Walty Chef: Detailed Report on Food and Beverage Operations

This report provides a comprehensive analysis of Walty Chef's food and beverage operations. It begins by identifying different business types within the industry, such as restaurants, bars, clubs, and online delivery services, and explores various rating systems used to assess them. The report then delves into current and future trends impacting the industry, including safety, hygiene, contactless payment, and healthy lifestyles, along with an analysis of how these trends affect businesses. A critical evaluation is provided on how different food and beverage businesses have adapted to these trends. The report includes profiles of various food and beverage service outlets like coffee shops, bars, and nightclubs. It also examines the differences and similarities between operational and marketing digital technologies, followed by an evaluation of how businesses use these tools to promote their products and services. The analysis extends to factors influencing consumer decision-making and strategies for building customer loyalty. The report is concluded with a discussion of the findings.

UNIT 6: MANAGING FOOD
AND BEVERAGES
OPERATIONS

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Different types of business within food and beverages industry................................................3
Various rating system used in food and beverage industry.........................................................4
Current and future trends............................................................................................................5
Analysing way in which current and future trends are affecting business..................................5
Critical analysis of way in which different types of food and beverage business have adapted
to recent trends............................................................................................................................5
Profile of each food and beverage service outlet........................................................................6
Analysis of difference and similarities among operational and marketing digital technology...6
Critical evaluation of how business use digital operational and marketing tool in promoting
product and services....................................................................................................................7
Analysis of factors influencing and motivating consumer decision making process.................8
Critical evaluation of strategies used in different business for building loyal consumer base...8
PART 2............................................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Food and beverage is an important part of the hospitality industry as without food no
person can live. If a person goes for travelling they will require food and if a person is is living at
his own place then also they will require food (Allman-Farinelli and et.al., 2019). Thus the
current study is based over the company Walty Chef which is a restaurant and matches the food
preference along with the local venues. The current report will identify the different types of
businesses within the industry along with the various rating systems. Further the discussion will
be done over the current and future trends going on in the company. In the end profile of differ
outlets long with operational and marketing similarities and difference will be created.
PART 1
Different types of business within food and beverages industry
There are variety of the different type of business which generally operates in the Food and
beverage industry, some of the example of different business type are as follows:
Restaurant: It is one of the business type which is most famous in the food and beverage
industry. Restaurant is generally regarded as a place where people used to pay to sit to eat the
different cooked food which is served by the restaurant on the customer demand only. Meals are
generally eaten by the customer in the premises itself, also there are restaurant who also used to
provide the service of take out and food delivery. Generally there are two type of legal business
type which are linked with the restaurant, two legal business types are sole proprietorship and
partnership form of business.
Bar: It is another type of business which is seen in the food and beverage industry, Bar is
a service providing firm. Bar generally used to offer the premises to the customer to have drunk
also. Bar generally used to provide the different type of drinking product to the customer and
they used to serve the same to the customer. Looking at the legal compliance linked with
opening of bar in the market it has been identified that there are high number of legal compliance
which are linked with the opening of Bar as compare to that of restaurant in the market
(Brownsword, 2019). Bar also used to provide some sort of meals as well but meals are not their
first choice product. They generally used to offer starter only.

Club: It is another form of business which generally used to exist in the Food and
beverage industry as well. This is the type of business type which generally used to provide good
sort of entertaining facility to the entire customer in the market. It has been identified that
generally used to organize different parties and event in the club and used to invite the customer
to have a joy in the Club (Chatterjee, 2019). Club generally used to offer both meals as well as
drink to the customer in the market, this type of business type is generally famous in the teenager
group of the customer.
Online delivering organization: It is another important sort of business type which has
seen good sort of trend in the market in the current scenario. This is type of business organization
which generally used to provide the service to the customer in the market. They generally used to
take the food from the restaurant and used to deliver to the customer in the market. They
generally used to work as a third party organization in the market.
Various rating system used in food and beverage industry
Within the food and beverage industry there are many different types of rating which the
restaurant can get. The rating system is very essential for the hotel and restaurant to undertake as
this creates trust among the consumer that if rating is high then this will build trust of consumers.
The various rating system which can be used by Walty Chef is as follows-
 Star rating- this is a system of rating which provides for different stars to the hotel and
restaurant from highest to lowest on basis of quality which is being provided by the hotel.
These stars are generally provided from a range of 1 to 5 stars.
 AA rosettes- this is another major type of rating system which inspect the restaurant and
hotel and their working and hygiene factor. If they like it then they rate the hotel on a range
of 1- 5. Generally the hotels coming in range of 1 are of high local standards and hotel
which comes on 5 are the top restaurant and hotel in the world.
 Score on door- this is another major type of rating system wherein the website of the hotel
or restaurant provide a quick access to the official website of company. This provides every
information to the consumer relating to the hygiene, working, quality and other aspect in
hotel. Then on basis of individual ranking of these people collectively hotel or restaurant is
rated.

