Analysis of Food and Beverage Operations: Arden Marriott Hotel Report

This report provides a comprehensive overview of the food and beverage operations at the Forest of Arden Marriott Hotel and Country Club Birmingham. It delves into the hotel's background, types of operations, and modes of operation, highlighting its commitment to providing premium services such as indoor pools, fitness facilities, and various dining options, including the Cast Iron Bar and Grill and Zest Restaurant. The report examines the hotel's marketing efforts, encompassing both traditional and digital channels, and details the health and safety measures implemented to ensure smooth operations. Furthermore, it analyzes the continental breakfast menu, emphasizing menu engineering and the consideration of customer preferences. The report concludes with a summary of the findings and references relevant academic sources, offering valuable insights into the hotel's strategies and practices for students.

Food and Beverage
Forest of Arden Marriott Hotel and Country Club Birmingham

Table of Contents.
 Hotel Background
 Types of Operations
 Modes of operations
 Marketing Efforts
 Health and Safety Efforts
 Conclusion
 References

Hotel Background
 The hotel known as Forest of Arden Marriott Hotel and Country Club Birmingham is located near
Solihull, in the West Midlands, sheltered between Birmingham and Coventry and is accessible to
the customers by means of car, trains or aeroplanes.
 The hotel is an ideal destination for business and personal purposes as is located within a lush
expanse of more than 10000 acres of archaic pastures where local wildlife frequently flock
towards.
 Forest of Arden Marriott Hotel and Country Club Birmingham hotel is situated 6kms away from
the Birmingham Airport and the National Exhibition Centre located in Solihull.

Types of Operations
 In order to distinguish itself from amongst its competitors, the Forest of Arden Marriott Hotel and Country
Club Birmingham also provides various premium services to its customers in order to better accomodate them
and their lifestyles. The hotel houses an indoor pool for the leasurement of its customers that it cleans and
maintains with chlorine regularly.
 The hotel also incorporates a well built fitness facility within its premises for customers to make use of,
equipped with the latest premium fitness equipment.
 Forest of Arden Marriott Hotel and Country Club Birmingham has also employed a fitness trainer to overlook
customer's fitness development in their gyms in order to ensure the customers follow prescribed industry
methods and practices and avoid accidental injuries.

CONT.
 To cater to the customers eating and drinking preferences, the Forest of Arden Marriott Hotel and
Country Club Birmingham hotel houses its own dedicated bar/lounge through which customers can
avail 24 hours room service.
 The hotel also shelters a restaurant that won the AA Rosette award winner within its premises called
Cast Iron Bar and Grill which happens to overlook the golf courses and provides sights of pristine
landscapes along with delicious dishes.
 There is also a rooftop restaurant called the Zest Restaurant operating within the Forest of Arden
Marriott Hotel and Country Club Birmingham's premises. In addition to these outsourced
restautrants, the hotel also provides a choice daily between full buffet and continental breakfasts to
its customers through its own kitchens.

Mode of Operations
 As the Forest of Arden Marriott Hotel and Country Club
Birmingham is a private hotel and operates in the commercial
food service markets, all its operations are primarily focused on
generating profits for the business. For its food and beverage
operations the hotel employs a combination of the self operated
and outsouring methods.
 Self operated management operation allows owners and
management of a hotel or business establishment to look after the
food and beverage operations of the business by themselves,
irrespective of the scale of their operations involved.

CONT.
 Outsourcing management operation allows owners and management of a business establishment or
hotels to enter into a strategic alliance with dedicated restaurants or fine dining establishments in order
to let them take care of the food and beverage operations on behalf of the hotel, while operating within
the hotel's premises.
 Outsourcing is a great way for inexperienced culinary hotels to reduce the risks involved in their food
and beverage operations and increase their customers satisfaction, productivity and profitability.
 For example, the Forest of Arden Marriott Hotel and Country Club Birmingham hotel has also
outsourced the onus of providing its customers with fine dining cuisines to privately owned restaurants
within its premises such as the AA Rosette award winner- Cast Iron Bar and Grill restaurant and the
Zest Restaurant respectively.

Menu and products
 The continental breakfast menu given below is created and engineered by Forest of Arden Marriott Hotel and
Country Club Birmingham's kitchens themselves in order to maximise profits and keep their customers
satisfied. It is a combination seasonal and daily type of menus, as it takes into account the current season and
weather around the hotel in an attempt to better service the hotel's upper sectional customers and changes
seasonally.
 The signature breakfast dishes change daily in an effort to keep customer's choices from stagnating, while the
dishes in local section integrate local produce and are subject to their availability. As the majority of
customers staying at Forest of Arden Marriott Hotel and Country Club Birmingham hotel are primarily of
European origins, the menu has been strategically engineered to incorporate the demands and preferences of
these local customers which the restaurant services regularly.

CONT.
 The menu takes into account the cultural and culinary preferences of its
target audience by offering a plethora of traditional European breakfast
options.
 The menu also takes into account the growing health conscious trend
amongst customers and addresses it by offering choices of traditional
cereals, fruits and yoghurt preparations to better satisfy customers.
 The menu also details the customer's on information about ingredients
used while preparing various dishes in the menu, so that they can make
an informed decision on the type of dish they choose to order.
 Individual prices of dishes have also been decided by using the
principles of implementing menu engineering, pricing popular dishes
aggressively while decreasing price of other menu dishes, in order to
increase overall profits of the hotel.

Marketing Efforts
 The Arden Marriott Hotel and Country Club Birmingham employs multiple types of
different marketing schemes in order to effectively market their operations to the widest
potential consumer base possible. It makes use of both traditional marketing ways and non
traditional digital marketing tools to achieve its marketing objectives and goals.
 The Arden Marriott Hotel and Country Club Birmingham markets through traditional channels
by advertising and promoting through various magazines, newspapers, pamphlets, television
and radio.
 The hotel also employs non traditional digital marketing tools to promote and advertise its
operations to the public through the use of social media platforms, various websites such as
hotels.com, tripadvisor, expedia etc., smartphone applications, emails.

Health and Safety Efforts
 As Arden Marriott Hotel and Country Club Birmingham offers such distinct services that
range from culinary to recreational, its management and staff members need to be aware of the various
health and safety guidelines the hotel needs to adhere to in order to run smooth operations.
 To this effect the hotel staffs and management have all been trained in administrating first aids to
customers in case of emergencies and accidents. The staff and management also have to go through
various safety drills regularly, in order to increase their effectiveness and efficiency in times of actual
need.
 The hotel's dedicated kitchen and outsourced restaurants also have to adhere to legally mandated health
and safety guidelines with respect to the procurement of raw ingredients and dishes served.

CONCLUSION
 Through this presentation we study about background of
Arden Marriott Hotel and Country Club Birmingham and its
many varied operations and their modes of operating.
 We also evaluate the hotel's breakfast menu along with its
marketing strategy and safety efforts used to make sure
smooth operations of the hotel.