Comprehensive Report: Managing Food and Beverage Operations (Module X)

This report provides a comprehensive analysis of the food and beverage (F&B) industry, focusing on various aspects of managing F&B operations. It begins with an overview of different business types within the industry, including restaurants, bars, accommodation services, catering, and quick-service restaurants, specifically referencing Heathrow Airport Restaurants. The report then explores rating systems used in the F&B sector, from one-star to five-star establishments, and examines current and future trends such as changing customer preferences, e-commerce, and the impact of technology. A critical analysis of these trends is presented, evaluating their positive and negative impacts on businesses. The report further delves into customer motivations and behaviors in selecting F&B outlets, analyzing factors like brand name, location, pricing, and packaging, and discussing strategies used by F&B managers to attract customers, including internal selling, advertising, and loyalty programs. The role of technology in improving efficiency, particularly in inventory management, smart cooking devices, guest management, and marketing technologies, is also discussed. The report concludes with an observation record from a visit to Academy London’s Partner Restaurants and a questionnaire form used for gathering customer feedback.

Managing Food & Beverage Operations

Table of Contents
INTRODUCTION...........................................................................................................................1
Activity 1 ........................................................................................................................................1
Different type of business in food and beverages industries.......................................................1
Rating system in food and beverages industry............................................................................2
Current and future trends in food and beverages industries .......................................................2
Critical Analysis of trends ..........................................................................................................3
Activity 2.........................................................................................................................................3
“An analysis of customer motivations and behaviour in selection F&B outlets”........................3
Activity 3.........................................................................................................................................5
Technology helps in improving the efficiency ...........................................................................5
Marketing Technologies..............................................................................................................6
Activity 4.........................................................................................................................................7
Observation record of Academy London’s Partner Restaurants visit..........................................7
Questionnaire form......................................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Food and beverages industry includes all the company which are involved in the
processing of food from raw material to packaging and distributing it to the end consumers. Food
industries prepare fresh food and pack them, beverages industries prepare non-alcoholic and
alcohol beverages(Weber, 2019). Heathrow Airport Restaurants is company which provides
hospitality services with restaurants and lounge services. In this report the discussion will be
based on different types of business in food industries. Different rating systems and trends in
food industries. Further analysing the customer motivation and behaviour will be studied.
Discussion on evaluation of ways to use technology.
Activity 1
Different type of business in food and beverages industries.
Business in Heathrow Airport Restaurants are of different types which are explained as
below
Restaurant services: Heathrow Airport Restaurants provides ethical services which
reflect to represent cultural identity. As it aims to attract new immigrants and visitors who are
interested for specific environment(Tourky and et.al., 2019). The company also aims to provide
family restaurants services as it offers variable and affordable menu according to variety for
customer tastes.
Bar services: Heathrow Airport Restaurants provides bar services in which the services
of wine, night clubs, pubs, cabarets, etc. For establishing bars, the company required get
registered under liquor control and licensing Act(Types Business In Food And Beverages
Industries, 2019).
Accommodation services: The Heathrow Airport Restaurants provides hospitality in
accommodation services which includes room services, self serve break fast room, etc.
collaboration between restaurants and hotel makes network for hotels to maintain customer
sustainability and helps to earn more profit.
Catering and Banqueting services: Heathrow Airport Restaurants provides hall and
banquets for special events and catering services refers to catering of food which can be off
premises services or on premises services. Catering business required issue for handling safety of
food while catering in large events. Catering business deals with many different business like
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catering to companies, conference to hotels, wedding venues, festival coordinators, conference
centres, etc.
Quick service restaurant: According to the traditional concept for services being
provided by the restaurant generally serve to resident or visitors. For providing quick services the
restaurant aims to serve prepared food, which can quickly get sold, and consumed quickly(Hu,
Chiu and Chu, 2019).
Rating system in food and beverages industry
The rating system that are given on national and international grounds for food and
beverages industries are as follows:
One star and Two star : Hotels which lies in this criteria provides basic accommodation
services like shared room facility and common vending machine in hotels or restaurants.
Three star: Hotels which lies under 3 star categories provide the facilities of multiple
rooms facilities, gym facilities, banquet hall, conference hall(Klitkou and Bolwig, 2019).
Four star: In this criteria rating is between 70-80% as the hotel requires to meet
maintenances, hospitality services, level of quality in cleanliness,facilities related to delivery of
services,etc. The facilities are dry cleaning, non-smoking, free Wi-Fi, newspaper, sound proofed
rooms.
