Food trends influence food selection, food service and food presentation and therefore form an important aspect of event catering. The concept of identifying food trends in due time is closely linked to the management process of marketing, which identifies, anticipates and supplies customer requirements efficiently and profitably. By doing so, management is able to satisfy customer needs, wants and values ultimately effectuating customer (and brand) loyalty.
By applying the case study method the management issues surrounding food trends have been brought to light retaining holistic and meaningful characteristics of organizational and managerial processes. Researching the topic by using the Radisson SAS Hotel London Stansted Airport as a basis has allowed access to internal procedures transforming theory into practice.
Table of Contents
1. Abstract
2. Introduction
3. Methodology
4. Revised literature review
5. Discussion of research findings
6. Conclusion and Recommendations
7. Acknowledgements
8. Bibliography
9. Appendices
Project Goals and Topics
The primary goal of this project is to identify current food trends influencing UK corporate events and to analyze their management implications. By utilizing a case study of the Radisson SAS Hotel London Stansted Airport, the research explores customer satisfaction with existing catering offerings, investigates management strategies for implementing new culinary trends, and provides actionable recommendations to improve the corporate dining experience.
- Researching and identifying food trends for UK corporate events.
- Evaluating the role of flexibility and adaptability in event catering.
- Analyzing management procedures for menu development and service.
- Assessing the impact of catering on customer loyalty and business repeat rates.
Excerpt from the Book
5. Discussion of research findings
Despite the new trend for email chat and virtual meetings, the global MICE industry is growing at a rapid rate of approximately 7%. Real-life conference events are in fact on the increase making the conference market sought-after by many in particular hotels (Caterersearch online, 2008). In the capital, demand remains robust with day delegate rates increasing 11.86% from 2006 to 2007 and accommodation rates increasing 7.18% for the same period (Caterersearch online, 2008).
Within this sector the hospitality experience is of particular importance and according to Bowdin et al (2006:402) a corporate event is, in one sense, centered around hospitality. For attendees the hospitality experience is fundamental to the event experience as illustrated in Figure 1.
Summary of Chapters
1. Abstract: Provides a concise overview of the project, highlighting the importance of identifying food trends to maintain customer satisfaction and brand loyalty through case study research.
2. Introduction: Outlines the research focus on UK corporate event catering, the significance of marketing concepts in the hospitality sector, and the overarching research question.
3. Methodology: Details the primary research approach, focusing on the case study of the Radisson SAS Hotel London Stansted Airport and the use of interviews and questionnaires.
4. Revised literature review: Analyzes academic literature on hospitality marketing, consumer behavior, and food trends, providing a theoretical foundation for the project.
5. Discussion of research findings: Examines the gathered data regarding current dining trends, consumer preferences, and the operational implications for hotels.
6. Conclusion and Recommendations: Synthesizes the findings and offers practical management strategies for balancing food innovation with feasibility and profitability.
7. Acknowledgements: Expresses gratitude to the professionals and participants who supported the completion of the research.
8. Bibliography: Lists all academic and online sources referenced throughout the project.
9. Appendices: Contains supplementary materials, including the full interview transcript, survey questionnaire, and sample menu examples.
Keywords
Corporate events, Event management, Food trends, Hospitality marketing, Consumer behavior, Case study, Radisson SAS, Catering, Menu management, Customer satisfaction, Brand loyalty, Flexibility, Market research, Sustainable catering, Wellness
Frequently Asked Questions
What is the core focus of this research project?
The project focuses on researching and identifying the food trends that influence UK corporate events and analyzing the implications these trends hold for management in the hotel and events industry.
What are the primary themes addressed in this report?
The main themes include food selection and presentation, the management process of marketing, catering flexibility, customer satisfaction, and the operational challenges of implementing new food trends.
What is the central research question?
The research asks: "What are the main food trends of UK corporate events, and what are the implications for management?"
Which research methodology was utilized?
The project employs a case study method, specifically focusing on the Radisson SAS Hotel London Stansted Airport, supplemented by personal interviews with management and a survey of corporate clients.
What does the main body of the report cover?
The main body explores existing marketing and consumer behavior theory, discusses the findings from primary research, evaluates current eating trends, and examines the impact of these trends on various hotel departments.
Which keywords characterize this work?
Key terms include Corporate events, Hospitality marketing, Food trends, Catering management, Customer loyalty, and Service adaptability.
Why is flexibility considered a crucial factor in corporate catering?
According to the research, flexibility in scheduling—such as providing "rolling coffee breaks"—and the ability to adapt to last-minute changes are vital for exceeding the expectations of busy conference delegates.
How does the author suggest hotels identify prospective food trends?
The author recommends that in addition to the F&B department, hotels should leverage their marketing and sales teams to research trends, as these staff members have direct, ongoing contact with clients in the field.
What is the role of the "WOW factor" in event catering?
The project highlights that adding creative, innovative touches—even if they represent only a small portion of the overall food—significantly enhances the customer experience and contributes to brand differentiation.
- Quote paper
- Bachelor of Arts Verena Stickler (Author), 2008, Managing food trends of corporate events, Munich, GRIN Verlag, https://www.grin.com/document/177982
