Digital Technology in the Food and Beverage Industry: A Report

This report delves into the transformative effects of digital technology within the food and beverage (F&B) industry, using Nomad Foods as a case study. It begins by outlining different business types, such as restaurants and contract catering, and their pros and cons. The report then examines various rating systems like Hotel Stars and Michelin Stars, emphasizing their role in maintaining food quality. It further explores current and future trends, including the impact of the COVID-19 pandemic and the rise of artificial intelligence. The core of the report compares and contrasts operational and marketing technologies, highlighting their impact on efficiency, customer engagement, and brand value. Finally, it analyzes the factors influencing customer decisions, such as product quality, and strategies for building customer loyalty in the competitive F&B sector. The report provides a detailed overview of the industry's digital transformation and its implications for business success.

Digital technology in
food and beverage
industry

Table of Contents
INTRODUCTION.....................................................................................................................................3
MAIN BODY.............................................................................................................................................3
PART-A......................................................................................................................................................3
TASK 1.......................................................................................................................................................3
P1. Different types of business in the food and beverage industry...........................................................3
P2. Several rating system used for food and beverage industry through the world..................................5
P3. Current and future trends affecting food and beverage industry........................................................5
TASK 2.......................................................................................................................................................6
Covered in ppt.........................................................................................................................................6
TASK 3.......................................................................................................................................................6
P6. Comparing and contrasting various operational and marketing technologies for food and beverages
business...................................................................................................................................................6
TASK 4.......................................................................................................................................................7
P7. Various factors that influence the decisions of customers.................................................................7
P8. Analyzing strategies uses in the F&B organizations in order to build loyal customers and attract
more customers towards the services.......................................................................................................7
CONCLUSION..........................................................................................................................................8
REFERENCES..........................................................................................................................................9
Books and Journals..................................................................................................................................9

INTRODUCTION
Digital technology is very essential for business as it helps to improve efficiency and
maximizes productivity for the organization. Digital technology in the organization supports and
help to improve content management, communication, collaboration, social networking and
access to analytics data and enhance customer experience (Alghizzawi, M., 2019). It is also
supports to track processes and manage contacts, maintain data flow and employee records.
Overall, it increased efficiency and will help to focus on cost reduction in the business operations
and ensures business to grow fast. The report is going to highlight on the Nomad Foods which is
a European Frozen Foods establishment in United Kingdom. This company was founded by
Noam Gottesman and Martin E. Franklin in 2015. The Iglo Group has been acquired by the
respective organization. It has been expanded their business many countries such as Germany,
UK, France, Italy and Sweden (Bala, M. and Verma, D., 2018). Digital Technology supports in
every kind of business and maintain relationship with their customers with greater experience,
increased sales, referrals of new customers or increased loyalty towards the brand.
MAIN BODY
PART-A
TASK 1
P1. Different types of business in the food and beverage industry.
Business Detail Pros Cons Examples
Restaurants The restaurant
business is very
popular and
demanding in
current scenario
(Bhattacharya,
S., Gaurav, K.
and Ghosh, S.,
2019). Because
businessman
observes that the
target market or
targeted
audience
charging them
with minimum
prices in order to
remain
competitive in
Restaurant
business
provides several
benefits to the
customer as they
are having a
several options
to serve their
customers.
In order to being
competitive they
are successfully
offering
discounts and
vouchers in their
packaging in
order to remain
competitive in
the target market
While doing this
kind of business
in order to be
creative and
modernizing
they are serving
their customers
on timely basis
which needs
huge investment
to complete
activities.
Great example
can be taken as
an oil which is
Azile of the
organization
which provides
food and
beverages across
the country
productively.

the market.
Casual Dining Casual dining is
a significant part
to deliver food
and beverages to
the valuable
customers which
is progressively
offering a great
mood to the
customer where
they can relish
their meal. One
of the main
advantage of
casual dining is
that it attracts
countless
number of
customers to
enjoy services
they are
providing. It can
be taken as an
effective way to
ensure that their
customers enjoy
and relish there
meal.
Contract
catering is
fruitfully
supporting their
visitors by
providing food
and beverages at
convenient
places.
Casual dining
has one of the
biggest
disadvantages is
that they are
charging high
prices from the
customers and it
is not cost
effective at all.
There are a
number of casual
dining available
across the world
(Chaffey, D. and
Ellis-Chadwick,
F., 2019). Mr.
Bao is one of the
most popular
casual dining in
in the country of
UK.
Contract
Catering
These are such
type of services
which deliver
services next to
the door of
customers.
One of the great
benefit to deliver
such kind
services is that
they does not
require much
space for their
offices as they
deliver their
services to
customers at
their door.
The cons of
deliver such type
of services is
that they
requires high
maintenance and
investment to
main tools and
assets.
In the United
Kingdom
market, there are
number of
services
available for
contract
catering.
Aramark is one
the most known
and available for
catering services
in UK.
It has been analyzed that there are number of services available in the Hospitality
Industry which delivers services like food and beverages. In this type of service industry, there is

