Assessment Title: Managing Food and Beverage

Operations
Student’s Name:

Student ID:

1
 Table of Contents
Introduction...................................................................................................................3

Task 1...........................................................................................................................4

Food and beverage service outlets in London..........................................................4

Food and drink sector rating scales..........................................................................6

Food and beverage business product and service trends........................................7

Legal and regulatory standards for F&B service outlets...........................................8

Legal aspects of F&B operational performance.....................................................10

The effects of violating F&B Legal Regulatory Standards on operational

performance............................................................................................................11

Task 2.........................................................................................................................12

Profiles of the 3 F&B outlets in London..................................................................12

Operation and Marketing analysis of the Organisations.........................................13

Critical Evaluation...................................................................................................15

Consumers make decisions based on factors........................................................17

Critical evaluation of the strategies used by the 3 businesses...............................18

Conclusion..................................................................................................................20

Reference...................................................................................................................21

Table of Figures
Figure 1: Common Types of F&B Outlets....................................................................4
Figure 2: Common Rating Systems.............................................................................6
Figure 3: regulations and standards.............................................................................9

2
Introduction
Consumer loyalty is essential to the survival of any firm in today's cutthroat
marketplace. This is especially true in the beverage and food market, where
customers typically have many products from which to choose. Targeted advertising,
loyalty programs, a social media presence, a novel design, superior customer
service, and a limited supply are just a few of the methods used to attract and retain
customers. Three restaurants and bars—Dishoom, Sketch, and The Wolseley—have
distinct business models that can shed insight into the elements that contribute to
customer loyalty and the advantages and disadvantages of other approaches.

3
Task 1
Food and beverage service outlets in London.
There is a diverse selection of service providers operating in the food and beverage
industry in London, each of which has a setting and menu that are entirely unique
from the others. The following is a list of some of the most common types of plugs:

Cafes
Fast
Restaurants
Food
Nightclubs
Food
Bakeries
food
trucks
halls
outlets

Figure 1: Common Types of F&B Outlets

Source: Author

A restaurant is a business where people go to eat and drink (Beate Sjfjell &
Wiesbrock, 2014). These restaurants could be anything from cosy neighbourhood
cafes to fancy restaurants with tasting menus.

Cafes are a more relaxed alternative to fine dining, serving coffee and simple foods
such as pastries, sandwiches, and salads (Corredig, 2013). Seating could be either
inside or outside.

The term "bar" is commonly used to refer to any public place that primarily sells
alcoholic beverages and may also provide meals. They may be anything from seedy
watering holes to posh speakeasies.

4
Typical "nightclubs" are open late and provide a place to get your drink on and dance
to live music. Some of them could offer culinary services or secluded areas for
special events (Gianino, 2018).

Mobile kitchens known as "food trucks" deliver freshly prepared meals at events like
fairs and festivals. They could focus on one type of food or serve a wide variety.

Shops that sell only baked items like bread, cakes, and pastries are called bakeries.
Coffee and light meals are possible perks at some of them.

Fast food restaurants, often known as quick-service restaurants, are popular due to
their ability to quickly serve customers at a reasonable price. Most restaurants serve
standard fares like burgers, fries, and sandwiches.

Several vendors sell a wide selection of dishes in indoor food courts.

Several hotels offer a wide variety of dining, drinking, and in-room dining options.

5
Food and drink sector rating scales.
There are a variety of scales used in the food and drink industry to evaluate product
quality. The following are examples of some of the most common types of
assessments:

Michelin AA Rosette
Zagat Yelp TripAdvisor:
Guide Awards

Figure 2: Common Rating Systems

Source: Author

Michelin Guide: A three-star rating, one of the most prestigious in the industry, is
indicative of exceptional cuisine, a distinct approach to the kitchen, and the absolute
necessity of making a special journey to try it (Jensen and Ronit, 2015). There are
also one-star and two-star ratings for good and great meals.

AA Rosette Awards: The AA Rosette Award is given to a restaurant that has

consistently high standards in all areas. The number of rosette awards ranges from
one to five.

Zagat: Zagat's ratings of restaurants, which are based on criteria such as food,
service, and ambience, are published in print guides and on the website.

Yelp: Yelp is a website that allows customers to provide reviews and ratings for local
restaurants as well as comment on those reviews.

