This document outlines the objectives and scope of a presentation on food and beverage marketing and feasibility studies. It discusses conducting a feasibility study to evaluate the viability of a new food service operation, including identifying market characteristics, analyzing the competition and site, estimating customer demand, and projecting operating results over multiple years. The presentation also covers using marketing to focus on excellent guest service and describing various marketing tactics for non-commercial food service.

1. Food and Beverage marketingFeasibility studySlide 1 / 16Friday, January 28, 2011BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing

2. Recap of the previous sessionHow does nutrition facts labeling aid the food service business.How do food service managers use the nutrition pyramid.What steps would be appropriate to preserve nutrition during purchase of raw material.What measures should be taken during making a cholesterol and sodium limited diet.Slide 2 / 16Friday, January 28, 2011BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing

3. Objective of the sessionExplain marketing in terms of delivering guest pleasing service.Describe steps involved in developing a feasibility study and list three types of market research.Describe elements of a marketing plan and explain roles of sales, traditional and electronic advertizing.Describe marketing tactics that a non commercial food service operation may use.Slide 3 / 16Friday, January 28, 2011BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing

4. ScopeFeasibility study.Identifying market area characteristics.Evaluating the proposed site.In-depth analysis of the competition.Estimating demand.Projecting operating resultsSlide 4 / 16Friday, January 28, 2011BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing

5. Marketing with a focus on guest serviceSeeing the business from the perspective of a guest.Need for commitment by all employees.Plan strategies.Implement the planning.Talk about it on a continuous basis.Emphasize on staff training on a continuous basis.Measure service to make results available to employees.Slide 5 / 16Friday, January 28, 2011BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing

6. Feasibility studyA study that is conducted before a proposed food service operation is constructed or on an existing facility prior to its purchase or lease.Potential investors decide whether to finance the project based upon the results of he feasibility study.The study guides the planners, architects of the project and assist managers as they develop marketing plans and prepare initial operating budgets.Slide 6 / 16Friday, January 28, 2011BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing

7. Scope of a feasibility studyAlthough the scope of a feasibility study varies from project to project a few features stay constant.Identifying market area characteristics.Evaluating the proposed site.Analyzing the competition.Estimating demand.Projecting operating results.Slide 7 / 16Friday, January 28, 2011BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing

8. Identifying market area characteristicsDemographic Information.Age GenderLevel of education.Marital status.Number of children.Family income.Type of employment.Location of residence.Volume of sales in other related businesses.Economic situation of the area.Property rate movements.CommunitiesSlide 8 / 16Friday, January 28, 2011BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing

9. Evaluating the proposed siteOne of the most important variables in determining the success of the venture.A up market restaurant with an inviting ambience and good food quality will eventually failInvolves researching on population.Surroundings and metropolitan area.Walking distance from the community.Driving distance.Proximity from the highway or business districtSlide 9 / 16Friday, January 28, 2011BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing

10. Evaluating the proposed siteDistance from the nearest parking.Exits, Boulevards, turnpikes.Shopping malls.Distances from theatres and amusement parks.Walking population and driving population.Location analysis in general.Generating a comparative with the logistic difference comparison with other restaurants.Slide 10 / 16Friday, January 28, 2011BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing

11. Analyzing the competitionAn inventory of all food and beverage facilities in the area.The data also includes commercial and non commercial establishments in the vicinity.Slide 11 / 16Friday, January 28, 2011BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing

12. Analyzing the competitionThe data is then further broken down to:Location and proximity.Type.Source and volume of business.Day and hours of operationMenu Prices.Guest Check average.Type of service.Number of seats.Availability of alcoholic beverages.Entertainment.Promotional efforts.Chain affiliation.Slide 12 / 16Friday, January 28, 2011BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing

13. In-depth analysis of the competitionHow long has the competitor running his operation.Business volume at various meal periods in the week.What is the response from the current guests.Type and volume of demand for F & B services The adequacy with which the competition satisfies the demand.SWOT analysis.Points of difference between the proposed facility and the competition.Slide 13 / 16Friday, January 28, 2011BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing

14. Estimating demandExtremely difficult and challenging.Analysis of the areas Food and beverage sales.Establish dining trends.Conducting personal survey’s.Interviewing potential customers.Sending in dummy customers at various meal periods.Slide 14 / 16Friday, January 28, 2011BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing

15. Projecting operating resultsPro forma operating results which in this part of the world is known as Projected financial results.Usually done for 3 years in case of partnership and 5 years in case of project reports.Potential investors base their decision on this information.Investors are interested in the revenue first and expenses after that.Slide 15 / 16Friday, January 28, 2011BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing

16. Questions CommentsSlide 16 / 16Friday, January 28, 2011BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing