Business Operations and Customer Behavior: Heathrow Airport F&B

This report provides a comprehensive analysis of the food and beverage (F&B) operations at Heathrow Airport. It begins with an introduction to the airport and a list of its restaurants. The report then delves into the F&B industry, discussing different types of businesses, rating systems (FSMS, SFBB, HACCP), and current and future trends such as consumer product consumption, cultural demands, innovation, and supply chain management. The report also explores customer motivations and behavior, examining factors influencing consumer decisions (brand name, packaging, reputation, pricing, product placement, time savings, affordability, convenience, and location), strategies used to attract customers (discounts, free Wi-Fi, email marketing, local outreach, online applications, events), and methods for building a loyal customer base (exceptional service, community involvement, social media, loyalty programs, innovative technology). Finally, the report evaluates the use of technology in F&B operations, comparing different operational and marketing technologies and examining how digital technology improves efficiency. The report also includes legal requirements and regulatory standards that F&B outlets must comply with, such as the Federal Meat Inspection Act, Food Facility Registration, and the Poultry Products Inspection Act.

HEATHROW AIRPORT RESTAURANTS
HEATHROW AIRPORT RESTAURANTS
Name of the Student
Name of the University
Author Note

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Introduction
The Heathrow Airport is a major international airport in London. It is one of the biggest airport
in the world. The Heathrow airport is used by more than 80 airlines which are flying from more
than 84 countries. The airport is the primary hub of the British Airways which is based on the
British Airways. The List of food and beverage restaurants which are inside the Heathrow
Airport are :
 Carviar House and Prunier Seafood Bar – It is a very popular sea food counter which is
known for providing the customers with very simple and light foods.
 Comptoir Libanais – It is also one of the favorite restaurants if the area that brings a rich
taste of the Middle East to Heathrow. It is known for preparing authentic range of
Lebanese home style dishes such as mezze bites, tagines, savoury and flatbreads.
 EAT – At EAT the employee are serving the people with a wide range of recipies forv
over 20 years. The main dishes include the rice, fishes, pork and beef.
 Fortnu And Mason Bar – It is one of the special restaurant cum bar which is known for
supplying the best drinks in the Heathrow Airport.
 Giraffe World Kitchen – It is also another very special restaurant which has special chairs
that have a height as tall as the giraffes. The restaurant is family friendly and offers group
friendly food chain.

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Activity 1 – Demonstrating F&B Industry knowledge
The food and beverage industry is known to cover various types of sectors which might
include the preparing the meals, snacks and beverages according to the choices and preferences
of the customers. The food and beverage sector or the industry is very commonly known to the
tourism industry. However it is also known that the sector is very diverse and fully depends on
the choice, taste and preferences of the customers in the geographical location it is working in.
The food and beverage industry is widely known as the F&B sector in most of the countries
(Kshetri, 2019). As the number of the travelers are increasing in the present era they are staying
away from their home in order to conduct a business meeting or a family holiday, they also have
the feeling of drinking and eating good foods rather than just spending time in the hotel and
restaurants they are staying. As the demand of the people increased in tasting various kinds of
drinks and wines the demand of the resorts with food and beverage also increased. The different
types of business that can be found under the F&B sector are :
 Commercial operators – the commercial operators is known to consist the largest
segment in the food and beverage segment in Australia. The commercial operators or the
service points are known to help the customers with a very quick food service. They are
also known to provide very quick service with the five star rated restaurants (Chun and
Lim 2017),
 Quick service restaurants – these types of restaurants are mainly found in the sea coats of
the country where the humidity is much high than the other geographical areas of the
area. According to the authors (Chand and Slat 2018) the quick service restaurants are
known to cover more than 40% of the total food and beverage service providers in the
country.

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 Full time service restaurants –these types of restaurants are known to cover only 25% of
the total food and beverage sector or industry as because these days very few travelers or
the tourist spend huge amount of money in the full time ser5vice restaurants.
The various kinds of ratings services which are available in the food and beverage industry are
discussed below :
The Food safety management system which is popularly known as the FSMS. The
food and safety management is implemented by most of the food and beverage service providers
all around the country. The food and safety management system is know to provide the best
service to the customers as because they are one of the best safe food provider organization. The
SFBB is known to facilitate the approaches to small business units which are mostly involved in
the catering business (Cousins, Foskett and Gillespie 2016). These industries are known to
provide one of the best food hygiene and quality assurances. The rating services mainly start
from a one star rating to five star ratings.