a huge competitions between companies which have similar services with ensuring services best
to deliver their customers.
P2. Several rating system used for food and beverage industry through the world.
In the context to Nomad Foods, there are set of several rules that are practicing to
maintain the food and beverages quality which have to manage effectively in order to serve the
target customers. It is essential to assess several unit of execution of different techniques in the
similar service industry. There are various authorities which are significantly develop rating
system for food and beverage industry which have to be assigned by the company. Some of the
values which are going to help in the evaluation of the quality of food and beverages in the
hospitality industry are described under:- Hotel Stars: Stars for hotel represents the quality of food and beverage in the particular
restaurant and this type of rating system has been utilizing throughout the world. By
using rating system, the respective firm can get reviews and feedbacks of their service
and performance from their guests and customers. The rating can be done in 1 to 5 stars.
These stars denotes the performance level and services which are delivered to their
customers in a proper manner or not. For the organization, it is necessary to maintain the
quality of the services to ensure execution to meet the necessities of guidelines. In the
context to Nomad foods, the targeted audience are needed to deliver with quality services
in order to ensure that customers can be engaged.
 Michelin Stars: This is another type of rating star which is very difficult to understand
the food and beverages quality which are provided by the Namod foods. These Michelin
stars in the red line is considered as three stars and the hotels and groups about the star
with an intention to deliver them with Michelin stars. The hallmark and benchmark
require to serve these type of services to meet quality dining. It is essential to maintain
the excellent services regarding cooking and for getting good stars in their services for
mission. Special and extraordinary food and cuisine facilities are also deliver in such kind
of restaurants.
P3. Current and future trends affecting food and beverage industry.
Food and beverages industries have several types of opportunities but due to countless
number of modifications and emerging technologies of block chain in taste and preferences of
consumer it is essential to control increased cost so that the market can run smoothly and
successfully. The demands of customer and several changes in the trends are needed to be
implemented by the industry (Rimal, B., 2019). There are several trends which are establishment
current needs and future expectations of the customer. It is quite essential for organizations to
take into account all of this current and future trends which are described below:-
Current trends:
In context to current situation, the whole world is facing the situation of Covid-19
pandemic because of the situations food and beverage industry faces many losses along with
their customers. It is very essential to concentrate upon safety and hygiene methods for the
companies to serve better to their clients and guests without any harm. With a concentration to

this situation, the Nomad foods has taken precautions and follow the rules which are introduced
by government in order to ensure that the staff and customers will be safe from this disease. It is
also essential that they are taking an effort to maintain the hygiene and in order to do so they are
focusing on contactless payment or online payment with several activities. Along with this, they
are inventing and using number of technologies which supports them to their guest to take the
menu and order online. By using smart technologies, the guest in the restaurant can pay for their
services online which assist the organization and maintain proper and clear distance with their
clients and deliver them essential services.
Future trends:
It can be quite possible to face various kinds of changes in the taste and preferences,
changes in the wants and desires of customers when predicting future aspects in the food and
beverages industry (Kingsnorth, S., 2019). It is very significant to ensure that all the technologies
taken into account and utilize it very carefully and successfully by the organization. There are
various trends in food and beverages industries which are expected to be happen which includes
artificial intelligence, or robots in hotels and home delivery by the Nomad foods through which
they deliver better services to their customers. Also, it is essential for the companies to ensure
that they are making successful collaboration with advanced technologies so that requirements
can be fulfilled and deliver better to their customers at their doorstep (Kumar, L. and Bagchi, A.,
2020). In food and beverages industries almost companies ensuring that they are using the
artificial intelligence which will support them to serve for their customer without making social
contact or personal contact. Somehow it requires huge investment by such organizations. So that
company plan to start savings for them with a view to make sure that they deliver better services
to their customers with whatever trend may across in the industry in near future.
TASK 2
Covered in ppt.
TASK 3
P6. Comparing and contrasting various operational and marketing technologies for food and
beverages business.
There are number of tools and techniques which can be utilized to prepare and serve
quality food for the customers. It is very essential and effective when customers get delighted
food and having a good experience with restaurant results a good competitive advantage
(Kannan, P. K., 2017). When companies utilizes operational and marketing technologies for their
restaurants like Nomad foods benefits with competitiveness in the F&B industry.
Operational technologies Marketing technologies
Operational technologies can be used for
many hardware and software with a view to
assess the companies so that constructive
modification and variations can be brought
In today's scenario, provide information,
enhance and chase customers in a positive
manner, marketing technologies plays an
important role for the business. Nowadays it

