marketing is an effective concept
for all restaurants. When any customer does this type of marketing it is seen in their daily
dialogues.
 Discounts, Offers: - To build customers loyalty the industry should provide various benefits
like discounts, offers and so on. When any guest receive discount they become happy and it
attracts them and through this company built loyalty.
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CONCLUSION
According to the above analysis it is concluded that there are many types of businesses
which comes under the category of food and beverage industries. Restaurants are opened by
various styles of businesses like partnership, sole proprietorship, merchandising business. Every
restaurant comes under the category of different rating systems. In food and beverage industries
many trends also got changed due to covid-19 situation and are also applying new trends for
future aspects. There are some consumers who belong from different regions, have different taste
and preferences so it depends on that what type of food they prefer. So, in food and beverage
industry management make various strategies in relation to operational as well as marketing
strategies.
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REFERENCES
Books and Journals
Bresciani, S., 2017. Open, networked and dynamic innovation in the food and beverage
industry. British Food Journal.
Bayona-Saez, C., and et.al, 2017. Open innovation in the food and beverage
industry. Management Decision.
Long, T.B., Looijen, A. and Blok, V., 2018. Critical success factors for the transition to business
models for sustainability in the food and beverage industry in the Netherlands. Journal of
cleaner production, 175, pp.82-95.
Weber, O. and Saunders-Hogberg, G., 2018. Water management and corporate social
performance in the food and beverage industry. Journal of cleaner production, 195, pp.963-977.
Kearns, C.E. and Bero, L.A., 2019. Conflicts of interest between the sugary food and beverage
industry and dental research organisations: time for reform. The Lancet, 394(10194), pp.194-196.
Triguero, A., Fernández, S. and Sáez-Martinez, F.J., 2018. Inbound open innovative strategies
and eco-innovation in the Spanish food and beverage industry. Sustainable Production and
consumption, 15, pp.49-64.
Asaithambi, N., and et.al, 2019. Hydrodynamic cavitation and its application in food and
beverage industry: A review. Journal of Food Process Engineering, 42(5), p.e13144.
O'sullivan, M., 2016. A handbook for sensory and consumer-driven new product development:
Innovative technologies for the food and beverage industry. Woodhead Publishing.
Dressler, M. and Paunović, I., 2019. Towards a conceptual framework for sustainable business
models in the food and beverage industry. British Food Journal.
Salim, H.K.,and et.al, 2018. An investigation of the drivers, barriers, and incentives for
environmental management systems in the Malaysian food and beverage industry. Clean
Technologies and Environmental Policy, 20(3), pp.529-538.
Arisseto-Bragotto, and et.al, 2017. Food quality and safety progress in the Brazilian food and
beverage industry: chemical hazards. Food Quality and Safety, 1(2), pp.117-129.
Ortiz, J., and et.al, 2017. Perceived justice, emotions, and behavioral intentions in the Taiwanese
food and beverage industry. International Journal of Conflict Management.
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