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Fig 1. Represents the food rating system
(Source : price (Davis, Alcot and Pantelidis 2018)
The HACCP is also one of the best service provider in this segment which is known to
provide the rating services to the organization which provides the catering services to various
kinds and types of chemical, physical and biological dangers and other means of inspections to
the final food product that is served to the customers by the organizations. Most of the food and
beverage organizations are known t use the HACCP ratings system as because they are known to
provide one of the best services to the organization at a very affordable price (Davis, Alcot and
Pantelidis 2018). The pharmaceutical or the food chains industries are known to use this types of
services in the recent days. The organization is known to increase the customer awareness about
the business procedures and the hygiene factor which is maintained by the organization before
delivering to the customers.
The possible trends which are occurring both in the current nd future days of effecting work in
the Food and Beverage sectors are described below :
 How frequently the products is getting consumed by the consumers – When a trend is
being set by the food and beverage industries the customers will be tripping off if the
variety of the product is set best by the trend in the industry.
 Cultural demand – The amount of the cultural demand is also set by the emerging
products offered by the company. It helps in the influence of the growth and success of
the product (Del, Martin and Roman 2016).

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 Innovation - It is something which should be kept in mind when they are thinking of
launching a new product in the market or in certain geographical location. The firm has to
keep a good record of the overall opportunities and track the competition in the market.
 Supply Chain – Before the firm is expanding its business in the market they should
undergo a certain program which will promote the product. It is the latest trend which is
helping the firms to capture a huge amount of customers.
Few examples of the food and beverage company who are adapting the trend in the
market are : Aromatics and Floral company has adapted the latest trend of eating and
processing the mushrooms in the South East countries. With the helps of research and
development they have developed machineries which are known to process the raw
mushrooms and make them eatable.
The legal requirements and regulatory standards that the food and beverage service
outlets must comply are :
Federal Meat Inspection Act – This act provides inspection for all the meat products sold
in inter state commerce shops available there. The shops should abide by the laws so that they
can take proper care of the meat supplied to them from the suppliers.
Food Facility Registration – The food facility registration provides various types of Act
and provides regulations in order to notice the information of the imported food from outside
states.
Poultry Products Inspection Act – Under this act the law provides inspection to the
poultry products sold in the shops. The benefit of this type of act s that the shops will get ensured
about the quality of the poultry supplied to the shops

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Activity 2 – Analyzing Customer Motivations and Behavior
Decision making power is something which is given to the customers when theya re out
to buy something in the market. The customers usually choose a single product from two
compete ting things. This course of action is known as the relative value of the consequences
which are taking place in the industry. Few of the customer products which are helping the
customers to decide on which food to choose are given below :
 Brand name,
 Packaging of the product
 Reputation and pricing of the product.
 Product Placement.
According to the author Salim, Padfield and Yuzir (2018)these were the significant factors
which were found out from a survey which is known to influence the choice an decision making
power of Food and Beverage Outlet in the Australian Food market. The factors which were
identified in the survey are mainly Time savings, Affordability of the product and service which
is offered, Conveniences and the location of the store in the country. The customer service
which is offered to the customers after the sales procedure is popularly the method which is used
by them to retain their customers after the sales procedure. This is known to make them visit
again and again for a longer period of time. Few of the strategies which are used by the
restaurants and the F&B sectors are given below they are:
 Collaboration with various types of third party services in order to provide the customers
with valuable discounts.
 Offering the customers of the Food and Beverage firm free Wifi.

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 Email the market incentives and calling them and announcing the various types of offers
which are provided to the customers at various point of time.
 Reaching out to the local foodies in the locality. This can be done and accomplished by
sending various types of attractive posters in the market in which the company is
operating.
 Having an easy means of use of the online application from where the customers can
order various types of items sitting back in their home.
 They can also host various types of major events which will be able to attract people from
various locations.
Few of the ways which are used by the companies to build a loyal customer base are given
below :
 Delivering an exceptional customer service base.
 Getting involved in various types of community building programs.
 Connecting the customers through social media applications
 Developing various types of distinctive loyalty program.
 Use of innovative technology to make them experience more personal.
The following ways which can be used by the companies to examine the effectiveness of
the product, they have to plan out the strategies in order to achieve the strategies which are
yet to be achieved. The companies which are known to measure the variables during the
implementation of the plan are Pepsi Co and Trux UK. In order to do so the companies will
have to measure the resources, this will be used in order to make the output.

