Strategies for F&B Operations & Customer Loyalty: Marriott Analysis

This report analyzes the food and beverage operations at Marriott International, a multinational hospitality company. It covers the essential skills required for food and beverage professionals, including problem-solving, peak load management, and performance evaluation. The report also defines the legal requirements and regulatory standards that F&B services must comply with, emphasizing sanitation and hygiene, including Regulation (EC) No. 852/2004. A comparison of operational and marketing technologies highlights the use of new software, safety measures, monitoring systems, purchasing recommendations, and surplus resource management. Factors influencing customer decisions, such as service quality, word of mouth, and physical environment, are discussed, along with strategies for attracting and building a loyal customer base through employee training, gratitude, and special services. The report concludes that the F&B sector is a high-revenue-generating industry that requires dynamic working to adapt to changing business environments while adhering to legal requirements to sustain market presence.

Unit 6: Managing
Food & Beverage
Operations

INTRODUCTION
Food and beverage is the highest revenue generating demand of hotel as they basically
involve in offering wide range of food items with the use of adopting certain methods. In this,
they use the variety of ingredients in order to offer the delicious dish to the prospective customer
by which they can meet their needs and satisfy its user. In this respective report, Marriott
International is the multinational company which is operating their business in hospitality
industry. It is established ad headquartered is in Bethesda, Maryland which is founded by J.
Willard Marriott in 1927. In this assessment, part-1 will be covered in PPT in which various
types of business in food and beverage industry. This also cover the different rating system
which are being used for food and beverage industry with the current and future trends affecting
this respective industry. In part-2, report will be made which analyse the skills need for the f&b
professional and also analyse the legal requirement for the f&b service. Moreover, this will cover
the Compare & contrast of different operational & technology used in marketing with the
analysis of factors that influence the customer’s decision in order to choose the f&b outlet.
Lastly, strategies will be analysed in order to attract and build the loyal customer base.
PART 1(COVERED IN PPT)
PART-2
Analyse the skills of food and beverage professional within the chosen organisation.
It is basically known that the food and beverage executive is responsible for establishing
the coordination with other outlets and offering higher quality services in order to meet the
demand for their prospective customer. In context to Marriott International, required skills of
F&B executive who supervise the given task in an appropriate manner which are given below:
 Problem solver: It is needed for the food and beverage executive to have the flexible
thinking by which they can smart enough to make change in certain duties at a given
point of time. This is also vital to have appropriate decision-making which leads to
generate more profitability in an easy and appropriate manner. In context to Marriott
International, they will solve the critical problems by having the skilled staff in the given
business.
 Work in peak loads: There are various outlets which are being managed by them in the
business and they have the main task to their respective workers. This is also necessary in

have the appropriate employees before selecting area of operations. This also leads to
have the appropriate approach by which they can complete the given task in an effective
manner. Employees can work in the critical work environment and also leads to enhance
the sale of the company and they can work in an appropriate manner. This also help them
to build the strong network so that they can sustain in the given market. Marriott
International can work in the peak load with the help of their talented employees.
 Evaluate the performance: food and beverage department work with the effective
consideration and it requires the large number of employees in order to manage the whole
operations. For this, high performance working employees is needed for the given
business so that they can work with proper effectiveness by which they can have the
effectiveness in the given business. In context to Marriott International, they will get the
higher appraisal of employees when they are contributing to the progress of the company
by motivating them and this leads to have the overall goal and set target in the given
business.
Define the legal requirements & regulatory standards which must be comply by food and
beverage service and main reference to cleaning of equipment.
F&B is the leading company that deals in different outlets of the business. Such
operations required some rules and standards which needs to be followed by them. In context to
Marriott International, they require some of the regulatory standards and laws by which the
business can grow in an appropriate manner. With the proper implementation of standards in the
given business, organisation can grow and generate the huge profits and they legal requirement
of the out which are given below:
 Licensing and Registration: every business needs the support in the business
organisation and they needs to have the license y which they can run their business in an
appropriate manner. This is also vital for to have the permission for the business from the
respective government authority so that they can run the various sub department of the
business that includes the major growth in the business by which they can sustain in the
market for long period of time. An restaurant need to fill the application form for their
registration in form A and under the schedule 2 with the given relevant fees. Such factors
of the business can take to the next level of growth and helps them to have the good
brand image in the given marketplace.

