Digital Technology's Impact on Food and Beverage Industry Report

This report examines the role of digital technology in the food and beverage (F&B) industry, focusing on Nomad Foods as a case study. It covers various aspects, including different types of F&B businesses, rating systems like hotel and Michelin stars, current and future industry trends (such as the impact of the COVID-19 pandemic and the rise of AI), and a comparison of operational and marketing technologies. The report delves into factors influencing customer decisions, analyzes strategies employed by F&B organizations, and provides insights into how digital tools enhance efficiency, customer experiences, and overall business growth. The report also discusses the importance of hygiene, online ordering, and cashless payment methods in the current market and the significance of adapting to future trends such as AI and robotics to stay competitive. The report concludes by emphasizing the need for businesses to prioritize product quality, customer service, and the use of digital technologies to meet evolving customer expectations.

Digital Technology in
Food and Beverages
Industry

Table of Contents
INTRODUCTION.....................................................................................................................................3
MAIN BODY.............................................................................................................................................3
TASK 1.......................................................................................................................................................3
P1. Various types of business in the Food and beverages industry..........................................................3
P2. Different types of rating system used in the F&B industry................................................................4
P3. Current and future trends affecting F&B industry.............................................................................5
TASK 2.......................................................................................................................................................6
Covered in PPT.......................................................................................................................................6
TASK 3.......................................................................................................................................................6
P6. Comparing and contrasting several operational and marketing technologies in F&B industry..........6
TASK 4.......................................................................................................................................................7
P7. Factors that influence the decisions of customers..............................................................................7
P8. Analyzing strategies uses in the F&B organizations..........................................................................7
CONCLUSION..........................................................................................................................................8
REFERENCES..........................................................................................................................................9
Books and Journals:.................................................................................................................................9

INTRODUCTION
The aim of this report is to understand the importance of digital technology in the
business environment. Digital technology is used in the organization to improve the efficiency
and maximizes productivity (Airaksinen, E., 2020). This helps to improve communication, social
networking, collaboration, content management, access to analytics data and to improve the
experiences of customer. This is a great tool to manage contacts, track processes, maintain data
flow and employee records. This is also used to reduce cost in the business functions and make
sure for its fast growth in the industry. The report is going to prepare on the Nomad Food which
is established in the UK. It is European Frozen Foods which was introduced in 2015, by the
Noam Gottesman and Martin E. Franklin. The respected firm has expanded their business
operations in several countries such as Italy, Germany, France, Sweden as well as in UK. Digital
technology is play a very supportive role in every type of business to maintain relationship with
their customers so that their experiences can be enhanced, helps in maximizing the sales,
referrals of new customers and to support the brand loyalty by the customers.
MAIN BODY
TASK 1
P1. Various types of business in the Food and beverages industry.
Business Details Benefits Drawbacks Examples
Restaurants Now a days, the
restaurant
business is very
commonly in
practicing and
demanding
(Asrihapsari, A.
and Setiawan,
D., 2020). In
order to gain the
competitive
market, the
business owners
think that target
customers or
target market
charging them
with affordable
prices.
In this type of
business, there
are many
benefits that can
be serve to the
customers. By
offering various
discounts, offers
such as coupons
or vouchers with
their orders or
packaging that
will be helpful to
remain
competitive in
the F&B
industry.
By practicing
restaurant
business,
business owners
try to be very
creative and
modernized with
their ideas to
serve their
customers on a
routine basis
which requires
huge investment
to complete the
process.
Azile can be
taken as a very
great example in
the organization
which serves
foods and
beverages
through the
nation in a
productive way.
Casual Dining Casual dining
could be
understand as an
Contract
catering is a
productive way
One of the
drawback is that
they are
There are
countless
number of

essential place to
deliver food and
beverages to the
potential
customers which
is increasingly
delivering a
great mood to
their consumers
where they can
delight their
meal (Evans, Y.
and Kelly, L.,
2020). One of
the great benefit
of casual dining
is that it takes an
attention from
several numbers
of customers to
enjoy their
services. It could
be a great way to
make sure that
their clients
enjoy their
services with
relishing food.
to serve their
clients and
visitors by
delivering food
and beverages at
suitable places.
charging high
prices from their
clients. It might
be diverting their
customers to
those who are
charging at
affordable
prices.
dining services
are available for
customers and
one of the
example is Mr.
Bao which is
one of the
known dining in
the nation of
UK.
Contract
Catering
It can be
understood as a
service through
which a
customer can get
services of
delivering foods
at their door.
It has one of the
benefit is that
they does not
require any
location or space
as they are
contacting
directly to the
customers at
their door.
It requires high
investment and
maintenance to
acquire tools and
assets for the
business.
There are
number of
services
available in the
UK. One of the
popular contract
catering is
Aramark.
It has been considered that there are many number of services which are obtainable in the
hospitality industry which offers services like food and beverages services also (Foreman, M.,
2020). In this type of services, there are number of competitions between companies which
provides similar services to make sure that their company deliver best services to their
customers.

