Provision of Food and Beverage in Hotel Business - Essay Example

Running Head: Food and Beverage Operation Food and Beverage Operation of Outline Food and Beverage Operation Introduction 2. Background and Overview 3. Profit and Revenue 4. Provision of Food and Beverages 5. Role of Hotel in Local Community 6. Conclusion Food and Beverage Operation Introduction Globalization has radically altered and modified the characteristics of the hospitality industry. Business organizations working in this sector can no longer ignore the models and theories that form an integral part of the hospitality industry. The food and beverages section of hotels also has been forced to undergo rapid modifications in their management and organization. The food and beverage section of hotels constitutes an important component of the hospitality industry. The concept of food and beverage as social norms has been integrated with the business models and outlines of the hospitality industry. Food and beverage operation is a multifaceted and intricate aspect of hotels. At the basic level it seeks to increase the revenues and sales of the hotel. It also aims to ensure the provision of excellent and exceptional food and beverages to the customers. Finally the food and beverage operation acts as the foundation of hotels in the community setting. This research paper seeks to analyze and scrutinize each of the primary functions of the food and beverage operations that have been described above. The research paper utilizes a number of reliable and accurate resources in order to support the thesis statement. Also for the sake of correct and precise information only a selected number of reference materials have been referred. The absence of such a strategy would inevitable lead to an exhaustive and extensive paper. Background and Overview The food and beverage operation of hotels serves to achieve a number of primary tasks and objectives. At the first level the operation is to provide food and beverage services to the customers. This process requires the use of efficient and effective business strategies that would emphasize on quality and eminence. The hotel menu has to offer a diverse and comprehensive choice to the customers. The combination of local delicacies with international delicacies is one of the most successful strategies utilized by the food and beverage management (Riley, 2001). The second important function of the food and beverage operation is to increase the profits of the hotel. Dining and eating out is a cultural and social norm that is present in almost every culture. Customers have desires and aspirations to achieve satisfaction that the money they invest for eating out will be worth it. Hotels are now utilizing modern appliances in order to deliver food in a timely and reliable manner. The use of microwaves, refrigerators, and other electronic marvels has assisted the hospitality industry to deliver food within minutes. Another unique strategy has been the outsourcing of cooking to third parties. Hotels now focus on the business and operational aspects of the food and beverage sector (Riley, 2001). Food and beverage operation in their final task ensure that the hotel has become a symbol of the local community and culture. This aids the hotel in giving them a cultural iconic status. Hotels that have operated for decades have loyal customers and strong brand image. Profit and Revenue The primary function of food and beverage operations is to augment and boost the revenues of the hotel. Regular customers become the loyal base of the hotel because of their awareness and perception. Empirical studies have demonstrated that successful hotels use a number of bonus and promotion schemes in order attract new customers. Such hotels are more profitable because their food and beverage services are attractable to customers. The presence of a qualified and talented work force is also a prerequisite for the success of the food and beverage operations. Proper orientation of the work force in customer relations, services, and hospitality standards aid in making the food and beverage operation profitable (Riley, 2001). Innovative and creative hotels utilize a combination of strategies in order to increase revenue and profit. For instance they might offer fat free food for customers that have high levels of awareness regarding their health. Or the food and beverage operation might offer coffee with the morning newspapers to the hotel guests. Empirical studies have also found evidence that successful food and beverage operations regularly update and alter their promotional schemes on special occasions. This is done in order to attract the maximum number of customers (Riley, 2001). Making the food and beverages section profitable requires the use of diversified media for advertising. Globalization has brought new forms of media like the internet which offers several advantages over print media. The internet can be allowed to target a huge geographical segment at cost effective rates. The success of any profitable enterprise is based upon the availability of a dynamic and proactive work force. The work force of the food and beverages operation must have the appropriate and precise skills that would enable proficiency and effectiveness at the work place. Management should have the proper mechanisms that would allow them to monitor and validate the success of the operation. Employee feedback can be a valuable tool in expanding and developing the food and beverages operation. The presence of standard operating procedures assists the management and work force in responding to problems with contingency plans (Riley, 2002). Nowadays successful hotels are incorporating state of the art technology in order to make the process of food and beverages effective and efficient. Hotels are utilizing press releases as one of the mechanisms to generate profit and revenues. The use of press releases aids in providing customers with valuable knowledge regarding the services offered by the hotels. It also helps in the process of promoting and advertising new bonus and reward schemes. The management of food and beverages operation requires innovation and creativity in order to generate revenue and profit. Since the 1980s there has been a decline in profits for hotels because of the advent of restaurants. However with the start of the twenty first century, hotels are being geared towards the provision of reliable and timely food and beverages sector in order to generate revenue and profit. This has led to the pursuit of unique and innovative policies and procedures for the food and beverages section. Provision of Food and Beverages Food and beverages are the cultural symbols of local communities. This is enhanced and augmented by hotels that have