Consultancy Report: Food and Beverage Sector Analysis for The Fat Duck

This report provides a comprehensive consultancy analysis of the food and beverage sector within the hospitality industry, focusing on The Fat Duck restaurant. It begins with an examination of key trends such as sanitization, social distancing, hygiene, diversified offerings, fast services, ambience, and quality offerings. The report then reviews The Fat Duck's current food and beverage offerings, highlighting its cleanliness, diversified menu, and qualitative offerings, including its signature 14-course tasting menu. The analysis evaluates the impact of new food and beverage trends on consumer choice and spending, considering factors like consumer preferences and market dynamics. Finally, the report offers specific recommendations for improving The Fat Duck's food and beverage offerings to enhance consumer satisfaction, adapt to evolving trends, and maintain a competitive edge in the market. The report emphasizes the importance of adapting to trends and focusing on quality to ensure long-term success.

Consultancy for Tourism,
Hospitality and Events

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................2
Examination of the key trends in the food and beverage sector in the hospitality industry.......2
Reviewing current food and beverage offer of the chosen hospitality business ........................4
Evaluating the impact of new food and beverage trends on consumer choice and spending.....6
Providing recommendations for improvement of their food and beverage offer........................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
.........................................................................................................................................................8

INTRODUCTION
Hospitality is the industry that includes numerous different number of sectors. In all these
different sectors various organisations are working to satisfy the demand of consumers and
earning significant amount of profits (Hospitality Industry: Definition & Overview, 2020). Food
and beverage is the one that lies in hospitality industry. Large number of different businesses
present in this sector includes restaurant, cafe, pubs and bars. The main aim of these all is to
satisfy the demand of consumers to earn significant level of profit. Role of management in same
is important because needed to made changes in offerings and business model on continuous
basis according to recent trends. In case, if anyone not able to made changes then not possible to
gain success. There is frequent number of changes in trends under food and beverage sector and
their adherence on time is must for all different nature of businesses to gain success in market.
Under this sector, trends are not only regularly changing related to product offerings but it does
for all different associated aspects of a business such as business model, ambience, services,
technology and location. It is an obligation over management that focus over all different trends
so able to improve capabilities and power to attract new potential consumers. This is the only
way that will help different businesses under this sector to sustain for longer period of time.
There are numerous number of benefits associated with adherence of regular market trends to an
organisation such as competitive advantage, high brand image, customer satisfaction, long term
relation with consumers and high amount of earnings. The hospitality business taken for analysis
in this regard is named as The Fat Duck. It is one of the finest restaurant that received five
Michelin stars. This has physical market presence in Bray, Berkshire. It is famous in market for
its 14-course tasting menu that features quirky dishes such as nitro-scrambled eggs and a dish
called Sound of the Sea which includes listening to audio as part of the experience and bacon and
egg flavoured ice-cream.
The aspects covering in this report includes examination of the key trends in the food and
beverage sector in the hospitality industry, reviewing current food and beverage offer of the
chosen hospitality business, evaluating the impact of new food and beverage trends on consumer
choice and spending and providing recommendations for improvement of their food and
beverage offer.
1

MAIN BODY
Examination of the key trends in the food and beverage sector in the hospitality industry
Food and beverage sector is the part of hospitality industry. There are are many others
sectors that exist in hospitality industry. The scope of this industry is very high and having
significant contribution within an economy of nation. In all the different sectors, large number of
organisations are working with the aim of satisfying consumer needs and earning significant
amount of profits to continuing business operations in market (Burke and Hughes, 2018). It is
possible to do only in the situation when able to work according to trends and continually
building changes in operations. It is tough to do because changes in trends are occurring
continually. It is an obligation over management that research about them and focus over
arrangement of resources that help in effective adoption of same. The different number of
businesses operating under food and beverage sector includes restaurants, cafes, pubs and bars.
The success and failure of these also totally depends over their ability to build changes and
accepting trends. Currently, the key trends presenting under food and beverage sector includes;
Sanitisation: In the present situation of Covid-19, sanitisation is the most important
requirement to safeguard from the contamination of virus. This is important to adhere by the
each and every business under food and beverage sector because there is large possibility of
contamination to employees and consumers. Any kind of issues in relation to adherence of same
and presence of Covid-19 case leads temporary discontinuation of business that has major impact
over their earning capacity along with brand image in market. Automatically due to the presence
of pandemic situation, business of food and beverage sector is on lowest mark. No one want to
risk their life and avail services that might cause health issues in future. Sanitisation is the only
aspect that present as some source with businesses under this sector to reopen their offerings and
convince consumers that their operations are safe in nature and they never going to be
contaminated in future (Camilleri, 2019). Here, businesses also under obligation that safeguard
the health of their employees and simultaneously paid wages. Now, it is possible in the situation
when they continue the business because earning is the only source of payment to their
employees. Here, sanitisation playing the dual role i.e. safeguarding the health of employees and
provide an opportunity to business to gain attention of some amount of consumers so they can
earn and paid from same same to their employees.
2

