Unit 6: Managing Food and Beverage Operations Case Study

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Introduction

The present report will focus on comparing and contrasting three organisations dealing in food and beverages industry. The selected organisations will be Greggs, Nando's Casual Dining and Wolseley Fine dining. Prior focus will be assured on evaluating operational and marketing technologies of the organisations. Furthermore, influence of digital technology on companies will be evaluated while highlighting the digital platform used by organisations. Moreover, hospitality consumer decision making procedure will be described and lastly, business strategies of the selected organisations will be explained.

Reference materials and sample papers are provided to clarify assignment structure and key learning outcomes. Through our help in writing assignments, guidance is reflected while maintaining originality and academic integrity. The Unit 6: Managing Food and Beverage Operations Case Study highlights operational management, workflow optimization, and practical strategies for effective food and beverage service. These resources are intended solely for study and reference purposes.

Companies Overview

Greggs is a public listed organisation and it is operating in fast-food chain, there are over 30,000 employees working in the company. Greggs is a leading UK-fast food chain that provides variety of services including freshly prepared food, diverse menus, online food ordering system and delivery system (Food and beverages organisations in UK, 2024). The company has approached wider customer base due to its online. presence. Nando's Casual Dining is a privately owned multinational company that specialised in Portuguese flame-grilled peri-peri style chicken. Over 34,000 employees are working in organisation and company is providing variety services that involves table services, menu variety and casual dining environment (Food and beverages organisations in UK, 2024). Wolseley Fine dining is a theme-based restaurant that acknowledging European tradition. There are 200 members working in organisation currently. The organisation provides breakfast, lunch, dinner and private dining options to customers.

Unit 6: Managing Food and Beverage Operations Case Study

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Operational and Marketing Technology in Food and Beverage Businesses

Greggs has adopted online ordering operational and marketing technology; this is enabling company to adopt wider consumers and further organisation is able to effectively analyse needs and requirements of consumers. Unit 6: Managing Food and Beverage Operations highlights the importance of integrating operational technology to improve efficiency and customer satisfaction. Whereas, Nando focusing on Point-of-Sale systems [POS], this is considered as the combination of software and hardware which supports in processing of business functions (Ali et al, 2023). It performs essential functions such as processing transactions, generating reports, tracking sales and managing inventory. This technology enabling company to facilitate their sales procedure and further enhancing business productivity to greater levels. The organisation can easily detect their sales and further identify the loopholes which are acting as a barrier. As a result, business has effectively attracted wider consumers at global level. 

Wolseley is a newly established business and thereby, the primary focus of company is on managing inventory and developing online presence. This is supporting business to build their image in market and attracting customers (Fuentes, Tongson and Viejo, 2021). Inventory management technology concerned with different tools such as warehouse management; organisation is focusing on this context and their prior emphasis is on allocating quality raw ingredients and producing quality food. Furthermore, organisation has developed its own app for reaching consumers, this is enabling business to understand the needs and preferences of consumers and accordingly, further actions are taken by business. Hence, three of the organisations has adopted different mechanism for performing operations (Ronto et al, 2020). However, the common aspect among all business is that they are working as per requirement of customer. Gregg’s technology proves to be highly effective in comparison to other businesses as the company is focusing on latest trends and accordingly online presence is enhanced.

The Impact of Digital Technologies on food and beverage Industry

Digital technology creating significant influence on performance of food and beverage companies and further supporting them in meeting their business objectives. In context of Greggs, it has been analysed that consistent customer communication has been implemented through social media platform. The organisation has focused on developing own App “Greggs App” that enabling consumer to choose their favourite meals and further customers using this app gets effective discounts (Fuentes, Tongson and Viejo, 2021). CRM system has been implemented by Greggs that is leading to analyse the needs and preferences of consumers and further decisions are taken. Social media platform such as Instagram and YouTube are widely used by company for promoting their fast-food chain. Through social media platform company has become able to enhance interaction with customers and further larger number of customers are attracted via effective discounts and coupons. Thus, it can be specified that Greggs has adopted effectual strategy for attracting wider number of consumers and further organisation is focusing on analysing needs and requirements of consumers through social media platform and this is effectively supporting Greggs in gaining customer attention.

