Unit 6: Food and Beverage Operations Management Report - Wake Up Cafe

This report provides an in-depth analysis of food and beverage (F&B) operations, focusing on various aspects of the industry within the context of Wake Up Cafe, a fast-food cafe in the UK. The report begins by classifying different types of businesses within the F&B sector and explores rating systems used nationally and internationally. It further examines current and future trends, such as take-away services, food safety, and innovation. The study delves into the customer decision-making process, identifying factors influencing consumer choices and strategies to attract and retain customers, including loyalty programs and digital technology integration. The report also evaluates various techniques and strategies used by different food outlets, including the application of operational and marketing technologies, and concludes with a questionnaire assessing food and beverage service skills.

Unit 6 : managing food
and beverage
operations

Table of Contents
INTRODUCTION...........................................................................................................................3
ACTIVITY 1....................................................................................................................................3
Different types of businesses consists within F&B industry......................................................3
Rating system used nationally or internationally........................................................................3
Particular trend both current and future......................................................................................4
ACTIVITY 2....................................................................................................................................4
Customer decision making process in selecting the F&B outlets...............................................4
Factors influencing consumers decisions in choosing an FB outlets..........................................5
Strategies to attract customers towards F&B outlets..................................................................5
Ways to build customer loyalty...................................................................................................6
Evaluation techniques strategies used by different food Outlets................................................6
Influencing power of digital technology to improve efficiency..................................................6
ACTIVITY 3....................................................................................................................................7
Evaluation ways to use technology.............................................................................................7
ACTIVITY 4....................................................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Food and Beverage service operations is a multitude of activities which engage with staff
right from purchasing raw material, preparing food and services, managing various catered
events etc. F&B departments and businesses are liable to ensuring food safety, services and
growth. Present study will be base on Managing food and Safety that will be discussing in the
context of Wake up Cafe. It is an fast food cafe situated in UK, further in this report discussing
about the types of business that can be found in food & beverages industry. Therefore, In the
next segment of the study it will explain about the factors that influence consumers and choosing
an F&B outlets. Besides, study also outline the techniques and ways to determine the new
growth opportunities for the business.
ACTIVITY 1
Different types of businesses consists within F&B industry.
Fine Dining Restaurants : Fine and dining restaurant are highly trained chefs preparing
complex food items, exquisitely presented system (Acosta, Coronado and Romero, 2015). In this
business involved highly experienced servers with high skilled knowledge and skills.
Family Casual Restaurants : Casual dining are having affordable menu items that span a
variety of customer tastes. These kinds of casual restaurants having optional items as well for the
tastes. Like Wake Up Cafe consists in the category of causal restaurants that provides fast food
services or items to the buyers.
Catering and Banqueting : In many countries catering business generating high revenue in
F&B sector. These businesses generally provides services of special events, parties, conferences,
wedding parties, festival food coordinators etc.
Rating system used nationally or internationally.
In order to evaluate the best service provided businesses in F&B. For that, F&B
department settling the criteria of star rating on the basis of two star, three star, four star up to
seven star rating system (Asioli and et.al., 2017). Rating scheme are very much essential in the
context of legislative purposes such as the tax incentives etc. For example five star rating system

which categorized by some elements under which all hotel services must be evaluated like five
star hotel usually located in exclusive areas or suburban neighbourhood. 5 star rating system
generally comes under nationally. Five star rating system hotels normally would have caretaker
as well as butler services in order to preserve the best outcomes and opportunities.
Seven star rating system is helpful to examine international hotels and its value across the
worlds. For example Burj Al Arab. Which is an internationally famous brand in hospitality
sector.
Particular trend both current and future
Take Away : Take away is the current trend running in F&B industry which is highly
implemented by some restaurants, café's. Take away is the most quicker option for the
customers to have their own food (Davis and et.al., 2018). Many of the restaurant and cafe
businesses in F&B sector prefer to offer this services to their clients to maintained the flexibility
and efficiency. This trend of the business has been given positive impact on the F&B business to
attract potential customers.
Food Safety and transparency: Nowadays, all businesses consists in F&B sector would
preferably implying the strict regulations on food and safety businesses. In present system
businesses are more focus on the cleaning programmes to ensure the correct hygiene standards
which are met and reduce the risk of food borne systematic growth (Goodman and Remaud,
2015). Otherwise, it highly impact the reputation growth of the restaurants and cafes.
Innovation And Differentiation : Restaurants, dining, cafe and bars all are trying to focus on
the innovation and differentiation process. Like start connecting with social media sites, product
innovation infrastructure etc. this trend is useful for future as well as future that are highly
profitable and challenging for the F&B sector. This impact the F&B business in positive manner.
ACTIVITY 2
Customer decision making process in selecting the F&B outlets
In order to select the best F&B outlets customer go through from the following terms:
Customer take decisions on the basis of restaurant menu, ambience and services on such
basis they select their best restaurant to visit (Tidd and Bessant, 2018). Wake up Cafe require to
acquire best service, attractive ambience and services to attract the higher customer visiting.