Social distancing: This is in trend because of the situation of Covid-19. This is another
technique that will help in safeguarding a person from getting contaminated from the virus if
someone supposed to have same. As per the research ascertained that it is not air borne virus
means not transferring from one to another due to the medium of air. So, minimum difference of
6 feet help to safeguard from bring contaminated from the person who is possibly suffering from
the issue of Covid-19. So, all the businesses under food and beverage sector are needed to made
changes in their business operations to adhere this trend. In case, if they unable to do so then not
allowed to continue the business operations in current period of time.
Hygiene: Hygiene is in trend from the large period of time. Now, it become necessity in
the situation of Covid-19 because this is the only way that help to safeguard from spreading of
contamination in between one to another (Camilleri, 2019). Here, businesses are needed to
maintain hygiene in every different aspect related to business such as food, internal and external
surroundings, furnitures and fixtures, utensils using on regular basis and working staff. Now,
these all business related hygiene aspects are important to attract consumers and continuing
business operations for longer period of time in market. Among all, food hygiene is always first
that mostly preferred by all different consumers. This has huge contribution in direction of
consumers major satisfaction as everyone demanded to eat healthy that do not have any negative
impact over their health in future.
Diversified offerings: Currently, market is low due to the situation of pandemic in all
over the world along with UK. But, before to this, determined that there was trend in mark about
diversified offerings so able to justify the demands of consumers at one place. This adopted by
all as strategy regarding attraction of new potential consumers and retention of existing with
themselves for longer period of time. This help as competitive edge for businesses as they
working in the direction of minimising business activities of other and attraction of new ones on
the basis of their established brand names. In future, the similar will be adopted by all once
everything get back to normal because this is the only option that will help to retain every
segment of consumer (Cooper and et. al., 2018).
Fast services: This was in trend before to the situation of pandemic and ascertained that
will exist when everything get back to normal in future. The reason behind the presence of this
trend is the lack of time with everyone. Secondly, do not like to wait long for availing services.
In this regard, many arrangements were done by businesses like online table booking, digital
3

menu, take away and home delivering. All these are effective in their own areas regarding
satisfaction of the consumer needs and requirements. All the businesses must focus over
improving their services more in terms of all respect like speed and greeting of consumers. This
will have huge positive benefits for businesses to attain success in market along with continuous
level of growth (Arnold and et. al., 2018).
Ambience: This is about the surroundings exist in businesses that have potential impact
over the mind and thinking of consumers. There is huge positive and negative impact of
ambience in selection of the place along with suggesting others to visit the same. Good level of
ambience help in creating positive energy in surroundings that is sufficient in direction of
providing positive experiences to consumers. While, in case of negative ambience, there is no
chance that consumers will ascertain positive experience (Ivanov and Webster, 2019). It only
disseminate negative experiences that resultant into negative publicity of businesses in market.
So, it is important for all businesses under this sector to maintain effective of ambience for
attraction and retention of consumers. In the current period of time, this must be secondary in
nature but in future must help to regain the trust of consumers and attaining competitive edge in
operating positioning.
Quality offerings: This is about providence of quality offerings so all consumers
belonging from different segments will be satisfied. This aspect always has importance in market
and never goes out of trend. This must exist as permanent characteristic among all businesses.
This always has positive contribution in attracting consumers on any point of time like the
current one where business opportunities are lowest in nature and the time when it reaches the
highest level. So, everyone has to focus over establishment of this quality as permanent
characteristic (Korstanje, Raj and Griffin, 2018).
Reviewing current food and beverage offer of the chosen hospitality business
The chosen business in hospitality industry under food and beverage sector is The Fat
Duck. The review regarding its food and beverage offering in current period of time is presented
below;
Cleanest offerings: The restaurant named The Fat Duck has good market image
regarding providence of cleanest offerings. This was the reason that it got 5th rating in Food
hygiene. This clearly depicting that standards are properly adhering by management and staff of
restaurant. Also, they always focus over made changes in their techniques according to trends so
4

