The Berry Company: Food & Beverage Operations and Trends Report

This report provides a comprehensive analysis of the food and beverage industry, focusing on The Berry Company as a case study. It begins with an introduction to the industry, highlighting its significance and various operational aspects. Task 1 explores different types of food and beverage businesses (quick service, fine dining, etc.), rating systems (star ratings), and current and future trends like veganism, coffee culture, fusion cooking, and touch screen technology. Task 3 delves into operational and marketing technologies. Task 4 examines consumer decision-making factors and strategies for building customer loyalty. The report concludes with a summary of key findings and references.

Managing Food & Beverage
Operations

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Various types of businesses in food and beverage industry.................................................3
P2. Different rating systems used in this industry.......................................................................9
P3. Current and future trends which influence the business.....................................................10
TASK 2..........................................................................................................................................11
Covered ion PPT.......................................................................................................................11
TASK 3..........................................................................................................................................11
P6. Compare and contrast various operational and marketing technology for different types of
business.....................................................................................................................................11
TASK 4..........................................................................................................................................12
P7. Various factors which influence the decision making of consumers..................................12
P8. Different strategies used in order to attract and build loyal customer base........................13
CONCLUSION..............................................................................................................................14
REFERENCES .............................................................................................................................15

INTRODUCTION
Food and beverage is one of the largest industry within hospitality industry and this
industry is wholly dedicated to providing appropriate prominent food services and products to
their customers. Besides this food and beverage industry is providing eminent job opportunities
to people due to which economy is flourished. Food and beverage sector is inclined with
different activities in which rights are given to the staff member for purchase of raw material,
preparation of food, management of service quality, managing events etc. On the other hand
these functions of the business are helpful in implementing policies in such a way that overall
efficacy can be attained (Blanco, 2016). The major objective of food and beverage industry is
related to providing appropriate quality within rendered food so that to attain more customers
and their attention as well. This report is associated with explanation of various concepts which
are related to food and beverage industry and their major aspects that can be helpful for the
business to deal with market competition. This report is prepared in the background of The Berry
Company which is a natural juice manufacturer situated in London. The company is having wide
variety of juices made of berry and those contains no artificial sweetener. This report covers
different dimensions of food and beverage business and used system of rating by them along
with current and future trends existed within food and beverage industry. On the contrary this
report covers managerial skills which are required to be used by food and beverage department
in order to undertake legal standards. In the last part of the report numerous factors are discussed
that are associated with high impact over the business of food and beverage and decision making
as well.
TASK 1
P1. Various types of businesses in food and beverage industry
Food and beverage industry is highly significant industry within the industry of
hospitality and the industry is associated with wide scope of earning profits. The industry of
hospitality is included with numerous businesses and the same are elaborated as under:
Sector Description Advantages Disadvantages Example
Quick services These restaurants
are referred as the
 These are
associated
As the businesses
are offering
Papa Johns

organisations
those are
providing fast
food services to
their customers
and menus of
these organisation
are short and
owner of the
same is wholly
dedicated to
provide optimal
service quality.
On the other hand
these
organisations are
providing drive
through facilities
to their customers
which could lead
them to deliver
food items at
minimal time
gap. Menus of
these businesses
are small so quick
service is the
major advantage
of these
businesses.
with
providing
food
options at
economic
and
affordable
rates due
to which
prompt
services
are offered
and leads
to save
time for
their
customer
 Besides
this the
major
advantage
of these
businesses
are that
they are
wholly
concentrat
ed over
quick
deliveries
(Zhong,
food in
economical
rates so
quality is
poor as
compared to
others.
Besides this
food
rendered by
these
organisation
are high in
calories so
may lead in
health issues
to their
customers.

Xu and
Wang,
2017)
Fine dinning These businesses
are being
managed by
proficiently
trained chefs and
managers.
Besides this these
businesses are
dedicated to
satisfy needs of
their customers
along with
providing
appropriate
quality within
food and services.
 These
businesses
are
associated
with
providing
prominent
quality in
food and
services so
that to
manage
appropriat
e quality
within
rendered
food.
 On the
other hand
internal
ambience
of fine
dinning
restaurants
are well
 These are
providing
services
and
attaining
customer
satisfactio
n.
 Under fine
dining
restaurant
high taxes
are
required
to be paid
by
customers.
Restaurant story

decorated
and
comfy.
Casual dinning These type of
restaurants are
dedicated to
provide three
times meal to
their customer
under affordable
prices as well.
Franchise, chain
restaurants are
associated with
casual dining.
 These
businesses
are putting
higher
efforts in
order to
grab
customer
satisfactio
n.
 These
businesses
are
managing
their cost
and
quality in
equitable
manner.
 As in
current
time taste
and
preference
s of
customers
are
dynamic
and due to
which
customer
repetition
is low.
 In product
offering
continuou
s
improvem
ents are
not
possible
due to
which
overall
customer
footfall
may
Gloria