Need Recognition : This process starts after when customer identify their needs. In selection
process of F&B outlets. First customer needs to make the motive and need before selection the
G&B outlets (Helal and et.al., 2019). Like weather they plan to visit restaurant for party, dinner
or launch. After this they look after for outlets accordingly.
Information Search : Next process after deciding to visit cafe for launch is collecting the
information about the number of outlets available in the city. This information can be collected
on the basis of cafe ambience, services or food.
Evaluation of alternatives : In this next phase of customer decision making process. Client can
measure the selected restaurant and then compare with others on the basis of budgeted cost.
Evaluation of alternatives are available in the market along with the product lifecycle.
Purchase Decision : In this phase of the customer decision making process where the customer
has now finally decided to make a purchasing decision.
Post Purchase Behaviour : the purchase decision is followed by the post purchase evaluation
which refers to analysing as to whether the service is useful or not.
Factors influencing consumers decisions in choosing an FB outlets.
Food quality : Food quality is the main important concern for the customers on which they have
taken the results (Mallinson, Russell and Barker, 2016). Food quality is one of the most
important concern which might can impact the customer minds. Bad food quality can change the
mind of customer to purchase the food services.
Service Quality : Service quality is the demanding factor that can impact positive or negatively
on the customer decision making process while choosing the food&beverage outlets.
Dining Environment : Customer expectations of quality level has always been high. Customer
wants the environment calm and attractive. This factor determines the customer appearances at
the particular place.
Price : Price is the another factor that impact the customer decision making approach. For that,
Wake up Cafe should need to set prices as according to the target customers.
Strategies to attract customers towards F&B outlets
Offer Discounts : Restaurant and bars can apply the discount offers for customers in order to
make them satisfied and happy (Tanford, Shoemaker and Dinca, 2016). Like Bar and restaurant
offer discounts on festive season to attract more buyers.

Happy hour means happy profits : Happy and satisfactory customers has always satisfied with
the services offered by the organizations (Marshall, 2016). Like happy hours, customer loyalty,
host a themed event, test Facebook Ads.
Ways to build customer loyalty
Set communication with Customers : F&B businesses like Bars, restaurants, Cafe can improve
the customer loyalty services. Besides, Frequent communication. Social media is the another
great way to communicate with customers to keep the loyalty up (Spence, 2015).
Provide extra perks for loyal customers : Wake up Cafe can provide extra services to those
customers who setting up the reward system for the most loyal customers.
Customer different payment plans : Restaurants businesses should need to apply and consider
the payment plans to the buyers in order to measure the effective services and build up the
customer support.
Evaluation techniques strategies used by different food Outlets.
In order to evaluate the techniques and strategies adopted by the companies to maintained
the customer loyalty base system (Rahman, 2019). However, this evaluation techniques can be
anything like take feedback system criteria, take customer review, website review etc. along with
that, F&B outlets analyse the needs of the clients and also helps to get the support from the
buyers. Besides, there are some other ways to evaluate the effectiveness of the system. Like
analysing the competition level, estimating the demand, projecting operating results and growth.
Feasibility study helps to evaluate the project site and the area surrounding it by researching the
number of people living or working.
Influencing power of digital technology to improve efficiency.
Digital technology has been given the significant impact on the customer buying
behaviour. Technologies and tactics influence customers to visit any F&B outlet (Santoro,
Vrontis and Pastore, 2017). Customer preferably shift towards those businesses who likely
engaged with online system. Digital techniques and tools attract more buyers which is beneficial
for the company development growth. Nowadays, restaurants brand are increasingly go head
with digital natives as the competitive set expands.

