Heathrow Airport Restaurants: F&B Operations Management Report - HND

This report provides a comprehensive analysis of food and beverage (F&B) operations, focusing on various aspects of the industry. It begins by introducing the F&B sector and its significance, particularly within the hospitality industry, using Heathrow Airport Restaurants and Lounges Ltd. as a case study. The report explores different types of F&B businesses, including quick-service and full-service restaurants, catering, bars, and automated food services, along with the rating systems used worldwide to measure service quality. It then delves into current and future trends affecting the F&B industry, such as online payments and gluten-free options. Furthermore, the report examines consumer motivation and behavior in choosing F&B outlets, outlining the decision-making process and the factors influencing these choices, including social, cultural, and psychological influences. It also discusses strategies used by F&B outlets to attract and build customer loyalty. The report then compares and contrasts different operational and marketing technologies used in the industry, evaluating how digital technology enhances operational efficiency. Finally, it includes observations from a meeting and a professional food and beverage service standards checklist, concluding with a summary of key findings and references.

Managing Food &
Beverage Operations

Table of Contents
INTRODUCTION...........................................................................................................................3
ACTIVITY 1 ...................................................................................................................................3
Types OF Businesses in F&B Industry..................................................................................3
Rating systems that is use in the world................................................................................4
Trends both the current and future that would affect the F&B business................................5
ACTIVITY 2 ...................................................................................................................................5
Way of deciding food and beverage outlets by the consumers..............................................6
Factors influencing consumer’s decisions in choosing a food and beverage outlet...............6
Strategies used by F&B outlets to attract the customers........................................................7
Way of building loyal customer base and by the F&B outlets...............................................8
Evaluation of the efficient strategies that are used by several food and beverage outlets in
order to attract and build a loyal customer base.....................................................................8
Evaluation of influence of the digital technology on consumer buying behaviour................9
ACTIVITY 3....................................................................................................................................9
Compare and Contrast the different and operational and marketing technology...................9
Evaluate how the digital technology is used to improve the operational efficiency............9
ACTIVITY 4..................................................................................................................................11
Observations of the meeting.................................................................................................11
Professional Food & Beverage Service Standards: Checklist and Questionnaire Form......11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Food and Beverages sector, these are establishments that are primarily engaged in
preparation of beverages, snacks and meals on customer's order, for direct consumption that is on
and off the premises. This industry is usually called to tourism professionals as F&B. This sector
is growing on simple facts as people tend to travel from their homes, going for business, so they
have a desire to eat and drink (Davis and et.al., 2018). The interest of the people is becoming
diverse, and so the offerings of food and beverages are also diverging. Heathrow Airport
Restaurant and Lounge Ltd. Is a well-known part and it is including in the hospitality sector that
provides deluxe lounges, restaurants and accommodation facilities. This report highlights
different types of the business that are included in Food and the beverage Sector. the rating
system which is used in the national country and the international countries as well. . trends that
can be adopted by business to meet the business objective. Further the report describes the
analysis of consumer's motivation and behaviour in choosing food and the beverage industry.
New and latest technologies that are used to improve operational management in the sector.
ACTIVITY 1
Food and Beverages Sector are divided in various sub segments that are consist oils, fats,
groceries, natural food, canned food, animal food, packed food and baby food. This industry is
complicated and deals in multiple businesses of food supplies that is consumed across the world.
The function of Heathrow Airport Restaurant and Lounge Ltd to fulfil consumer satisfaction by
offering quality, standard which also include the healthy food services as well.
Types OF the Business in F&B Industry
Food and beverage industry would be divided in the many ways, but there are two key
dimensions like food service that in the companies involves operations whose basic businesses is
food and beverages that includes Quick service restaurant, and full service restaurant, drinking,
catering are the other is non-commercial food services where food is served, in fact they are not
used as the primary business that includes institutional, accommodation food services, etc.
(Dopson and Hayes, 2015).