Current and future trends
In this modern and current competitive world there are many different types of changes
taking place and these trends need to be adapted by the hotels. The current and future trends for
Walty Chef and food and beverage industry are as follows-
 Safety and hygiene- in the present situation of pandemic this is the most important trend
to be managed within the food and beverage industry (Chen, Hussain and Low, 2020).
The major reason underlying this fact is that due to pandemic consumer have become
frightful in going to some other place to eat. Thus, if safety and proper hygiene will be
maintained then this will attract more of consumer.
 Contact less payment- with reference to this current pandemic situation this is also the
recent trend in hospitality and food and beverage. The major reason is that because of the
pandemic the company must focus on contact less payment that is digital payment so that
people will not come in the physical contact with one another.
 Healthy lifestyle- this is another major future trend which Walty chef must use as in this
modern world the consumer have become much health conscious and if they will not be
adapting this then consumer will not get attracted towards the hotel and restaurant. Thus,
for this it is the duty of hotel to provide for the healthy lifestyle to the consumer.
Analysing way in which current and future trends are affecting business
The application and abiding of all the current and future trends will affect the business of
food and beverage industry to a great extent. The major reason for this is that when the
companies under this industry will comply with all the recent and future trends then this will
attract more of the consumers. Hence, the market base of the company will increase and this in
turn will result in the increase in profitability and productivity of hotel and restaurant. For
instance, if Walty Chef uses the trend of safety and hygiene and cleans the hotel every hour then
this will attract more of the consumer to go to the place. Hence, this will increase the working
and operations f the company to a great extent (Daskin, 2019). On the flip side if the hotel Walty
Chef will not make proper use of sanitization with respect to the current situation of COVID 19
then there will be fear among the consumer that hotel is not providing sanitization and thus they
will not come to hotel very often.

Critical analysis of way in which different types of food and beverage business have adapted to
recent trends
Many of the business in the food and beverage industry have adapted to the recent trends
and the future trends and because of this the business of the company has increased. Thus, with
assistance of critical evaluation it can be said that the use of current and future trend will be
assistive to hotels and restaurants to increase their sales (Liu, Huang and Shih, 2018). If the hotel
and restaurant will not comply with these recent trends then this will affect the image and
goodwill of the hotel in negative manner. Also, the future trends include the use of robotics and
artificial intelligence and if this will not be adapted then this will improve working and more
consumers will be attracted.
Profile of each food and beverage service outlet
Within the food and beverage service outlet there are different types of outlet through
which the services are being provided to the consumers. These various types of outlets are
discussed in following points-
 Coffee shops- within the food and beverage industry this is the most common type of
outlet which is provided by every hotel or restaurant. A coffee shop is the one which
includes a small dining space with a variety of different types of cold and hot coffees and
light meal as well. Further with this light music and soothing lightning is also provided to
the consumer so that they can relax in this soothing ambience.
 Bars- this is the most common and exciting outlet which needs to be presented within the
hotel and restaurant as most of the people gets attracted because of bars only. Here
generally the menu consists of different types drinks and snack which are required with
drinks. Here the ambience of the bar is very relaxing so that a person comes and can relax
and be positive and free from all the tensions.
 Nightclub- this is another major important outlet to be provided with the hotel or
restaurant (Lydekaityte and Tambo, 2016). This is particularly essential because of the
reason that when the person comes to nightclub then they require loud music, dance
floors, energetic environment, cocktails, drinks, snacks and many other related things.
This must have entry permission so that not every person can come in the hotel.

