Report: Managing Food and Beverage Operations - Strategies

This report provides a comprehensive overview of managing food and beverage operations, focusing on the Heathrow Airport Restaurant and Lounge Ltd. It explores different types of businesses within the industry, rating systems, and current and future trends, including the impact of COVID-19, hygiene, and digital technology. The report analyzes how businesses adapt to these trends, examining operational and marketing technologies. It also discusses factors influencing consumer decisions and strategies for attracting and building customer loyalty. The analysis includes a critical evaluation of digital technology's impact on operations and consumer behavior, offering insights into the evolving landscape of the food and beverage sector. The report emphasizes the importance of professional management, legal requirements, and the use of technology to meet business objectives and ensure customer satisfaction.

Managing Food &
Beverage Operations

Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
TASK 1............................................................................................................................................4
P1. Different types of businesses within the food and beverage industry..............................4
P2. Different rating systems used for the food and beverage industry...................................6
P3. The current and future trends affecting food and beverage businesses............................7
M1. How current and future trends are affecting food and beverage businesses commodities
and services to meet business objectives................................................................................8
D1. Critically analyse how different kinds of food and beverage businesses have accepted to
current and future trends.........................................................................................................8
TASK 2............................................................................................................................................8
Covered in PPT.......................................................................................................................8
TAST 3.............................................................................................................................................8
P6. Compare and contrast different operational and marketing technology for a range of
different types of food and beverage businesses....................................................................8
M3. Evaluate how digital technology develops business execution for a range of different
types of F&B businesses......................................................................................................10
TASK 4..........................................................................................................................................10
P7. The factors which influence the consumer’s decision...................................................10
P8. Analyse strategies used in a range of food and beverage outlets to attract and build a loyal
customer base.......................................................................................................................11
M4. Evaluate the effectiveness of strategies utilised in a range of food and beverage outlets to
attract and build a loyal customer base.................................................................................12
D3. Critically evaluate the impact of digital technology both on the operations of food and
beverage business and significant impact it has upon consumer buying behaviour............12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Food production is one of the important activities that involve the preparation of food. Under
this, the raw material are converted into delicious food (Najafi, 2019). The report will talk about
Heathrow Airport Restaurant and Lounge Ltd. Which is a chain of food production in UK In the
report there is discussion about the trend in food and beverage services and the rating systems
inside the business. The importance of professional management and its requirement in the food
and beverage industry is mentioned. Its legal requirements and the standards that need to be
fulfilled while cooking the best quality food. The use of current technology and different
methods used in operations in the industry. The food and beverage sector is also and diverse and
to attract and retain the customers plan of actions is also mentioned. The use of digital
technology has changed the operations and impacted the food industry.
MAIN BODY
TASK 1
P1. Different types of businesses within the food and beverage industry
Business Description Advantages Disadvantages Examples
Restaurants The business of
restaurants are
highly popular
nowadays due to
they are targeting
the audience and
serving them
well. They are
providing quality
service
(Kilibarda,
Djokovic and
Suzic, 2019).
The key benefit
that is associated
with restaurant
business is that
they offer variety
of food options
as well as
suppleness to
flourish their
business and the
target audiences’
as there is great
competition in
the restaurant
The drawback
with restaurant is
that they have to
study the trend of
the market an d
user them to
modernize and
then serve the
customers.
For example,
Aizle is one of
the famous food
and beverage
service provider
in UK market.

and can get good
discounts to their
customers in
easier manner.
Contract
catering
They tend to
provide best and
effective service
to attract the
customers and
retain them.
It improves the
responsibility
and degree of
authority also it
involves to work
in groups.
The working
hours are more
and they have to
work for long
time
continuously and
the nature of
work is also
annoying and the
pay is not
according to the
work.
There are many
services of
catering that
overcome in the
UK markets
within Aramark
is one of the key
name in the
industry.
Casual dining It is one of the
essential form of
food and
beverage service
that is provided
by the restaurants
and which assists
to offer one of
the most
effective and
efficient facilities
to all its
customers.
With the use of
casual dining the
potential
audiences are
attracted towards
their services.
this is a effective
way to provide
the service and
attract more
customers.
This is cost
effective form
that represents
them (Weber,
2019).
In today’s era,
casual dining is a
famous and
various
restaurants
provide this kind
of facility.

As there are different kinds of business that are associated with food and beverage industry that
will remain as rivalry for each other and to compete in the market they make plans and make
research to serve the customers (Bloom, Edman and Ralston, 2020).
P2. Different rating systems used for the food and beverage industry
The rating system is one the most efficient system that is used by organizations such as
restaurant to describe about their quality and build a positive image in front of target audience.
With the use of tools and techniques that assess the degree of exaction through these. Some
countries follow the system of rating and manage them by following all the rules and regulations
that helps to manage the quality of food and beverage (Chen and Voigt, 2020).
Hotel stars- This is one of the most famous method that is used by the restaurants and hotels in
food and beverage industry. The rating is given one to five according to the facilities that are
provided by them. Five rating means the quality service and the high level of satisfaction seen by
customers, four rating means the positive nature and formal services that are provided by the
restaurant. Heathrow Airport Restaurants and Lounges Ltd. Uses this method to create positive
image in front of customers and attract them.
Michelin stars- This is also one of the efficient ways of rating system that is used by industries
and this helps to check the service quality that is provided by restaurants. It only considers one to
their stars to rate the facilities provided. The benchmarks are set and this provides hallmark
which provides best dining facilities. The one star denotes good services provided by the
restaurants and then the two stars shows excellent food services and the three star means they are
providing extraordinary services and effective services (Weber and Saunders‐Hogberg, 2020).
These are the methods of rating that are used by the businesses and that helps to attract the
customers and serve them. The organisations that follow these are more successful and have
competitive advantage in the market.
P3. The current and future trends affecting food and beverage businesses
The food and beverage industry is emerging as a good industry and the needs and demands of
people are ever changing. They have to provide quality service to satisfy the customers and there
is need of understanding their demands. So as to compete in the market they have to regularly
update and serve the customers with innovative products and services (Han and et. Al., 2019).
The current and future trends in relationship with food and beverage industry are as follows:

Current trends- Today everything has changed and things are getting updated. COVID-19 has
changed the patterns of living and the world has faced losses. People are now more conscious
about their health. Hygiene is at priority and they like to visit places that are safe. All the
restaurants are now aware and serving the customers by taking measures in relationship with
Heathrow Airport Restaurants and Lounges Ltd. They are also focusing on the health of
customers and the measures are taken to provide best services to the customers so they are
attracted and this the time when they can build loyal customer base. The things are turning to
worst but the restaurants that will take care of health of its customers will take lead and gain
loyal customer base. The businesses have started taking contactless payments and due to the
virus and this makes the customers feel safe. All this has made positive impact in the minds of
customers and they prefer to visit the organisation (Lodolo, 2020).
Future trends- Many updates haver came and the world is changing so is the future of food and
beverage industry is. The use of artificial intelligence, robots serving food will change the
outlook of businesses. Restaurants have started F&B delivery and that has increased their image
in the market. The time will be saved and this delivery system will satisfy the customers more.
People will focus on hygiene and safety measures so the businesses have to keep the focus on
this also. The robot serving the food is new trend and will be famous and used by all the
restaurants in future. So, to compete in the market the business should regularly make research a
formulate the strategies that will help them to fulfil the needs and wants of customers according
to their demands and make them fully satisfied.
M1. How current and future trends are affecting food and beverage businesses commodities and
services to meet business objectives
It has been analysed that, COVID-19 has changed and impacted the way of living of people and
also the way they use to spent. The food and beverage industry is also impacted due to this. Now
the customer’s don’t focus on then service quality but they want the food to be healthy and
hygienic. The restaurants are moving towards digital payments and that is helping in contactless
payments. The use of technology is also helping business to grow and make use of these will
help the business to achieve success in future (Nirino, Miglietta and Salvi, 2019).