Five star: In this criteria the hotels which lies are rated between 80-90% as the hotels
provides luxurious hospitality services and restaurants. Some of the facilities are provided by the
hotels are not normally provided by the other hotels. Some of the extraordinary facilities are
private beaches, villa with dining area, private chef and butler,bars, carte restaurants, etc.
Current and future trends in food and beverages industries
Customer preferences changes: Consumer preference gets changed according to the
traditional trends in the market. According to the new trend the consumer prefers for home
delivery of food wishing that that restaurant serve healthy and fresh food ingredient to
customers. In future the customer will demand for healthy diet food(Trends In Food And
Beverages Industries, 2019).
E-commerce: According to the old concept the selling of groceries items are done when
the customers visit grocery shops in their near by locality. In current trend the company selling
groceries through online grocery store website which facilitate delivery of groceries required by
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the customers at their homes. In future the company will face competition for accomplishing
demands of consumer for required items.
Technology: Current trends in food and beverages industry is that the information of
choices for the services provided by restaurants are easily available to the customers with the
help of smartphones. According to the future trend the business which will get successful in
future need to get connected to customers with the help of using social media and digital
platforms. Restaurants can provide information of products and services that are offered by
Heathrow Airport Restaurants(Weber, 2019).
Critical Analysis of trends
From the current and future trends it can be critically evaluated that changes in customers
preference will cause trouble to the Heathrow Airport Restaurants as they need to bring more
innovation and creativity in the product and services that are being offers so that it can reduce the
competition with rivals in the market. According to positive evaluation offering of different
varieties will attract new customers towards the restaurant. Critical evaluation of E-commerce in
positive way is that it makes convenient for the consumers to get home delivery of groceries and
other items. As negatively evaluated that some times the item are not available with the food
industries and competition is increasing day by day which demand more innovation in the fields
to sale the product and services(Klitkou and Bolwig, 2019).
Critical evaluation of technology is that it helped the consumers to get knowledge of
different food and services that are provided by the company and increased brand awareness
among the consumers with use of digital marketing, social media, etc. some times the company
needs to deal with the rapid changes in the technology which creates competition for the
company to adopt better technologies to serve its customers.
Activity 2
“An analysis of customer motivations and behaviour in selection F&B outlets”
Consumer behaviour affect the business. The consumer make decision regarding food
and beverage outlet subconsciously or consciously.
Identify the decision: First the customer decide that which type of restaurant they want
to go it can be influenced by many factors such as hunger, taste.
Gather relevant information: It can be seen that consumers now a days are becoming
health conscious and they focus on quality of food which they eat. There are various things
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which consumers take into account while selecting restaurant such as healthier options,
technology, local foods, eco friendly dining, ethnic cuisine etc. If we look at the technological
aspect, the consumers make use of smartphone apps and self service kiosk similarly some
consumers crave for ethnic foods. While some costumers make restaurant choices by looking at
quality of food which restaurant provides. Similarly some choose to have healthier options when
they dine out. Also customer look at the service provide by restaurant usually customers like to
go to the restaurant with quick service(Waldron and et.al., 2016).
Identify alternatives: then costumers make decision by looking at various alternatives
available to them such as online food ordering, restaurant on the basis of location, quality etc.
Choosing among alternatives: Consumers make decision by looking at alternatives on
the basis of price, location, quality etc., and make choice accordingly regarding restaurant. And
lastly they take action and visit the restaurant.
There are many factors which affects consumer decision-making are brand name, product
placement, reputation, pricing and packaging.
Brand name: Brand name affects the purchasing decision of consumers. The image
which brand has created in minds of customers affects the consumer buying behaviour.
Location: The retail environment also plays an important role.
Packaging: Packaging of product gets the attraction of customers. For example if retail
outlet is in easy access to customer than it is likely that consumer will visit the restaurant more.
Pricing: Price is also one of the factor which affects the decision-making regarding
restaurant by a costumer. For instance if customer belong to high income group than it is likely
that they will go in the high rated hotels while a person from middle class may go to the family
restaurant with reasonable rates(Kichuk, Brown and Ladkin, 2019).
The F&B manager use various strategies in order to attract customers toward their restaurants.
Some of them are:
Internal selling: The F&B managers perform suggestive selling, it is a techniques which
is used by managers in which additional or higher priced menu items such as wine, premium
liquors, deserts etc., are suggested and sell to customers. For example coupons are offered to
attract potential customers. Product sampling is used along with new food items. Discounts are
also offered to the customers to increase sales.