TripAdvisor: One such platform, TripAdvisor, compiles reviews and ratings from
customers and uses them to rank businesses in a similar market. Actual customer
ratings were used to create the 5-point scale (Kindler and Lieder, 2021).

Good Food Guide: The Good Food Guide evaluates British restaurants according
to their culinary and customer service standards. It features a Top 50 list with a score
scale from 1 to 10.

OpenTable: OpenTable is a restaurant reservation service that also includes

reviews and ratings from previous diners (Luca Cerioni, 2016). Everything from the
food to the service to the atmosphere is evaluated on a scale from one to five.

6
Food and beverage business product and service trends.
First, there is a growing awareness of environmental impact in the food and
beverage industry. Businesses are increasing their recycling efforts, moving to
paperless systems, and using local organic foods in an effort to reduce their
environmental impact.

Consumers' growing concern for their health has led them to want more nutritious
dining choices (Meng, 2015). As a result, more gluten-free, low-calorie, and plant-
based options have been available in the food sector.

Finally, technological advancements have led to an increase in the use of online

ordering, smartphone applications, and other digital solutions by restaurants and
other food service enterprises in order to increase efficiency and satisfy customers
(Perry-Kessaris, 2016).

Consumers are increasingly interested in more convenient dining options, such as

food delivery services, ready-to-eat meals, and mobile kitchens. Businesses are
adjusting by creating more accessible versions of their products and services.

Personalization: Cafes and restaurants are tailoring their services to the specific
tastes of their customers (Nam, Kim and Carnie, 2018).

Sustainability is becoming an increasingly important topic in the food and beverage

industry. Companies are reducing their environmental impact by switching to
methods like recycling and sourcing locally grown, organic ingredients (Piankova,
2014).

7
Legal and regulatory standards for F&B service outlets.
Compliance with a variety of regulations and legislation ensures the safety and
quality of the food and drink offered in public facilities. The following are some of the
most important guidelines and standards:

Food
Hygiene
Regulations

Health and
Allergen
Regulations
Safety at
Work Act
regulations
and
standards

Licensing Food
and Safety
Permits Act

Figure 3: regulations and standards

Source: Author

 Food Safety Act: This legislation sets out the general requirements for food
safety and hygiene in the UK, and applies to all food businesses.
 Food Hygiene Regulations: All aspects of a food business, from the layout
of its kitchen to the methods used to prepare and store its products, as well
as its general cleanliness, are governed by these rules.
 Health and Safety at Work Act: This law mandates that all businesses
provide a safe environment for their employees and customers by adhering
to specific standards for things like building layout, routine maintenance,
and safety training for staff. (Ruetzler, 2018).
 Licensing and Permits: Food and beverage service outlets must comply
with local licensing requirements, which may include permits for alcohol
service, outdoor dining, and other activities.

8
 Allergen Regulations: These regulations require businesses to provide
information about allergenic ingredients in the food they serve, and to take
steps to prevent cross-contamination.
 Fire Safety Regulations: Businesses must comply with fire safety
regulations, which require the provision of suitable fire extinguishers,
emergency lighting, and evacuation procedures (Sawai, 2017).

9
Legal aspects of F&B operational performance
Food and beverage businesses must comply with all rules and regulations to
succeed. Regulations keep customers safe and give businesses confidence in their
products. Regulations can prevent food poisoning, contamination, and other health
issues. Following the law is essential to the company's reputation. Customers can
trust a business's food and drinks if it meets these standards (Sutherland, 2011).

Legal and regulatory compliance prevents legal action, fines, and other
consequences. If the corporation doesn't comply, it may be sued, which might hurt its
brand and bottom line. Following laws and regulations helps food and beverage
employees stay safe. These standards reduce occupational injuries and increase
workplace safety.

Legal and regulatory compliance also saves organizations money. Compliance

reduces food spoilage, waste, and inefficiencies, saving the organization money.
Operational efficiency requires compliance with professional Food & Beverage
sector legal and regulatory standards. The company's reputation, food and drink
quality and safety, employee safety, avoidance of lawsuits and fines, and financial
savings are all possible results (Yaşarsoy, 2019).

10
The effects of violating F&B Legal Regulatory Standards on
operational performance.
Maintaining compliance with all applicable Food & Beverage laws and regulations is
crucial to the success of any business operating in this sector. In addition to
protecting customers' health and the company's brand, complying also helps keep
costs down and keeps management out of court. Health concerns, loss of
consumers, and financial expenses are just some of the outcomes that can result
from noncompliance. Thus, compliance must be a top priority for companies if they
value the security and quality of their products, as well as their brand and bottom line
(Welch, 2016).

