Heathrow Airport Restaurants: Food and Beverage Management Report

This report provides a detailed analysis of Heathrow Airport restaurants, covering various aspects of the food and beverage industry. It begins by exploring different types of businesses within the airport, including Italian coffee shops, seafood bars, and family dining options, along with their respective rating systems. The report then delves into current and future trends in the industry, such as changing consumer food habits, sustainability, and the influence of food labels. Furthermore, it examines customer behavior and motivations, considering individual, economic, and environmental factors that influence dining choices. The report also discusses strategies employed by restaurants to attract customers, including unique selling points, parking availability, and accessibility. Finally, it evaluates the use of technology in improving operational efficiency and building a loyal customer base. The report is based on the assignment brief for a Higher National Certificate/ Diploma in Hospitality Management, focusing on managing food and beverage operations.

Running head: HEATHROW AIRPORT RESTAURANTS
HEATHROW AIRPORT RESTAURANTS
Name of the Student:
Name of the University:
Author Note:

1HEATHROW AIRPORT RESTAURANTS
Activity 1
Demonstrating F&B Industry Knowledge:
The food and beverage industry deals with all sorts of food items. It also includes the
beverage items and the pet food items. A more proper definition of the food and beverage
industry includes the whole making and delivering process of the food and beverages. The
whole process, starting form the manufacturing and the processing and distributing, to the
retail services and the catering, all are included in the process. The food and beverage
industry is one of the most complex industry, as the industry deals with a complex and a
variety of flavours, catering the needs of the world consumers (Goode et al. 2013). The
modern food industry is using the research and development team rigorously to expand the
variety within the industry.
The Heathrow Airport Restaurant includes a various types of businesses. The various
businesses within the endeavours of the business house includes,
Italian Coffee and Dishes, and the organization has kept is authentic. The business
chain includes, Ca’puccino and Caffe Nero and the Carluccio’s, which is especially
known for its exquisite and authentic Pasta.
The airport also includes businesses related to the seafood and the Prunier Caviar, and
is known to be the producer of world’s most famous Prunier Caviar and Balik
smoked Salmon. The chains are, the Caviar House Oyster Bar, Caviar House &
Prunier Seafood Bar.
The restaurant also includes soft drink, exquisite coffee services, and both hot and
cold beverages, fresh fruit drinks. Therefore, the chians that include these are, Costa,
EAT. These chians also include regular and small snacks like sandwiches, pasta,
French fries and the like.

2HEATHROW AIRPORT RESTAURANTS
The restaurant also has a chian that includes and provides the services of both hard
and soft drinks, and the soft drinks, include both hot and cold beverages. They also
keep seasonal fruit juice. The chains include, Fortnum and Mason Bar, and Giraffe
Shop. These chains also include a variety of sea food and shell fish.
The restaurant also includes family dining options, with exquisite Asian and European
dishes. The most important aspect of their food is that they keep it complete authentic.
The Gordon Ramsay Plane Food is one of the most popular dining chain of the
restaurant house.
The restaurant chain also provides low fat and low carbohydrate containing food, and
Itsu and Pret a Manger and Leo, are three of the best food chains of the restaurant,
that offer healthy and organic and home- made food.
The restaurant also includes exquisite French restaurants with authentic French food
and beverages. La Salle is one of the most famous food chains of the restaurant house.
It also include an authentic British food house Pilots Bar and Kitchen, which makes
the authentic English breakfast and English food.
Rating Systems:
The food hygiene rating scheme, is the standard food rating policy, that are used in the
restaurants. The food rating system aims to rate the food quality of the restaurants, food
joints, take away and aims to provide the customer an understanding of the food quality and
the ambience and the service system of these restaurants and the food joints. It also helps the
organization to understand about their market positioning. It has 0 to 5 scale, with 0 being the
lowest and 5 being the highest of the scores. However there are other rating policies systems
as well (Hawley et al. 2013).