decreased
(Pinna and
et. al.,
2018)
Coffee shops These are
informal
restaurant those
are associated
with small sitting
area and
prominent menu
which can
provide
satisfaction to
customers.
 These
places are
comfortabl
e and
customers
are free to
spend their
time over
these
places.
 These
places are
helpful in
refreshing
mood of
their
customer.
 These
places are
small so
problem
of
ventilation
is being
faced by
customer.
L'Elysee Artisan
Cafe
Juice and
smoothie stalls
These businesses
are associated
with providing
fresh juices to
their customer.
Along with this
these juices are
made up of
natural
 Fresh and
healthy
juices are
provided
to
customers.
 These
businesses
are
 Quality
and
freshness
of the
juices are
not
certain.
 There is
no
The Berry
Company

ingredients. providing
health
benefits to
users.
certainty
of
hygiene.
Buffets Under these at
public areas
meals are placed
and customers
can grab food
according to their
needs and
demands.
 There are
huge
options
which can
be given
to
customer.
 These
meals are
pocket
friendly
(Fenich,
2016)
 Compromi
se in
quality is
the major
factor.
 Availabilit
y of
options as
according
to demand
of
customers
are not
available.
Aroma Buffet
W12
Shopping centre
food mall
These are situated
within areas of
shopping centre
in which visitors
can spend their
leisure time after
tiresome
shopping
experience.
 These
places are
providing
relaxing
time to
visitors
during
their
shopping
time.
 These are
associated
 As
compared
to normal
restaurant
these
places are
costly.
 Only
famous
food
options
are
Bent Cross
Shopping Centre.

with wide
range of
food and
beverage
options
and all the
famous
dishes
which are
available
in the
market.
available
over these
places.
P2. Different rating systems used in this industry
Food safety is one of the major issue which is being faced within industry of food and
these are handled by chefs and manager in optimal manner. Hygiene and food services are one of
the primal part within food safety in this manner feedbacks can be determined by the
organisation in order to attain modifications to the business (Asabi, 2018). By using
unsystematic policies feedbacks are generated and that may lead into creation of unhygienic
environment. Besides this, these aspects may give negative impact to the health of customer as
well. On the other hand adverse internal environment may lead to generation of negative image
in the marketplace due to which overall profitability can be damaged. For eliminating hazardous
impact for customer this is imperative that safety measures are to be taken by businesses in order
to intensify overall quality and food service as well. In this context ratings are given to food
owners and in this manner quality and productivity is required to be enhanced. In order to
undertake food safety there are various steps that are required to be taken by the business so that
to enhance their rate within the organisation. There are different functions which are undertaken
so that to meet business standards in optimal manner. Under this industry ratings are provided as
on the basis of experience of visitors and quality of food offered by the business. Star rating
system is used by almost all the organisation operated under food and beverage sector. Star
system in the respect of food and beverage industry is elaborated as under:

 1 Star: Under this star, guests are having expectations of properly managed
accommodation in which prominent facilities are being provided to the customers. There
are various aspects that are included in this star such as storage space, parking, ventilation
and many more. For example easy hotel is one star hotel situated in UK (Long, Looijen
and Blok, 2018) 2 Stars: These hotels are considered as mediocre ranged hotel in which intensified
services are provided as compared to one star. For example Travelodge hotel is one of the
prominent two star hotel situated in UK. 3 Stars: These type of hotels are providing prominent services such as furniture, other
amenities and many more. These organisation are associated with providing appropriate
services to their customers. For instance Premier Inn is one of the renowned 3 star hotel
located in UK. 4 Stars: These businesses are associated with rendering high edge quality to their
customer in which laundry and valet parking facilities are additionally provided to
customers. For example double tree is a four star hotel prominently established in UK.
 5 Stars: These hotels are providing luxurious services to their customers along with thus
these businesses are highly focused over customer satisfaction and quality service. For
instance Intercontinental hotel is a 5 star hotel situated in UK.
P3. Current and future trends which influence the business
There are prominent opportunities which can be inhaled by industry of food and
beverages. These trends are helpful in order to grab higher customer satisfaction and customer
engagement as well. In the respect of hospitality industry and specifically food and beverage
sector these trends are elaborated as under:
Current trends
Veganism
This is the trend which is used by food and beverage industry, under this those processes
and aspects are avoided which may give adverse impact to animals. Veganism is the procedure
under which practices are avoided in which any body part of animals are used. By avoiding this
procedure health of an individual can be sloped towards positive aspect and positive benefits can
be given to them in order to inhale positive life style in order to adopt healthy habits.
Coffee culture