P2. Different types of rating system used in the F&B industry.
With an addition to Nomad Foods, there are many rules which had been practicing by the
companies to maintain their quality of food and beverages in an appropriate manner to get the
target customers. It is quite necessary to assess number of units of performance of various
techniques in the food and beverages industry. Rating systems have been developed by various
authorities for food and beverages which have been allotted by the organization. For the
evaluation of quality of food and beverages, there are some values in the hospitality industry
which are mentioned below:- Hotel Stars: Hotel stars signifies the food and beverages quality in the specific restaurant.
Such type of rating system has been practicing across the world. The respective company
also has been practicing the rating system for their customers to get reviews or feedbacks
of their provided services and performance (Gao, H. and Et.al., 2020). These rating
system can be done in one to five star and such stars symbolizes the performance level of
services which are served to their visitors. For the respective firm, it is quite essential to
uphold the quality of services to make sure that their implementation meets of guidelines.
For the customer’s engagement, it is quite essential to deliver best quality food and
beverages.
 Michelin Stars: This is a second type of rating system which gets complications to
understand the quality of food and beverages for a restaurant. In the red line of Michelin
stars is measured as a three stars and the hotel about the stars rating in order to deliver
them with such stars. To meet the quality of dining services the benchmark and hallmarks
are essential. It is necessary to maintain the deliverables concerning cooking and for
getting good stars in the services formation. Amazing and extraordinary food and cuisine
facilities are also offer in such kind of restaurants.
P3. Current and future trends affecting F&B industry.
In food and beverages industries, they have various kind of opportunities for their
organizations but due to some modifications and developing technologies of block chain in taste
and preferences it is crucial to control increased price so that the business can run successfully
and effortlessly (Leone, A. and Et.al., 2019). For the current and future trends, there are various
demands of customers and changes that are required to be executed by the industry. In the
context to Nomad Foods, it is quite important to take into this consideration of all current and
future trends which are affecting the business are mentioned below:-
Current trends:-
As considering the current situation, the entire world is facing the situation of covid-19
pandemic and due to this situation many industries including food and beverages industry bears
many losses with potential customers (Matthess, M. and Kunkel, S., 2020). For the companies
like Nomad Foods, it is necessary to focus on the safety and hygiene methods so that their clients
and visitors come over their feel safe and secure. The respective company has taken a number of
precautions and follow the safety guidelines which are imposed by government in order to make
sure that their employees and staff or customers will be safe from the virus. It is also important

that they are focusing on to their efforts to maintain clean and hygienic environment also, they
are focusing on online payment or cashless payment with many activities. With an addition to
this, the company uses various technologies which helps them to make their customers to order
food online. The use of latest technologies customers can be able to pay their services online
which helps to maintain proper and clear distance and serve them needed services.
Future trends:-
It can be unlikely to face several types of changes in taste and preferences of customers
or changes in their desires and wants when forecasting the future traits in the food and beverages
industries. For the companies, it is very important to make sure that all the advanced
technologies taken into practice and handle them very carefully by them (Lager, T. and
Chirumalla, K., 2020). In the food and beverages industries, there are several types of trends
which are predicted to be occur such as artificial intelligence, home delivery, robots in
restaurants and many more through which they can be able to deliver fast and attractive services
to their customers. It is also necessary for the organizations to make sure that they are making a
fruitful collaborations with latest technologies so that wants can be fulfilled and quality services
are delivered to the customers even at their convenient places. By the use of artificial
intelligence, many companies are choose to serve better for their customers without making
social distance and keep themselves free from physical contact. But it necessitates huge
investment so that it is essential for the company to start thinking over saving so that their
business can run smoothly without getting negatively affected with the upcoming trends.
TASK 2
Covered in PPT.
TASK 3
P6. Comparing and contrasting several operational and marketing technologies in F&B industry.
To deliver the best quality food to the customers, there are various tools and techniques
that can be applied by the organization. It is very important when the customers get delighted
and thrilling food on their table and having a best experience with the results of restaurants and
that remarks as a good competitive benefits (Kiefer, A. and Et.al., 2020). In the context to
Nomad Foods, when they applied operational and marketing technologies to their restaurants
they will grant them several benefits for the competition in food and beverages industries.
Operational technologies Marketing technologies
Operational technologies can be utilizes for
several software and hardware in order to
consider the companies so that positive
modifications and differences can be carried
out. It is vital and necessary for the
organizations to apply operational
technologies to satisfy the needs of
consumers. Operational technology can be
In the current situation to deliver information,
improve and hunt the customers in an
optimistic way marketing technologies plays a
significant role for the companies. In the
present situation, it is quite understandable
that mostly organizations employs social
media platforms to convey information about
new launches, new services, discounts and

