Business Plan and Marketing for The Five Fields Restaurant Expansion

This report provides a comprehensive analysis of food and beverage management, specifically focusing on the expansion of The Five Fields Restaurant. It begins with an introduction to food and beverage management systems, emphasizing their importance in business operations and financial performance. The report then delves into the industry's aims, policies, and standards within the UK food and beverage sector, discussing regulations and guidelines. A detailed business plan for the restaurant's expansion, introducing Indian cuisine, particularly 'Green Coriander rice,' is presented, including cost estimations and forecasting. The report critically evaluates the food and beverage management system, examining food production methods, service quality, menu costing, and sales promotion. Finally, it highlights the significance of marketing, sales, and promotion in attracting customers and enhancing the restaurant's profitability and marketability. The conclusion summarizes the key findings, underscoring the importance of effective food and beverage management for the restaurant's success.

FOOD AND BEVERAGE
MANAGEMENT

INTRODUCTION
Food and beverage management system is crucial to manage business operations and
financial performance of an entity. It is useful for utilizing resources and fund influences its
production and distribution system. Present report is based on understanding several aspects for
expansion of The Five Fields Restaurant through introducing Indian food in terms of Green
coriander rice. It is a wide spread and well known entity which provides variety of food and
accommodation services to a million of people worldwide. In order to this, entity's aim, policies
and standards are discussed to get knowledge regarding its management system. Likewise,
business plan for expansion of the restaurant will be introduced including critical evaluation and
creating predictions on it. Including this, critical analysis on food and beverage management
system is to be identified in this assignment. Besides this, it is to demonstrate usefulness of
marketing and sales promotion for increasing customers for its food and beverages in wide
range.
1) INDUSTRY AIMS, POLICIES AND STANDARD IN FOOD AND
BEVERAGE SYSTEMS
Food and beverage industry of the UK is growing as providing variety of food and
satisfying customers at maximum level. In is related with other sectors of the country as well;
economy, employment, socio-cultural and so on (Shaikh, Maxfield and Cunningham, 2017).
However, it adopts different countries' food and culture as Chinese, Mexican and Indian, etc.
Including this, it aims to use qualitative and secured materials used for preparing meal in
reference of people's health promotion at most. In this regard, food industry's aims of the country
are discussed as below:
Food industry's aim
 To provide fresh and secured food as well as beverage for maximizing customers'
satisfaction.
 To enhance productivity and profitability of nation in context to food industry.
 To build up society's trust with food and beverages on a large scale.
 To establish and maintain healthy relations with other countries in terms of food
production and variety of its services.
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 To increase awareness with different countries' cultures in terms of food for managing
and increasing this sector efficiently.
 To contribute in country's economic growth to develop food and beverage industry.
Policies in terms of food industry of UK
Country's government makes several rules and regulations for social welfare and
managing its food sector (Sungur, Köroğlu and Özkan, 2014). These are based on considering
various nations' culture and health care of an individual. However, policies and norms made for
food and beverage sector of UK are as follows:
 It is essential to provide fresh and secured food to people.
 Government's approval regarding establishment and business operations in food industry.
 Considering workers' protection regarding job and related facilities.
 Following all legal rules and regulations for contacting other nations regarding business
operations.
Standards mentioned in relation to food industry of UK
Standards are provided by those regulatory bodies of UK who work for managing and
controlling its food sector. However, Food and Drink Federation (FDF), Food Information
Regulation are made which amend rules and regulations for food sector of UK. These regulatory
bodies are work for providing information and guidance on secured food production (Wagner
and Meyr, 2015). Similarly, they have control over wastage of food and actions against fraud and
negligence of rules. However, these standards of UK work for public welfare and country's
efficiency in terms of taking care of food and beverage industry.
2) BUSINESS PLAN AND PREDICTION ON OUTCOMES
Decision makers of The Five Fields restaurant are planning for its expansion in range of
increasing food variety as Green Coriander rice. For this purpose, it is needed to analyse all
factors related to customers' choice, culture, used ingredients for the new creation, etc. Including
this, cost incurred in purchasing materials for preparing new recipe, labour cost, ways to
advertise (Ball and et.al., 2015). Therefore, appropriate planning can create for expansion and
encouraging people towards it. However, business plan for the restaurant is created as follows:
Table 1: Business plan for expansion of the Five filed restaurant
Business aim To expand entity in terms of enhancing food
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variety- 'Green Coriander rice'
Product's origin and culture It is an Indian recipe which is to be adopted for the
restaurant's effectiveness and increasing customer
base.
Consumer trends On analysing recent market trends, it is forecasted
that customers will like to demand for the food
variety.
Estimated cost incurred for the new
creation
Approximate £500
Requirements for the expansion Appropriate ingredients, fund, efficient cook to
prepare meal and effective advertising tool to
promote food.
Forecasting On analysing the filed food restaurant's current
business and financial performance is effective as
customers demand for its goods and services as
well as also adopt a new culture.
On analysing the actual business performance of restaurant, it is evaluated that
customer’s demand for variety of food. Including this, large number of people come from
various countries of the world that also demand for several tastes in food. As it is needed to
allocate required materials and fund for expansion of the Five Field restaurant as increasing food
variety (Chathoth, Ottenbacher and Altinay, 2014). Likewise, it is required to prepare budget
including costs incurred in purchasing materials, labour cost, additional overhead, etc. However,
emphasis on customer trend including market position, people's choice, interest and attitude
towards food and beverages is crucial. Therefore, by implementing this above mentioned
business plan will be effective for restaurant's expansion and encouraging people towards its
food on large scale.
On critical evaluation, it is identified that social and cultural trends vary from country to
country. Therefore, it is difficult to attract people and encourage for new variety of food.
Similarly, due to changes in tastes, languages and attitude of people, it remains challenging for
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the restaurant to express uniqueness in food and its quality (Mok, Sparks and Kadampully,
2013). Along with this, changes in environmental factors as market prices, rules and regulations
of countries' government affect demand for food and entity's production system adversely. Thus,
it is required to prepare future oriented strategies and getting marketing of food in consideration
of different countries' culture. It will be effective for enhancing effectiveness and profit level of
the restaurant increasingly.
However, it is predicted that new creation in increasing food variety within the Five Field
restaurant will be succeed effectively. As there will be great demand for 'Green Coriander rice'
on large scale from people in wide range. Including this, restaurant's productivity and
profitability can enhance at higher level also influences market position and competitiveness
(Ball and et.al., 2015). Therefore, this new creation in food services of the restaurant will be
good the entity and increasing economic position on large scale.
3) CRITICAL EVALUATION ON FOOD AND BEVERAGE
MANAGEMENT SYSTEM
Food and beverage management system is essential to analysed on which appropriate
decisions are made regarding further implementations. It includes factors as food production
method, customer service and quality, costing and ways to promote its food and services (Bragg,
Roberto and Harris, 2017). However, critical evaluation on all these factors is essential for the
restaurant and managing its operations effectively. In order to this, analysis on management
system of the restaurant can be evaluated as follows for the entity:
 Food production methods: It includes purchasing materials for preparing meal and
selecting cook who is efficient for the process. Further, prepared food is served to
customers who ordered (Buhalis and Crotts, 2013). However, an effective process is
proceeded for the production of food. On analysing production method of the Five Field
restaurant, it is evaluated that its management is quite effective and workers coordinate
with each other for preparing and serving the ordered food. It is challenging encouraging
workers towards effective contribution in method and promoting its food and beverages
as well. Therefore, it is needed to analyse all the factors and tools for preparing meal,
producing and its promotion as well.
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 Service and quality: Customer dealing services of the Five Field restaurant is needed to
be analysed by which ideas generated regarding satisfying them at maximum level. For
this purpose, customers and market trend in recent time are essential to be analysed in
reference to their social, cultural, income earning and other bases (Chathoth, Ottenbacher
and Altinay, 2014). However, changes in people's attitude, interests affect demand for
food and entity's profitability negatively. Thus, it is required to analyse current trends in
food sector of UK for improvement and influencing other sectors' performance as
economic, employment and so on.
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Illustration 1: Systems of a food service operation
(Source: Food management system, 2016).