ACTIVITY 3
Evaluation ways to use technology
There are various type of operational technologies which can be used by F&B in their
different types of business one of the best operational technology is Flow-Through Sortation.
This is the type of operational technology which can help F&B to keep their food and beverages
stocked, also this make the stocking and re-stocking simple. For example this technology can be
used in F&B's restaurant and bar business which requires lots of stocking. This will make F&B's
storing process more automated and will offer scalability and flexibility within the inventory.
Also, it will allow the company to acquire inventory quickly and break then in small pallets in a
sequence. On the other hand another technology which can be used by F&B is equipment
innovation which can increase the flexibility of the business. For example F&B can make use of
Order-profiles which can be used in Food and Catering business which will allow the company
to retail the order at a large scale. This will also allow the company to move towards new trends
with more flexibility and adaptability.
There are also various marketing technologies available which can be used by F&B for
its different types of business (Wilden and Gudergan, 2015). One of the best marketing
technology available is Search Engine Marketing which includes both paid search ads, such as
Google AdWords as well as SEO which will get high searching for website contents. This type
of marketing can be used by F&B for its restaurant business. On the other hand company can
also make use of Mobile and E-mail marketing for Bar business which is now open for smart-
phones. Also make use of social media marketing in order to promote Food and Catering
business.
ACTIVITY 4
Questionnaire
Questionnaire
Food service skills
1).
A) Good time and priority management
B) Interpersonal skills

C) Good leadership skills
D) Decision-making power
E) Good communication skills
2).
A) Be positive and good body language
B) Positive attitude behaviour
C) Conversation and language
D) Attire and clothing
E) Intellectual development
Beverages services skills
3).
A) Services encounter
B) Remote encounter
C) Face to face encounter
4).
3 pre service 3 post services duties
A) On premise services A) Problem solving services
B) Outdoor catering services B) Customer services
D) Bookings C) Monitoring and controlling through
feedback
Equipment management skills
5).
1. Effective dishwashing ensure which all the equipments are sanitary and ready for use when
required.
2. Equipment should be cleaned and maintained properly to gain effective result and effective
outputs.

6).
1. It is important to maintain the effective market is for in order to the best services qualities
also it helps to maintained positive work environment.
Legal and regulatory requirements
1). Food and beverages industry is highly required to maintained the proper rules and
regulations for maintaining legal environment. This legislation are help to protect their healthy
and safety at work regulations. For example: food licensing.
2). The most important is quality assurance of food, environment must be safe and secure.
3). Lack of quality personal and lack of awareness.
CONCLUSION
On the basis of above section it has been concluded that how Food & Beverage industry
get affected and how it influenced by the other factors. In order to support the study, research
explained the types of business consists in F&B sector. Also, it defined the national or
international rating system approach in order to get the best outcome and goals. How this sector
or industry increased for that, report outlined the current and future trends. However, the intent
of the study was to outlined the importance of F&B in the management and how this sector
developed by some techniques and strategies. Also, study explained the digital technology used
by operational and technical approaches.

REFERENCES
Books & Journals
Acosta, M., Coronado, D. and Romero, C., 2015. Linking public support, R&D, innovation and
productivity: New evidence from the Spanish food industry. Food Policy. 57. pp.50-61.
Asioli, D. and et.al., 2017. Making sense of the “clean label” trends: A review of consumer food
choice behavior and discussion of industry implications. Food Research International. 99.
pp.58-71.
Davis, B. and et.al., 2018. Food and beverage management. Routledge.
Goodman, S. and Remaud, H., 2015. Store choice: How understanding consumer choice of
‘where’to shop may assist the small retailer. Journal of Retailing and Consumer
Services. 23. pp.118-124.
Helal, A. and et.al., 2019. A market driven algorithm for the assessment of promising biobased
chemicals. AIChE Journal.
Mallinson, L. J., Russell, J. M. and Barker, M. E., 2016. Attitudes and behaviour towards
convenience food and food waste in the United Kingdom. Appetite. 103. pp.17-28.
Marshall, D., 2016. Convenience stores and discretionary food consumption among young
Tokyo consumers. International Journal of Retail & Distribution Management. 44(10).
pp.1013-1029.
Rahman, A. P. D. J. A., 2019. SPATIAL ANALYSIS ON LOCAL FOOD TRUCK IN
KL. Journal of Architecture, Planning and Construction Management. 9(1).
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.
Spence, C., 2015. Leading the consumer by the nose: on the commercialization of olfactory
design for the food and beverage sector. Flavour. 4(1). p.31.
Tanford, S., Shoemaker, S. and Dinca, A., 2016. Back to the future: progress and trends in hotel
loyalty marketing. International Journal of Contemporary Hospitality Management, 28(9),
pp.1937-1967.
Tidd, J. and Bessant, J. R., 2018. Managing innovation: integrating technological, market and
organizational change. John Wiley & Sons.

Wilden, R. and Gudergan, S. P., 2015. The impact of dynamic capabilities on operational
marketing and technological capabilities: investigating the role of environmental
turbulence. Journal of the Academy of Marketing Science. 43(2). pp.181-199.