Analysis of Food and Beverage Operations at Royal Horseguards Hotel

This report provides an in-depth analysis of food and beverage operations within the hospitality industry, focusing on the Royal Horseguards Hotel in London. It explores various business types within the food and beverage sector, including service businesses, sole proprietorships, partnerships, and limited liability companies. The report examines different rating systems used nationally and internationally, such as Michelin Stars and AA Rosettes, and discusses current and future trends affecting the industry, including the impact of the COVID-19 pandemic and the increasing demand for safety, hygiene, and contactless services. Furthermore, the report compares and contrasts different operational and marketing technologies employed by food and beverage businesses, using the Royal Horseguards and Blakes Hotel London as examples. It also investigates the factors influencing consumer decisions when choosing food and beverage outlets, such as menu variety and taste, and analyzes strategies used to attract and build a loyal customer base. The conclusion summarizes the key findings and emphasizes the importance of adapting to changing consumer preferences and technological advancements to ensure business success.

Managing Food &
Beverage Operations

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
P1 Explore different types of businesses within the food and beverage
industry by selecting a profile for chosen organisation in each area of industry........................1
P2 Explain different rating systems used for the food and beverage industry
nationally and internationally.....................................................................................................2
P3 Discuss the current and future trends affecting food and beverage
business ......................................................................................................................................3
Task 2...............................................................................................................................................4
(Covered in PPT).............................................................................................................................4
Task 3 ..............................................................................................................................................4
P6 Compare and contrast different operational and marketing technology for range of different
food and beverage business.........................................................................................................4
Task 4...............................................................................................................................................6
P7 Investigation of factors that influences the consumer decision on which food and beverage
outlets they choose.......................................................................................................................6
P8 Analyse strategies used in range of food and beverage outlets to attract and build a loyal
customer base...............................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Hospitality industry is defined as organisation which provides different types of products
and services in the changing environment and maintain the higher performance. When people
comes to other country then they are requires to a proper place where they can spend their time
and enjoy their holidays so that they make a booking of hotel by conducting all inquiries and
getting information (Ab Talib, 2017). Various types of information are needed while selecting a
best place and hotel which can fill the customer's demand that helps to make them happy and
satisfied. To attract the larger area and customers important thing is to analyse the information
and take right action after collecting all informations. To understand about this, The Royal
Horseguards has been selected that is large size hotel in London, England that offers variety of
products and service in the challenging environment. This report covers food and beverage
industry including style of food and beverage service outlets, comparison of different food and
beverages operation by using new technology that improve operational efficiency, and customer
motivation and behaviour that maximizes the business success.
Task 1
P1 Explore different types of businesses within the food and beverage
industry by selecting a profile for chosen organisation in each area of industry
In the hospitality industry, it is important for organisation to understand the needs and
wants of their customers and provide the kind of services that can fill the customer requirement
and and provide them satisfaction. In the Royal Horseguards, as a food and service manager
different types of food menus are provided as per customers demand which helps to attracts the
large number of customers. In the food and beverages industry different types of businesses are
as explained:
Service business: This means different types of services and products that are intangible
or not having nay physical form is called service business. This involves hotel services where
people stays and spend their time (Najafi, 2019).
Sole proprietorship: This can be defined as a business which is started by single person
by understanding needs and wants of people that helps to earn the money to live their livelihood.
All the management and activities are handling by single person who provides products and
services as per customer requirements.
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Partnership: This means when a business is started by two and more than two person for
the purpose of providing products and service then known as partnership. This can help to
attracts the large number of customers and attain the higher productivity (Dsouza, 2020).
Limited liability company: This is another type of business which is started by number
of people as they have limited liability and functions in their organization that helps to get
limited profits and productivity (Hua and et. al., 2018).
From the above Royal Horseguards is considered as service business in UK that is large
size hotel offers variety of invisible services that attracts the large number of customers and
manages the guests. The food and beverage management in this organisation managing all
functions and services in their organisation by maintaining all precautions that assures customers
that selected hotel is good to buy staying services.
P2 Explain different rating systems used for the food and beverage industry
nationally and internationally
For every industry and business, ratings are important that increases and insights of
customers that such brand is valuable for them and will provide the better quality of products.