On the other hand, Nando's Casual Dining using Virtual Queuing System; this technology supporting customers and they do not have to wait in long queues. Unit 6: Managing Food and Beverage Operations shows how digital solutions enhance service speed and overall dining experience. This technology aligns with order-at-table feature and digital ordering ecosystem which emphasising on integration of humanistic approach. The Wolseley Fine dining is using inventory management software for managing the inventory and further company is focusing on enhancing their presence at digital platform. This is creating significant impact on organisation as varied number of customers are attracted, this is supporting business to understand the needs and requirement of consumers and accordingly, actions are taken (Fuentes, Tongson and Viejo, 2021). Customer relationship management is an important domain for food and beverage business and thereby Wolseley focusing on this area, their primary focus is on enhancing experience of customers by creating a memorable experience for them.

The theme -based concept enabling organisation to gain customer attention on online platform. Digital technology plays pivotal role in influence food and beverage companies. In current context, it has been evident that three of the businesses are able to reach customers due to digital technology. An effective interaction with the consumers has been developed and this is supporting business to gain wider customer attention and enhancing their practices (Dopson and Hayes, 2019). However, still organisation such as Wolseley need to focus on enhancing their digital presence so they can attract consumers through digital platform. The business should focus on enhancing their social media presence as this supports in approaching consumers on the basis of behavioural segmentation and further those consumers can be attracted who are fond of trying theme-based restaurants.

The Hospitality Consumer Decision-making Process

The consumer decision making process goes through varied stages; it is important for food and beverages businesses to understand the factors that motivates buyers to implement their purchasing decision. The factors that motivate customer to buy fast-food are concerned with diverse options, affordability, taste and convenience. Greggs is focusing on all of these factors and thereby, business is focusing on providing range of food options in affordable prices (FOSKETT et al, 2016). Further, online food ordering and delivery system of Greggs is easy that acts as a biggest motivational factor for customers in buying food. Hence, this can be said that Greggs has focused on the preference of consumers and accordingly, they are working on their taste due to which numerous customers have been attracted by the business. In context of Nando, it has been evident that company is focusing on influencing customer purchasing power through advertising campaigns and social media post; the business has focused on one special recipe and that is attracting consumers to try their food. In order to attract consumer, it is essential for organisation to show their uniqueness and Nando has effectively focused on this area and this is enabling company to reach wider audience (Hecht et al, 2020). Thus, in this manner company is able to attract wider number of buyers and shaping their purchasing power.

Wolseley is focusing on social and cultural factors that are impacting consumers; those buyers who have high values towards European traditions are approached by business as Wolseley adopted on European theme-based concept. This is enabling organisation to attract huge number of consumers. Furthermore, influence from family and friends playing essential role in shaping the purchasing decision of customers (Putri, Firmansyah and Labadia, 2020). For example- if an individual visits Wolseley and likes the food and theme then, he/she will influence family and friends to visit the restaurant. In this manner, social factors influencing customer purchasing decision and developing an urge in them for trying food.

Business Strategies in Food and Beverage Industry

The businesses in the food and beverage utilize the different strategies to retain and attract the consumers. The market research plays a key role in understanding the competitive dynamics, trends in industry and consumer preferences. For instance, Greggs focus on the research to focus on the changing preferences of the consumers like as developing needs for the plant based on healthier options. The outlet focusses on the alternative’s meat free and vegan rolls (Ragimun and Widoso, 2019). Similarly, Nando utilizes research focus on the demographics and consumer feedback to boost the menu. This assures that fulfill the needs of diverse customers within market place. Wolseley, it is targeting the individuals with the highest net worth, this focuses on the research of market to assure about the alignment of offering with the needs of consumers. Seamless market research provides help organizations to be competitive and relevant as well. The capability of Greggs to respond rapidly to the trends has developed the overall consumer base. Unit 6: Managing Food and Beverage Operations demonstrates that linking business strategy with operational practices is essential for competitiveness in the food and beverage industry. On the other hand, outlets which are independent can face issues in lack of resources to focus on the effective and in-depth research.

Greggs emphasize on the items which are on the go, convenient and affordable items like as coffee, pastries and sandwiches, attracting the students and busy professionals. The Nando effectively differentiates with the chicken with the peri peri flavor and flame grilled menu which manage consistency with the verities. Wolseley focuses on the dishes with the classical European taste and ingredient with high quality. The cost effective and mass appeal menu of Greggs creates it significantly accessible. On the other hand, the dependency on the locations based on high footfall means that this mainly faces the major issues from the downturns economically putting impact on the discretionary spending.