able to improve themselves over the period of time. This was the reason that it got 5th rating in
Food Hygiene means very good.
Diversified offerings: This restaurant has belief in provide of diversified offerings so
able to attract and retain all possible different segments of consumers. In offering of same they
do not compromise with quality. This was the reason that positive were undertaken from all over
of the consumers. Also, able to attain good rating over online platforms. This restaurant also has
specialised offering i.e. 14-course tasting menu that features quirky dishes such as nitro-
scrambled eggs and a dish called Sound of the Sea which includes listening to audio as part of
the experience and bacon and egg flavoured ice-cream. It provides dinner and lunch at their
premises along with opportunity to people that celebrate their birthdays, holidays and special
occasions (Mitchell and Teti, 2020). All such aspects positively contribution in the exercise of
business growth and expansion over the period of time and simultaneously help in future to grow
with same rate of speed.
Qualitative offerings: This restaurant as name in market for their qualitative offerings.
This was the reason that it was able to get five Michelin stars. Also, large number of awards are
wining by the restaurant over the period of time includes UK's top restaurants, Squaremeal
award- best UK restaurant, Squaremeal award- restaurant of the year and UK's top 100
restaurants 2018. This clearly depicting all different measures were adopted by restaurant and
continually update themselves according to the time period. This was the reason that able to win
different awards continually over the period of time along with five Michelin stars.
Fast services: The current level of service is quite good and above to the level of other
existing restaurants. Also, staff and management of restaurant is able to provide fast services so
consumers do not wait for longer period of time. This was the reason that it able to create
positive image in market. This determinant has huge contribution in the direction of improving
business of restaurant along with attracting of new and existing consumers (Morrison, 2018).
Good atmosphere and ambience: The ambience of restaurant is good. This was the
reason that it attracts large number of different segment consumers whether it would be families,
couples or business partners. This is the favourite for all because able to connect and ascertain
positive vibes from the place. The ambience is perfect for all because having expertise in
different aspects or activities such as fine dining, fun, luxury, quiet conversation, quirky, unique
5

and widely spaced tables. All these has huge contribution in direction of satisfying different
needs and requirements of consumers (Vogelpohl, 2018).
Evaluating the impact of new food and beverage trends on consumer choice and spending
There is direct impact of food and beverage trends on consumers choice and spending.
This can be understood from the description provided below;
Sanitisation: After the outbreak of corona virus, sanitisation is the first requirement for
everyone to do on regular basis whether it would be individual or an organisation to carrying
further activities. After the long temporary discontinuation of businesses in food and beverage
sector, government allow to carry operations through adopting different level of measures from
which one is sanitisation. Any business who effectively adhere the same will have positive
influence over the choice and spendings of consumer. They will be preferred to visit the place in
which rule of sanitisation is perfectly adhered even they got limited choices or spending large
amount of money (Regan, Park and Chorpita, 2019). This is so because health safety is first and
nobody cares about the expense in front of same. Also, this will help them to safeguard from the
risk of contamination. So, any business under food and beverage sector want to attract consumers
needed to adhere the policy of sanitisation perfectly even it is costly or reducing the profit
margins because aid in creating positive belief among the minds of consumers that they will get
best from the place.
Social distancing: This is the similar kind of trend that exist in market due to the issue of
Covid-19. It is an obligation over the all businesses under food and beverage sector that adhere
rules perfectly otherwise have to face the consequences in from of discontinuation of business or
penalty. This further also having negative impact over brand image of businesses where getting
recognition as not adhering the rules and not cared about the health of consumers and employees.
Here, this trend having impact over consumer chose and spending in the manner that they will
never prefer to visit the place which is not adhering the same or having bad image in market
related to adherence of policies. This is so because health safety is always prime over number of
choices and level of spendings. So, all the businesses under food and beverage sector needed to
focus over adhering all preventive measures including social distancing so able to positively
influence the behaviour and choice of consumers (Saito and et. al., 2018).
6

