Food and Beverage Operations: Consumer Behavior and Strategies

This report provides a comprehensive analysis of food and beverage operations, exploring different business types within the industry, rating systems, current and future trends, operational and marketing technologies, factors influencing consumer decisions, and strategies for attracting a loyal customer base. It discusses restaurants, cafeterias, pubs, and cafes, along with rating systems ranging from 5-star to 0-star, reflecting customer satisfaction levels regarding food quality and hygiene. The report also examines the impact of COVID-19, the rise of plant-based foods, and the importance of transparency in food sourcing. Furthermore, it compares operational and marketing technologies used in cafes, bars, and restaurants, such as touch screen technology and loyalty programs. The analysis concludes by highlighting key factors influencing consumer decisions, including food quality, staff behavior, value for money, and unique menu offerings, and suggests strategies like offering discounts to build customer loyalty. Desklib offers a platform for students to access this and other solved assignments.

Managing Food and
Beverage Operations

Table of Contents
INTRODUCTION...........................................................................................................................1
PART-1............................................................................................................................................1
Different type of business within the food and beverage industry profiling the business.....1
Different rating system used in this industry..........................................................................2
Current and future trends affecting the food and beverage industry......................................3
Comparison between different operational and marketing technology for the different types of
food and beverage business....................................................................................................4
Factors which influence consumer decisions on the basis of outlets they chose...................5
Strategies which are used for attracting loyal customer base.................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
The services of food and beverage involves the process in which the company present
and conducts the preparation of food to the people. The business of this type of things develop
and provide the things in that manner by which customer will be satisfied with the products and
which is according to the needs of people. In the present time, food and beverage business have
expanded and the services of these type of businesses are different in different areas of world.
The main aim of this type of business is to provide the food and other services to people with the
quality and in a best way(Duong and et. al., 2020). Their main is to satisfy the needs of people
and for this only they provides variety of products in food which meet the environment. The fat
duck is a restaurant which is located in Berkshire, London and was established in the year 1995.
They provide food which is similar to that of French Bistro and the menu is inspired by a
Michelin- starred restaurant in France and the work of Harold McGee. This report will cover
type of business in food industry, different ratings system, current and future trends affecting
food and beverage, different operational and marketing technology, factors influencing
consumer, different strategies used to attract and build loyal customer.
PART-1
Different type of business within the food and beverage industry profiling the business
There are different types of business which entails in food and beverage industry and those are
discussed below-
 Restaurants- A restaurant is an establishment which provides foods to the people and
with this they cover all the variety of food which will be liked by consumers. They
provide foods either with the facility of takeaway or food delivery services. The Fat Duck
is a fine dining restaurant which provides the facility of French foods with the provision
of providing quality of foods.
 Cafeterias- Cafeterias which are also called as canteen provides dishes to people and
these are generally present near the school area, offices or in institution. It is a self
services restaurant in which they provide food according to the likings of customers.
There are counters or the stalls in which the sitting arrangement is made for the people in
which customers can easily order their food(Amos and et. al., 2020). The Fat Duck can
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provide this facility in which they can start their own cafeterias where the chances of
success are huge.
 Pubs- Pubs are bar type restaurant in which they provide drinks and beers to people.
This is a type of restaurant in which people come for taking the beer and with this they
also meals to people and this place is considered to be that for which people comes to
spend their time. If The Fat Duck come under such business programmes then there are
chances of getting good success in this. Pubs have now become very common and
popular in which people come to spend their free time. If the business will establish this
then with the restaurant they will also be having the pub (Oyedijo, Adams and Koukpaki,
2021).
 Cafe- Cafe is a good lounge type place which provides all the type of services which the
customer will want. They provides good ambience with a good music and a place to eat
food. The main aim of such type of places are that in which people can come to enjoy
their time and on the other side they can conduct their business meetings. For the Fat
Duck opening such type of business will be considered as the most important one because
people are shifting towards such thing.