out. It is important and essential for the
companies to utilize various operational
technologies which can support them too to
fulfill the needs and demands of customer.
When companies provide cashless services to
the customers is a great example of
operational technology. In the present
scenario, the almost order takes place online
as a result it will minimize the personal
contact between employees and organization
as well as the customers who places order
(Kakouri, S., 2020). So that it is essential to
use operational technologies in a smart way to
ensure that their customers are fulfilled and
satisfied with quality services.
is quite obvious that many companies utilizes
social media platforms to provide information
to their customer about new launches,
discounts, and many more. By using
marketing technologies in a right way, it will
results with competitiveness in the industry
(Milosheska, E., 2019). It is also help to
distribute food and beverages successfully by
using marketing technology. By using such
technologies brand value can also be increase
because many of the customers using social
media accounts where they can post their
reviews and feedbacks about food quality,
food services.
TASK 4
P7. Various factors that influence the decisions of customers.
In the food and beverages industry, it is very significant to understand the factors that will
assist them better to satisfy the customers. In context to Nomad food, they are emphasis on many
aspects which helps in making in their fortitude which is described below:-
Product quality: It is quite essential to emphasize on the health and hygiene related to their
services to the customers during this segment of time. With reference to selected restaurant, they
doesn't ignore the health and safety for their customers and provide superior quality foods to
maintain their health and satisfy their expectations.
Ambience in context of F&B industry: When environment is positive to attract huge number of
customers is very important. Such as hygienic environment for deliver services are very
significant to create positive environment where a person or individual can include with the
association and self-improvement (Deepak, R. K. A. and Jeyakumar, S., 2019). With the addition
to this service industry which is related to food and beverages provides a range of services that
can support to these customers with a greater experience.
Staff services: It is essential to provide different kind of facilities to the customer which support
them to attract large group of customer at this specific point of time period. It will assists in
maximizes sales and level of productivity in the future time period also.
It has been evaluated from the above mentioned factors that can influence decisions of
customers, it is important for food and beverages service industry to match and meet existing and
emerging facilities of association that results with competitiveness at the target market.
P8. Analyzing strategies uses in the F&B organizations in order to build loyal customers and
attract more customers towards the services.

Strategies or tactics are quite important for the companies in the target market. With a
reference to F&B industries, the respective company emphasizes strategies to remain competitive
over the competitions in the target market (Coates, A. E. and Et.al., 2019). There are various
types of strategies which are practicing by organizations to gain the attention of customers or
target audience. With addition to this, there are many kinds of strategies or tactics that can be
used by companies which are described below:-
Discounts and offers: To achieve the attention and to attract customers with a view to
satisfy their needs, many companies offers discounts during this point of time period. In context
of selected firm, they emphasis on deliver discounts and offers to their customers so that varieties
of advantages and facilities are delivered to them (López García, J. J. and Et.al., 2019).
Therefore, it is suitable to deliver different types of facilities to the customer in order to remain
competitive at the target market.
Local events: For the food and beverages industry, it is vital to enhance the selection and
choices of their customers in a best and suitable manner (Chester, J. and Montgomery, K. C.,
2017). They concentrated on improve faithfulness of customers to provide suitable facilities
during this phase of time.
Email marketing: Email marketing is the most significant strategy in the food and
beverage industry that supports in targeting huge number of customers at this point of time. With
the reference of chosen organization, the management authority emphasizes to maximizes
knowledge and information of customers that will assist them to achieve favorable results in
future time period.
CONCLUSION
From the above report, it has been concluded that this type of industry that is food and
beverages service sector is quite significant for financial system. In order to predict and
evaluating the taste and preferences of customers it is essential to meet and reach the needs and
demands of customers in a best suitable manner. With addition to this, it is important for
delivering proper coordination facility in proper manner which is relatable to this service sector
that is quality and superior services to deliver to the target audience in order to keep them for
longer period of time and which helps to maximizes profit expectations in the future time period.
By knowing the taste and preferences of customers it will be assisting to get a competitive
benefits over the competition that target market. By managing quality and adopting rules and
regulations to satisfy and fulfill the needs and desires of customer. And last but not the least by
using different types of strategies and tactics which is significant to the organization to get the
large amount of customers and maintain their base.

REFERENCES
Books and Journals:
Alghizzawi, M., 2019. The role of digital marketing in consumer behavior: A survey. Int. J. Inf.
Technol. Lang. Stud, 3(1), pp.24-31.
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering, 8(10), pp.321-339.
Bhattacharya, S., Gaurav, K. and Ghosh, S., 2019. Viral marketing on social networks: An
epidemiological perspective. Physica A: Statistical Mechanics and its Applications, 525, pp.478-
490.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chester, J. and Montgomery, K. C., 2017. The role of digital marketing in political
campaigns. Internet Policy Review, 6(4), pp.1-20.
Coates, A. E. and Et.al., 2019. The effect of influencer marketing of food and a “protective”
advertising disclosure on children's food intake. Pediatric obesity, 14(10), p.e12540.
Deepak, R. K. A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Kakouri, S., 2020. Digital marketing through social media for start up fashion companies.
Kannan, P. K., 2017. Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing, 34(1), pp.22-45.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Kumar, L. and Bagchi, A., 2020. Comparative Analysis of Digital Marketing Strategies for Live
Streaming of Sporting Events. Annals of Tropical Medicine and Health, 23, pp.231-725.
López García, J. J. and Et.al., 2019. Digital marketing actions that achieve a better attraction and
loyalty of users: An analytical study. Future Internet, 11(6), p.130.
Milosheska, E., 2019. Public attitude towards artificial intelligence and data collection in digital
marketing.
Rimal, B., 2019. Digital marketing in the tourism industry of Nepal: Current Impacts and Future
Perspectives.