Effective Management of Food & Beverage Operations: Greggs Plc Case

This report provides an analysis of the food and beverage operations at Greggs Plc, a British bakery chain. It explores the management skills required, including time management, customer service, decision-making, and team management. The report also outlines the legal requirements and regulatory standards that food service outlets must comply with, such as those set by the Food Safety and Standards Authority of India (FSSAI), focusing on microbiological safety and food composition. Furthermore, it discusses various operational and marketing technologies like Wi-Fi infrastructure, digital conference facilities, mobile communication, NFC technology, robots, infrared sensors, and smart packing tools, emphasizing their role in improving efficiency and customer attraction. Finally, the report examines factors influencing consumer decisions and strategies for building customer loyalty towards Greggs Plc.

Managing Food & Beverage
Operations

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
TASK 2............................................................................................................................................4
Management skills required within a food and beverage organisation.......................................4
Legal requirements and regulatory standards that food and service outlets need to comply......5
Different operational and marketing technologies......................................................................6
Factors affecting consumer’s decision in food and beverage organisations................................8
Strategies that are made for attracting and building loyal customer base...................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
The food plays an important role in the everyday life of every and each individual. The food and
beverage industry is continuously changing and is emerging on a large scale. This industry
consists of various outlets like restaurants, fast food outlets, cafeterias, catering businesses, cafes,
food transportation services, pubs, food manufacturing operations and many other different types
of outlets. There is a need of adoption and implementation that is used for safety and quality of
the food and this is done for gaining trust and confidence among customers and the target
audience (Aguilar, Zang and Fushimi, 2022). Catering of different opportunities are being provided
by food and beverages sector for the growth and development of a successful business
organisation in the future. Companies and other business organisations are of varied tastes and
standards starting from a star restaurants to different hotels and resorts and also bars and pubs.
The food and beverage organisation that is being taken in this report is Greggs Plc in Newcastle,
United Kingdom. It is bakery in that is established in British administration. The bakery provides
sausage rolls, sandwiches and all other bakery products in the economy. It was established in
1939 by John Gregg. In this report there is clear discussion about the all different types of
business that are there in food and beverage industry along with the different rating systems that
are present in the market as well as recent and latest industry trends. This report also includes the
various legal aspects and other regulatory standards (Bujisic, et. al. 2018). It also focuses on
different factors and aspects that are making their impact and also their influence by the decision
making of the different target market of the customers and also involves the different tactics for
attracting and building the honesty and loyalty of the customers towards the business
organisation.

TASK 1
It contains the presentation.
TASK 2
Management skills required within a food and beverage organisation
It is essential for the management of a business to develop focused approach in managing key
operations with different skills. The management of the Greggs Plc should use key skills and
competencies in order to serve the staff in a well and advanced manner (DeFranco and Schmidgall,
2019). It is major role of the management to provide key training to majority of employees in
order to gain marketplace success. The skill development will help the customers to develop a
focused approach in managing key staff of the business in order to achieve set targets and goals.
The key skills which are required within a food and beverage organisation are mentioned below:
 Time management skills- The time management skills play a crucial role in increasing
the management approach in routine task which are performed at Greggs Plc. In the
Greggs plc bakery, it is essential for the management to focus on development of time
management skills for increasing the chances of managing key tasks associated with the
operations. All major companies in the international and national marketplace related to
the hospitality sector should focus on providing major learning experience to key
employees related to management of time.
 Customer attending skills- Attending the key customers is major role and responsibility
of a company. The employees of Greggs Plc bakery should focus on attending customers
in a precise and systematic manner to seek their attention. It is one of the major role of a
company to focus on increasing the chances of growth and development of customer
service related aspects to increase revenue and profitability.
 Decision-making skills- The decision-making skills are most important skills which a
person should develop in order to increase the chances of taking crucial decisions in
tough times. It is ethical responsibility of the company's management to developed
focused approach in taking decisions of the company to lead the competition. The
company must also focus on increasing the chances of personal and professional

development. It is the major role of an individual to focus on analysing decision-making
skills for taking tough decisions of the company.
 Team management skills- Team management skills should be there in employees of
Greggs Plc in order to manage coordination (Grill, et. al. 2021). The main role of the
managers of Greggs Plc should be to develop coordination with the help of team
management skills in order to lead the competition. Key task of a person is to manage
various tasks and functions of team management in order to gain competitive advantage.
Legal requirements and regulatory standards that food and service outlets need to comply
In food and beverage sectors industry it is regulatory standard which is set by Food safety and
Standards Authority of India (FSSAI). This is very important for food and beverage organization
that they have to follow all legal requirements which is necessary for organization that they have
to fulfill all those requirements because it became necessary for organization that they have to
fulfill all those requirements in food and beverage sectors so that it will not affect the human
health. The people are very concern about their health so for that it made rules and regulation
that they have to fulfil and take all necessary precaution which will procure from health
hazardous (Köbnick, Velu, and McFarlane, 2020). When FSSAI was established then all food and
beverages sectors have to take care that all legal activity is followed in organization for
manufacturing and preparing food and beverages products in organization. If any organization is
not followed the instruction, then they have to face many problem and they don't get permission
from FSSAI to sell their products and FSSAI also charges penalty for this and management have
to pay for this because it is mention in their policy that they have to pay charges when they don't
follow the guidelines of FSSAI organization. The FSSAI approval is must needed for
organization because in market people will trust any products in market when they have seen the
FSSAI symbol on the product because it will show the approval that product is safe for human
health and they will not face any problem after consume because if person health issues will
cause from their products then customer is having liability that they have rights to file case in
court against this so organization of product needs to compensate for their customers in market.
In FSSAI food standard in organization there are 4 parts of food standards code which is
microbiological safety, the composition of food including containments, residues, additives or
other substances in their organization (Lamuda, Yusuf and Ibrahim, 2020). In this information about