11
Task 2
Profiles of the 3 F&B outlets in London
here are brief profiles of three popular Food & Beverage service outlets in London:

1. Dishoom: Dishoom is a popular Indian restaurant chain in London known for

its Bombay cafe-style decor and flavourful dishes. They offer a variety of
Indian dishes, including breakfast options, and their signature dish is the
bacon naan roll. The restaurant has a lively atmosphere and is known for its
excellent service.
2. Sketch: Sketch is a quirky and unique restaurant and bar located in Mayfair.
The restaurant is known for its eclectic decor, which includes a pink velvet
gallery, an enchanted forest, and a futuristic spaceship-style bathroom. They
offer a variety of international dishes, including a popular afternoon tea
service.
3. The Wolseley: The Wolseley is a classic European-style grand cafe and
restaurant located in the heart of London's Piccadilly. The restaurant has an
elegant atmosphere and is known for its excellent service and high-end menu
items. They offer a variety of European-inspired dishes, including classic
breakfast items, seafood, and steak. The Wolseley is also famous for its
afternoon tea service.

12
Operation and Marketing analysis of the Organisations
Operational differences between the three organisations
Dishoom Sketch The Wolseley
Dishoom's chain-wide The sketch is a high-end The Wolseley is a big
menu ensures culinary restaurant and bar with European-style cafe and
quality and consistency. lavish decor that needs restaurant. Their menu
They offer a fast-paced periodic maintenance. and wine selection are
service model with clients They offer afternoon tea, larger and more
waiting to be seated and supper, and bar service expensive than the other
limited table booking. with varied menus and two restaurants. The
Dishoom delivers and service styles. Events and Wolseley takes bookings
takes orders, making it private gatherings require and has private dining
easier to eat outside the more people and rooms for parties.
restaurant. resources at the sketch.
Operational similarities between the three organisations
Dishoom Sketch The Wolseley
here are some operational similarities between the three organizations mentioned:

1. All three organizations offer food and beverage services to customers in

London.
2. They all prioritize high-quality ingredients and preparation methods in their
menu offerings, emphasizing a commitment to quality and excellence.
3. All three organizations have multiple locations in London, which require
consistent staffing and operational processes to maintain a consistent brand
experience.
4. They all emphasize customer service and strive to provide a memorable
and enjoyable dining experience for their customers.
Marketing differences between the three organisations
Dishoom Sketch The Wolseley
Dishoom has great Sketch's gorgeous Wolseley relies on print
Instagram, Facebook, and website shows its unique advertising in magazines
Twitter accounts. They design and eating and newspapers. They
advertise new menu experiences. They post have a website and social

13
items, offer kitchen food, drink, and decor media pages, although
photos, and interact with photographs on Dishoom and Sketch are
customers on social Instagram. Sketch's more popular. The
media. Dishoom's app newsletter updated Wolseley offers a
lets users order food for customers on events, new newsletter with menu and
delivery or pickup, menu items, and other event details.
simplifying the procedure. restaurant news.
Marketing similarities between the three organisations
Dishoom Sketch The Wolseley
1. All three organizations have an online presence, with a website that
provides information on their menu, location, and hours of operation. The
websites also allow customers to make reservations online.
2. They all use social media to engage with customers and promote their
brands. All three have active accounts on Instagram, which they use to
showcase their food, drinks, and decor. They also have accounts on other
social media platforms such as Facebook and Twitter.
3. They all offer delivery and takeaway services, with online ordering options
available. This provides a convenient option for customers who want to
enjoy their food at home.
4. All three organizations have an email newsletter that customers can sign up
for, which provides updates on events, new menu items, and other news
related to the restaurant.

14
Critical Evaluation
Digital marketing to promote products and services
Online reservations (through the website or app) and online food orders are available
at all three locations (for both delivery and pickup).

Wolseley, Dishoom, and Sketch all have profiles on most major social media
platforms.

Customers can save time and effort by using the Dishoom app on their mobile
devices to place orders for takeaway or delivery.

Website: All the businesses showcase what they provide, where to find them, and
what they serve, down to the smallest detail, on their respective websites.

Digital marketing and operational tools for consumer understanding, loyalty,

and growth.
Customer data analytics: These companies get customer information through a
wide number of methods, such as analytics collected from their websites and social
media platforms, online booking and ordering systems, and customer loyalty
programs.