The workers training affects the brand perception and also consumer service as well. The Greggs effectively invest within development of staff; this is providing the training within the product handling and consumer service. The Nando focuses on the effective culture on the workplace; this is assuring that workers are motivated; this develops quality of services (Chowdhury et al, 2022). Wolseley particularly hires the hospitality experts and skilled chefs, managing the standards of services. The workers who are well trained boost the loyalty of brand and consumer experiences. The people focused approach of the Nando boost the high retention of workers. On the critical note, establishment of the fine dining such as Wolseley face different issues within retaining and hiring the skilled workers because of the high rates of turnover (Chowdhury et al, 2022). The Greggs competitive costs boost the sales with the high volume but decrease the overall profit margins. Wolseley, Nando and Greggs utilize every strategy to retain and attract the consumers. The Greggs focus on the convenience and affordability, while Nando manage the services with high quality and Wolseley provide the luxury and exclusivity. These strategies carry the challenges along with the strengths mainly while adopting the consumer expectations and market fluctuations.

Conclusion

Conclusively; this can be said that different organisations within food and beverage industry working differently. However, the common motive aligns with enhancing the satisfaction of customers and thereby, it is important to set goals and strategies in such manner that ultimately lead to enhance the satisfaction of customers. The report has focused on three organisations- Greggs, Nando and Wolseley, these businesses has adopted significant digital technology and accordingly, they are focusing on gaining the attention of consumers. Through comparison it has been analysed that Greggs present at online platform supporting business in terms of delivering quality services and attracting customers. Whereas, Nando’s speciality “Portuguese flame-grilled peri-peri style chicken” is enabling company to attract customers and Wolseley theme-based concept developing an urge in consumers for visiting restaurant.

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References

• Ali, I., Aboelmaged, M., Govindan, K. and Malik, M., 2023. Understanding the key determinants of IoT adoption for the digital transformation of the food and beverage industry. Industrial Management & Data Systems, 123(7), pp.1887-1910.
• Chowdhury, M.T., Sarkar, A., Paul, S.K. and Moktadir, M.A., 2022. A case study on strategies to deal with the impacts of COVID-19 pandemic in the food and beverage industry. Operations Management Research, 15(1), pp.166-178.
• Dopson, L.R. and Hayes, D.K., 2019. Food and beverage cost control. John Wiley & Sons.
• FOSKETT, D., PASKINS, P., PENNINGTON, A. and RIPPINGTON, N. 2016. The Theory of Hospitality and Catering. 13th ed. London: Hodder Education. NINEMEIER, J. (2017). Food and Beverage Management Operations. Orlando: Educational Institute of the American Hotel Motel Association.
• Fuentes, S., Tongson, E. and Viejo, C.G., 2021. Novel digital technologies implemented in sensory science and consumer perception. Current Opinion in Food Science, 41, pp.99-106.
• Hecht, A.A., Perez, C.L., Polascek, M., Thorndike, A.N., Franckle, R.L. and Moran, A.J., 2020. Influence of food and beverage companies on retailer marketing strategies and consumer behavior. International journal of environmental research and public health, 17(20), p.7381.
• Putri, M.M., Firmansyah, A. and Labadia, D., 2020. Corporate social responsibility disclosure, good corporate governance, firm value: evidence from Indonesia's food and beverage companies. The Accounting Journal of Binaniaga, 5(2), pp.113-122.
• Ragimun, W.R. and Widoso, S., 2019. Strategy of strengthening food and beverage industry in Indonesia. Journal of Economics and Behavioral Studies, 11(4), pp.102-110.
• Ronto, R., Rathi, N., Worsley, A., Sanders, T., Lonsdale, C. and Wolfenden, L., 2020. Enablers and barriers to implementation of and compliance with school-based healthy food and beverage policies: a systematic literature review and meta-synthesis. Public health nutrition, 23(15), pp.2840-2855.

Online

• Food and beverages organisations in UK, 2024. Online. Available through < https://www.lusha.com/company-search/food-and-beverage-manufacturing/37c596cb49/united-kingdom/12/>