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Unit Learning Outcomes

a. Undertake and reflect critically upon food and beverage management functions including concept, costing, strategy and marketing.

b. Critically reflect upon the key skills and resources needed and applied in food and beverage operations

c. Evaluate the changing nature of environmental, social, technological and legal trends, influencing hotel and food and beverage operations

d. Critically reflect upon the tangible and intangible nature of food and beverage operations.

Unit Learning Outcomes

The aim of the report is to focus on food and beverage services which hold immense importance in the entire hotel industry. The food and beverage industry is one of the key factors through which resorts and hotels can sustain customer satisfaction. However, it has been reported in the recent years that hotels and resorts facing challenges and struggling with the changing trends in the industry while resulting low profit generation. In the meantime the increased competition from the restaurants is the other major factors which leave the hotels lag behind. Hence, the report will exclusively focus on the need of finding alternative management models in order to overcome the challenges (Canziani, Almanza, Frash, McKeig & Sullivan-Reid, 2016). The whole course of the discussion will include several aspects ranging from definition and classification of restaurants as well as bars while identifying the difference between them to examples of strategies and practices adopted by the hotel restaurants so that they will be able remain competitive against stand alone restaurants and other establishments and the main trends within the particular industry which influence on the restaurants and bars. The discussion in particular focuses on the social media impacts over the customer’s behaviors and the way the hotels and restaurants respond to that. Special focus of the study will be on role marketing and social media activities in creating competitive advantage while setting a food and beverage service for success. After the entire analysis, the study will be summing up the entire discussion on a concluding note.

A restaurant is a place where meals are prepared by experts and are served to a large number of customers. The concept of restaurant has been evolving over time and according to the need of customers (Canziani, Almanza, Frash Jr, McKeig & Sullivan-Reid, 2016). Presently there are various types of restaurants ranging from fine dine family restaurant to fast food joints. Below the discussion will focus on classifying the restaurants.

Fine dine restaurants – The concept of restaurant refers particularly to the fine dine restaurants where people sit and relish the food. More specifically, fine dine restaurant refers to upscale dining atmosphere where people are served quality environment along with premium food (Barrows & Vieira Jr, 2013). The professionals who prepare food over there generally are professionally trained and most importantly the food which are served over there are quite expensive than other types of restaurants.

Provide a definition and classification of restaurants and bars and identify the differences (including the advantages and disadvantages) of running hotel outlets as opposed to standalone restaurants and bars.

Fast food restaurants – The most modern phenomenon of restaurant concept is the fast food joints which have been exclusively influenced by the pop culture (Sokoly & Kravchenko, 2014). The most important feature of fast food restaurant is that it serves food at a cheaper rate. The typical fast food joints generally have hamburgers, pizza and fried items. The fast food joints hold a large customer base since it offers food at cheaper price. The young generation is main target customers of fast food restaurants since the demand of cheaper price is high among them. However, a bad reputation is associated with the whole idea of fast food restaurant as to unhealthy food options at low wage is involved.

Fast casual restaurants- the basic difference between fast casual and fast food restaurant is that, unlike fast food chains, where people are not served the opportunity of sitting, the fast casual restaurants provide the option of dining (Barrows & Vieira Jr, 2013). However, in a fast casual restaurant customers still can take away the food upon making payment before. It needs to be mentioned that generally the quality of food is higher than what is offered at fast food casuals and accordingly food are offered at little expensive rate than the fast food restaurants. However, restaurants of this type are normally fast growing since maximum customer base prefers inexpensive rate. There are number of fast food chains that fall under the type of fast food casuals since they provide dining as well as take away facilities to the customers in order to maximize the product sales.

Café and Bistro – Cafes and Bistro are the other type of restaurant that has picked up enough popularity within the industry of restaurant (Sokoly & Kravchenko, 2014). The concept of cafes or bistros was originated in the country of Europe and then the concept became popular all over across the world. Cafes or bistros offer generally the sitting facility where customers can enjoy a quality time while getting relieved from the everyday stress of work life. These type restaurants are more popular for serving variety of beverages and a limited range of snacks. More than variety of food and beverage, the main focus of cafes and bistros remain on the atmosphere so that people can learn spend some time being relaxed.