D1. Critically analyse how different kinds of food and beverage businesses have accepted to
current and future trends
By making research and understanding their customer, by taking feedbacks and serving them
according their likes and dislikes the organisation are taking on the trends. The proper used and
understanding of technology is helping them to adopt the current and future trends in the market.
They are providing safe environment to them where they can sit and eat hygienically. The digital
payment mode is also one of the factor that has helped to serve the customers better in todays
time.
TASK 2
Covered in PPT
TAST 3
P6. Compare and contrast different operational and marketing technology for a range of different
types of food and beverage businesses
Considering the industry of food and beverages prominent techniques and tools are helpful in
order to prepare and serve food by earning healthy experience considering the definitive and
potential customer base (Purcidonio, Grillo and Alarcão, 2020). With the help of operational in
marketing Technology restaurant like Heathrow Airport restaurant tends to gain rivalry benefit
which are discussed as below:
Operational Technology Marketing Technology
Operational Technology depict as the
hardware and software that helps in noticing
and bringing positive modifications by
identifying and assessing industrial factors
events and diverse process in order to obtain
best outcome. It is quite beneficial and
efficient in terms of food and beverage sector
by providing one of the best and effective
food services after considering the demand
and wants of customers for stop in present
time the prominent restaurant offers cashless
Marketing is undertaken as the critical
feature in the present scenario in terms of
reaching wide range of customers in an
effective manner. With the help of social
media company can reach towards the
large number of customer base as it tends
to create healthy image among customers
in terms of staying in the competitive
market area by enhancing the policies and
processes in order to move for the
systematic Path to accomplish prominent

transactions in terms of targeting potential
customer base (Tseng and et. Al., 2020).
objectives and goals.
Vacancy in a suitable order in terms of
delivering the particular facility for the
modern world operational Technology plays
an important role rather than taking orders in
the written way as it leads to save cost and
time as well. For this respective company can
use specific form of operational technology in
terms of developing knowledge for their
target market.
Despite from marketing Technology
which should be opted and considered by
the food and beverage industry in order to
distribute suitable information on the
website to acquire wide range of
customers. Prominently offer number of
possible customers in order to get one of
the suitable facilities. In terms of specific
company returns to consider social media
as the complex tool in order to reach
towards the large number of customers
(Sukortpromme, 2019).
M3. Evaluate how digital technology develops business execution for a range of different types
of F&B businesses
Digital Technology plays an important role regarding the enhancement and development of the
overall performance of food and beverages business. In terms of respective restaurant, it is useful
for them to effectively use digital Tools and techniques as management tends to create awareness
regarding the existing and new commodities and services which are provided by restaurant. For
instance, in the company can opt Technology for the manufacturing process considering the
operational activities including digital menu online payment and many more in terms of
marketing their commodities by considering social media and other techniques. It is also helpful
in order to improve overall business performance and accomplish their objectives in suitable
manner (Belyaeva, Rudawska and Lopatkova, 2020).
TASK 4
P7. The factors which influence the consumer’s decision
In terms of food and beverage sector the prominent services play an important rule regarding the
indirect help for the customer determination. In terms of Heathrow restaurant prominently opt