 Sanitary and hygiene: Every business organisation needs to be cleaned and ventilated
for ensuring the positive business environment. This needs proper housekeeping by
which they can ensure the sanitizing and cleaning within the premises. This also includes
the certain factors which are contributing to the betterment of the company. It is vital for
the staff to use the hand gloves and hat for covering the hair. This will eliminate the
contract of germs. For which, the hygiene in the food and beverage operations.
Management must give proper training to their prospective employees for taking care of
food items with extra efforts.
 Regulation (EC) No. 852/2004: This is the law which is related to the designing of
kitchen that is enforced by the certain food safety and hygiene. This says that the
equipment of kitchen will be waterproof dressing by which they can control the
hazardous bacteria which can easily detect the bacteria and keep the workplace in good
condition. They must have the maintained equipment so that they can ensure the better
use of their machine for the higher productivity.
Compare & contrast of various operational and marketing technology for a various type of food
and beverage businesses.
Food and beverage industry is rapidly growing sector in hospitality which leads to have
more profit in the given marketplace as there are various business meetings, social events and
gatherings which takes place and this leads to made them grow and this implied varied new
technology and innovation. This also leads to have more profitability by covering both
operational and marketing technology that are explained as follows:
Operational Technology Developing new Software:They are focusing on developing the new software & scanners
which help them for easy accessibility for taking orders. The staff do not need to go to the
table of the customer by which scanner is present on the table which help the guest to
have the menu and they can place the orders by which the restaurants may apply this
which attract large group of customers. Safety measures:Hotel manager can rightly give instruction to their staff to work with
proper cleanliness & to make the use of sanitizers and gloves during working.
Furthermore, all the restaurants must apply such thing as in the tough time of pandemic,
every customers can get the food from the safe and clear kitchen.

 Monitoring the food area: manager of the company may fix the webcam in order to
check the food quality and ensure the food is being delivered to their respective
customers which help them to have more confidence of customer for the better food
quality.
Marketing Technologies Purchasing Recommendations: There are various attributes which can be sued by the
company and they can gave the customers rights for their selection about the selection of
any kind of food item they want. With the help of innovation, Marriott International can
add some more varieties of their food which is needed for the customer by which they
can offer wide variety of goods in the market so that they can offer the given goods in the
target market.
 Surplus amount of resources provides services: When the marketing team is keep check
on the given resources which is being used by the industry and they have the better
consideration in sufficient amount of sources so that they can offer the better and
sufficient services to their prospective customers. They also got the better consideration
by which they can rightly ensure the better working of the company so that they can
sustain in the market in long run.
Enlist the factors that influence the customer’s decision for choosing the food and beverage
outlets.
There are various factors which influence the decision making of the prospective
customers and these are the certain aspects which is impacting the organisation. Following are
the factors which are given below:
 Quality of service: It is vital for the Marriott International to have the better services and
offer the best quality of food to their respective customers. This helps in enhancing the
customer base and also leads to attract the large group of customer in the target market.
 Word of mouth: In this factor, it give the personnel opinion to the customer by which
they can offer the better services to their prospective guest. This also includes the
perception of the people in the given market place by which they can attract the huge
customer base.

 Physical Environment: This is the factor in which the environment play an significant
role and the Marriott International is having the appropriate approach by which they can
attract the large customer base in the target market.
Analyse the strategies used for a range of food and beverage outlets in order to attract and build
a loyal customer base.
There are certain strategies by which a loyal customer can attract the customer which is
the main concern for any organisation. They can leads to have the huge profitability with the
help of large customer base and earning maximum profitability. There are factors which helps
them to tract the loyal customer which are given below:
 An organisation needs to have the train their employees that is related to the action and
guide them for interacting the potential customers and have them some gratitude by
which a loyal customer can remember the same and can visit the restaurant again. In
context to Marriott international, they also build the level of customer relationship so that
they can attract their potential guest.
 An organisation must some some gratitude to their respective staff so that they can
remember the services. A simple thank you will go long ad also influence the choices of
the customer.
 Food and Beverage services must offer the special service to their guest so that they can
attracted to come with the given work.
CONCLUSION
From the above report, it is concluded that the food and beverage sector is the highest
revenue generating industry which is operating within the economy. It plays the significant role
in order to increase the overall revenue. Multi cuisine restaurants, speciality restaurant and
banquets. F& services are using the star rating system in which the five star category is the top
category of the hotel. Further it has been discussed that the current trends and future tends which
is impacting the changing customer choices of the people. Food and beverage executive must
have the dynamic working so that they can adopt in the changing business environment.
Moreover, there is the legal requirement so that they can sustain in the market.

REFERENCES
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