Bar- Bars generally serve alcohol. The places where alcoholic drinks are mostly served along with non alcoholic drinks are served (Barrows & Vieira Jr, 2013). For example, bottled and draft beer, wine, spirits, mock tails and cocktails and other hard drinks are served. Basically, the term ‘bar’ refers to the concept of specialized counter where especially alcoholic drinks are offered. The term also refers to the process or method of providing service to customers from counter. There are large numbers of bars that can be classified in accordance with different principals.

Wine bars: This kind of bars normally offer all types of drinks ranging from wine to beer and breeze (Barrows & Vieira Jr, 2013). However, the traditional wine bars would provide selection of wines and light appetizers. Over the years, the concept of wine bars has changed according to meet the market requirement.


Night clubs: Some bars there which have the atmosphere of loud music and lighting (Barrows & Vieira Jr, 2013). In such bars, customers are offered with the opportunity of dancing at music along with consuming alcohol. This kind of bar imposes restriction over the admission of customers.

Cocktail Bar: A wide variety of cocktails are served to the customers. The specialty of this type of bar is that it does not serve any other drink part from cocktails. In ties regard, it needs be mentioned that the cocktail drinks are the type of drinks that are prepared by mixing the fruit juices with alcohols.

Beer bar: The oldest type of bar is beer bar which particularly serves all kind of beer which is the most traditional type of alcoholic beverage.

Open bar: The open bars refer to the concept of bars which not only offer hard drinks but also serve dinners to the customers. Some bars under this category also offer beverages like coffee, smoothies and other beverages as well.

Closed bars: These Type Bars can be distinguished based on the fact that in these bars, customers are not given the opportunity of sitting at bar counters and place their orders (Sokoly & Kravchenko, 2014). Instead, the waiters serve the customers their choice of alcohol directly to their table.

There are certain differences between hotel and restaurant establishments with the stand alone establishments. Below the discussion will critically shed light on the distinguishable factors.

High price: The main disadvantage of the hotels and restaurants is that it tends to be expensive. The hotels set the price range of its adjoining restaurants keeping the residing tourists in mind (Sokoly & Kravchenko, 2014). However there are certain advantages also. The hotel restaurants offer a large variety of food in order to assure that customers residing there do not need go outside the premise.

Misconception: there remain a misconception among the customers as to whether the hotel restaurants offer good quality of food or not. Normally, the hotel restaurants do not gain popularity for its restaurant service even if it serves quality food (Canziani, Almanza, Frash Jr, McKeig & Sullivan-Reid, 2016). On the other hand, the standalone restaurants and bars within country gain popularity upon their quality food offer which attract visitor’s attention. However, there is an advantage for restaurants and bars that are associated with hotels since a factor related to reputation remains associated for the hotels.

In order to compete with the stand alone establishments, the hotel restaurants take several strategies. The discussion below will shed light on the changes have been included in regard to that.

Drive-thru food eateries – The most present day wonder of eatery idea is the drive-thru food joints which has been only affected by the popular culture. The most imperative component of drive-thru food eatery is that it serves sustenance at a less expensive rate (Schuckert, Liu & Law, 2015). The common cheap food joints by and large have ground sirloin sandwiches, pizza and singed things. The junk food joints hold an expansive client base since it offers sustenance at less expensive cost. The youthful age is primary target clients of drive-thru food eateries since the interest of less expensive cost is high among them. However, a terrible notoriety is related with the entire thought of cheap food eatery as to undesirable nourishment alternatives at low wage is included.

Fine sine eateries – The idea of eatery alludes to the fine eat eateries where individuals sit and relish the nourishment (De Jorge & Suárez, 2014). All the more particularly, fine eat eatery alludes to upscale eating climate where individuals are served quality condition alongside premium sustenance. The experts who plan sustenance over yonder by and large are professionally prepared and in particular the nourishment which are served over yonder are very costly than different sorts of eateries.