Rating can be given in different forms and system that should be understandable for people and
make decision to buy. The rating is different in national and international country as it develop
the insights of customers to make the buying decision if organization is providing better quality
of then it will be opportunity to grab the change of higher sales.
The system of ratings in food and beverage industry are as defined:
Michelin Star
: This is a rating system which uses by red Michelin Guide for grading to their restaurants. This
involves 3 stars out of them one star signifies a very good, two stars means excellent that worth a
detour and three stars which means exceptional cuisine that is worth a special journey (Jie and
Gengatharen, 2019).
Scores on the Doors
: This is rating system and website that allows customers to quickly check the food hygiene
rating of pubs, food shops and restaurant in food and service industry (Tseng and et. al., 2020).
AA Rosettes
: This rating system is different form Michelin star that get by those hotels and restaurants who
achieves outstanding standards that demand recognition well beyond their local area. In this,
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management select the best quality of hotel products and services which can help to get higher
ratings.
Star Ratings
: This rating system is uses by people to show their hotel services and products which they are
providing. This can help to attracts the larger number of customers by getting higher ratings
(Loustaunau, 2018).
Royal Horseguards is best hotel in the eyesights of customers as it get two star rating in
internationally which helps to attracts the large number of customers in food industry. At
national level it gets 3 star rating as people have shared their positive feedback and manages
manges all functions effectively (Kukanja and Planinc, 2020).
P3 Discuss the current and future trends affecting food and beverage
business
The business environment is changing day by day where it is important for organisation
to understand the needs and wants of their customers so that they can share positive feedback and
make decision to buy again. If all products and services are properly managed then it will be
opportunity for company to attracts the large number of customers and attain higher profitability.
The current trend showing what is going on in industry and future trends show what will be
happen in industry that helps to make the right business decision (Chitauro and Khumalo, 2020).
Current trend in food and beverage industry
It has been seen that world is facing from Pandemic currently that has affected all
businesses all are forced to stop during lock down period and no one is allowed to go anywhere
and spend their time in other country. This trend has created a problems for all organisation that
how they operate, organise and influence the number of customers for the purpose of increasing
their sales and profitability. The pandemic affected the food industry badly and no one is
allowing to stay in hotel and attain other services that became a problem how to raise funds.
Royal Horseguards is facing the problem currently due to COVID- 19 attack that occurred fear in
many people regarding spreading out the virus so people are not buying services. This reduced
the organisational productivity and profitability in challenging environment. Herein, customers
are demanding safety&hygiene , contact less payment, delivery at home, healthy and organic
food if they has arrived (Prayitno, Apriliana and Edison, 2020).
Future Trend in food and beverage industry
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In future period, customers have some expectations and needs in relation to food industry
as they are aware from Pandemic and any other epidemic situation. Royal Horseguards has
decided to follow healthy and safety standard in their organisation for the purpose of providing
safe and healthy products to their customers. In this management will offer safety & hygiene
rooms, better quality of food, robotics delivery, smart hotel, personalization by maintaining
social distancing, virtual reality tours, touch screen technology, sanitized rooms and etc. that
build the customers confidence and make right decision to buy such hotel services. The future
activities of selected hotel will attracts large customers and surely get higher brand image
(Oyedele, 2019).
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Task 2
(Covered in PPT)
Task 3
P6 Compare and contrast different operational and marketing technology for range of different
food and beverage business
For organisation, operational and marketing technology is uses to complete the task in
certain period and influence number of customers which can help to attain the higher
productivity and profitability. In business environment different types of business are sole
proprietorship, partnership, service business and others are uses to operate their own business
effectively which helps to attain the higher productivity and sales (Supriadi, 2019). In context to
Royal Horseguards, that is service type business are using different operational and marketing
technology such as:
Royal Horseguards Blakes Hotel London
This is large size hotel in London that offers
variety of products and services to customers
by maintaining all operational activities. The
management of organisation arrange a great
tour trip for customers where they organise
order, check in, check out, theme of rooms
according to customer requirements and food
facility that helps to make the right decisions
(Hong and et. al., 2019).
This is another food industry which is
operating business in area of London that
attracts number of customers by managing
their needs and expectation then make efforts
to fill. This helps to increase the organisational
activities and develop the brand image by
operating all functions and performance
effectively in changing environment.
