INSTITUTE OF HOTEL MANAGEMENT

AURANGABAD

Report
“Ever Growing market of savvy travellers and gourmands has led to
emergence and growth of multiple and unique dining choices.”

Roshan Das (1875376)

Culinary Management Foundation (BFI 1031)

“Submitted in fulfilment of the requirement for B.A. (Hons) in

Culinary Arts”

UNIVERSITY OF HUDDERSFIELD
UNITED KINGDOM

February 2019
 Declaration

I, the undersigned Roshan Das, student of

Culinary Arts Year I hereby declare that the
information provided in this assignment is a
record of original work done by me,
under the supervision of Mr. AnandSingh
Marwad. All sources of my knowledge used have been duly acknowledged.

Roshan Das
(1875376)

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 Acknowledgement

I would like to thank my module tutor Mr. AnandSingh Marwad for the continued
support and belief in my potential and for helping me to put my best foot forward. Last
but not the least, I would like to thank my parents, for giving me this opportunity and
supporting me in the achievement of my dream, and for their unconditional love and
undying support.

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Table of content

Introduction 4

Literature Review and Discussion 5-7

Conclusion 8

References 9

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Introduction

The food and beverage service of India is expanding rapidly at a blistering pace. The yearly
rate of growth is expected at 30 percent and will continue to expand for the next few years
with a similar pace. The overall situation of the food and beverage service sector has evolved
over few years. Handful of brands were available few years back, but today customers have
ample amount of choices, and their choices flows with the trend. Lots of events/activities
have been witnessed in last five years in food service industry, which includes new service
innovations, food and beverage offerings etc. In the recent times, eating outside become
common because of the globalisation. It has become a regular form of tradition, especially in
the metros, mini metros, greater number of nuclear families and working women. Some
ingredients like artichokes, truffles, asparagus and fusion of different cuisines like French
with Thai is now in trend and is another customer demand. Savvy travellers or gourmands
from all over the world travel just to have a sensation of these kind of fusions. They are ready
to experiment different kind of food and beverages and it becomes a challenge for the
restaurant managers. They need to flow with the growing trend in the food service industry to
reach customer expectations for example food solution companies like Vista processed food
and QSR’s like McDonalds India or Subway India are introducing frozen omelette with
green chillies, onions or boiled egg[CITATION Aah19 \l 16393 ]. More innovations are taking
place in the food service market to cater gourmand’s needs like ckitchen are replaced by the
old traditional kitchen. These trends helps travellers to choose their modern cuisines which
reflect their lifestyle and in the process they reject authentic and traditional choices.
[ CITATION Bip15 \l 16393 ]

Now the trend is going with the street food options, savvy travellers are delighted with these
options which is served in a hygienic location and decent ambience. Restaurateurs are
introducing new concepts with innovations, which entice the travellers to experience those
innovations for example café+librarybar like in Cha Bar Delhi, grill item bar and music
lounge etc. There is a demand of the lesser known Indian flavours from north eastern and
tribal belts and also some international cuisines like Burmese, Korean Lankan, Bali etc.
whereas cuisines like South Indian, Punjabi or mughlai are dominating the Indian palates,
there is also a demand for such dishes like Andhra Chicken Pepper fry or Bamboo Mutton. In
India, Peruvian cuisine is getting chef’s attention. They are introducing Peruvian ingredients
to their menus, thus attracting the gourmands and savvy travellers to their place [CITATION

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Aah19 \l 16393 ]. Hence keeping the menu fascinating and up-to-date is necessary to develop
and maintain a loyal customer. Thus, there is a golden opportunity for the food performers to
modernize the traditional and authentic Indian flavours while offering to gourmands. This is a
challenge for the food players to please customer’s palate with fusions in order to cater their
needs. In the modern days customers want more specialized food and service. This is exactly
what QSR’s are doing these days to overcome this challenge. [ CITATION Bip15 \l 16393 ]

Literature Review and Discussion

The Quick service restaurant (QSR) industry has seen remarkable growth globally in the last
ten years and it continues to expand at a high pace. There is a reason behind why there are
over two lakh fast food restaurants in the United States and it is estimated that over 50
million Americans eat at one of them every day. It is because of their fast and quick service
as the name suggests. The food is extremely processed, prepared and assembled in a proper
manner. The ordering serving, and delivery are done in a standardized way to provide
consistent and seamless costumer experience. Obviously, affordability is major key factor. As
an evident, the strategic challenge is then to distinguish your offerings and drive margins
while working within the pricing and procedure constraints innate to the industry.

Digital connections are becoming the standard Norms. Savvy travellers now have one-click
access to ratings, reviews, menu and other crucial information and prefer to place order
online. Like Big 4 digital ordering channels. Also, there is a slow but tangible modification in
flavour of nutritious dishes-a trend that can nibble away QSR market share. It is of supreme
importance, thus to uphold mindshare by organizing personalized experiences from the
moment a guest enters the restaurant to place an order. This is possible when you know what
exactly customer want and you understand the guest better than others. Data, from mobile
apps, social media, point of sales systems, websites and other digital bases, is a gold mine for
attaining insights into guest behaviour. A rich QSR analytics key can help you section
your guest base better based on demographic and behavioural outlines and modify your
offerings consequently.