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Advertising: F&B managers use outdoor advertising in order to attract or gain attention
of passer-by by using eye catching and dynamic ads.
Newspapers: As newspaper is one of the common platform for spreading the information
to almost all age groups. This method is used by F&B manager as this is one of the highly
effective way by which by the family restaurants can spread about their restaurant in their local
area with the help of local newspapers(Khor and Ahmad, 2015).
F&B outlets tries to serve to all level of income group. This method helps F&B to gain
loyalty of employees. Also reasonable price is set by the F&B outlets which make customer to
get attracted toward the restaurants. Freebies, offers and discounts are provided to frequent or
regular customers. Some offer or discount is always provided to the customers every time they
make purchase. In some restaurants loyalty card is also given to regular customers.
The automated mails and text messages are also sent to customers whenever restaurant
plans to conduct new event which helps restaurant to gain customer attention and ensures their
loyalty.
As in my opinion the strategies which is used by restaurant in order to attract customer
are good strategies. The customer's inbox strategy help the restaurant to easily communicate
about their upcoming events to the potential customers. The strategies made by the restaurants in
order to gain loyalty of customers helps them to ensure repeated visits of customers which results
in increase restaurant profit as well as ensure customers loyalty. In my opinion customers remain
loyal to restaurant until the restaurant provides them some kind of benefit whether in the form of
discount, offers, gifts, coupons etc.
In my views, digital technology has influenced the consumer buying behaviour in many
ways. The introduction of various online food applications and online payment has changed the
buying behaviour of customers. It can be seen that now a days people are more attracted toward
online ordering of food. As many offers, scratch cards, discounts are offered by the online
applications and online payment mode which gains the attraction of customers.
Activity 3
Technology helps in improving the efficiency
In food and beverages industry role of technology is important. To improve the quality,
services and operation different technology are used by restaurants. As per the current trends
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organization use technology in operations and marketing to improve profit and customer
satisfaction.
Operational Technology
Main technologies that are used in organization are inventory management, smart
cooking devices and guest management technology. These technologies are used to improve
operational efficiency of organization.
Inventory Management- Inventory management technology is used by organization to
manage the raw material and goods in ware house. This thing improves operation by managing
continuity and regularity in raw material supply (Kannan, 2017). This technology is good for
restaurants and bars. This helps the organization in prevention of raw material shortage crisis. It
also can be used in Heathrow Airport Restaurant.
Smart Cooking Devices- Smart cooking devices are used by large and modern restaurants
and hotels because they need to serve a lot customer at same time. This technology is consists of
devices with time and temperature sensor that can be used to cook dishes that need perfect
temperature for fix duration. Full services restaurants use this kind of equipments in kitchen.
Also this can be used to perform fast cooking. Some of devices are occupied with rotating
platforms for cooking for large size dishes. For fast cooking it is applicable for Heathrow Airport
Restaurant.
Guest Management- Guest management is one of most important technology for food
and beverages industry because they have to handle too many guest at same time and for this
organization can use various software and online tools to reduce mismanagement of guests. This
technology are is by quick service restaurants.
Marketing Technologies
Marketing technologies are used by restaurants and hotels to attract more guest to
improve profit. Technologies in hospitality sector organization. Marketing technologies used by
organization are Online promotion, digital marketing and search engine optimization.
Internet- Most of businesses are using internet as tool of marketing because it is cost and
time efficient. There are more people are connected to internet now days and this thing force the
organization to use internet to reach large number of customer (O'sullivan, 2016). Also the
success conversion rate also can be improved by this. It is used by nearly all business in
hospitality sector.
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Digital Promotion- Digital Technology includes digital poster and digital
advertisements. This is one of the best way of promotion used by the business organization to
make customer aware of product and services that are provided by Heathrow Airport Restaurant.
This technology is used by bars, restaurants and hotels.
Search Engine Optimization- Most of food and beverages organizations use search
engine optimization to improve the visibility of restaurants in on the online platform. In this
technology organization higher specialist to use certain key words to improve ranking of
Heathrow Airport Restaurant in searching list.
Activity 4
Observation record of Academy London’s Partner Restaurants visit
Interior of the Restaurant: Inner surface or structure of the restaurant was so attractive
that it helps the restaurant in attracting the customer toward restaurant. Interior of restaurant was
having the touch of the Royalty of London and the culture of UK people.
Hygiene: Restaurant is able to maintain good hygiene in the restaurant by the way of
maintaining good cleanliness in restaurant and building good healthy environment for the
customer. Human resource of the restaurant was cleaning the equipment of the restaurant on the
fixed time interval and also floor supervisor was cleaning the floor on regular basis.
