Report on Managing Food and Beverage Operations: The Berry Company

This report analyzes the food and beverage operations of "The Berry Company," covering various aspects of the industry. It begins with an introduction to the company and the scope of the report. Task 1 delves into different types of food and beverage businesses, including sole proprietorships, partnerships, and limited liability companies, along with specific examples within the industry such as restaurants, fast-food chains, and packaging businesses. The report then examines rating systems like Michelin stars, Scores on the Doors, AA Rosettes, and star ratings, discussing their impact on businesses like "The Berry Company." Current and future trends, such as the decline of traditional pubs, the rise of vegetarianism, and the importance of street food, are analyzed for their influence on the company's operations. Task 3 compares operational marketing technologies such as flow-through sortation and the use of robots and machines. The report concludes with a discussion of factors influencing consumer decisions and strategies for attracting and retaining customers. Overall, the report provides a comprehensive overview of the food and beverage industry and its operational and marketing challenges and opportunities.

Managing Food and
Beverages Operations

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Different types of business in food and beverages industry..................................................1
P2. Rating system used in the industry........................................................................................2
P3. Discussing current and future trends influence the businesses..............................................3
TASK 2............................................................................................................................................5
Covered in PPT............................................................................................................................5
TASK 3............................................................................................................................................5
P6. Comparison of different operational marketing technology in food and beverages.............5
TASK 4............................................................................................................................................6
P7. Identifying the factors that impact consumer decision .........................................................6
P8. Determining the strategies to attract costumer .....................................................................7
CONCLUSION................................................................................................................................8
REFERENCE ..................................................................................................................................9

INTRODUCTION
Managing Food and beverage operation refers to variety of beverages and eatable item
within business. This segment comes in hospitality industry and concerned with providing food
to their costumer and satisfy their needs (Abu Gharbieh, and et.al., 2019). In this report, the
chosen company is “The Berry Company” which is founded by Khaled EI Yafi located in
London, UK. This company is believing in the benefits of nutrients and first product was
Blueberry juice blend. In this report it has been discussed about different types of food and
beverage businesses in industry and some rating system used in the industry nationally and
internationally. Evaluating current and future trends that impact the food and beverages and
comparing the different operational and marketing technologies used in food and beverages
businesses. Apart from that factors that influence consumer decision on choosing the food outlets
and analysing the strategies that used to attract the costumer and building loyal base with
potential costumer has been studied.
TASK 1
P1. Different types of business in food and beverages industry
There are some types of business in all industry which are generated with some important
goals and objective in order to sustain in future. Some types of business are as follow-
 Sole proprietorship- This refers as sole ownership and run by someone for their own
profit ans all loss will be incurred by owner only (Bamidele, 2019). All the decision were
made and executed by sole proprietorship. It has flexibility to run its own business on its
own requirement.
 Partnership- In this there are two types of business general and limited where they were
full liable for business debt. General partnership does not require formal agreement and
consent. In Limited partnership needs formal agreement between partners.
 Limited liability company- It is equal to limited partnership, it provided owner with
limited liability and gives some income advantages. It limits the company owner from
debt and losses.
The types of services and business in food and beverage industry were involves restaurants,
cafeteria, cafes, fast food point, catering business, food transportation services and many more.
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 Packaging- It works like manufacturing business that include physical labour as well
working with machinery. In this it include making coffee, juices, sandwiches, hot food
items. The Berry company comes in this category where it manufacture different kinds of
juices and most famous one is Blueberry which is rich in Vitamin C and K that become
leading in the market and won 'Best New Brand' in 2007 (Bascur and O’Rourke, 2020). It
come with new innovation and launch 250ml cartons in 2010, Special Teas and Berry
kids in 2016 and many other variants. This company makes juices without added sugar,
artificial fragrances. They were dealing with natural ingredients and exotic botanicals
which serves balanced flavours and full of taste and goodness.
 Delivery- This include restaurant delivery, truck transportation and supplying the food in
bulk in other countries or within the nation. Many foods and beverages company also
render such services in many forms and categories.