3HEATHROW AIRPORT RESTAURANTS
One Star refers that a restaurant is dirty, unhygienic, and the service quality of the
organization is also very poor.
Two star refers to the fact that a restaurant with average food quality and affordable
price structures.
Three star refers to a restaurant house having a quality service with certain attached
unique services or facilities.
The four star determines that a restaurant is having separated services and has an
outside cuisine and the dishes, the ambience and the tools and accessories are
carefully chosen and distributed.
A five star restaurant requires a tour of the cuisine, and it has separated areas, based
on the food types. The Bar area is provided with special attention.
Heathrow Airport Star Rating
Costa 3.5
Ca'puccino 3
Oyster Bar 5
The Rating systems of the restaurants are determined by the quality of the food, and
the mentioned rating structure determine the quality of food of the restaurant. These numbers
are put in the form of stars, as the stars are more attractive and is a popular symbol. The
ratings of the restaurant usually appear in the guide books, and also in the magazines and the
newspapers. The restaurant follows the Michellin Series which is one of the best known
guides for restaurant rating.
Current and Future Trends in the Industry:
In the modern globalised world, change is inevitable and the only stable factor, and it
affects all sorts of industries. Therefore, the food and beverage industry is also in influx and

4HEATHROW AIRPORT RESTAURANTS
continuously changing. Therefore, the changes in the industry has created certain trends
within the industry. Therefore, some of the current trends that are visible in the industry have
been included in the following.
Firstly, the food habits of the consumers have been changed. In the modern age, when
everyone is busy, and much active during the whole day, and the daily activities of the people
are changing, therefore, the food habits and the requirements of the food, have also seen to be
going through a change. It is observed that the major focus of the market is on the Snacking
industry. The modern consumers are much concerned regarding their health and they are
opting more, for the snack items, as they are consciously keeping the sugar laden items out of
the items. Especially the high protein bars are much in demand (Huang et al. 2017).
Sourcing and Sustainability:
The sustainability approach of the ingredients have a profound impact on the
consumers. It is observed that the customers have the orientation or they are keen to know
about the origin of the products. This approach also refers to scrutinizing the manufacturing
and the supply chain process. The IFIC study have documented that almost 66% of the
consumers have the orientation to know about the manufacturing process of the products, and
hence there is a rise in the demand for the organic products (Miguel et al. 2013).
Food Factors:
Not two years ago, the consumers wanted food that would provide them health
benefits, but in the recent times, the demand among the consumers is regarding the food
items that would provide them a longer and healthier life (Dominguez. 2013). The recent
research reports have shown that there is an increased demand regarding the high protein
diets, fibre enriched food items and food with anti- ageing beneficiaries.

5HEATHROW AIRPORT RESTAURANTS
Food Labels and Consuming Patterns:
A recent published report has pointed out that there is a pattern present among the
consumers when it comes to their food habits. The market researchers have established the
fact that the consumers are drawn to a particular item depending upon the names of the food
and the ingredients used in the making of the same. The research has upheld the fact that the
customers prefer a bold named food item, with unique flavours and multisensory experiences.
The research has also established the fact that the consumers are tended to buy the food,
whose ingredient are identifiable to them (Popkin and Hawkes. 2016). The texture and the
flavour of the product is also a major factor that determine the buying habit of the consumers.
Also, according to the researchers, the removal of the artificial ingredients and putting in, the
organic ingredients, or the natural alternatives, also work as a drawing factor for the
consumers.
Activity 2
Analysis of Customer Behaviour and Motivations:
Understanding the consumer behaviour regarding their choices of food and restaurants
is an important topic of analysis for the market analysts and the food and beverage business
houses. These factors are three folded, including the individual, economic and environmental
factors.
Individual Factors: The individual factors include the individual preferences of food. One of
the most important factor that determine the food habit or the decision of an individual is the
choice of taste. It is often seen that a Chinese lover is likely to know the best Chinese food
joints in the city. Another important factor that determine the individual factor is the choice
of habit (Kemp. 2013). That is, if a person has a certain habit the person will go beyond his or
her choices of food. For example, if a person is high maintenance about the cleanliness and