Different rating system used in this industry
Rating system is basically the response of a customer towards the particular product and the
services which the restaurant have provided to them. These rating scales have now become very
important because with this only customer measure the performance of each restaurant or the
food delivery services which is located at their place(Elshaer, 2020). There are different rating
systems which the food and beverage industry uses to identify their performance and to check
that what changes they have to made in context with the rating given to them-
 5 Star- This rating means that the food which has been provided to the customer is great
in quality and also there is considerate focus on the hygiene which is very good. This
rating is the top most and is the best for the businesses also because this helps in making
the image of their business good in the market.
 4 Star- This rating system main focus is on the hygiene that this thing is good and also
the food which has been provided to them is also good. But the hygiene which is
measured in above rating is not that very good.
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 3 Star- In this the customer is just satisfied with the hygiene which they have shown
while serving the food and in the place. They are not very happy it is only that they are
satisfied with the things and services provided to them (Fried and Kastel, 2020).
 2 Star- This rating is considered to be very poor in which the restaurant or any food
business have not given main importance to the hygiene and also the quality of food
which they are providing is not up-to the mark.
 1 Star- This rating is given by customers because they feel that the owner of the business
needs to give hygiene the main priority and most important in them they are not also
satisfied with the food which is provided to them.
 0 Star- This rating means that there is urgent requirement by the business to make some
major changes in the food and hygiene which they are providing to people otherwise this
can hamper the image of a business.
Current and future trends affecting the food and beverage industry
Food and beverage industry have seen a significant growth in the past years but because
of the COVID-19 pandemic this industry was affected the most. People are getting more into
trying new food and the things and the people are also establishing their business because of the
great profit which this industry is giving. This industry have made an innovation in many ways
which is in regard with providing plant based foods because now people are choosing their green
and fresh vegetables as most of the people are going vegan. The Fat Duck is also trying to adopt
such menus as their options because they know that with that there are chances of getting more
success(Ozturkoglu, Sari and Saygili, 2019). From the earlier time and considering the present
time, many things have changed and these changes are in accordance with the pandemic which
has hit the countries and to the people a lot. With the coming of this pandemic people are more
into hygiene food and places and with this they also give importance to the quality of food which
they will be providing to people. With the increase demand of food people now at this time
wants food at anytime and in this case food owners are keeping in mind such factor as they have
to keep the flavours and taste of food intact and better than other places. People are now wanting
the transparency in the things which includes to check the transparency and origin supply of all
the products which they are purchasing. Producers of food are now focussing on the Internet of
things (IoT) and block chain so that they can keep the track of all the things and the finished
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products which are made and with that the environmental conditions which is important to
follow up. Consumers now wants classic flavours which will make their mood enchanting which
is now consumers wants as they now only wants the variety in the food and the flavours which
are provided to them.
Comparison between different operational and marketing technology for the different types of
food and beverage business
Operational technology is that software in which it helps in detecting the change and this is done
by the way of direct monitoring and control of industrial equipment or any event. While,
marketing technology is that which helps in assisting the marketing teams for the work which
they do and this is used mostly for the digital marketing services.
Operational Technology Marketing Technology
Cafes It is the place in which the
transaction is being conducted
by the consumers which is in
general used by every cafes
and for which these methods
are famous (Dayour, and et.
al., 2020).
They take the help of social
media platforms in which they
promote their business and the
products and services which
they will be providing to their
customers.
Bars Touch screen technology is
used by bars for taking the
orders of the customers. It is
just the e-menu which
provides all the information
regarding the availability of
things.
Loyalty programmes is the
best marketing strategy which
is used by them in order to
encourage customers for using
their service(Jie and
Gengatharen, 2019). These
programmes include discounts,
rewards or any other type of
incentives which provides
benefits to customers.
Restaurants They use the methodology of They use the method of
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kitchen robotics in which
customers can choose the
things which they want to get.
making online reservations in
which people can use this
system to make their booking.
Factors which influence consumer decisions on the basis of outlets they chose
There are numerous factors on which consumer decision is dependent and those factors have
been discussed below-
 Food quality- The main factor on which consumer makes the decisions is the food
quality which is provided to them by any restaurant (La Scalia and et. al., 2019) . This is
the main criteria of every customer because they want that the place they visit should be
good and with that it is also important that they are provided with great quality of food
and this will help the business in achieving success.
