Food & Beverage Management & Controls

BCTCA 5TH SEM - Module – 1 Class 2

Topic: Fundamentals of F&B Management –

Food Service Industry

Faculty: Pramod Chauhan

 Objectives of a ‘A Chef’ are same as the objectives of a ‘Kitchen’

Faculty: Pramod Chauhan

 F & B Marketing
UNIT- I:
A simple definition of Food and Beverage Marketing
is seeing the business from the perspective of
the guest.

A Food and Beverage Marketing emphasis on

excellent guest relations is a significant key to a
hospitality operation’s success.’

Faculty: Pramod Chauhan

 Important Pointers

Use strategies that focus on what is best for guests

and convenient for the finances.
Talk about service routinely – Advertisement/Work of
Mouth Publicity.
Implement guest-friendly service systems for better
Food and Beverage Marketing.
Exemplify all aspects of excellent guest relations as
they personally talk about and interact with guests.

Faculty: Pramod Chauhan

 Important Pointers…..contd

Balance high-tech with high-touch; that is,

temper systems and methods with the ‘Personal’
factor.

Market service to their guests.

Emphasize service in employee training programs

and reward staff members who consistently
deliver exemplary guest service.

Measure service and make the results available to

their employees and Food and Beverage
Marketing team.

Faculty: Pramod Chauhan

 Marketing Fundamentals

Brand Positioning
Packaging- Logo/Menu
Design/Brochure/Advertising
USP
Media: Electronic/Print/Social
.
Faculty: Pramod Chauhan
 Brand positioning ??

UNIT- I:
Brand positioning has been defined by
Kotler as “the act of designing the
company's offering and image to occupy a
distinctive place in the mind

An effective brand positioning strategy

will maximize customer relevancy and
competitive distinctiveness, in
maximizing brand value

Faculty: Pramod Chauhan

 Logo??

A logo is much more than just an image; it is a point of

recognition for clients and an important foundation
for the branding of your establishment/outlet.

A well-designed logo is an easy way to convey to

potential customers that your business is professional,
trustworthy, and provides quality goods or services.

Faculty: Pramod Chauhan

 USP – Unique Selling Proposition/Point
A term that you can use to explain what makes your hotel/F&B
outlet unique compared to the competition. Few based on as
below:

Best Practices
Authenticity
Traditional Fares
Signature Dishes
Value Add ons/Awards/Loyalty Programs
Ambience
Convenience
Reviews & Ratings

Faculty: Pramod Chauhan

 Role of Media??
They deliver messages to and form customers and move messages back and
forth through channels.
Media also offer opportunities for engagement, you the brand with the
audience, touch their emotions and also engage their minds.

A Caveat for the above: Though 60% of Food Service industry use the Media
for advertising in different formats, data shows that there is an overdose of
the same. – Challenge to Sustain quality – Result is negative sometimes.

Faculty: Pramod Chauhan

 Examples of Brand packaging of Hotels
Come, stay and enjoy your day.
We give you a legendary welcome, every time you come
back.
The best place to be.
We make the ordinary, extraordinary.
The most memorable rest time starts here.
We give you everything right here, where you need it.
Check into another plane of existence.

Faculty: Pramod Chauhan

 Few for Food & Beverage Outlets

•Expect the best.

•Deliciousness jumping into the mouth.
•As nature teaches us.
•Chase the flavors.
•An oasis of pleasure.
•Stop, eat and go!
•We serve passion.
•The flavors of nature.
•We create memories
•You imagine, we innovate & create
Faculty: Pramod Chauhan
 Upselling

Upselling is a common strategy for restaurants to boost

their profits. Upselling is more than sales;
It requires: Perception, Knowledge and Discretion.
At its best, upselling can look less like sales and more like
customer service.
Effective techniques should be subtle enough to avoid
annoying the customer or making them feel pestered

Utilise the Power of Cross Selling

Utilise the Power of Branding Utilise the Power of Positioning

Utilise the Power of Guest Feedback

Faculty: Pramod Chauhan
 Hence, we could say that…….

Food & Beverage Upselling is the process of

persuading or influencing a guest's purchase by
enticing them with more expensive or higher
margin items and add-ons.

With a little effort and strategizing from the

front-of-house team, it's an easy way to increase
average check size and get more out of your
menu.
Faculty: Pramod Chauhan
 We Close for today

God Bless

Faculty: Pramod Chauhan