6HEATHROW AIRPORT RESTAURANTS
the hygiene, then the person will opt for a take away or a restaurant that focuses on these
aspects.
Economic Factor: It is often seen that the choices of the restaurants are often driven by the
economic conditions of the individuals. It simply refers to the fact that the choices of food
and the choices of places done by the individuals depend upon their monetary conditions, and
their income. However, this particular situation is applicable for their decisions of choosing
the restaurants, however their daily food consumption habit is not much driven, by their
income status, that is, in daily lives, people mostly opt for the food items that they are
habituated with, and increase in the price of those food items do not have a huge impact on
their daily food habit (Grunert, Hieke, and Wills. 2014).
Environmental Factors: The choices of food and the food habits are much influenced by the
environmental factors. The genetic background of an individual determines the food
preferences. For example, if either of the parent of an individual is a sweet tooth, then it is
likely that the individual will also be a sweet tooth. Another environmental factor
determining the choice of food for an individual is the surrounding and the influence of other
people. For example, the peer group is an excellent factor that determines the food habits or
the food preferences of an individual (Grunert, Hieke, and Wills. 2014).
Factors Affecting the Choices for Choosing a Restaurant:
The Restaurant culture is one of gifts or practices of the capitalist societies. Therefore,
there are certain factors that affect the choices of an individual while deciding for a
restaurant.
 First is the visibility and the popularity of the place. The individuals are likely to opt
for a restaurant that is essentially popular. Also, the uniqueness, of the restaurant,
considering the decorum of the place, the historic factors attached the place or the

7HEATHROW AIRPORT RESTAURANTS
outlook of the place, all contribute in the decision making process for the individuals
while choosing for a particular food joint (Duarte Alonso. 2013).
 Secondly, the availability of parking area near the food joint is another major factor
that affect the choices. Parking has become a mandatory criteria for anyone to go and
choose for a restaurant (Duarte Alonso. 2013).
Accessibility is another major factor for the individuals to choose for a food joint.
People are likely to go to a nearby place, to eat lout, or in case of choosing a place that is a far
from their house, it is likely that they will choose a place which is easily accessible and a
place which I really easy to commute (Duarte Alonso. 2013).
Strategies to Attract Customers:
The marketing strategy is the most important factor for a business house dealing in the
Food and Beverage industry, as the industry is positioned with increasing competitions.
Therefore, the basic strategies that all the business houses follow, are,
Stepping into the Market with an USP:
The unique selling point (USP) is believed to be the most crucial thing for marketing
strategy as per the market analysts, and this is applicable for all industries and for all forms of
products. Even for the restaurants, having an USP, is a major factor, and it can be set by
including a tagline, or an outlook (Rahimi and Kozak. 2017). These are the two best tools.
Packaging or Outlook:
The packaging of the products are very important, especially, in the modern world,
where every decision is affected by the way a product or a food joint or a shop looks (Rahimi
and Kozak. 2017). Therefore, the outlook or the shop or the packaging of the products are
very effective marketing tool.

8HEATHROW AIRPORT RESTAURANTS
Brand Positioning:
Positioning of the products and the food joints is also another effective factor for the
business houses. Before launching a product or a food joint, the segmentation analysis and
the competence analysis of the products and the businesses are important to be done, in order
to include effective strategies that will affect their brand and selling position (Rahimi and
Kozak. 2017).
Strategies to Maintain Loyal Customer Base:
In order to conduct a good business and to build a loyal customer base the companies
must include certain strategies that will help them to build a loyal customer base. These
strategies include,
 Giving extra perks to the customers, or plan for special offers or free gifts for the
members or the potential customers, in order to ensure their stay with the
organization, for a long time.
 Asking for feedbacks, from the customers is another way to build a loyal customer
base.
 Another way of acquiring a loyal customer base is to sending personalised
notifications to each of the customers. This way an organizations can increase the
customer base as well as can involve the customers into the business process.
 Also, the business houses must maintain their quality to ensure a loyal customer base
(Tanwar. 2013).
The strategies that each of the industries include, are included in a way that can impact on
the marketing and the profitability of the organizations. The marketing approaches and the
strategies that are to be employed to increase the customer base and to gain a loyal customer
base should be maintained.

