BTEC
HND
in
Hospitality Management
Unit 19
Food
and
Management
Beverage
Tianjin
Professional
Assignment title
College
Evaluate the operational and economic
characteristics of food and beverage
operations
Unit code:
20734P
Date issued:
Submission date:
Student name:
1
Common skills
1. Working with others
2. Managing and developing self
3. Managing Tasks and Solving Problems
4. Apply Design and Creativity
Students’ self-assessment
Tutor’s comments
Tutor:
IV’s Comments
IV:
2
Assignment 1
Assignment title:
Evaluate the operational and economic characteristics of food and beverage operations
Introduction:
This is the first assignment of food and beverage management. This assignment covers the
first outcome of this course. The content of this outcome includes:
1 Analyze the nature of the food and beverage product.
2 Evaluate the different influences affecting patterns of demand within food and beverage
operations.
3 Contrast customer profiles and their differing expectations and requirements in respect of
food and beverage provision.
4 Analyze factors affecting average spending power (ASP) in food and beverage outlets.
The aims of the assignment
This assignment gives you opportunity to evaluate the operational and economic
characteristics of food and beverage operations better and think about how to apply it into
future work.
Assignment Scenario
As one style of hospitality, foodservice operation and management has its special
features. These special characteristics are mainly reflected by the nature of food and beverage
products. First of all, the nature of the product offered by hotels and restaurants is greatly
influenced by the type of customers. Indeed in many cases, before a new establishment is
open, a thorough feasibility study is undertaken with a view to determining the type of
customers. What is then offered in terms of food, beverage, service and atmosphere is strictly
based on the expected type of customer (i.e. customer profile
type of food and beverage outlet, type of menu, pricing considerations). The products we offer
in hotels and restaurants consist of tangible and intangible elements. The tangible elements
are the actual food and beverage, meanwhile the intangible elements consist of food and
beverage service, décor and the atmosphere. The more affluent the guest, the higher generally
his /her ASP and the greater the intangible element, and vice versa. Also it should be noted the
composition of the tangible element tends to change in response to the level of the ASP. At
low ASP levels the customer buys almost exclusively items of food. As the ASP rises, the
customer’s expenditure on beverage tends to become more prominent. Of course, nature of
the food and beverage product also includes: perishability, not proper for storing, special
merchandising, low profit, low risk, high turnover of currency, fluctuation income,
dependence on other facilities and so on.
The influence of customer demand on food and beverage industry is strong. Patterns of
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demand are generally impacted by opening hours, seasonality, time of day/week, sociological
influences, health eating and drinking patterns, food fads, fashion trends, cultural, regional
ethnic influences, pricing and economic factors influencing elasticity of demand. For example,
the demand for snack, teas and coffees, and light refreshments tends to persist throughout the
day, whilst the demand for more expensive meals occurs around lunchtime and in the evening.
As a sensitive and responsive business unit, the food and beverage operation tailors its
offering to match consumer demand.
The concept of price in food and beverage operations is complex and essentially different
from what is commonly understood by this term in other industries. Based on this situation, it
is very important that most hotels and restaurants use the concept of the average spending
power, which is the most relevant concept of price. ASP can impact on each point in the
whole process of foodservice, meanwhile average spending power (ASP) is influenced by
other factors, including: type of outlets, menu compilation and design, menu engineering. For
example, establishments whose opening hours is about three hours at lunchtime and five
hours in the evening tend to high ASP. But other establishments, such as Snack Bar, have low
ASP.
What to do:
Task 1:
According to the scenario, please analyze the nature of the food and beverage product.
Task 2:
Demand is changing and various, so please evaluate the different influences affecting patterns
of demand within food and beverage operations
Task 3:
Contrast customer profiles and their differing expectations and requirements in respect of
food and beverage provision.
Task 4:
Actually ASP is influenced by other aspects, please analyze factors affecting average
spending power (ASP) in food and beverage outlets.
Assessment criteria for tasks:
A group of no more than four must finish all the tasks listed above. All the members must be
involved in the discussion and preparation of each task. At the beginning of your report,
indicate how and why you work together as a team.
Pass
All criteria identified in the assignment are met.
Notes
Use a standard business report structure.
Word process the report.
Computer typed and printed; A4 paper, Use 14 point Arial or Times New Roman script.
Use the Harvard referencing system:
1) Content quoted in report should follow Harvard referencing system: e.g. A powerful
force drives the world toward a converging commonality, and that force is technology
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( Taylor W. Meloan 1998 ).
2) References should follow Harvard referencing system: e.g.
1. Taylor W. Meloan. 1998. international and global marketing concepts and cases. 2nd ed.
Beijing: Mcgraw-Hill.128.
References should be arranged in the order by alphabet of the first letter in author’s
name.
Limit the body of the report to around 2,000 words.
Late work for a week will only be marked next year.
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