Marketing technology is uses by Royal
Horseguards such as Emails, search engine
marketing, google Adwords re marketing,
mobile and marketing automation which
attracts the large number of customers and
provide them effective services (Dornier and
Mauri, 2018).
Marketing technology is the way which uses to
bring the people together and maintain
customers order. The management of Blakes
Hotel London uses digital marketing, social
media, You tube and other activities which can
help to attracts large number of customers.
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Contrast
Both hotels Royal Horseguards and Blakes Hotel London are operating tehir hotel by
offering variety of food and staying services to customers that attracts large number of people
and attain higher sales. They uses different marketing channel to reach the number of people and
manage the customers. Moreover, they are using digital marketing, promotional channel,
robotics delivery, proper sanitized rooms and services increases customer service (Alberca and
Parte, 2018).
Task 4
P7 Investigation of factors that influences the consumer decision on which food and beverage
outlets they choose
The food and beverage outlets is defined as area in a hotel where food and services are
sold to houses and outside guests. If all products and services are according to customer's needs
then it will be an opportunity to increase the sales and performances. Royal Horseguards is etting
different type of outlets according to customer's choice such as Franchise outlets, home cooked
food, fast food, south Indian, better room services etc. that attracts them to make buying
decisions (Napathorn, 2020).
The factors which influences consumer decision making on food and beverage outlets
Menu variety: This is important factor which choose by customers as having many
varieties in foods and beverages. In context to Royal Horseguards, food and beverage
management is required to add many variety of food that influence number of customers and
make efforts to increase sales by responding properly (Hart and McMurtrey, 2018).
Taste as a factor: This factor states or customers were asked whether their choice of fast
food outlets was a result of fast food tasting better than home cooked food. If taste of food is
really good then it influences number of customers to make decision. In context to Royal
Horseguards, food and beverage management consider this factor by offering better taste of food
that matches with home cook which influences number of customers to make buying decision.
Price and affordable: If the price of products are affordable then it will be easy for
customers to select one. The management of Royal Horseguards uses this by setting the effective
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prices of their hotel products and services which can help to maintain the higher sales and
profitability (Torlak, Demir, and Budur, 2019).
Customer services: For organisation it is important that to have good and attractive
customer service by identifying needs and wants which can help to operate a business
successfully. By considering this factor management of Royal Horseguards maintains pre, ans
post customer services that attracts the large number of customers and attain the higher
productivity by managing all activities.
P8 Analyse strategies used in range of food and beverage outlets to attract and build a loyal
customer base
In food and beverage outlets, different choices are identified by management so that
better quality of products and services should be provided to customers. If all activities and
functions are properly managed then company will be success to build a loyal customer base. In
context to Royal Horseguards different strategies are used to build the customer base that are as
explained:
Identifying the needs: In hospitality industry, it is required strategy which should be use
by organization by identifying needs and wants then provide the kind of products. In context to
Royal Horseguards, management uses this strategy by analysing needs and providing products
accordingly that increases number of customers (Razalli, 2019).
Customer touch points: This is effective strategy which uses by organization for the
purpose of building customer loyalty. In context to Royal Horseguards, different touch points
such as advertisement, loyalty programme, customer services, feedback facility and other offers
are provided that attracts larger customer base which helps to maintain higher profitability.
Offer free WiFi: The next choice of customers is power of internet as some people are
using hotel for their business meeting so they are required to get free WiFi and internet facility
that can help to attracts customers and build the loyalty (Thomas, 2018).
Using new technology: In the changing business environment, it is important to bring the
uses of new technology and innovation which can help to attracts the customers by offering
different services in less time and become competitor of other hotel that helps to attain the higher
customer loyalty brand and maintain the good business activities (Kroes, Manikas and Gattiker,
2018).
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Therefore, Royal Horseguards is using all above strategy in their hotel that helps to
provide the better quality of products and services for the purpose of building customer loyalty
and maintain the higher brand image effectively.
CONCLUSION
From the above it has concluded that hospitality industry is a kind of service industry in
which management are allowed to provide variety of products and services so customers feel
happy and mange their all activities effectively. Different type of business such as sole
proprietorship, partnership, service etc. that are running their business at different profile. Rating
system uses to make right selection regarding particular products and services. Different
operational and marketing activities are uses to provide information and influence them to make
further decision. For running a business is important to analyse current and future trend which
can help to provide the products and services accordingly and satisfied them.
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