The essential distinction between quick easygoing and drive-thru food eatery is that, not normal for cheap food chains, where individuals are not served the chance of sitting, the quick easygoing eateries give the choice of eating (Chen & Chen, 2014). However, in a quick easygoing eatery clients still can take away the nourishment after making installment previously. It should be made reference to that by and large the nature of nourishment is higher than what is offered at junk food casuals and in like manner sustenance are offered at minimal costly rate than the cheap food eateries. However, eateries of this compose are regularly quickly developing since most extreme client base inclines toward reasonable rate. There are number of junk food chains that fall under the sort of cheap food casuals since they give eating and also take away offices to the clients with the end goal to amplify the item deals.
Bistros – Cafes and Bistro are the other sort of eatery that have gotten enough notoriety inside the business of eatery. The idea of bistros or bistros was started in the nation of Europe and afterward the idea ended up famous all over the world (Kim, Cho & Brymer, 2013). Bistros or bistros offer by and large the sitting office where clients can appreciate a quality time while getting soothed from the regular worry of work life. This compose eateries are more well known for serving assortment of drinks and a constrained scope of bites. More than assortment of nourishment and drink, the principle focal point of cafes stay on the climate so individuals can learn invest some energy being loose.

Bar – The hotel restaurants are seen to be including bars that for the most part serve liquor. Where alcoholic drinks are generally served along with non alcoholic drinks is served (Cucculelli & Goffi, 2016). For instance, packaged and draft lager, wine, spirits, mock tails and mixed drinks and other hard beverages are served. Fundamentally, the term 'bar' alludes to the idea of particular counter where exceptionally alcoholic drinks are advertised. The term likewise alludes to the procedure or strategy for giving administration to clients from counter. There are vast numbers of bars that can be ordered as per diverse principals.

Wine bars: This sort of bars ordinarily offer a wide range of beverages extending from wine to lager and breezer (Devesa & Peñalver, 2013). However, the conventional wine bars would give determination of wines and light hors d'oeuvres. Throughout the years, the ideas of wine bars have changed by meet the market prerequisite.

Night clubs: Some bars there which have the environment of noisy music and lighting (Kwok & Yu, 2013). In such bars, clients are offered with the chance of moving at music alongside devouring alcohol. This sort of bars force limitation over the age confirmation of clients. Wide assortments of mixed drinks are served to the clients. The forte of this sort of bar is that it does not serve some other beverage part from mixed drinks (Devesa & Peñalver, 2013). In this respect, it needs be specified that the mixed drink drinks are the sort of beverages that are set up by blending the natural product juices with alcohols.

Brew bar: The most established sort of bar is lager bar which especially serves all sort of lager which is the most customary kind of mixed refreshment (Cucculelli & Goffi, 2016). The open bars allude to the idea of bars which offer hard beverages as well as serve meals to the clients (Kim, Cho & Brymer, 2013). A few bars under this classification additionally offer drinks like espresso, smoothies and different refreshments too.

Closed bars: This composes bars can be recognized dependent on the way that in these bars, clients are not given the chance of sitting at bar counters and submit their requests (Chen & Chen, 2014). Rather, the servers serve the clients their decision of liquor straightforwardly to their table.

In the era of social media, the stand alone restaurants and bars use social media platforms like Facebook, Twitter and Instagram for the purpose of increasing popularity (Bowie, Buttle, Brookes & Mariussen, 2016). As a result, the stand alone restaurants reach out to maximum customer base and become popular. On the other hand, the hotel restaurants do not use social media campaigns particularly for popularizing their restaurants and bars (Thakran & Verma, 2013). Using the social media, the stand alone restaurants post pictures, videos and posters in order to attract the customers to visit there, whereas the hotel restaurants during social media campaign are to feature their main establishments which often subdue the restaurants and bars (Minazzi, 2015). Hence, social media trend is one of the most disadvantageous factors for hotel restaurants.