Loyalty programs: Dishoom has a loyalty program where customers may earn
points for shopping with them. Customers are encouraged to make further purchases
so that they can earn points toward free or discounted meals.

Personalized marketing: All three businesses use personalized marketing

techniques, such as targeted email campaigns and social media ads, to reach out to
specific customer segments based on their preferences and behaviour.

Social media engagement: These businesses use social media to engage with
customers and foster a sense of community around their brand.

Online reviews: All three businesses actively monitor and respond to online reviews
on platforms like Yelp and TripAdvisor.

15
Evaluating the most successful business for multimedia platforms and
operational technologies to improve customer service
Dishoom, Sketch, and The Wolseley each have pros and cons in using multimedia
platforms and operational technologies to improve client experience, making
comparisons hard.

Based on the examination of digital operation and marketing tools, Dishoom appears
to be the most successful at using technology to improve customer service.

Dishoom's smartphone app makes ordering cuisine for delivery or pickup easy. The
app's loyalty program pays clients for their purchases, encouraging repeat
purchases. Dishoom's social media participation and tailored marketing further build
brand loyalty.

Dishoom uses operational technologies like online ordering and reservations to

streamline operations and improve customer experience.

Dishoom excels in using technology to improve customer service, however, all three
companies do.

16
Consumers make decisions based on factors.
Many elements, both internal and external to the consumer, influence the
consumer's decision-making process. Internal factors are those that are personal to
the individual, such as their attitudes, values, beliefs, and personality. These factors
can influence how consumers perceive products and brands, and how they make
decisions about what to buy (Yang and Huffman, 2011).

Some examples of such influences are one's culture, society, the economy, and the
environment. These factors have the potential to affect consumers' needs, wants,
and preferences.

1. Personal needs and preferences: Customers are more likely to purchase if

they believe it would improve their lives. This includes satisfying one's
physiological, psychological, and social requirements.
2. Perception: Ads, packaging, and other marketing collateral all contribute to
the general public's impression of a product or brand.
3. Social influence: Family, friends, and peers all play a role in shaping
consumers' views and actions.
4. Brand reputation: Consumers are more likely to purchase products and
services from brands that have a positive reputation for quality, reliability, and
customer service.
5. Environmental factors: Consumers are increasingly concerned about the
environmental impact of their purchasing decisions, and may be motivated to
purchase products and services that are environmentally friendly or
sustainable.

17
Critical evaluation of the strategies used by the 3 businesses
The three businesses, Dishoom, Sketch, and The Wolseley, use various strategies
to build a loyal customer base. A critical evaluation of these strategies is as follows:

Dishoom: Dishoom emphasizes brand community and belonging. Social

networking, tailored marketing, and a loyalty program do this. Their smartphone app
simplifies food ordering and incentives. Traditional Indian aspects in Dishoom's
branding and decor evoke nostalgia and pride (Yaşarsoy, 2019). Dishoom's methods
work to build brand loyalty.

Sketch: Sketch creates an Instagram-worthy experience with a unique and beautiful

look. The restaurant's pink velvet decor, odd table settings, and artistic displays set
the mood. Sketch prioritizes individualized customer care. Sketch's high prices and
exclusive reputation may hamper its potential to establish a diverse, loyal consumer
base (Yousef, 2017).

The Wolseley: The Wolseley offers elegant dining. An elegant atmosphere, high-
quality food, and careful service achieve this. The 1920s automotive showroom
Wolseley has a solid reputation and history. Their brand is exclusive and luxurious
due to its history and reputation. Unfortunately, this strategy may limit their customer
base.

Advantages and disadvantages of the strategies:

Here are some advantages and disadvantages of the strategies used by Dishoom,
Sketch, and The Wolseley:

Dishoom:

- Advantages:
1. Personalized marketing helps customers feel valued and engaged with the
brand.
2. The loyalty program incentivizes customers to return and earn rewards.
- Disadvantages:
1. Focusing too heavily on nostalgia and cultural elements may limit the appeal
of the brand to customers who are not familiar with or interested in Indian
culture.

18
 2. The mobile app may not appeal to older customers who may not be as
comfortable with technology.

