Comprehensive Food and Beverage Management Report: Zenith Bakery UK

This report provides a detailed analysis of the food and beverage management plan for Zenith Bakery, a UK-based bakery aiming to introduce vegan pastries and beverages. It begins with an introduction to food and beverage management, followed by an examination of industry aims, policies, and standards. The main body of the report outlines a comprehensive business plan, including a critical evaluation of competition, product concept development, and marketing strategies. It also designs a new food and beverage management system encompassing menu costing, sales promotion, and food production methods. Furthermore, the report addresses planning and operational management issues and highlights the importance of marketing, sales, and promotion for the bakery's success, concluding with a summary of key findings and recommendations.

FOOD AND BEVERAGE
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Industry aims, policy and standard..............................................................................................1
Industry aim............................................................................................................................1
Policy......................................................................................................................................1
Standard..................................................................................................................................1
2. Business plan...............................................................................................................................1
Aim.........................................................................................................................................1
Critical evaluation of competition..........................................................................................2
Product concept, development and marketing........................................................................2
3. Design and systematic a new food and beverage management system.......................................4
Planning and operation management issues...........................................................................6
Current legislation awareness.................................................................................................6
4. Importance of marketing, sales and promotion............................................................................7
Importance of sales promotion...............................................................................................7
Importance of marketing........................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Food and beverage management is encompasses all the key aspect of the industry which
is concerned with the supply as well as services of food and drinks. The present study is based on
Zenith Bakery, which is a small bakery in UK who provide different variety of cake and pastries,
the bakery wants to introduce new vegan pastries and beverages to the consumers at cheap rate
(Rithener and Cahen, Nestec, 2019). Thus, study will describe the business plan which contain
clear aim, product concept and development. Further, report will design new food and beverage
management system that incorporates with menu costing, sales promotion, food production
methods etc. Then report will describe some planning and operational management issues that
zenith bakery may faces and lastly, it describes the current legislation awareness as well.
MAIN BODY
1. Industry aims, policy and standard.
Industry aim
The main aim is to encompasses all of the activities, services and business function
involving for managed better food quality for preparing foods. As well as maximum frequency
of microbial hazard in the food stuff at the time of consumption.
Policy
Food industry policies are designed to influences the various operations to maintain food
quality system within the industry.
Standard
Managed food quality in effective manner by using various food equipment’s at workplace.
Reducing wastage of foods in respective manner.
Those are the policies, aim and standard of food industry.
2. Business plan
Aim
The aim of food industry Is to protect the health as well as safety of customers by
reducing the food related risk. On the other side, The Zenith bakery wants to introduce new
vegan pastries and beverages to the consumers because vegan products are used to promote
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health and also helps to prevent excess weight an also helps to improve the Kidney functions as
well. In UK health consciousness is raising, thus industry aim to provide healthy food and
promote people to consume vegan food.
Critical evaluation of competition
Zenith Bakery is located in highly populated area and situated in central area of London.
Thus, the bakery faces intense competition, such that its main competitor are; Essential bakery,
wild food bakery, Bonnington bakery. In which, Essential bakery is famous bakery because it
provide homey, dog-friendly setting for vegan eating with baked goods, Brazilian flair and vegan
pastries and cakes (Anwar and El-Bassiouny, 2019). Bonnington bakery is a quirky spot in
community gardens for bakery products and candlelight dinners with set menu. Their advertising
and promotional strategy is effective and they have a strong brand name and position in the
market. Thus, it shows that, in that particular location, Zenith bakery have different rivals. Thus,
quoted bakery should provide best and new variety of products to their customers in order to stay
competitive in market.
Product concept, development and marketing
Product concept: For Zenith Bakery, The product concept is to introduce Vegan food
products in pastries and puffs. Zenith bakery target mainly the youngster that are willing to try
new pastries as well as vegan touch in their food. Firm also added new feature in the vegan
pastries that will help to attract the children and other consumers.
Product Development: Product is develop under the following stages, such that: Idea generation: it is the first stage in which, quotes bakery generate the idea and it is
generated by identifying the need of customer as well as determining that people are so
health conscious for their health. That is why, Zenith Bakery want to introduce vegan
food product. Idea Screening: In this stage, the idea is screened in which company seek opinion from
their workers, customers and its competitors and then determine whether the product
should be introduced or not (Ottosson, 2019). Concept development: In this, the company needs to undertake the research in order to
find out potential cost and revenue. For that it is beneficial to use SWOT analysis and
then determine the target group. For Zenith bakery the target group are youngster and
market segmentation should is demographic.
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 Product development: For that, the bakery should not introduce the large amount of
production and rather than it, firm
 Commercialization: In this stage, Zenith Bakery introduce the product to target market
and also uses different promotional technique for launching the new product into market
so that people will let know about the new product introduce by the firm.