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Below are few tip recommended to the organizations in order to evaluate the influence the
digital technology on the consumer buying behavior are given below :
 The digital media is known to help the customers remember that the product or the
service which was parted by the company was best. In a survey it has been found out
that more than 80% of the customers from all around the world use the mobile phones
as a medium of communication.
 Enabling the customers to lead their own way and providing them the freedom to
choose the products according to their choice and preference is very important
authority.
Activity 3 – evaluating Ways to Use Technology
A Comparative Study of Ways F&B Operations use Technology to Improve Efficiency
Various types of operational and marketing strategies which are used by the Food and Beverage
Business are provided below:
Pepsi Co is known to use various types of survey data software which helps the company
to detect out the customer feedback and adopt various kinds of services and policies. The survey
tool is known as a Big data Tool which allows the company to survey the customers and prepare
a data from the feedback received. The company also used the television advertising as a
marketing tool. Kraft Heinz is known to use the content marketing strategy that is focused on
creating and distributing the valuable, relevant and consistent content in –order to attract and
retain the customers. This is one of the best ways to retain the customers. It helps the company

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ultimately to drive the profitable customer action. Tyson food corporation is known to use the
mail marketing services to improve the business plan.
Evaluate how digital technology is used to improve operational efficiency;
According to the author Padfield and Yuzir (2018) in the present era various kinds of
technologies can be used by the author to increase the efficiency of the firm. The food and
beverage companies in the present era are improving the technological background by speeding
up the research and development processes. This is expanding the speed of the existing process
followed by the organization. In order to get the evaluation of the various types of relevant
information used by the technologies Pepsi Co captures various types of user data and customer
details which helps them to gain the customer feedback and thought. According to the author
(Salim, Padfield and Yuzir 2018)it is one of the most simple way to get the feedback from the
customers of the company.
In the present era there are various types of high level post such as the post of a managing
director who is known to manage various types of documents in order to ensure that the
information which is captured is relevant and has a logical flow of data.
Tyson Food is known to avoid the process of duplication which is generally done by the other
companies. Tyson Food uses the latest hand written technologies and time sheets which are
manually transmitted to the computer and kept in the company log book. The company is also
known to address various types of technological barriers by assigning the helpdesk process that
makes it very easy for the IT department to resolve the problems.

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Kraft Heinz uses the best outsourcing IT system which uses the Voice over Inter Protocol or the
internet calls over the mobile calls. The company is known to use the cloud computing devices
and mobile technology in order to reduce the cyber attacks (Kraak, Patiñ and Sacks 2019).
Activity 4
Observation Record at Tas Chains.
The Tas Chain is a group of hotels and restaurants which are known for serving the
people with a properly washed and processed organic food. According to the authors Kraak,
Rincón‐Gallardo Patiño and Sack (2019) they have one of the best chef in the industry who are
mostly known for preparing the best organic food and drinks. Most of the travelers and visitors
prefer to have the food served from this hotel and restaurant only for the quality of the food that
is served to the customers.
The Tas Chains is known to acquire an area of more than 68,000 sq km. They have one of the
best operational and marketing strategies which are used by the food and beverage industries out
there. They have very good communication among the workers and chef working for the
betterment of the company (Kshetri, 2019).
Professional Food & Beverage Service Standards:
Checklist and Questionnaire Form
Food Service Skills:

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1) What are 5 skills that an effective Restaurant Supervisor or Restaurant Manager must have in
order to run an efficient business?
1) Proactive Planning and development in order to maintain the appropriate inventory to ensure
that the staff is working properly
2) Passion for the customer services
3) Managing the time very effectively and efficiently.
4) Proper communication skills which will help them to work effectively and accomplish the
goals
5) Problem understanding power and problem solving capability.
2) What are 5 important skills for maintaining standards and projecting a professional image in
the F&B industry?
1) Wearing proper attire and clothing as because it is very important how the employees are
presenting themselves in front of the customers.
2) Good body language is something which is very important to attract the customers. It is very
important hw the employees in the firm is holding and presenting them.
3) Attitude and behavior is also something that is importation order to maintain the the customer
development program. Customers also see how the employees are behaving with them,, how
they acting and how responsible they are.

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4) Conversation and language is also very important as because it shows how the employees are
helping the customers and engaging with the other members.
5) Responsible conduct is very much helpful over here as because it helps the customer sto
identify that which employees are working properly.
Beverage Service Skills:
1) What are 3 different types of beverage service encounters?
a) Remote encounters – Remote encounters are those which can occur without any direct human
contact. These types of encounters include direct customer interaction with the bank through
ATM or mails.
b) Phone Encounters – It is that types of programming where the telephonic communication is
required in order to maintain the business.
c) Face to Face Encounters – It is the direct face to face interaction which happens with the
customer and the employees working in the organization.
2) What are 3 pre-service and 3 post-service duties?
Pre services. Post Services.
a) retaining the customers d) customer service policies
b) attracting the customers e) providing help desk facilities
c) proper marketing techniques f) retaining the customer loyalty.
Equipment Management Skills:

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1) How should equipment be cleaned and maintained pre- and post- service?
The equipments should be cleaned daily. A daily cleanup routine should be maintained
by the organization. Maintaining the hygiene should be4 the first priority of the company.
2) Why is it important that equipment should be cleaned and maintained?
It is very important to maintain the hygiene and cleanliness of the equipments therefore it
is important that each and every equipment should be cleaned and maintained.

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