The social media based marketing and traditional media marketing can be extremely effective since the trend shapes the customers response (Kwok & Yu, 2013). In order to compete with the stand alone restaurants, it is suggestive that integrated marketing activities can be highly effective provided it is done in a professional manner (Leung, Law, Van Hoof  & Buhalis, 2013). Using the social media the hotel restaurant can post pictures, videos and posters in order to attract the customers to visit there similarly stand alone restaurants (Constantinides, 2014). Since effective social media marketing has been gained massive popularity and is considered as successful marketing medium, it can be stated that the effective social media marketing and traditional marketing will be helpful for the hotel restaurants.

Conclusion

Thus, in order to conclude, it can be stated the purpose of the report was to focus on food and beverage services which hold immense importance in the entire hotel industry. The food and beverage industry is one of the key factors through which resorts and hotels can sustain customer satisfaction. However, it has been reported in the recent years that hotels and resorts facing challenges and struggling with the changing trends in the industry while resulting low profit generation. In the meantime, the increased competition from the restaurants is the other major factors which leave the hotels lag behind. Hence, the report has exclusively focused on the need of finding alternative management models in order to overcome the challenges. The whole course of the discussion has included several aspects ranging from definition and classification of restaurants as well as bars while identifying the difference between them to examples of strategies and practices adopted by the hotel restaurants so that they will be able remain competitive against stand alone restaurants and other establishments and the main trends within the particular industry which influence on the restaurants and bars. The discussion in particular shed light on the social media impacts over the customer’s behaviors and the way the hotels and restaurants respond to that. Special focus of the study was on role marketing and social media activities in creating competitive advantage while setting a food and beverage service for success.

References

Barrows, C., & Vieira Jr, E. T. (2013). Recommendations for the development of a new operational classification system for the foodservice industry. Journal of Hospitality & Tourism Research, 37(3), 349-376.

Bowie, D., Buttle, F., Brookes, M., & Mariussen, A. (2016). Hospitality marketing. Routledge.

Canziani, B. F., Almanza, B., Frash Jr, R. E., McKeig, M. J., & Sullivan-Reid, C. (2016). Classifying restaurants to improve usability of restaurant research. International Journal of Contemporary Hospitality Management, 28(7), 1467-1483.

Chen, W. J., & Chen, M. L. (2014). Factors affecting the hotel's service quality: Relationship marketing and corporate image. Journal of hospitality marketing & management, 23(1), 77-96.

Constantinides, E. (2014). Foundations of social media marketing. Procedia-Social and behavioral sciences, 148, 40-57.

Cucculelli, M., & Goffi, G. (2016). Does sustainability enhance tourism destination competitiveness? Evidence from Italian Destinations of Excellence. Journal of Cleaner Production, 111, 370-382.

De Jorge, J., & Suárez, C. (2014). Productivity, efficiency and its determinant factors in hotels. The Service Industries Journal, 34(4), 354-372.

Devesa, M. J. S., & Peñalver, L. F. M. (2013). Research note: Size, efficiency and productivity in the Spanish hotel industry—Independent properties versus chain-affiliated hotels. Tourism Economics, 19(4), 801-809.

Kim, W. G., Cho, M., & Brymer, R. A. (2013). Determinants affecting comprehensive property-level hotel performance: The moderating role of hotel type. International Journal of Hospitality Management, 34, 404-412.

Kwok, L., & Yu, B. (2013). Spreading social media messages on Facebook: An analysis of restaurant business-to-consumer communications. Cornell Hospitality Quarterly, 54(1), 84-94.

Leung, D., Law, R., Van Hoof, H., & Buhalis, D. (2013). Social media in tourism and hospitality: A literature review. Journal of travel & tourism marketing, 30(1-2), 3-22.

Minazzi, R. (2015). Social media marketing in tourism and hospitality (p. 87). New York: Springer.

Schuckert, M., Liu, X., & Law, R. (2015). Hospitality and tourism online reviews: Recent trends and future directions. Journal of Travel & Tourism Marketing, 32(5), 608-621.

Sokoly, I. I., & Kravchenko, O. M. (2014). Classification transformation in the food sector. ?????????: ?????? ????, (2 (12), 2014), 150-158.

Thakran, K., & Verma, R. (2013). The emergence of hybrid online distribution channels in travel, tourism and hospitality. Cornell Hospitality Quarterly, 54(3), 240-247.

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