Marketing: Zenith Bakery will promote the nutrient level as well as importance of vegan
food for the health benefit. The promotional brochure of the bakery is also focusing on the health
factor. They should smoothly convert the mind of population towards the healthy food that
sound's boring but company will brand their products through various marketing tool such as;
video campaigning, social media marketing, billboards, etc. that promote their adding feature in
the products . It is essential to market the brand with the using of the word “Vegan”.
Consumer trend
People in UK are avoiding junk foods and stepping towards healthy consuming. Mainly
youngster are raising their interest towards healthy eating habits due to obesity and gym habit
among the population. Along with it, mainly all the Cafes and restaurants are providing junk
food and for change the market trend this become an opportunity for the bakery to enter into
new market with healthy food option for the consumers. The trend in UK promoting vegan food.
Last year UK launched more vegan products than any other country and make it the country's
fastest growing culinary trend in 2018 with a market. The trend has been analysed for effective
business plan. The consumer trend analysis is essential to understand that what technique
influence population and what are their demand and need.
Branding and theming
For Zenith Bakery, its tag line will be “Eat Healthy and Stay Healthy” and that is why it
provide the healthy Vegan to their customers which is filled with nutritions and this helps to
sustain the brand image in the market. Apart from this, the firm also based upon the theme of
providing the best quality of healthy foods to their customers especially to youngsters so that it
will help a firm to raise a good image in market.
3. Design and systematic a new food and beverage management system
Management system is the set of polices, process and producers which is used by the
“Zenith bakery” to ensure that it can fulfil all the task which is required for achieving its
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objectives. The food and beverage management system also includes food production methods,
services and quality, menu costing and budgeting, pricing techniques and sales promotion
techniques. This business is also provided the customized products of cake and pastry to
customers as per their requirements.
Food production methods
There are various cake production methods which will used in the business plan. The
food production methods like scratch, mix, thaw and sell, freezer to oven. Moreover, Cook Chill
system of food production will be used. These all are considering the best and effective food
production methods because it helps to ensure better quality of food in every batch. The vegan
pastry is offered by Zenith Bakery specially to diet conscious peoples, so that they stay healthy
and fit (Customer trend in Food Industry, 2019). For that management can used food production
standards like proper equipment’s for chopping and producing foods.
Service and quality
The quality of food is the main factor that plays an important role in promoting growth
and development of the business. Zenith Restaurant is using various controls to ensure the best
quality of pastry and cake. Service methods of the business is an important part for opening new
business like bakery. Bakery provides various services that are as follows:
 Self services is the best services policy. Under this, customers visit the bakery and give
order to buy cake and other vegan products, and they take their order from the counter
and make payment to the Manager.
 Delivery of bakery products is not taken for granted by the customers, and they will
appreciate the efforts of business. Zenith Restaurant also provide free home delivery
services to customers to their home according to the order of clients. It will help to create
extra value for the bakery.
 Under Customized service, customers will provide ideas to the bakery regarding their
needs and demands and then it prepares vegan products for the customers. This method
of service helps to better understand preference of the clients.
For that management have to use standard quality of raw material for producing better quality of
food. As well as understand the needs of customers related to products and services.
Menu cost and budgeting
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As per the calculation, our business idea will help to generate net profit therefore
business will be effective. So business, Zenith bakery is successful idea and outlet for the
business and growth. For managing cost and budget need calculate price of every food and set
price of menu as per finished goods products.
Pricing techniques
The pricing technique is effective and important for starting new business. There are
various pricing techniques that can be used and bakery will select one technique for setting
prices of cake and pastry are as follows:
 Economy pricing is the technique that help to set lower price of vegan products. This
pricing strategy have aim to attract customers by setting lower prices of product. It helps
to sell large volume of products at low price.
 Price skimming is the technique which is used for setting prices as per sales and demand
of the product and services (Bimpikis, Candogan and Saban, 2019). This involves setting
rates high in during in the introducing phases.
 Bundle pricing is generally used by the small business for selling multiple products for
lower rate than consumer.
From the above pricing techniques, Zenith Restaurant will use economy pricing technique for
attract more customers towards the business and its growth. This will help the business to gain
competitive advantage over competitors.
Sales promotion
It refers to those marketing activities which are stimulate the consumer and it is also
designed to used as a short term tactic in order to raise the sales and increase the long term
customer loyalty too. Bakery will use different ways for promoting sales which are as follows:
 Discount is the best method that will be used for promoting sales of vegan products and
beverages in the market. It will help business to attract customers towards cake and
pastry.
 Sampling is the effective way of promoting sales. Under this, Manager of bakery will
provide sample of bakery items to customers. Customers will firstly tests the cake or
pastry and then purchase it.
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With the help of sales promotion techniques, customers will get highly attracted towards
the business. This will help to introduce new product to customers. Discount techniques for
promoting sales of product is the best and effective for the business.