Efficiency is of paramount importance and is the ace of the game when it comes to Quick
service restaurants operations. It is important to track and minimize guest wait times in
restaurant, or for home delivery orders. Standing in a queue for longer duration for orders can

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seriously imprint a bad impression on guest satisfaction levels. If restaurateurs have a correct
data to track key performance indicators (KPI’s) such as average pre-order wait time, average
queue length and average post-order wait time over various time stages, it become possible to
identify the reason behind the long wait durations of guest. It could be due to improper or
inadequate staffing and training levels or some easy ways to handle problems during extreme
hotel operations. With right analytics solution and well-defined service levels, it is
thinkable to conserve the precious minutes in the order to deliver a cycle which can have
straight intangible influence on the bottom line. [ CITATION Ram18 \l 16393 ]

Young savvy travellers are making every minor or major decisions with the help of the
technology; Smartphones, from shopping to ordering. They have a quick access to massive
trove of information at their fingertips to make their informed selections. They are heavily
influenced by their friends, social media and web searches. So, figuring out their choices and
preferences is not at all an easy task. In order to beat the other QSR’s in the market, you need
to listen to costumers in order to determine and tap into missed income opportunities. The
data of consumers must be carefully analysed, which gave them a personalized dining
experience that consumers are now expecting from restaurateurs. Understanding your
customer and their desired experience is going to be a crucial challenge for many QSR’s in
coming next years. [ CITATION Adi17 \l 16393 ]

Shortage of staffing in this industry had troubled the foodservice sector this year, leaving
several foodservice operations in scheduling difficulties. Overloading current staff members
leads to tension and frustration, which in turn lows the morale of a staff. And if it happens,
food service operators will have even bigger staffing scarcity to deal with. Restaurateurs have
other opportunity to hire other staff quickly, but that is not a fair decision. Choosing a wise
staff is a systematic and careful process since staffing in food service market is known for
high worker turnover. Hiring a right staff who will work along with you with dedication and
trust is essential or else you will find yourself right back where you initiated; short on quality.
A wise and dedicated staff member will surely help restaurant managers to reach the today’s
guest needs and wants. So, it is an essential managerial decision for successful restaurant
operations.

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Foodservice operators have a massive range of customers to satisfy- savvy travellers or
gourmands of all ages and experience, all with unique likings and taste. Keeping the
customers happy means offering them with enough options to satisfy their palates while
keeping the food waste and cost down. Recent food trend should be taken into consideration
of healthcare foodservice sector. Nowadays, some travellers want healthy food choices with
the same taste and authenticity. Hale and hearty items made from native ingredients
continue to be in demand along with the increased demand for traditional flavours and unique
tastes. Some gourmands demand for only vegan dishes which have taste similar to those of
non-vegan dishes, so this become a challenge for restaurant staff to overcome this challenge,
but by presenting new innovative concept, they can handle this problem with an ease, for
example innovating Prawn Bisque into Vegan Tomato Bisque. Nutrition is the important
element for the foodservice industry. Some restaurant also serve light menu options to the
customers, which is in trend nowadays for example: Carluccio- an Italian Restaurant, which
provide low calories choices. Food operators have even started different cooking practices in
order to make food more nutritious like Steaming Vegetables rather than boiling it, so that its
nutritive content will get preserved.

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Conclusion

From all above data, I can only arrive at one conclusion that the future of the restaurant sector
is going to favour slighter, more agile formations or establishments- the types of places that
can more consistently provide local and fresh ingredients with fast turnaround times and new
trend technology to manage it all. The coming generations are usually more toured and have
had more encounters with diversity and the external world than their parents. Restaurants and
other foodservice locations are adapting to meet the developing demands of today’s customer
and are varying practices in almost every phase of the food business in order to meet these
demands.

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References
Aahar Ways. (2019). The growth of Global cuisine and its impact. Aahaw Ways, 28.

Anonymous. (2016, October). CATERTRAX. Retrieved from catertrax.com:

https://catertrax.com/blog/challenges-facing-healthcare-foodservice-operations/

Krishna, R. (2018, march). Unlock Insights . Retrieved from www.unlockinsights.com:

https://www.unlockinsights.com/blog/challenges-faced-by-qsrs-in-todays-globalized-world/

Mishra, B. K. (2015, October). ASKIHMCA. Retrieved from http://studyask.com:

http://studyask.com/blog/hotel-management/emerging-trends-in-food-beverage-service/

Walker, J. R. (2008). The Restaurant . New Jersey: John Wiley & Sons, Inc.

Werner. (2018). Kounta. Retrieved from www.kounta.com: https://www.kounta.com/10-restaurant-

industry-trends-logical-conclusion/

Zimerman, A. (2017, January 19). Screemo. Retrieved from blog.screemo.com:

http://blog.screemo.com/6-biggest-challenges-facing-qsrs-in-2017/

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