Quick and Full Service Restaurants:- The restaurants can be called as fast food
establishment. Best examples of restaurants which are providing the quick services are
McDonald's and KFC. These kind of restaurants have limited offerings and rarely have table
services as these foods are available as take outs. Full service restaurants include casual and fine
dining which have fixed meal courses. These restaurants serve moderately priced food items and
casual atmosphere. The décor of these restaurants have higher quality material and are peaceful.
For Example:- Starbucks, Pizza Hut.
Catering and Banqueting:- Banquets are large dinners with multiple courses that are a
part of ceremony or any celebration. Events are mostly for the purpose of conferences, wedding,
festival and the food offered by the caters is according to the standards set by the quality and
hygiene maintenance. For example:- Royal Berkshire Conference Centre.
Bars:- It includes wine bars, nightclubs, pubs etc. A liquor primary license is necessary
to start a business that has its primary business as selling alcohol, nightclubs, cabarets and pubs
came in this category . For example:- Bar Termini.(Maier and Prusty, 2016)
Vending and Automated Food services: - This is generally a part of Food and
Beverages sectors. These machines are located in Hotels, sporting venues, transportation or any
location that gives the opportunity for convenient purchase. For example:- D& A Engineers Ltd.
Different rating systems that is used world wide
Different rating is given to the restaurants to measure the quality services of the
restaurant and are given by customer's that visit there.
One & Two Star-rating: - One star rate system restaurant have basic features and are so
much affordable by any type of customer's. These restaurants need to be visited only when the
individual is in particular area. Two-star rating restaurants are somewhat better than one star,
they are more comfortable and have more facilities like Wi-Fi, better rooms and quality food.
Three Star-rating:- Restaurants with three star rating are very good with better
furnishing, better services and the services are inclined towards guest care. More facilities are
provided to the customer's like swimming pools, gym, laundry services are available for the
customers and even receptionist will be present for 24 hours.
Four Star-rating:- These are superior class restaurants that give excellent comfort and a
very high standards to furnishing, services like guest care and their amenities are more like
LCD's in every room spa facilities plus drinks, clubbing etc.

Five Star-rating:- These restaurants are exceptional with top quality which also include
the luxurious accommodation that matches with the international standards with flawless service.
All the operations must fulfil the quality standards set like cleanliness, hospitality, maintenance
and other services etc(Weber, 2019).
Food hygiene rating scheme:- The scheme helps the individual to opt the places from
where they can eat in the restaurants or one can buy the food items which would provide the pro
information about company hygiene standards. This scheme is in partnership with local
authorities in England.
Food safety management system:- in the Article 5, the businesses in food industry must
implement, it would also maintain the safety precautions while preparing the food and
management system that ensures that food produced from the company's office is safe for
consuming.
Trends both current & future that affect the F&B businesses
From changing trends and taste and preferences of customer's has changed and even product
transparency has increased.
Current Trend
Online Payment: - Economy is becoming cashless and online payments are in trend that
has benefited hotel sector as it has increases the revenues as they can promote their business via
social media, Payments are easier and faster as the customers can online book their rooms. But
on the other hands there are still some people who doesn't use these payment modes.
Self Service:- Hotels are now focusing on self-service. Self-services doesn't mean that
there is lack of services. As it can give time to the staff that they can focus on other important
things. It has its positive aspects like staff can invest their time doing other things and negative
like customer's want to relax and like servicing their breakfast or lunch, so they won't be
satisfied.
Future Trend
Gluten Free:- Gluten free food is becoming quiet famous as it is healthy and helps in
keeping the person fit. Restaurants are initiating to introduce this kind of food in their restaurants
as this will increase the revenues as the individuals who focus on healthy diet will be attracted
towards the restaurant (Del Chiappa, Martin and Roman, 2016).

ACTIVITY 2
Analysing customer motivation and behaviour
It is essential for an individual to analyse and evaluate customer motivation and
behaviour it would provide the satisfaction ot the customers and the need of the customers would
be fulfilled. Significantly it leads in increasing productivity of the business (Bakalis, Knoerzer
and Fryer, 2015).
Way of deciding food and beverage outlets by the consumers
There is a significant process through which a restaurant can understand how a consumer
decides food and beverage outlet. In order to choose a particular outlet customer go through a
series of steps that are as follows:
Identify the decision – Firstly, consumers identify that in which type of restaurant they want to
go where all the desired needs are being fulfilled.
Gather relevant information – Secondly, after deciding the type of restaurant they wish to go,
the very first thing they do is obtaining relevant information about the restaurant where they
want to go. They analyse that there are several products available which they desire to consume,
and then they check the quality and cleanliness ratings and reviews of the specific restaurant.
Identifies Alternatives – In this stage, consumer determines alternative restaurants in which
same types of products are being offered. These substitutes are being determined for opting the
best of them.
Choosing among alternatives – In this step, consumer compares all the alternative restaurants
and choose the best alternative which is most suitable for them.
Take action – It is the final step where, customers decide the food and beverage restaurant and
finally decides to move towards the outlet.
Factors influencing consumer’s decisions in choosing a food and the beverage restaurant
It includes majorly two types of factors that influence customer decision making in
selecting the suitable restaurant, these factors consist of extrinsic and intrinsic factors. Extrinsic
influences include cultural, personal and social factors, and intrinsic influences consist of
psychological factors (Maier, 2016).
Extrinsic Influences on consumer behaviour