Planning and operation management issues
planning and operation issues which faced by the management of the bakery because all
the preparation is not done in perfect. Some are create issues for the business which are as
follows:
Services sequences
The services sequences refers the order in which bakery manager provide services to
guest from time guest enters and leave. This can create issues for the business in the absence of
knowledge of services. It is the step by step process where manager decides to providing services
to their customers.
Training
Training is the biggest issues by which employees and chef are learn more about their
services and cake produce methods and also various decoration techniques. But it can be issues
for the business because hires are required to give training for the best services provider (Anwar,
Y. and El-Bassiouny, N., 2019). In that bakery manager make sure at the time of hiring peoples
and their skills which are suitable with this or not as per chef of cake and pastry items.
Customers services
The image of the company also depends upon how effective it provide the customer
service. For that, the manager of Zenith Bakery should make sure that it provide the effective
customer services and also provide happy environment as well. Further, they should be make
sure that there is no delay even in home deliveries, thus it creates positive impact upon the
customers and it also leads to attract or gran attention of many customers too (Joutras, 2019).
Current legislation awareness.
There are many legal requirements that is require to consider by the company to
successfully operate and run the business.
Food premises approval:
As Zenith Bakery wants to introduce new products and for that the building should be
pre-approved to open the food products. Under this, Bakery is also responsible to consider the
food safety and standard act 2006 (Theurer and et.al ,2018). Under this, the food premise is
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require to consider the storage temperature, personal hygiene, cooking method, cooling and
storage and reheating.
Pest control regulations for bakery:
It is the foremost requirement of Bakery to pay attention of al the general Food Hygiene
Regulation Act and for that the pest control is mandatory. All the equipment that are used in food
production to serving method should be proper hygienic and the area where the food is stored
should neat and clean so that it will help to reduce the risk of contamination. Therefore, the pest
control will help a business to prevent from damaging and by maintain the effective standard will
also minimize the cost and maximize the profit too.
Licensing and registration:
In order to open a restaurant, it must have Food Hygiene certificate which shows that the
company is aware as well as operating under appropriate food hygiene health and safety
regulations. Further, it should also have a alcohol licence, if the firm is offering any type of
alcohol. Then Zenith Restaurant should also have a PRS for Music licence, if the restaurant play
a music for their customers. Then it must need a legal permission from the relevant copyright
owners.
4. Importance of marketing, sales and promotion.
Importance of sales promotion
The sales promotion is very helpful for the food industry as this will increase the sales.
This is majorly because of the reason that in the sales promotion by the bakery will increase the
sales. This is pertaining to the fact that under sales promotion various kind of discounts and other
attractive offers will be provided to the consumers and this will attract more of the consumers.
Hence, this will increase more of the consumers and as a result of this revenue of the company
will increase.
Importance of marketing
The marketing is referred to as the promotion of the product and services among the
consumers. In the current business world, the competition is at its peak and for this it is essential
for the companies to promote their goods and services with great efficiency. Thus, this is the
major reason behind the marketing of goods and services. Another importance of marketing is
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that this will increase the attention of the consumers as marketing will outline the features of the
product and services and this will increase the consumers for the company.
CONCLUSION
From the above study it had been concluded that the business plan has effective and best
for the business and its growth. This has carried out the aims, evaluation of competitors has
helped to aware about them at the time of business. Methods of bakery products production has
effective and help to make best cake and pastry as per requirement of customers. With the help
of sales promotion manager has able to attract more customers towards the business.
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REFERENCES
Books and journals
Anwar, Y. and El-Bassiouny, N., 2019. Marketing and the Sustainable Development Goals
(SDGs): A Review and Research Agenda. In The Future of the UN Sustainable
Development Goals (pp. 187-207). Springer, Cham.
Baxter, M., 2018. Product design. CRC Press.
Bimpikis, K., Candogan, O. and Saban, D., 2019. Spatial pricing in ride-sharing
networks. Operations Research.
Fuller, G. W., 2016. New food product development: from concept to marketplace. CRC Press.
Joutras, F. E., 2019. Neuromuscular Training Apparatus and Technique. U.S. Patent Application
15/836,265.
Ottosson, S., 2019. Dynamic Product Development (DPD™). In Developing and Managing
Innovation in a Fast Changing and Complex World (pp. 127-168). Springer, Cham.
Page, P. and Ellenbecker, T. S., 2019. Strength band training. Human Kinetics Publishers.
Rithener, B. and Cahen, A., Nestec S A, 2019. Modular beverage dispensing system. U.S. Patent
Application 10/178,925.
Rugman, A. M. and Eden, L., 2017. Multinationals and transfer pricing. Routledge.
Theurer, C. P. and et.al.,2018. Employer branding: a brand equity‐based literature review and
research agenda. International Journal of Management Reviews.20(1). pp.155-179.
Online
Customer trend in Food Industry. 2019. [Online]. Available
Through:<https://www.foodstarsuk.com/commercial-kitchens-for-rent/uk-consumer-food-
trends-2019/>.
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