Environment: Environment of the restaurant was at a positive side as the environment
was relaxed in the restaurant and soft music was being played over their.
Customer Service: Very good customer service was provided by the restaurant to the
customer but the number of the Human resource in restaurant was less as customer has to wait
for the waiter to attend them.
Questionnaire form
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Professional Food & Beverage Service
Standards: Checklist and
Questionnaire Form
Food Service Skills:
1) 5 skill of manager in effective restaurant operation
1) Leadership Skill
2) Communication Skill
3) Management Skill
4) Personal Aptitude
5) Team building
2) 5 important skills for maintaining standard quality and professional image
1) Aptitude and Behaviour
2) Communication Skill
3) Intellectual Skill
4) Monitoring Skill
5) Technical skill
Beverage Service Skills:
1. Various types of beverage service encounters?
a) Remote Encounters
b) Phone Encounters
c) face-to-face Encounters
2. Various type of pre-service and 3 post-service duties
Pre service
a) Catering service
b) Customer greetings
c) Refreshment care
Post service
a) Customer feedback
b) Complementary care
c) Customer Inquiry

Equipment Management Skills:
1. way through which equipment can be cleaned in the restaurants
Their are many ways through which the equipment can be cleaned in the restaurant such as No-
touch cleaning System in which spray and vacuum system are used top remove the dust and
bacteria from the dishes on the dinning table to maintained the equipment in the pre service
situation. Restaurant also can cleaned and maintained the equipment by the way of timely
dusting of the equipment in the restaurant. Restaurant can take help of the strong cleaning and
scrubbing tool to clean the dust from the equipment in the phase of the post service. Restaurant
also can use a terry cloth and water to wipe the loose dirt from the stainless steel equipment
2. Importance of cleaning equipment in the restaurants
Proper cleaning and maintaining the equipment will help the restaurant in increasing the life of
the equipment, and it ensures that the equipment works for a year to come. Keeping the
equipment clean also helps the restaurant in building the good hygiene environment in the
restaurant. Cleaning and maintaining the equipment on the regular basis helps the restaurant in
building the goodwill in the market as it builds good impression on the customer of the
restaurant. Cleaning and maintaining the equipment also helps the restaurant in maintaining the
Standard of the quality which eventually helps the restaurant in attracting the customer.
CONCLUSION
This report is concluding and exploring food and beverages industry to know current
business trends. Various types of food and beverages organization and service rating system has
been analysed in study. In real working environment standards of organization has been studied
in report to improve operations of Heathrow Airport Restaurant. Operation and marketing
technologies are used by restaurants has been evaluated in report. Importance of consumer
motivation and its utilization has been explained in study.
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REFERENCES
Books and Journals
Hu, J.L., Chiu, C.N. and Chu, H.T., 2019. Managerial Efficiency in the Food and Beverage
Industry in Taiwan. Journal of Hospitality Financial Management.27(1). p.5.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing. 34(1). pp.22-45.
Khor, S.L. and Ahmad, M.I., 2015. The Role of the Food and Beverage Department in
Enhancing Overall Hotel Competitiveness in Malaysia. In Proceedings of the 1997
World Marketing Congress.(pp. 451-454). Springer, Cham.
Kichuk, A., Brown, L. and Ladkin, A., 2019. Talent pool exclusion: the hotel employee
perspective. International Journal of Contemporary Hospitality Management.
Klitkou, A. and Bolwig, S., 2019. Adding value to side-streams in the food and beverage
industry: Lessons for the circular bioeconomy.
O'sullivan, M., 2016. A handbook for sensory and consumer-driven new product development:
Innovative technologies for the food and beverage industry. Woodhead Publishing.
Tourky, M. and et.al., 2019. New conceptualization and measurement of corporate identity:
Evidence from UK food and beverage industry. Journal of Business Research.
Waldron, N. and et.al., 2016. Development of a video-based education and process change
intervention to improve advance cardiopulmonary resuscitation decision-making. BMC
health services research, 16(1). p.555.
Weber, C., 2019. Operational Efficiency in the Food and Beverage Industry Through
Sustainable Water Consumption.
Online
Types Business In Food And Beverages Industries. 2019. [online]. Available
through<https://opentextbc.ca/introtourism/chapter/chapter-4-food-and-beverage-
services/>.
Trends In Food And Beverages Industries. 2019. [online]. Available
through<https://www.bizjournals.com/boston/news/2018/01/29/top-5-trends-for-food-
and-beverage-industry.html>.
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