Providing recommendations for improvement of their food and beverage offer
All the businesses including The Fat Duck under food and beverage sector has to
implement the below mentioned recommendation to improve their business operations;
Regular check-up: All the businesses including The Fat Duck needed to implement the
measure of regular check up of their employees and consumers. This will provide an opportunity
to determine at initial level if someone has health related issues. Also this will provide an
opportunity to create positive image in market where consumers having belief that they will not
contaminated through taking of their services. This level of trust and relation has huge
importance in current period of time to attract consumers and sustain the operations in market at
such tough times too (Timothy, 2018).
Sanitisation: All the businesses including The Fat Duck needed to arrange the system
about regular sanitisation of place on every day basis. Also, they have to focus over
implementing mechanism of hand free sanitising of employees and consumers so they do not
spared contamination to each other. This exercise will have huge contribution in attraction of
consumers along with creating distinctive image (Uysal, Sirgy and Kruger, 2018).
CONCLUSION
It has been concluded from the above report that there is huge contribution of trends
adherence in getting of success in market. It is must for all organisations under any sector or
industry including food and beverage that they ascertain information about current trends and
take measures so able to follow the same. This exercise attached with large number of benefits
such as competitive edge, higher profitability, improved productivity, higher employee
engagement and improved level of customer satisfaction. It is the duty upon management of an
organisation that they research about trends and taking measures that will help to adopt the same.
The current level of trends existing in market includes sanitisation, social distancing, hygiene,
good ambience, fast services, quality offerings and diversified offerings. All these has huge
contribution in stimulating demand about their services along with attraction of new potential
consumers from the different field. Currently, the level of market and business is on lowest mark
due to the impact of Covid-19. But, in future adherence of same will definitely help in improving
business activities.
7

REFERENCES
Books and Journals
Arnold, J. F. and et. al., 2018. Clinical and translational research ethics: Training consultants and
biomedical research personnel. The American Journal of Bioethics. 18(1). pp.57-61.
Burke, R. J. and Hughes, J. C. eds., 2018. Handbook of human resource management in the
tourism and hospitality industries. Edward Elgar Publishing.
Camilleri, M. A. ed., 2019. The Branding of Tourist Destinations: Theoretical and Empirical
Insights. Emerald Publishing.
Camilleri, M. A. ed., 2019. Tourism planning and destination marketing. Bingley: Emerald
Publishing.
Cooper, C. and et. al., 2018. The SAGE handbook of tourism management. Sage.
Ivanov, S. and Webster, C. eds., 2019. Robots, artificial intelligence and service automation in
travel, tourism and hospitality. Emerald Publishing Limited.
Korstanje, M. E., Raj, R. and Griffin, K. eds., 2018. Risk and Safety Challenges for Religious
Tourism and Events. CABI.
Mitchell, C. and Teti, S. L., 2020. Ensuring certified healthcare ethics consultants are competent
to practice. The American Journal of Bioethics. 20(3). pp.24-27.
Morrison, A.M., 2018. Marketing and managing tourism destinations. Routledge.
Regan, J., Park, A. L. and Chorpita, B. F., 2019. Choices in treatment integrity: Considering the
protocol and consultant recommendations in child and adolescent therapy. Journal of
Clinical Child & Adolescent Psychology. 48(sup1). pp.S79-S89.
Saito, N., Ruhanen, L., Noakes, S. and Axelsen, M., 2018. Community engagement in pro-poor
tourism initiatives: fact or fallacy? Insights from the inside. Tourism Recreation
Research. 43(2). pp.175-185.
Timothy, D. J. ed., 2018. Routledge handbook on tourism in the Middle East and North Africa.
Routledge.
Uysal, M., Sirgy, M. J. and Kruger, S. eds., 2018. Managing Quality of Life in Tourism and
Hospitality. CABI.
Vogelpohl, A., 2018. Consulting as a threat to local democracy? Flexible management
consultants, pacified citizens, and political tactics of strategic development in German
cities. Urban Geography. 39(9). pp.1345-1365.
Online
Hospitality Industry: Definition & Overview. 2020. [Online] Available through:
<https://study.com/academy/lesson/hospitality-industry-definition-overview.html>
8