 Serving- This concern with work behind counter at restaurant and cafe or any other
outlet. This job is important in this industry where to serve any costumer an individual
must have knowledge of communication skills, service skills, memory and how to treat
them properly need Smart Serve Certificate. To serve and treating costumer well and
proper manner in this industry is very necessary,as after this only they will come back to
their place.
Different types of business within the food and beverage industry are as following-
 Restaurant- This type of business in food industry is very much wider and it has certain
categories such as Ethnic, Fast foods, Casual dining and Family style. In the context of
the company, this provide the its different types of fresh fruits in different restaurants of
UK.
 Fast- food- This type of business in food and beverage industries has become so popular
in the market and it is growing rapidly. In the selected organisation, they offer certain
types of drinks and organic juices in the variety of fast food to the customer.
 Pubs and bars- This is also growing popular industry which become quite attractive in
the eyes of customer. “The Berry Company” is also providing the organic and fresh
juices of different types to attract the buyers so that they get to know the taste.
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P2. Rating system used in the industry
In order to get better experience in the hospitality industry and improving the costumer
sanctification in them to visit more and more in the outlet. Rating system has done on the basis
of different categories and divided them according to their nature and functions. This ensure to
developing the hygiene and standards in food and beverage industry and to meet the
requirements of all costumer expectation and dealing with various aspects (Chaib and Barone,
2020). During that they consider some aspects and rate them according to their performance and
services. Some rating system are there that exist nationally and internationally in hospitality
industry are as follows-
 Michelin star- This is series guide published by French Tire company Michelin more
than century and it is oldest European hotel and restaurant reference guide. The
maximum stars given by this is three stars and if any restaurant losses or gain star has
impact dramatically on the success of restaurant. In this rating system the restaurant is
based on their quality where, one star depicts “very good restaurant” and two stars refers
to “excellent cooking with amazing experience” and three stars is “exceptional cuisine
and worthwhile journey”. It is beneficial for “The berry company” to get this rating as it
increases the reputation in industry and show the quality of company (Chen and Voigt,
2020). The other benefit is that it is oldest rating system that reflects its authenticity and
trustworthiness. This is being important for the company to consider this rating to
increase their standard and will help in building the overall image of the company. This
helps in enhancing the overall efficiency of the company.
 Scores on the doors- This concerns with hygiene and food safety and also include
proper inspection of food premises. Some outlets come in this category like pub bistros,
cafes, bakeries , takeaway shops and local restaurant this rating system deals with all
these types. It gives rating on the basis of safety standard and overall hygienes
maintained by restaurant or not. If an outlet get 3 stars then it means “ hygiene standard
are satisfactory, if there are 2 stars then “ improvement is necessary, 1 star is “important
improvement required” and in 0 rating “ urgent improvement is necessary”. If “The
berry company” is important as after getting this rating company will be satisfy from the
process and it will be beneficial in future growth rate and this rating will enhance it
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efficiency. This is concern with providing the satisfaction related to the health to te
customer and that increases the effectiveness of the organisation.
 AA Rosettes- This star introduced to classify hotels in 1912 and in 2006 it developed
quality standard to inspect rating. This is developed by British automation Association
and rate hotels and restaurant on a scale of 1-5. This rating system is necessary because
for “The Berry Company” as it is most worthwhile rating system and only 10% of
restaurant in UK are eligible for one or three Rosettes. This enhance the importance and
it stands out the outlet from crowd (hitauro and Khumalo, 2020). This rating system is
essential for the point of view of retaining the trust of customer as this is prestigious
rating system in the UK
 Star rating system- This method helps the costumer to make better choice while
choosing that suits best in their requirement and needs. This is categories in different
method and serves as guide to costumer and facilitates them to take decision. The Berry
Company is also get rating as per its performance and quality services and costumer
experience with this company. This type of rating system will help in improving the
confidence among customer that they are purchasing best quality of juices.
P3. Discussing current and future trends influence the businesses
Trends are something that use to change according to the taste and preferences of
costumer and changing in the technology in business environment (Chowdhury, and et.al., 2020).