traditionally been the providers of food and beverages to hotel customers. The industry has in recent decades moved towards the adoption of exceptional and pioneering strategies in order to enhance the quality of food and beverages served to guests. Hotels have adopted the use of modern technologies like microwave ovens and induction ovens which can reduce the time associated with food preparation (Riley, 2002). Other hotels have outsourced their food and beverages operations to third parties. Frozen food can now be prepared and cooked in minutes which are a boon for hotels. However some hotels still focus on the traditional methods in order to retain their cultural and historical status. The food menus have been diversified by offering a number of cuisines in order to meet the requirements of customers. Some hotels only offer dedicated food while others offer wider options for the customers. Each approach has its benefits because the main aim should be quality and excellence. Researchers who have studied the hospitality industry have recommended simple and straightforward approaches towards the provision of food and beverages to customers. The presence of expert and dedicated chefs is still vital despite the availability of technological revolutions in the hospitality industry. The suitable levels of service enable the hotel to maintain its market edge over its competitors. During the 1980s and 1990s as hotels began to face challenge from restaurants their business strategy was focused on the sale of hotel rooms. The food and beverages operation was assigned secondary importance. However this trend has changed with the advent of the twenty first century. The food and beverages operation has been significantly upgraded and boosted in order to make it a valuable experience for customers. A business model is providing access to the restaurants from the streets. Such approaches are being used by hotels in order to effectively and efficiently compete against restaurants. This approach is favored by customers who desire separate access points for entering restaurants. Other hotels are launching innovative strategies in order to attract customers (Riley, 2002). Offering customers fantastic scenery at restaurants is one of the most common business strategies inside the hospitality industry. The objective according to empirical research is to make the experience of eating and drinking a memorable one for guests. Research studies indicate that the renaissance in the food and beverages industry is spawned by the desire to incorporate modern management principles with food which is a social icon of the local community. The customer of the twenty first century has heightened awareness and perception regarding the quality and state of food and beverages. Hotels that successfully provide such services enjoy considerable growth and profit. The renaissance has also served to recreate the image of hotels as being the primary outlets for the provision of food and beverages. Role of Hotel in Local Community The food and beverages operations seek to maintain a strong and robust image of the hotel in the local community. The first step is that the hotel becomes the provider of local cuisine for tourists and guests. It helps to maintain the cultural significance of the local community. In another way the food and beverages operations plays a valuable role in empowering and emancipating the local community. This is achieved by the hiring and recruiting of personnel from the community (Wood, 2006). Training, management, cooking, marketing, and advertising skills of the local work force are enhanced. The food and beverages operations can play a crucial and significant role in the development of the economy. Raw materials can be acquired from local suppliers and contractors. Transportation concerns are addressed by hiring local transport companies. The extent and scope of the food and beverages operation seeks to economically advance the local community by its multifaceted and intricate approach (Wood, 2006). The use of such a strategy has been considered to be highly successful for the empowerment and emancipation of local communities. Other developments in the community can include the advancement of cottage industries that support the food and beverages operation of the hotel. Hotels comprise the guardians of the cultural and traditional values of the local community. This is reflected in the food and beverages section that offers quality and exceptional services to clients. Conclusion The hospitality industry has undergone a radical transformation and modification in the twenty first century. Hotels have been forced to adopt revolutionary and dynamic business strategies in order to ensure that they enjoy adequate profit and revenue. The food and beverages section of hotels has traditionally been the most successful and profitable enterprise. However in the 1980s and 1990s there was a steep decline in the focus towards food and beverages operation. In recent times there has been a renaissance as hotels have struggled to compete with restaurants by offering unique and dynamic services. The food and beverages section of hotels serves to increase the cash flow for the hotel. This is done through the pursuit of aggressive advertising and promotion schemes. The use of new media has also enabled the hotels to increase their overall profitability. The advent of modern cooking methods and technologies enables the food and beverages operation to adequately and effectively provide food services to clients. Another important task for food and beverage operations is to provide food services to customers. Hotels seek to ensure that customers have a memorable experience that would enable them to enjoy the food. They are offering specialized and diversified menus that cater to the unique needs and requirements of different market segments. Finally the food and beverages operation seeks to maintain the image and status of the hotel in the local community. It becomes a source of economic development and advancement for the community. The local work force becomes highly trained and proficient that can contribute towards increasing the income levels of the local work force. References Riley, M. (2000b), "Can hotel restaurants ever be profitable? Short- and long-term perspectives", in Wood, R.C. (Ed.), Strategic Questions in Food and Beverage Management, Butterworth-Heinemann, Oxford. Riley, M. (2002), "How can we better understand operational productivity in food and beverage management? A resource substitution framework", in Wood, R.C. (Ed.), Strategic Questions in Food and Beverage Management, Butterworth-Heinemann, Oxford. Wood, R (ed) (2006) Strategic Questions in Food and Beverage Management; London: Butterworth-Heinemann Read More