understood by an example such as to provide
cashless services to the consumers. As per
the current situation, the most of the orders
are taken into place through online platform
that will prevent the physical contact between
staff and customers. It is very necessary to
apply operational technologies to make sure
that customers get satisfied with their services
and food.
many more to the customers. It opens the door
for the competitiveness in the food and
beverages industry. This will also support to
deliver food and beverages in a very
appropriate manner by using such
technologies. It will also support to enhance
the brand value because most of the
consumers are on social media platforms
where they can take reviews about the
restaurants and to deliver feedbacks as well
about the food quality services, staff
members, and many more (Iorizzo, M. and
Et.al., 2020).
TASK 4
P7. Factors that influence the decisions of customers.
To deliver the best services and to satisfy the customers it is very important to understand
the factors that influences their decisions in the business of restaurant. In context to Nomad Food
they are prominence on several features which helps in making their determination which is
mentioned below:- Product quality: It is a requirement to understand importance of health and hygiene
factors at the time of delivering services to the customers. With a reference to chosen
organization, they are always focuses on health and safety measures for the customers in
order to deliver superior quality services to meet the requirements of customers.
 Ambience in context of F&B industry: It is very important for the restaurant to create an
environment which is quite attractive and positive. For example; a hygienic environment
where customer will be satisfied with the services of a restaurant. It a place where a
variety of services are delivered that supports an organization to satisfy and develop a
better experience for the customers.
 Staff services: To gain a large number of customer’s group it is imperative for the
organization to deliver several types of services and facilities to them. It will help them to
increase sales and enhance the level of productivity in the coming time period.
It has been considered from the above factors that influences the decision of consumers in a
various manner. It is vital for the food and beverages industry to meet and match the existing and
developing facilities of organization which benefits with competitiveness in the similar industry.
P8. Analyzing strategies uses in the F&B organizations.
For the food and beverages organizations, strategies are very significant for smooth
running of business (Griesmayr, C., 2019). With the reference to food and beverages industries,
there are many organizations which give emphasis to strategies to always gain the competitive
advantage in the target market. There are many types of strategies which are used by the
companies to attract the customers which are mentioned below:-

 Discounts and offers: This is the best strategy to get the attention and attraction of
desired customers. Many companies use this strategy during a specific point of time.
With a reference to chosen organization, it delivers importance on the discounts and
offers by the company to their valuable customers for that range of facilities and benefits
can be brought to them. In order to remain competitive in the target market, it is a
suitable way to deliver varieties of facilities and services to the customer.
 Email Marketing: Email marketing is now very trending and suitable strategy in the food
and beverages industries which support to get the desired number of customers which are
targeted at a particular point of time (Gheorghita Puscaselu and Et.al., 2020). In addition
to selected company, the management authority gives emphasis to increase the
knowledge of consumers which will help them to get the required results in upcoming
times.
 Local events: In the food and beverages industry, it is very essential to improve the
choices and selection of the valuable customers in a very appropriate way. Many
companies emphasis on to build the faith by providing proper services during a particular
phase of time.
CONCLUSION
From the above project, it has been summarized that food and beverages service sector
are very important for the financial system. With an intention to forecast the taste and
preferences of valuable customers it is very important to satisfy the needs and demands of
customers in a very appropriate way. In addition to this, for delivering the proper services with
coordination which can relate to this service sector it is very important to provide superior and
quality services with a view to keep them for the longest journey of the organization which helps
to build profit and maximize productivity as well. By considering the taste and preferences of
desired customers it will be helpful to gain the competitive advantage over the rivalries in the
target business. Overall, by the use of several types of strategies and tactics which can be
essential for the organization to gain the huge amount of customers and to preserve their base.

REFERENCES
Books and Journals:
Airaksinen, E., 2020. Defining Benefits of Digitalisation in the Mining and Metals Industry.
Asrihapsari, A. and Setiawan, D., 2020. The use of information technology by restaurants in
Joglosemar, the mainstay city of Indonesian culinary. Jurnal Manajemen dan Pemasaran
Jasa, 13(2), pp.181-198.
Evans, Y. and Kelly, L., 2020. Technology and eating behaviors in adolescents. In Technology
and Adolescent Health (pp. 155-170). Academic Press.
Foreman, M., 2020. New plans for cans. Aluminium International Today, 33(3), pp.50-51.
Gao, H. and Et.al., 2020. Application of Microfluidic Chip Technology in Food Safety
Sensing. Sensors, 20(6), p.1792.
Gheorghita Puscaselu and Et.al., 2020. Alginate: From food industry to biomedical applications
and management of metabolic disorders. Polymers, 12(10), p.2417.
Griesmayr, C., 2019. Digital marketing in the hospitality industry: what influence does digital
platform economy have on the booking rates of the hotel industry.
Iorizzo, M. and Et.al., 2020. Carrot Anthocyanins Genetics and Genomics: Status and
Perspectives to Improve Its Application for the Food Colorant Industry. Genes, 11(8), p.906.
Kiefer, A. and Et.al., 2020. Optimization of Viability Treatment Essential for Accurate Droplet
Digital PCR Enumeration of Probiotics. Frontiers in Microbiology, 11, p.1811.
Lager, T. and Chirumalla, K., 2020. Innovation and production management in the process
industries—An extended editorial viewpoint and a way forward for future research. Journal of
Business Chemistry, 17(3).
Leone, A. and Et.al., 2019. Food and food products on the italian market for ketogenic dietary
treatment of neurological diseases. Nutrients, 11(5), p.1104.
Matthess, M. and Kunkel, S., 2020. Structural change and digitalization in developing countries:
Conceptually linking the two transformations. Technology in society, 63, p.101428.