 Social Factors – It is the major factor which is affecting the decision of the customers.
The social factor variable which affects decision making includes income, occupation,
wealth, source of income and other variables which are to be considered by the
restaurants.
 Cultural Factors – cultural factor can be described as those pattern of behaviours of the
customers which would categorize the people, of the society and the separate it from the
other people. This helps consumers in determining about what to eat and how to travel
and also where to travel and where to stay. These are the factors which are being included
in this segment of factors.
 Personal Factors – There are several aspects of personal factors that affects decision
making by choosing appropriate food and beverage restaurant, these aspects consist of
economic circumstances, personality, age and life cycle stage and occupation. Buying
behaviour of consumer changes with the changes in the aspects of personal factors which
are to be concentrated by several food and beverage outlets (Notarnicola and et.al., 2017).
Intrinsic influences on consumer behaviour
Intrinsic influences include only one factor which affects buying behaviour of consumers
that is psychological factor. Psychological factor plays a major role in affecting the decisions of
the consumer as it includes aspects like attitudes, beliefs, motivation learning and perception.
These factors influences consumers by several aspects like maintaining their class, if they want
to maintain their class they will choose a high class restaurant, another example is a consumer
who is vegetarian will visit only in that restaurant where vegetarian food is available. These are
the aspects which are to be considered while marketing for a F&B outlet which makes it easy to
approach maximum number of interested consumer for the product. If the consumers are able to
buy the products of restaurant, then only they have to be approached.
Strategies used by the F&B restaurants for the customers
There are many different strategies for attracting customers that are used by most of the
F&B outlets which includes sales efforts that is being classified into two categories that consist
the internal selling and external selling.
Internal Selling
 Internal Merchandising: F&B outlets uses several programs for attracting customers
which includes keeping regular guests happy, attracting new customers by offering

several schemes, increasing business during slow period, etc. In this strategy, outlets
offers different packages that consist of several items at the discounted amount in order to
attract new customers, another method is providing premiums as a gift to the guests who
pays regular amount for food and beverages for encouraging them to visit on a consistent
basis, further F&B outlets provides discounts to new customers for attracting them
(Pirani, Arafat and Thompson, 2016).
External Selling
 Advertising: F&B outlets advertise their products in order to inform the customers that
there is a brand which is being involved in dealing such food and beverage products
which are being consumed by the target customers. Advertising can be done through
newspaper, magazines, television, radio and direct mail. The latest technique of
marketing which is being used by major business is social media which is considered by
 Outdoor Advertising: In a recent period, many F&B outlets have started advertising it
includes the decisions of the customers which are passing by. It includes the signs of the
public transit which are viewed at railway stations that are affixed with the modes of
advertising which are located at the public side walks or at the shopping malls (Torres
and Del C, 2016).
Way of building loyal customer base at F&B outlets
It would be essential for a business to create loyalty among its customers in order to
service them on a consistent basis and they choose our services on priority. In F&B industry,
loyalty among the customers are to be created for the purpose of attracting them on a regular
basis. This can be done by interacting with customers personally through the feedbacks which
can be taken for the betterment of services. Another way of creating loyalty among customer is
taking recommendations from the customers and implementing them in a significant manner
which encourages consumers to consume the specific outlet products (Bradley and et.al., 2017).
Evaluation of effectiveness of those strategy that which would use the several food and beverage
restaurants to attract the consumer.
As per my opinion, the strategies which are being discussed above are suitable for a small
outlet as it is low cost consuming and usage of social media in advertising is an effective manner
of attracting new customers. By personally interacting with the customer, and taking feedbacks
and recommendations from them, encourages them to consume products from the same outlet.

Evaluation of influence of the technology on the consumers
According to me, consumers are highly influenced from digital technology for buying the
products. As per my opinion, F&B outlets must consider that social media is the way which can
help restaurants to attract consumers by uploading their positive feedbacks on social media
application. The comments of the customers on the facebooks and instragrams, about the
company would affect the buying behaviour or decision of an individual.
ACTIVITY 3
Compare the operational and marketing technology
The 3 businesses of F&B are bars, quick service restaurants and catering and banqueting
used different types of new technologies in developing their market.
OPERATIONAL TECHNOLOGY
Bars use inventory management to balance their operations, as keeping a check on stock
at the bar and refill it before it is less than the minimum line. Inventory management is an
important concept to maintain the stock at the bars as it will help the business to efficiently work
when there is too much pressure. Like quick service restaurants use guest management as they
need to greet and treat every individual equally so they focus on managing people. Catering and
banqueting will focus on smart cooking methods as the guests needs to be served hot food and
smart cooking appliances helps in maintaining the temperature of the food (Wood, 2018).
MARKETING TECHNOLOGY
Bars use digital promotion to market their business across the world. Digital marketing is
becoming famous as people tend to share everything through digital medium. Quick Service
Restaurants can use internet and social media ads or promotion to market their business and
develop their market share. Catering and Banqueting can use search engine optimization to
promote themselves as through this engine the company can maximise the number of visitor on a
website so that maximum people can get to the company.
Digital technology would use to imorve the management efficiency
Quick Service Restaurants
Robots & Artificial Intelligence: Robotics has been supportive and it would be
beneficial the restaurants. These restaurants are very limited and the market, in these case the
restaurant take exit from the market as well. . For example, ChowBot's Sally the Salad Robot is