This is not permanent in nature and get transform according to the needs and requirement of
people. In Food and beverages there is also trends that need to be followed by every restaurant to
meet the demand and to grow rapidly. There are some established brands in this industry like
Coffee culture, Sandwich lunches, street food and fast food. As there are some current trends that
will impact the business of “The Berry company” in some or other ways in following way-
 Reducing in numbers of pubs- As in current trend the traditional Pubs are closing as
people were loosing their interest to attend traditional one and want to explore new one.
This will going to impact the business of “The berry company” as it provides the juices
and other variants which used to supply in parties and pubs and its business is affected.
 Increasing in Vegetarianism- As, it has Vegetarian is being popular because of its many
benefits and proven as safest food (Cousins and et.al, 2019). So, it is impact positively on
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the business of “The Berry Company” as many it basically provides the organic and
natural juices with the blend of goodness of taste.
 Street food- As people will now start enjoying the street food without attending the big
restaurant and hotels as they are charging very high. So it will not affect the business of
this company much as it does not offer high prices and deliver best quality juice to it
costumer.
Some future trends has also coming up and will be followed by all restaurant in food and
beverages industry. Certain future trends are-
 Authenticity in services- This refers to providing the services which is authenticity in
nature and that does not cheat to costumer in terms of any segment. Be real and
trustworthiness towards the costumer is essential in coming future. As, “The berry
company” is already following this trend and being real and providing high quality juice
to its costumer.
 App- based services- As nowadays many companies were now using app to deliver their
services and products. “The Berry company” is using this services and providing its
product online through apps.
 Healthy eating- People now are becoming health conscious and prefer to eat healthy
food rather than junk or unhealthy food stuff. As, this trend is increasing and it is
beneficial for the company as it also delivering organic and natural juices without adding
sugar and artificial colour which is good for health.
TASK 2
Covered in PPT
TASK 3
P6. Comparison of different operational marketing technology in food and beverages
Marketing technology and operations were become pillar in modern marketing business
and being layered up in two ways that are high-level marketing strategy and on- the ground
marketing (Dayour and et.al., 2020). In food and beverages industry there are some technologies
and operational strategies that used to increase the efficiency and effectiveness in business
process. There are some marketing technologies were used by company-
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 Flow-through sortation- This process include distribution, staging and sorting the items
with the use of Robots and machines to reduce the human error and through this they will
require less manpower that reduces the cost for company. Through this “The Berry
Company” will able to reduce the risk and increase productivity.
 Voice technology- This refers to completing the job without use of hands and eyes of
workers and machine will work according to the voice and it decreases the time required
and increase overall efficiency. This makes the process more seamless and make the
work more easier and speed up the operations (Han, and et.al., 2019). As, this will be also
helpful for the company “The Berry Company” to use this technology and will be more
efficient and reduces the cost and error and will result in better manufacturing.
 Cloud services- Nowadays beverage company are not able to access all resources to
produce their products and need the software to use this and it will also help in avoiding
to build its own infrastructure. Due changing in the technology many companies are
providing cloud based platform to food and beverages to help them in their business. For
the
“The Berry Company” this will be easier for company to use this technology as to meet
the requirement and to compete in the market to adopt latest technology.
 Costumer relationship management- As costumer are important source for company
and its important to maintain proper communication with them in order to satisfy their
needs and demand. The modern costumer relationship required to adopt better relations
and maintaining the future engagement need this software. This software will be useful
with the perceptive of costumer relations and company will be able to establish with
them.
TASK 4
P7. Identifying the factors that impact consumer decision
For every business costumer play important role as they are main sources of their earning
and survival (Liu, Zhu and Seuring, 2020). In food and beverage industry, costumer are very
essential and its necessary to grab them and satisfying there needs and requirement. Costumer' s
taste and preferences were changing according to the time and surrounding that many times
impacts the business and affect. So considering their choices and taste needs to be identified in
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order to satisfy them. For the company “The Berry Company” these factors influences their
business operations and major activities. Some of the factors are-
 Food quality- The main factor that impact the buying decision of costumer is the quality
of food that involve the freshness, hygiene, taste and many other factors that changes
according to costumer. It is intangible in nature but very important factor at the same time
for costumer that influence highly to make decision while purchasing any food item.