 Menu costing and budgeting: Price for variety of food and beverages are different
according to cost incurred in manufacturing and production process. In addition to this, it
is decided as per quality and market trend of the particular food as well (Evans and et.al.,
2017). On critical evaluation, it is evaluated that high price on food and beverage remains
unable for different income earning level people who are unable to afford. Hence, during
determining menu price, it is essential to consider all these determinations as accordance
to people's affordability.
 Sales promotion: It is process of encouraging people towards food and beverages
provided by the Five Field restaurant. In accordance to this, ways to contact with people
and providing information to them are identified (Mok, Sparks and Kadampully, 2013).
As the best technique is selected for promotion in several alternatives as; using social
networking sites, phone contacting, email and so on. Therefore, sales promotion and an
appropriate technique is determined for encouraging people in wide range.
4) SIGNIFICANCE OF MARKETING, SALES AND PROMOTION IN
FOOD AND BEVERAGE MANAGEMENT
Marketing of goods and services is a process of encouraging people towards purchasing
them and taking advantages of it. In this regard, variety of ideas are generated for promotions
and advertising food and beverages of the Five Fields restaurant. For instance; advertisements in
newspaper, magazines, contacting with people through phone calls and using social networking
sites etc. However, good relations can maintain with customers including agents, retails and
other business entities. It impacts on people's attraction towards food and beverages of the
restaurant on which further decisions are made regarding improvements and sustaining its market
position for longer time period (Pedraza and Salgado-Hernandez, 2017). In this regard,
usefulness of promotion of 'Green Coriander rice' through different sources can be understood as
follows: Attracting people towards food in wide range: Services provided by the restaurant are
promoted to spread information regarding the new creation to people on large scale. In
accordance to this, contacts with people are established and maintained for motivating
them towards food services of the Five Fields restaurant. However, it is resulted to
increasing number of people and profitability of the entity at maximum level.
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 Enhancing profit level and marketability: Through promoting variety of food and
effective services, people get encouraged for its services which impacted on its profit
level increasingly (Raj and et.al., 2015). In order to this, its goodwill in market also get
enhanced increases strength to face competition. Thus, profitability and marketability of
the restaurant get increased on large scale.
 Implementing business operations: Expansion of the Five Fields restaurant impacted on
improving its business operations effectively. In accordance to this, various ideas are
generated to adopt innovative technologies and increasing variety in food at high level
(Rama, 2015). It influences productivity and profitability of the restaurant as well
relations with public more efficiently. Including this, demand for 'Green Coriander rice'
will increase in wide range linked with customer loyalty. However, promotion of food
and beverage impacted on entity's performance and effectiveness at maximum level.
CONCLUSION
It is concluded that managing food and beverages is essential for the Five Fields hotel
impacted on its effectiveness and market position at maximum level. In this regard, policies and
standards of UK in food sector are discussed which are related with management and business
performances. In addition to this, business expansion plan for increasing food variety as 'Green
Coriander rice' has been identified to get success effectively. Moreover, related tools and aspects
for expansion of the restaurant and attracting people towards new creation is recognised.
Including this, significance of marketing and promoting food services of the entity is recognised
which impacted on its effectiveness and growth. However, critical evaluation as issues occurred
during expansion of business and enhancing food qualities is described in this report.
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