This is the most prominent trend within food and beverage in which some specific area is
kept aside which can be used as coffee space (Scott, Hawkins and Knai, 2017). This is helpful
for customers to spend some time to relax. This is being observed that in the industry of food and
beverage customer turnover is high so this trend may help the business to attain goals and
objectives of the business in effective manner.
Future trends
Fusion cooking
In current time this is being observed that customer are ready to explore those food items
which are made of fusion ingredients. In the context of The Berry Company they are inculcating
fusion juices in their product portfolio so that to manage market prominence and customer
satisfaction as well. Besides this fusion cooking is helpful in order to attract food prone people
and to provide business insight in order to deal with goals and objectives (Nielsen, 2017).
Touch screen technology
Customers are highly attracted towards products and services those are offering
innovative products and differentiated services. In the current trend within food and beverage
industry the latest trend is associated with touch screen technology and under this orders can be
placed by customers just by sitting over their tables and scanning the QR code. The food and
beverage business those are utilising innovation in their product and services are earning high
profit and market prominence.
These trends are leading the business to influence their customers in prominent manner
along with attaining positive outcomes as well. Besides this these trends are helpful in order to
provide competitive advantage to the business and prominent market position as well.
TASK 2
Covered ion PPT
TASK 3
P6. Compare and contrast various operational and marketing technology for different types of
business
Department of food and beverage is highly contributing to sustainability and attainability
of goals within industry of hospitality. In the current time social events are taking place in huge
manner so that direct positive impact is seen over food and beverage department. A new business

is going to be launched in London named “Vegetrainian” which is providing distinct variety of
food and beverage options (Cillo and et. al., 2019). In order to attain higher hygiene in the
business food and beverage department is using various technologies and these are elaborated as
under:
Operational Technologies Marketing technologies
The company is using an advanced software
in order to provide ease to their customer in
the process of ordering. This technology is
helpful for customer and business as well
(Nikunen and et. al., 2017). In the context of
business they can receive orders in real time
manner which minimises creation of
unnecessary chaos. On the other hand in the
context of customer this will help them to
save time in prominent manner. For
Vegetranian this software is going to help
them in preparing food in lesser time which
resultantly helps in attaining customer
satisfaction.
Food and beverage department is not associated
with much funds so that they feel complexities
in serving desired food to their customers.
Under this manager of Vegetranian is required
to use smart technology so that to estimate
stock in sufficient manner by which stock out
situation can be avoided by the organisation.
TASK 4
P7. Various factors which influence the decision making of consumers
Process of decision making is associated with numerous aspects such as: Quality of service: This is defined as one of the crucial aspect under which quality and
efficiency of product and services are measured (Wei and et. al., 2019). Quality is the
constraint by which decision making of customers are influenced. Customer satisfaction
is dependent upon various variables and the same are helpful to retain customer for
longer duration of time. This aspect is helping the organisation to intensify their delivery
process by which customer can be satisfied. Customers are associated with effective role

to manage brand image in which they can stay adhered to a single brand in which
customer perception can be inclined in positive manner. Physical Environment: This is associated with aspect in which customers acquire
satisfaction with service premises. This is regarded as the surrounding of by which
customers can retain and helps in providing ultimate satisfaction as well. With the help of
friendly environment positive implication can be rendered in which customer repetition
can be enhanced. In this aspect communication is one of the essential aspect which plays
prominent role in order to deliver services to customer in better way (Ramya and Ali,
2016).
 Word of Mouth: This is defined as the unique marketing techniques by which customer
experience can be shared by positive way in terms of positive feedbacks. This is
categorised as the communication which includes some message or information and that
can help to persuade people and to retain them for longer period of time. This aspect is
associated with attaining customer satisfaction along with enhancing customer retention
for longer period of time.
P8. Different strategies used in order to attract and build loyal customer base
Employees, managers and supervisors of the business are continuously putting efforts in
order to inculcate new and innovative business ideas that may be helpful for the business to
inhale high profits and sustainability as well. Manager and leader of Vegetrainian is putting
tremendous efforts so that to attract huge customers and to amplify their profits. Special offers: This is regarded as the most effective method by which Vegetrainian can
attract customers in effective way. In this manner the business is offering huge discount
to their customers which leads in enhancing customers reps. Vegetrainian is a new
business so the primal aspect for the company is to focus over making robust customer
base so that to enhance their retention and align organisational goals with business
offerings (Filier, 2016).
 Quality of food: This is defined as maintenance of quality of food within provided
amount of money. In this manner Vegetrainian can offer higher quality of food as in
initial days of business customer attention is a primal concept which is required to be
focused by them. In this manner they can attract customers those are keen for eating high

quality food. This is going to help Vegetrainian in enhancing their market image along
with securing prominent edge in competitive market (Vyas, Sharma and Sharma, 2016).
CONCLUSION
From the above report this can be summarised that department of food and beverage is
one of the significant department which plays essential role within industry of hospitality. This
industry is wholly dedicated to provide food safety and hygiene to their customer so that to
upkeep needs of their customer in prominent manner along with adopting current and future
trends in the business. In current time these trends are helpful for the business to attain success
and growth opportunities so that to improve business standards in optimal manner.

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