MFBO: Digital Technology and its Impact on Food & Beverage Business

This essay discusses the significant role of digital technology in expanding and enhancing food and beverage businesses, particularly pop-up outlets. It highlights the importance of understanding customer needs through digital communication channels, analyzing customer behavior, and complying with food and beverage laws in the United Kingdom. The essay also explores effective digital marketing techniques, such as using high-quality photos and attractive menus, to attract customers and build a loyal customer base. Furthermore, it emphasizes the operational strategies, like advertising, to connect with more people and the impact of digital technology on reaching customers instantly, building brand image, and understanding customer preferences for quality and hygiene. The essay concludes that focusing on these aspects is crucial for running a successful pop-up outlet.

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2019
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sTUDENT’S DETAILS-

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Digital Technology
Digital technology plays an important role in today’s world and helps in expanding the business.
It gives me an opportunity to grow my business and attract more customers towards the product
(Dao, 2018). Digital technology has helped in gaining popularity and doing collaborations with
the other enterprises. From digital technology I am able to connect with the current and potential
customers and have also helped in developing a communication channel which improves the
customer service and ultimately helps in enhancing the performance of my business. For me, it is
very important for understanding the customer’s needs and digital technology provides me a
communication platform where I can interact with the customers and make them aware about the
product in order to get their attention which can make my business more profitable.
If I am dealing in the food and beverages industry, I would analyze the needs of the customers of
an area while deciding upon opening of a pop-up outlet in that particular area. I would analyze
the behavior of the crowd coming there and their taste and preferences in order to make my
outlet profitable. If the people in that area are large in number there is no alternative available of
my product then I would open my pop-up outlet there as there will be more chances to get
profits.
There are financial penalties for failing to comply with the food and beverages law in United
Kingdom (Boggs, 2016). Food Hygiene Certificate, Pest Control, Regulations, Food Premises
Approval, Building Permit and Planning Permission are some of the regulations I have to comply
with while opening a pop-up outlet. If my food and beverages business fails to meet legal
obligations as prescribed by the government, then there can be serious consequences on my
business. Firstly, there are various penalties for breaching the law and secondly it affects the
reputation as well which can reduce the performance of my outlet and may lead to losses as well.
Effective digital marketing techniques are adopted for the food and beverages businesses to
attract customers and creating a want for the product offered (Jackson, 2017). Using of high
quality photos, using of hashtags, giving offers and an attractive menu are some of digital
marketing techniques that can help my food and beverage business to get new customers and
make a loyal customer base. Apart from this, there are operational strategies as well like making
customers aware about my business through use of advertisement that will help in getting

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connected with more people. These strategies are successful when executed and they require
very less in cost and suitable for my pop-up outlet.
There is a huge impact of digital technology on my food and beverages business. It has enabled
me to reach the customers instantly and conveniently and have also helped in building the brand
image. Though digital technology, I have reached many customers easily and made them aware
about my pop-up outlet and created a loyal customer base. Use of these techniques has made me
understand the behavior of the customers. Different customers have different needs and the
customers are more likely are attracted towards the quality and hygiene factors (Nugent, 2015).
Therefore, I would be focusing on these things for running a successful pop-up outlet.
References
Boggs, S.P., 2016. When Allergens Go Wrong: UK Potential Penalties For Food Adulteration
And Breach Of Food Information And Safety Laws. [Online] Available at:
https://www.lexology.com/library/detail.aspx?g=e3f69401-0a72-4298-a345-998ae12b74aa
[Accessed 15 July 2019].
Dao, D.Q., 2018. 3 Benefits of Digital Technology in Business. [Online] Available at:
https://www.techfunnel.com/information-technology/3-benefits-of-digital-technology-in-
business/ [Accessed 15 July 2019].
Jackson, A., 2017. 11 Highly Effective Marketing Strategies For A Food & Beverage Business.
[Online] Available at: https://www.designhill.com/design-blog/11-highly-effective-marketing-
strategies-food-beverage-business/ [Accessed 15 July 2019].
Nugent, P., 2015. TOP 10 THINGS TO GET RIGHT WHEN OPENING A RESTAURANT.
[Online] Available at: https://www.shopkeep.com/blog/top-ten-things-to-get-right-when-
opening-a-restaurant#step-1 [Accessed 15 July 2019].

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