their foods, including labelling and advertising in organization so that it will be more effective
for organization and they will able to generate more revenue in organization.
Different operational and marketing technologies
In organization of Greggs Plc have to maintain and adopt latest technology in their organization
process so that it become more effective for management for their production level and it will
improve their performance level of organization in market (Lodolo, 2020). If management adopt
latest technology in their organization, then they able to meet market demands in market. If
Greggs Plc don't adopt latest technology in their organization, then they will not have potential to
meet the demands of market. There are different types food and beverages industry need in
operational marketing and market technology are:
Wi-Fi Infrastructure: In organization the management have to build Wi-Fi infrastructure in
whole organization so that their communication level is increased and very fast so if any quick
decision has to take then they will take and this decision is very effectively for organization. This
will enhance the communication between their employees in organization. The Wi-Fi structure is
now very important for organization because now in organization they need speed internet
connectivity for their organization.
Digital Conference Facilities: If in organization employees have opportunity for digital
conference then it became easy for management to attend meeting and it save time ad money of
employees in their organization (Mat Radzi, Saidon, and Ab Ghani, 2020). If any urgent meetings
will be held in organization, then management conduct that meetings through online by digital
platform. If in management need support and guidance, then their respective seniors can
motivate them for work and boost their confidence level so that they effectively produce their
productivity in their organization. In digital platform this is not necessary for management that
they need to visit organization for attending meeting, they can attend meeting through online
platform.
Mobile Communication and automation: If management setup mobile communication in their
organization then it became very easy for management to communicate with other employees
easily in organization. This will save time of management that they do not need to go somewhere
in organization to communicate other employees it will save time and it will directly impact on
organization performance of the organization. It is very important for organization that they must

have communication equipment in organization. This will be very improving the performance
level of organization. In Greggs Plc organization must setup mobile communication in
organization to communicate each other in organization so that employees don't need to go
physical for communicate in their organization.
NFC Technology: If in organization having NFC technology then it became easy for
management to share files easily, fast and save in organization between all employees (Mohamed,
Rahim and Ma'aram, 2020). In organization it is very easy to use for management that they have to
adopt this technology in organization that they don't need to hard copy to share information
employees in organization can share this information through NFC technology. It is best and
having a short range of high frequency in wireless communication technology that provide users
to exchange their data between all employees in organization. If Greggs Plc adopt new
technology which is NFC in their organization, then it became more effective for management to
share the files fastly between all employees in organization.
Robots and Infrared Sensors: In advancement of technology organization have to adopt latest
and unique equipment in their organization. Now in food and beverages industry management
purchase robot for their production process so that their production cycle will increased in
market. The Robert will also become very attractive in organization, if robort serve the food in
restaurants then it will become more effective for organization that it will grab customer
attraction in market and this will increase the revenue for organization. In Greggs Plc if they
purchase robort for organization then it will become more effective for management that they
will easily gain competitive advantages in market.
Smart packing tools: In food and beverages industry the packing is very important for
organization because packaging is the things which will attract customer attraction in market
(Nirino, Miglietta and Salvi, 2019). The organization revenue is depending on packaging if there
packaging is good in organization then they have to apply smart packaging in their organization
so that they able to make their product easily recognizable in market and they will make their
product more attractive by their packaging. In Greggs Plc organization they must have smart
packaging tools so that they able to do their packaging more attractive and fast because
packaging consumes more time and they will able to attract customers’ attention in market.