 Behaviour of staff- The other thing which is looked by consumers is the behaviour of
staff with them. It has been seen that there are some place which provides the great food
but with that they also wants the staff behaviour to be good(Lund-Durlacher and
Antonschmidt, 2019). The reason for this is that if the service provider people will not be
good with the customers then they will not visit the restaurant again.
 Value for money- The other thing which consumer looks is that whether the place and
the food which is provided to them is worth the money. The main reason for this is that
people are now become more informed and they will not make any investment until the
place will be worth for it.
 Unique menu- People search for uniqueness in the menu and with that they also think of
getting variety in the food(Brochado and et. al., 2019). The Fat Duck provides the food
which is having uniqueness in their taste and the prices at which they are made available
is very reasonable and which is worth the money.
Strategies which are used for attracting loyal customer base
There are different strategies which the food owners can use in order to build and develop loyal
customer and those are discussed below-
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 Offer discounts- Offering discounts to people is the best thing which the owners can do
because this is the best and the successful one in which the customer base increases. This
is the main thing which every business also do to increase their sales and also the
customers in their place(Wu, Mohammed and Harris, 2021).
 Encourage referrals- Referrals is the promotion technique in which businesses provides
some rewards to those who give the refer to other person. This is the common strategy
which is used by them in order to gain more customers.
 Ask for feedback- This is also the important step in order to gain more customers
because asking feedback provides the customers with good view about the business. This
provides them the ways and information that which changes they have to make and how
they can do it(du Monde and Beignet, 2019).
PART-2 COVERED IN PPT
CONCLUSION
From the above report it can be concluded that food and beverage business is considered
to be the most important part of hospitality business. The business always tries to develop that
food product which is according to the trends in market and which will be liked by the
consumers a lot. This business is seen from the perspective of consumers and on the basis of that
only they develop all of the strategies and plan their activities.
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REFERENCES
Books and Journals
Amos, N.B. and et. al., 2020. Lean manufacturing and production efficiency of the food and
beverages sector in Nigeria. International Journal of Advanced Operations
Management. 12(4). pp.330-350.
Brochado, A. and et. al., 2019. Airline passengers’ perceptions of service quality: Themes in
online reviews. International Journal of Contemporary Hospitality Management.
Dayour, F. and et. al., 2020. Managing the COVID-19 crisis: coping and post-recovery
strategies for hospitality and tourism businesses in Ghana. Journal of Hospitality and
Tourism Insights.
du Monde, C. and Beignet, C., 2019. Hospitality students experience industry through hands-on
involvement.
Duong, L.N. and et. al., 2020. A review of robotics and autonomous systems in the food
industry: From the supply chains perspective. Trends in Food Science & Technology.
Elshaer, A.M., 2020. Analysis of restaurants’ operations using time-driven activity-based costing
(TDABC): case study. Journal of Quality Assurance in Hospitality & Tourism, pp.1-24.
Fried, G. and Kastel, M., 2020. Managing sport facilities. Human Kinetics.
Jie, F. and Gengatharen, D., 2019. Australian food retail supply chain analysis. Business Process
Management Journal.
La Scalia, G. and et. al., 2019. Reducing waste and ecological impacts through a sustainable and
efficient management of perishable food based on the Monte Carlo
simulation. Ecological Indicators. 97. pp.363-371.
Lund-Durlacher, D. and Antonschmidt, H., 2019. Towards a Framework for Sustainable and
Responsible Food Operations. Corporate Sustainability and Responsibility in Tourism:
A Transformative Concept, p.327.
Oyedijo, A., Adams, K. and Koukpaki, S., 2021. Supply chain management systems in Africa:
insights from Nigeria. In Business in Africa in the Era of Digital Technology (pp. 121-
140). Springer, Cham.
Ozturkoglu, Y., Sari, F.O. and Saygili, E., 2019. A new holistic conceptual framework for
sustainability oriented hospitality innovation with triple bottom line perspective. Journal
of Hospitality and Tourism Technology.
Wu, Z., Mohammed, A. and Harris, I., 2021. Food waste management in the catering industry:
Enablers and interrelationships. Industrial Marketing Management. 94. pp.1-18.
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