Sketch:

- Advantages:
1. Unique and visually stunning aesthetics create a memorable, Instagram-
worthy experience that generates free advertising through social media.
2. High focus on customer service makes customers feel valued and creates a
positive reputation for the brand.
- Disadvantages:
1. High prices may limit the appeal of the brand to a wider range of customers.
2. The exclusive reputation may make some customers feel excluded or
intimidated.

The Wolseley:

- Advantages:
1. Elegant decor, high-quality food, and attentive service create a luxurious and
sophisticated dining experience.
2. Strong reputation and history contribute to the exclusivity and luxury of the
brand.
- Disadvantages:
1. High prices may limit the appeal of the brand to a wider range of customers.
2. Focusing too heavily on exclusivity may make some customers feel excluded
or intimidated.

19
Conclusion
building a loyal customer base is a critical aspect of success in the food and
beverage industry. Through a critical evaluation of the strategies used by Dishoom,
Sketch, and The Wolseley, it is evident that businesses need to balance branding,
marketing, and customer needs to develop effective strategies. Personalized
marketing, loyalty programs, social media engagement, unique aesthetics, high-
quality customer service, and exclusivity are all viable strategies, but their
effectiveness depends on the target audience and the competitive landscape.
Ultimately, the success of a business in building a loyal customer base will depend
on its ability to understand and meet its customers' changing needs and preferences,
and to continuously adapt and innovate to stay ahead of the competition.

20
Reference
Beate Sjåfjell and Wiesbrock, A. (2014). The Greening of European Business under
EU Law. Routledge.

Corredig, M. (2013). Nanotechnology in the food, beverage and nutraceutical

industries. Trends in Food Science & Technology, 33(2), p.146.

Gianino, J. (2018). The professional service of food and beverage. International

Journal of Hospitality Management, 2(1), p.54.

Jensen, k and Ronit, K. (2015). Obesity, International Food and Beverage Industries,
and Self-Regulation: The Fragmentation of Information Strategies. World
Medical & Health Policy, 7(3), pp.278–297.

Kindler, P. and Lieder, J. (2021). European Corporate Law. Nomos Verlag.

Luca Cerioni (2016). EU Corporate Law and EU Company Tax Law. Edward Elgar
Publishing.

Meng, X.-C. (2015). Multi-Cereal Beverage Fermented. Journal of Food Science,

80(6), pp.M1259–M1265.

Nam, K., Kim, B. and Carnie, B. (2018). Service Open Innovation; Design Elements
for the Food and Beverage Service Business. Journal of Open Innovation:
Technology, Market, and Complexity, 4(4), p.53.

Perry-Kessaris, A. (2016). Global Business, Local Law the Indian Legal System as a
Communal Resource in Foreign Investment Relations. Florence Taylor And
Francis.

Piankova, O. (2014). Food and Beverage Brand Development: Global Trends and
Directions for Ukraine. Economics & Sociology, 7(2), pp.149–159.

Rich, C. (2016). Law for Small Business for Dummies - UK. John Wiley & Sons.

21
Ruetzler, T. (2018). Food, Beverage, and Service Quality: Does Culture Impact
Satisfaction with University Food Services? Journal of Culinary Science &
Technology, 6(4), pp.308–324.

Sawai, M. (2017). Small firms, large concerns: the development of small business in
comparative perspective. Oxford; New York: Oxford University Press.

Schermbeck, R.M. (2015). Nutrition Recommendations and the Children’s Food and
Beverage Advertising Initiative’s 2014 Approved Food and Beverage Product
List. Preventing Chronic Disease, 12(233).

Schultz, A. (2020). A microbial survey of food service can openers, food and
beverage can top and cleaning methodology effectiveness. Food Service
Technology, 3(3-4), pp.123–132.

Sutherland, K. (2011). Food and beverage: Filtration in the food and beverage
industries. Filtration & Separation, 47(2), pp.28–31.

Welch, D. (2016). Alcoholic beverage legislation. Food Policy, 10(1), pp.41–54.

Yang, Z. and Huffman, S.L. (2011). Review of fortified food and beverage products
for pregnant and lactating women and their impact on nutritional status.
Maternal & Child Nutrition, 7(54), pp.19–43.

Yaşarsoy, E. (2019). Service quality and consumer satisfaction in food-beverage

establishments: Kastamonu case study. Journal of Tourism Theory and
Research, 32(54364), pp.155–170.

Yousef, A.E. (2017). New techniques in food and beverage microbiology. Trends in
Food Science & Technology, 5(9), p.307.

22