9HEATHROW AIRPORT RESTAURANTS
In this notion, it is important to mention that, the technological tools are one of the
most effective and important way to retain the customers. The online platforms are the easiest
way to reach to the customers and is the best place to market the products and services. Also,
the technological tools and the online platform are one of the most important way to analysed
the competency level (Saleem, Rahman and Umar. 2015). As our lives are essentially
becoming more digitized, therefore, the technology is the best way for the organizations to
reach and influence the customers.
Activity 3
Operational and marketing Tools Used by Industry:
To gain a competitive edge within the society, it is much important to employ an
effective operational and marketing plan, and following are two of the most applied strategies
followed by organizations.
At the operational level, the organizations are really taking into changes in their
supply- chain management system. The organizations have included the Flow-through
Sortation, whereby, they are focusing on the distribution centred, sequenced, and staged
process of re-shelving the products quickly and on the same day. It is made an automated
process, where the supply chain is thorough and quick and automated (Needles. 2015).
Heathrow Airport Restaurant is one of the major industry that have included that.
Another operational change that has been included is the inclusion of an e-commerce
industry, where the whole process supply and demand and productivity and delivery is
updated automatically and the whole system and process is transparent (Legrand, Chen and
Sloan. 2013). Heathrow Airport Restaurant is one of the major industries who have included
this. They have a diversified product range, therefore, the inclusion of the e-commerce
industry has made things much easier for them to operate.

10HEATHROW AIRPORT RESTAURANTS
Usage of the Digital Technology:
The inclusion of the digital technology into the operational system have been done
through the following steps,
 Digitizing and automating the whole operational process.
 Including applications to empower the management or the official personnel.
 Creating online platforms to reach the customers and to provide solutions instantly
and online.
 Providing online solutions to understand the operational systems of the organizations
and also to create an application that will make the whole thing easy (Carins. 2013).
These are followed by the Heathrow Airport Restaurant, as the digitization process is easily
manageable, transparent and accessible.
Activity 4:
Docklands Academy London’s Partner Restaurants
In a recent visit to the Haz Restaurant, which is partnered with Docklands Academy,
it was found that the organization is doing excellent well in business. The Turkish restaurant
has not only maintained the authenticity in their food but also has maintained the quality of
the food. They also provide a great service to its customers, maintaining all the etiquettes and
all the service behaviours that must be mentioned in the hospitality service. It is a dining
restaurant, and the food that are made are made with the fresh ingredients. The work ethic
and the employee behaviour is also maintained. The table services and the bar services also
follow the courteous manner. Also, the cuisine house maintains the ethicality in the business.
However, the unique feature of the house, is that it has a different management team to deal
with the customer services and the customer requirements, and the two business system are

11HEATHROW AIRPORT RESTAURANTS
run within the same organization, separately, but by the same administrative and senior
management team.
Professional Food & Beverage Service Standards: Checklist and Questionnaire
Form
Food Service Skills:
What are 5 skills that an effective Restaurant Supervisor or Restaurant Manager must
have in order to run an efficient business?
 Significant Work Experience.
 Strong work knowledge.
 Strong leadership skills.
 Decisive and critical thinker.
 Ability to use the management software.
What are 5 important skills for maintaining standards and projecting a professional image
in the F&B industry?
 Cultural Awareness.
 Multitasking Skills.
 Communication Skills.
 Language Skills.
 Professionalism.
 Team Work.
Beverage Service Skills:
What are 3 different types of beverage service encounters?
Counter service; Velvet service; Tray service.

12HEATHROW AIRPORT RESTAURANTS
What are 3 pre-service and 3 post-service duties?
Pre- services:
 Make sure no glasses are cracked, spotted or chipped.
 Make sure the correct sets of glasses have been placed.
 All the glasses are shining.
Post- services:
 Checking if a refill is needed.
 Cleaning the glasses and the bottle in a courteous manner.
 Cleaning off the table.
Equipment Management Skills:
How should equipment be cleaned and maintained pre- and post- service?
Pre- Service: Dipping into hot water.
Post- Service: Dipping into water; Cleaning with Dish washer; Rinsing off with water.
Why is it important that equipment should be cleaned and maintained?
To ensure the hygiene and food safety.
Legal and Regulatory Requirements:
What are the legal requirements and regulatory standards in connection with the cleaning
and maintenance of equipment that Food & Beverage service outlets must comply with?
Legal requirements in food and beverage industry are, Nutrition Labelling and Education Act
of 1990, and Food Safety Modernization Act of 2010.
The regulatory standards include, Food and Drug Administration, Federal Trade
Commission, and the United States Department of Agriculture.