various factors which is helpful in making effective customer determination devising which are
mentioned as underneath:
• Product quality: It is quite important for the customers as they tend to become quite
health conscious on the regular basis. For this the food and beverages sector need to
accept prominent safety and hygiene by making sure effective quality and safety which
are capable to make trust in suitable form.
• Ambience: This factor metal prominently for the food and beverage service industry and
environment regarding the Ambience which is important in order to get attention of large
number of customers in permanent way. For this the prominently make there restaurant
quite attractive with the help of lightning hygiene and safety that leads to create healthy
environment with the help of self development and improvement of company.
• Staff service: Within the food and beverage sector prominent facilities are useful in order
to serve for the staff which is important to offer effective experience to their potential
customers. In terms of Heathrow Airport restaurant their faster wishes and warm
welcome helps in developing friendly relation with customers by welcoming them with
smiling face which is important in order to fulfil the requirements and preferences of
targeted audience (Tsyganova, Tan and Goh, 2020).
Therefore, by considering the above discussion it is identified that these are the critical factors
for food and beverage sector in order to meet the existing and emerging facilities of an
organisation in order to stay competitive in market area.
P8. Analyse strategies used in a range of food and beverage outlets to attract and build a loyal
customer base
It undertakes prominent tactics and strategies which are important for an organisation in order to
stay competitive in the business environment (Tsyganova, Tan and Goh, 2020). In terms of
Heathrow restaurant and food and beverage sector that tends to accept suitable kinds of tactics
and actions to stay competitive in the market. Therefore, it depicts the few tactics which are
useful by considering the sectors in terms of getting attention for the targeted audience.
• Discounting and other offers: Suitable offers and discounts are helpful in order to getting
attention for the enhancement of business development choices for the sector of food and
beverages and it is developed and helpful to gain faith of the customer base. In relation
with Heathrow Airport restaurant to consider time duration offerings considered the

discount to their customers which is beneficial considering the suitable facilities.
Therefore, it is considered as the attractive and effective sector to offer services to the
target audience by staying loyal and competitive in the market.
• Local events: It is essential for the food and beverage sector to develop optimistic
customer base as it is useful in gaining faith and trust of the targeted audience. Besides
this it is identified that introducing new services and products at the time of occasions
and festivals helps in increasing and attracting maximum number of customers towards
the company (Dalia, 2019).
• Email marketing: It is undertaken as the most important section for the food and beverage
sector in order to reach towards the wide range of targeted customers by effectively
organising schedules on the monthly basis. In relation with email address which is most
effective and fastest way to offer information to their potential customers regarding the
offerings of new products and new arrivals in the occasions and also consider information
regarding their offer’s discounts and coupons to their customers. In relation with
Heathrow airport restaurant management considered suitable knowledge and information
to the individuals in order to get effective and desired outcomes.
M4. Evaluate the effectiveness of strategies utilised in a range of food and beverage outlets to
attract and build a loyal customer base
The previously mentioned plan and techniques are essential to get consideration of target
crowds as rebate and offers are profoundly pull in individuals just as impact the purchasing
conduct. In the event that the organization will give rebate and money back proposal to clients, at
that point they take the advantages of administrations of the firm over and over which convert
them steadfast client and upgrading deals and income of the foundation (Tsyganova, Tan and
Goh, 2020).
D3. Critically evaluate the impact of digital technology both on the operations of food and
beverage business and significant impact it has upon consumer buying behaviour
In present time, digital technology makes a successful effect on tasks of food and beverage
business just as buyer purchasing power. On the off chance that the organization use innovation
underway, at that point the firm can deliver items in more compelling way inside less time which
influences the undertaking in hopeful way. Alongside this, by utilizing innovation in online

conveyance, this makes positive and ideal effect on buying power of customers (Mabandla and
Makoni, 2019).
CONCLUSION
Considering the above mentioned report, it is summarised that food and beverages area is
one of the most crucial industry for the monetary framework. Also, it is concluded that
evaluation of the particular taste and inclinations of the intended interest groups are a lot of
pivotal to meet and satisfy clients showing up necessities and needs in idealistic structure. It is
imperative to viably administrate and arrange the food and refreshment offices to offer probably
the best office to focused individuals to hold for long haul period with reason for acquiring
benefit and contention benefits. To administrate quality and obligation, there are a few laws and
enactments to satisfy with change to get potential outcomes. Alongside this, there are such
factors which influence the dynamic of individuals and clients in immediate and backhanded
way. Aside from this, there are assorted arrangement of activities which are basic to get
consideration of client and construct a dedicated purchaser base.