the machine which is used for providing the things of the food and the beverages which would
prepare custom salad which include all toppings which are necessary and everything without any
involvement of the employees. This robotics intelligence has made the working easy.
Voice Ordering: Smart devices which are Amazon Echo, Google Home are developed
that has changed the experience on the new level. Wing stop partnered which include the
Amazon to the customers for placing the order by the Echo devices. Consumers would manage
the food ordering by the location of their choice which would save the payment of the customers.
(Gadelrab and Hussein, 2016).
Catering and Banqueting
Projection Mapping: Projectors are casting the pictures in the screen which will give the
blueprint or idea about the business. Without the projection mapping and every image and the
display would be ruined. Planners would develop space and also build the new design as well.
Branded Multi-Use Apps: These applications are providing unmeasurable chance to
attend the customers on the phone screens at the time of the occasion, before and after the
occasion. These apps are very useful in reserving the tickets, surveying attendees as well.
Through these app consumer experience would be recorded and analysed. The visitors would
even control the rooms and communicate with people in the hotel.
Bars
Online Ordering: Online food ordering has given consumers relaxation time and due to
the digital technology consumers does not feel the pressure and so the customers are feeling
relaxed and also ordering the food form the home. Digital technology has made it easier for
consumers to choose what they would like to have. The consumer can simple track the food item
ordered through the digital application.
Bar Reservation Software: This software has made it so much easier for the staff
member at the company to track the client, their needs and manage the orders they have asked.
These is useful for the operations department would manage the orders of the customers pro-
perly and also manage efficiently as they have all the data's registered(Gadelrab and Hussein,
2016).

ACTIVITY 4
Observations of the meeting
I have evaluated several abilities in myself by visiting Docklands Academy London’s
Partner Restaurant Hazev, where I noticed several aspects related to F&B Service Standards, in
the restaurant working environment. aspects that would I have observed are as follow:
Interior- I observed that the interior of the restaurant is appropriate for families and business
parties which attracts target group of families and business persons.
Hygiene- Hazev restaurant considers hygiene as their first priority which make the customer
come again and again.
Professional Food & Beverage Service Standards: Questionnaire Form
QUESTIONNAIRE
Food Service Skills:
1) skills required for the effective manager for running the business
1) Communication
2) Leadership
3) Interpersonal Skill
4) Time and Priority Management
5) Problem Solving skills
2) What are the skills necessary for maintaining the standards and the professional image in the
restaurant.
1) Managing Tasks
2) Analysing and Solving Problems
3) Creativity
4) Process Mapping
5) Basic Presentation Skills
Beverage Service:
1) list different types of the beverage and the service providers
a) remote encounters

b) phone
2) explain three pre-service and three post-service duties?
Pre-service duties
a) services of catering
b) greeting to the customers
c) Refreshment and care
Post-service duties
a) Consumer feedback
b) Complimentary care
c) Consumer enquiry
Equipment Management Skills:
1) How should machines must be maintained after the pre- and post- service?
2) is it important of the restaurant to keep the machines clean ?
Ans. It is essential for a F&B outlet to keep its equipment’s cleaned and also maintained in
order to create a hygienic food production and prevent any food borne illness.
Legal and Regulatory Requirements of the restaurants
1) What are rules and the regulation needed by the restaurants for maintaining the cleaning in
the restaurants.
Ans. There are the law made for cleanliness and maintaining the equipment in the restaurants.
In this act a restaurant should have all written record for the operations of the restaurant.
2) What are some other rules and the regulation that must be followed by the restaurants.
Ans. The several laws which are being created by UK government which are considered by
restaurants to prevent any unlawful activity. These laws include food standards act, 1999,
includes the general food laws, codes of practices and food information regulation. These laws
are being created with the main objective of protecting public health in relation to food.
3) what implication would be used by the government for the rules and the regulations of the
restaurants which would improve the performance of the management.
Ans. F&B deals in highly sensitive products which requires quality control on a higher level
which can help the business the problems in the products made by the restaurants.. These laws
are being made for maintaining the quality of products, If these laws are not being followed,
business can face issue of less revenue with legal actions by the government.

CONCLUSION
From present report, it would be concluded that the food and the beverage industry
management is needed with the proper management for meeting the customer needs. This report
also concludes that analysing customer motivations and behaviour is essential for a restaurant in
order attract maximum customers. Further this report concludes that use of technology is to be
evaluated to improve the efficiency of the business. Lastly this report concludes that there are
several laws which are established by government are to be followed by the restaurant in order to
prevent any unlawful activity.