13HEATHROW AIRPORT RESTAURANTS
What are some of the other the legal requirements and regulatory standards that Food &
Beverage service outlets must comply with?
Other legal requirements to comply with are, Legal Issues in Food Industry, Consumer
Product Safety Commission, Department of Health and Human Services, Egg Products
Inspection Act, and Exporting Food Products from the United States.
What are the implications of failing to meet the legal and regulatory requirements of Food
& Beverage standards in terms for overall operational performance?
If an industry fail to meet the industries, then there can issues with Licensing, and Labour
Law Poster. Also, there can be quality issues and wage problems.
References:
Bresciani, S., 2017. Open, networked and dynamic innovation in the food and beverage
industry. British Food Journal, 119(11), pp.2290-2293.
Cairns, G., 2013. Evolutions in food marketing, quantifying the impact, and policy
implications. Appetite, 62, pp.194-197.
Dominguez, H. ed., 2013. Functional ingredients from algae for foods and nutraceuticals.
Elsevier.
Duarte Alonso, A., O'neill, M., Liu, Y. and O'shea, M., 2013. Factors driving consumer
restaurant choice: An exploratory study from the Southeastern United States. Journal of
Hospitality Marketing & Management, 22(5), pp.547-567.

14HEATHROW AIRPORT RESTAURANTS
Goode, K.R., Asteriadou, K., Robbins, P.T. and Fryer, P.J., 2013. Fouling and cleaning
studies in the food and beverage industry classified by cleaning type. Comprehensive
Reviews in Food Science and Food Safety, 12(2), pp.121-143.
Grunert, K.G., Hieke, S. and Wills, J., 2014. Sustainability labels on food products:
Consumer motivation, understanding and use. Food Policy, 44, pp.177-189.
Hawley, K.L., Roberto, C.A., Bragg, M.A., Liu, P.J., Schwartz, M.B. and Brownell, K.D.,
2013. The science on front-of-package food labels. Public health nutrition, 16(3), pp.430-
439.
Huang, H.W., Wu, S.J., Lu, J.K., Shyu, Y.T. and Wang, C.Y., 2017. Current status and future
trends of high-pressure processing in food industry. Food control, 72, pp.1-8.
Kemp, S.E., 2013. Consumers as part of food and beverage industry innovation. In Open
innovation in the food and beverage indus
Kunkel, D.L., Castonguay, J.S. and Filer, C.R., 2015. Evaluating industry self-regulation of
food marketing to children. American Journal of Preventive Medicine, 49(2), pp.181-187.
Legrand, W., Chen, J.S. and Sloan, P., 2013. Sustainability in the Hospitality Industry 2nd
Ed: Principles of Sustainable Operations. Routledge.
Martinez, M.G. ed., 2013. Open innovation in the food and beverage industry. Elsevier.
Miguel, Â.S.M., Martins-Meyer, T.S., da Costa Figueiredo, É.V., Lobo, B.W.P. and
Dellamora-Ortiz, G.M., 2013. Enzymes in bakery: current and future trends. In Food
industry. IntechOpen.
Needles, A., 2013. Social media use in the restaurant industry: A work in progress.

15HEATHROW AIRPORT RESTAURANTS
Popkin, B.M. and Hawkes, C., 2016. Sweetening of the global diet, particularly beverages:
patterns, trends, and policy responses. The lancet Diabetes & endocrinology, 4(2), pp.174-
186.
Rahimi, R. and Kozak, M., 2017. Impact of customer relationship management on customer
satisfaction: The case of a budget hotel chain. Journal of Travel & Tourism Marketing, 34(1),
pp.40-51.
Saleem, S., Rahman, S.U. and Umar, R.M., 2015. Measuring customer based beverage brand
equity: Investigating the relationship between perceived quality, brand awareness, brand
image, and brand loyalty. International Journal of Marketing Studies, 7(1), p.66.
Santoro, G., Vrontis, D. and Pastore, A., 2017. External knowledge sourcing and new product
development: evidence from the Italian food and beverage industry. British Food
Journal, 119(11), pp.2373-2387.
Tanwar, R., 2013. Porter’s generic competitive strategies. Journal of business and
management, 15(1), pp.11-17.