Factors affecting consumer’s decision in food and beverage organisations
Greggs Plc needs to acknowledge and have the complete information of the different factors that
are used for influencing and have an impact on the decision making of the customers. There is
easy achievement of predetermined goals and objectives if these factors are easily understood
and known by the business organisation Greggs (Sharma, and Dey, 2021). There is complete
satisfaction of the customers according to the needs and wants of the customers and this all is
done with the main aim of attracting more and more customers and then for retaining them in the
business for a longer time period and also for maintaining their loyalty towards the business
organisations with the achievement of different services that are being offered by Greggs. The
following are explained some factors that are used in influencing and attracting the decision-
making of customers:
Food quality: It is always seen that people are always interested in the quality of the food that
the different outlets are offering. The bakery is providing great quality of the different food
products and the bakery items that its customers are always interested in their offerings. The
customers are always looking for the great quality bakery products and items that is being
provided and therefore go for the Greggs.
Staff behaviour: Restaurant or bakery staff acts as the face of the company. Many bakers believe
in hiring the staff through strict process while others believe in strict training. The staff must
include the norms that are aligned with the experience of customer and company assures that
promise must be fulfilled.
Ambience: It is another important factor and aspect that is always considered by the customers
while making the choice of the food and beverage business organisation. Greggs provides
one of the best and finest ambience to its clients and customers in the market. one of the
another factor that impacts the decision of consumer. It is studied that interior and ambience
of company plays an important role to attract the customers. When customers having
positive vibe and attracting views of the premises then they take a favourable decision.
Therefore, it is important for Greggs Plc to have an attractive ambience for their shops.
Frequency of customers: When customers are always attracted towards the brand and name of
the business organisation’s brand and goodwill on regular basis. The customers get to enjoy

and experience the food and beverages for attracting new customers from the market by
maintaining the good brand image and great reputation in the market.
Service time: When customer goes to a business organisation or enters a particular shop or store
they want to experience great services by the store people by taking and having minimal
time in the serving of the food with proper timing and superb taste of the delicious food
making and resulting them in the happy and satisfactory mood. People got to wait for long
time during the peak times, making and resulting them in frustrating them along with
unhappiness to them and therefore this all makes them having an impact on the decisions of
the Greggs in the future.
Location preference: It also plays an important role in the decision making of the customers
with the different choices they make. Location is always seen as that element that it is in
neighbourhood or far way or just a little to cover from the place of the customers. Customers
prefer to go to the places and locations that they can enjoy and spend some quality time with
their friends and relatives and especially with their families and having a good experience.
Strategies that are made for attracting and building loyal customer base
The aspect of customer loyalty is very significant for an organization to maintain within its
workplace as it impacts the performance of a business such as GREGGS PLC. There are several
strategies that are made for the purpose of attracting and building loyal customer base (Szende,
Dalton and Yoo, 2021). Some of these strategies are described as under in context to GREGGS
PLC:
 Improving customer experience: It is a major strategy that can be used by GREGGS
PLC in order to build customer loyalty because customer-base remember when they are
treated in a well manner and they also remember when they are treated in a poor manner.
Therefore, it becomes important aspect for GREGGS PLC to develop the strategy of
improving customer experience as it will provide assistance to the respective organization
in capturing a large number of market share. This will also facilitate the company in
enhancing the volume of sales operations and thereby profitability of the organization.
 Determining best and effective channels of the communication: It is another crucial
strategy that can be adopted by the managers of GREGGS PLC in order to maintain loyal
customer-base. Frequent communication with the market share helps in keeping the

image of business fresh within their minds along with letting it pass with essential
information. However, it is very important for the respective organization to know which
platform as well as methods of communication is appropriate for them. The different
communication channels include Email, social media, web chat, phone calls and many
more. It is recommended to the organization to adopt effective channel of the
communication which can enhance the level of efficiency as well as performance of the
business.
 Offering rewards: This kind of strategy can also be used by GREGGS PLC in attracting
as well as building loyal market share. Starting a customer loyalty program helps the
organization in providing the customers a head start towards the company (Vasilakakis and
Sdrali, 2022). It can be as simple as providing them the first two punches on any kind of
rewarding card for free. This will facilitate the respective organization in delivering a
head start on the program on which they are more likely to stick around as well as
accomplish it.

CONCLUSION
It can be concluded from the above report, that food and beverage industry has its own
importance in the economy and it is emerging and growing at a fast rate in the world. in this
report there is clear discussion about different types of food and beverage business organisations.
There is also a clear discussion in this report about different rating systems that are in the food
and beverage industry. These ratings system help the customers in making and building a
positive and impactful image of Greggs in the market. Management skills that are required
within a food and beverage organisation are also discussed within this report along with the legal
requirements and regulatory standards that are followed by these food and beverages
organisations. Different operational and marketing technologies along with the strategies also
that are made in the food and beverage business organisations are also discussed and explained
in this report.

REFERENCES
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(Aguilar, Zang and Fushimi, 2022)
(Bujisic, et. al. 2018)
(DeFranco and Schmidgall, 2019)
(Grill, et. al. 2021)
(Köbnick, Velu, and McFarlane, 2020)
(Lamuda, Yusuf and Ibrahim, 2020)
(Lodolo, 2020)
(Mat Radzi, Saidon, and Ab Ghani, 2020)
(Mohamed, Rahim and Ma'aram, 2020)
(Nirino, Miglietta and Salvi, 2019)
(Sharma, and Dey, 2021)
(Szende, Dalton and Yoo, 2021)
(Vasilakakis and Sdrali, 2022)