Nowadays they become more attentive and strict towards this and they mostly prefer to
buy food which is of best quality (Otitolaiye, and et.al., 2019). For the company it will
not affect as much because they are already providing best quality juice.
 Speed of service- This is another source that impact the costumer decision, in this they
check that company is able to provide services in remote areas, accessibility,convenience
and costumer perception. Speed of service depicts the efficiency and create positive
image in costumer and will motivate them to buy more from that company. “The Berry
Company” is quite efficient in their speed that makes it profitable and build image among
buyer.
 Price- The basic factor that highly influences the purchasing power of costumer and
many costumer are considering this factor seriously. As, for many costumer who has low
income will thing twice before buying anything. So, they prefer to buy product at
discounted price and with that they will compare this with many factors. So, for the “The
Berry Company” this factor also affect a lot and company needs to focus on this and
properly examine the consequences.
 Variety of food- Many restaurant were providing different types of food item and
various variants in them and accordingly costumer are attracted towards their services
and prefer to go there. Some famous cafes and restaurant were providing the huge variety
of food item and launches them into other categories (Lund-Durlacher and Antonschmidt,
2019). “The Berry Company” is also needs to come with new variety of juice and
different taste, as this also serving different variants to costumer and must be improve
more to capture the market and increasing visibility.
 Costumer services- This comes after and between all process when costumer is at
restaurant. It include serving the food as per the time and all facilitates that need to be
required during the decision or when they are having their food on table. Behaving
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properly with costumer and treat them politely with good smile and attitude. Asking for
any feedback that require and suggestion to improve the services or in any other
processes. The company “The Berry Company” must include this factor while interacting
with its costumer and needs to be consider this factor in order to achieve the trust of
costumer and this will also helps in building strong base and loyal costumer for longer
period.
P8. Determining the strategies to attract costumer
In every business the strategies and tactics were used to attract the costumer base and
building loyalty among costumer about company. So to make them engage in the business will
help the organisation to grow more rapidly and efficiently. So, the company needs to use some
strategies to grab and attract the costumer in following way-
 Providing best services- As, company must provide exceptional services to its costumer
and efficiently satisfy their needs and requirement that will be helpful for to survive in
longer period (Najafi, 2019). They should focus on giving best services that they could
provide that include everything such as food quality, taste, location and best menu
options. “The Berry Company” is also need to offer best services that they could and
enhance the costumer attraction and will prefer to buy for more.
 Connect with social media- If company has increases its connection on social media it
become easier to reach with costumer more easily and increasing the connection with
them will foster their growth. In order to attract more wants to develop its visibility in
social media become more necessary as many restaurant were now active on platform.
“The Berry Company” should also consider this factor and must start connecting with
costumer to increase their sales and profitability.
 Offer discounted and better price- Costumer used to attract with the company with
when they offer low prices in high quality and that attracts them to make purchase from
that restaurant and cafe. So, for “The Berry Company” they must provide the best and
affordable price to its costumer and with time to time provide them attractive coupons,
Buy 1 get 1 free option, discounted offer to grab their attraction.
 Use of technology- Company needs to use optimum technology that include effective
software and tools to give better experience to costumer and will get the attention of them
(Nazar and Balqis, 2020 June). “The Berry Company” should also use some efficient
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software to provide quality experience to them and that develop relationship with
costumer. This will boost overall productivity and efficiency in organisation and improve
its effectiveness through using technology
CONCLUSION
From the above report it is concluded that Managing Food and Beverages operations is
refers to different variants that comes in Food and Beverages industry and concern with
satisfying the costumer by providing better services. In this report different types of business
involve in food and beverages company and using some rating system that used nationally and
internationally. Evaluating the current and future trend that affect the industry and use of
different operational and marketing technology used in this industry has been studied.
Investigating factors that influence the costumer decision to make purchase from outlet has
discussed and analysing the strategies and tactics to attract the costumer and building loyal base
has studied.
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REFERENCE
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