Analysis of difference and similarities among operational and marketing digital technology
In managing the working and system of hotel or restaurant the most important thing is to
manage the marketing and operation technology in effective manner (MARITZ, BYRNE and
SIMON, 2018). The major reason for this is that if hotel is not managing its operational and
marketing activities then this will have a great impact over working.
 Difference- the major difference in the operational and marketing activity is that in
operational activity the technology is used in order to improve the quality of the product
or services which are being provided by the company. On the other side the marketing
technology makes use of the social media marketing in order to manage and attract more
of the consumers. The another major difference is that in marketing technology, the
company uses the technology in order to attract the consumer by way of providing them
attractive information over the official website of the company. Furthermore, the use of
operational technology is done in order to manage the quality and flow of services being
provided to the company in order to satisfy the need of the consumers. For instance in the
bar the operational technology used will be of self serve beer tap but this operational
technology will not be suitable for the coffee shop.
 Similarities- the major similarity between the operating and the marketing technology
used by Walty Chef is that both these technology work in the direction of increasing the
working capacity of the hotel. Another major similarity between the use of both
technologies that is operational and marketing is that the major aim is to attract more of
the consumer and to increase the base of consumers. Further, both these technology will
also assist the hotel or the restaurant in order to increase its business in effective manner
so that this will assist in capturing more market share and to increase the competitive
advantage as well. For instance is social media marketing is used in attracting consumer
for a coffee shop then this can also be used by the nightclub as well in attracting more of
the consumers.
Critical evaluation of how business use digital operational and marketing tool in promoting
product and services
As per the views of Memarzadeh and Anand (2018) the use of digital operational and marketing
tool will assisting in promoting the product and services of the hotel and restaurant. The major
reason for this is that when the company will make use of the operational and marketing

technology in promoting the goods and services then this will attract more of the consumers.
This is particularly because of the reason that when the use of digital technology is undertaken
then this will attract more of the consumer and will improve the sales of the company. On the
other side Potvin Kent and et. al. (2019) argues that if the hotel will not make use of the latest
technology relating to marketing and operational activities then this will create a negative image
over consumers. The major reason for this is that the use of digital technology pertaining to the
operations and marketing is that this will reduce the working efficiency of the hotel and this will
distract consumer to come to the place as they are not making use of the latest technology.
Analysis of factors influencing and motivating consumer decision making process
Every decision of consumer to come to the place is directed by many different types of
factors which either influences the consumer or not. Thus, in this dynamic working environment
there are many different types of factors through which employees are being motivated to come
to any place and consume the services. These factors which guides the decisions making process
of consumer are as follows-
 Culture- this is the most common and important factor which affects the decision making
process by the consumer. The major reason underlying this fact is that when the culture
of the hotel or restaurant is not liked by the consumer then they will not go to that place.
In the same manner when the culture of hotel will be of favour then they will be
motivated to go to the place.
 Social factor- this is also a major type of factor which affects the decision making
process of the consumers. The major reason underlying this fact is that when the social
factor that is values and ethics and behaviour of society are applied in the working of
hotel then this will attract consumer to go for the hotel.
 Psychological factor- this includes the attitudes and beliefs of a person and the
perception and thinking of the consumers. If the psychology of the consumer does not
matches with the product and services of the company and if this does not matches with
the expectation of the consumer then they will not go to the place again (Raimo and
et.al.,2020).
Critical evaluation of strategies used in different business for building loyal consumer base
In this modern and competitive world to sustain the business and to attain a competitive
advantage the most important thing is to manage the loyalty of consumer (Schrock and et.al.

2019). The consumer loyalty is very essential for the business to be managed as if consumer will
not be loyal then this will have a negative impact over the working of company. Hence, for this
there are many different strategies which are used by Walty Chef in order to attract the consumer
and keep them connected with the company for longer and this includes the following-
 Proper and effective communication- this is the most common and effective strategy in
order to keep the consumer stay loyal to the company. This is necessary as if the
communication among the consumer and hotel will be effective then this will create long
term relation among the consumer and the company. Further the clear communication
will be assistive in managing and connecting the consumer with the company to a great
extent.
 Discounts- this is the most essential strategy in managing the consumer for a longer
period of time with the company. Under this method of discount the company provides
price off, sometimes additional offers like buy one get one free and many other different
types of offers to attract the consumers. These offers and discounts will attract the
consumer for effectively connecting with hotel for a longer manner.
 Taking time to time feedback from the consumer- this is another major type of strategy
which will assist the hotel in attracting the consumer for a longer period of time. The
major reason is that when the hotel will take feedback from the consumer then this will
create a feeling in the mind of consumers the hotel values the views of the consumer
(Spence, 2020). Thus, this will create a long term relation among the consumer and the
company.
PART 2
Incorporated in PPT
CONCLUSION
In the end it is evaluated that food and beverage is the most essential thing to be managed
within the hospitality industry. This is particularly because of the reason that when this industry
will not be managed then this will not be able to manage the need and requirement of consumer.
It was highlighted that there are different business like bar, club and rating system like star
rating, scores on door and many others. Further the different trends like use of safety hygiene and
other was discussed.

REFERENCES
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