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University of SunderlandConsultancy for the visitor economyTLH 252Project reportAleeha Syed The food and beverage offer is subject to numerous trends and these trends have an impact on tourism and hospitality businesses’ success and profitability. It is critically important for Kielder Water and For...

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University of Sunderland Consultancy for the visitor economy TLH 252 Project report Aleeha Syed 3. The food and beverage offer is subject to numerous trends and these trends have an impact on tourism and hospitality businesses’ success and profitability. It is critically important for Kielder Water and Forest Park to effectively respond to recent trends in the marketplace. You are tasked to; • • • •

Review current the food and beverage offer of Kielder Water and Forest Park. Examine current the literature on key trends in the food and beverage sector of the hospitality industry. Evaluate impact of new food and beverage trends on consumer choice and spending. Provide recommendations for improvement of the food and beverage offer at Kielder Water and Forest Park.

Contents Introduction………………..1.0 Tourist destination…………..2.0 Kielder Waterside Park……………..2.1 Overview of Food and beverage at Kielder………………2.2 Food and beverage trends…………3.0 Food and beverage trends in the UK………….4.0 Food and bevergae trends in Dubai……….5.0 Food and beverage in Ireland…………6.0 Rural desinations about food and beverage…………..7.0 Impact of new food and beverage trends on consumer choice…………..8.0 Conclusion & Recommendations…………….9.0 Reference list…………10.0 Appendices………….11.0

Executive Summary This report will be about Kielder and the food and beverage industry on how this industry can develop further and there should be changes or recommendations towards Kielder water and forest park. As consumers what something new all the time and for food and beverage they should offer something new to them whether it is beverages with benefits in terms of healthy drinks or alcoholic. This report will also look at the comparison of similar parks in Dubai and Ireland to make sure it can compete with them, or follow their trends and gain ideas from them. It will also look at the location as that is really important and compare the terms of rural and tourist destination on the impact of Kielder. It will look at the restaurant concepts as Kielder has three main restaurants and how each one of them offer different menus to the consumers and what new trends can be added to those, can be looked in further detail and getting the restaurant manager to get other advice and as whether a trend is suitable or not.

1.0 Introduction This report will be about the food and beverage trends and about Kielder Waterside Park, it will look at new trends and what changes and recommendation the Park can think of doing to make sure it attracts more tourists and the locals. The provision of food and beverage industry is a growing industry within the hospitality sector and many trends are being introduced till today. Food and beverage have an impact on the economy whether it is at home, restaurants, hotels and even Kielder Waterside Park, this industry is characterized by their diversity, outlets can be classifies into private and public sector and various parts of the industry. Food and beverage is really important to a business to make profit but equally important to consumers as they should feel a memorable experience when dining and appealing. Kielder Waterside Park will be the main learning outcome for this report, and looking at what trends on the food and beverage can be introduced within this industry and looking at other countries such as Ireland which has a range of tourist’s destinations similar to Kielder, and looking at Dubai which is always growing within hospitality and have a range of new trends to do with food and beverage. This report will look at the food and beverage departments as the most technical and complex industry due to particular external and internal pressures. Food and beverage is growing within the UK, therefore there will be a comparison of other lake districts locations and other parks. Consumer choices will be examined and looking into the future of this industry by seeing what to bring out new to the industry in terms of the trends and look at the market analysis, pestle analysis and swot analysis.

2.0 Tourist destination “A tourist destination is a city, town, or other area that is dependent to a significant extent on the revenues accruing from tourism.”

2.1Kielder Waterside Park Kielder water and forest park is a tourist destination which is one of the Europe’s largest man-made lake and England’s largest forest and Northumberland best attraction. It is the bes6t place to visit for wildlife, luxury self-catering lodges to stay and most importantly the restaurant and bar which will be discussed in this report. “It features mile upon mile of purpose-built trails including forest walks for all the family and dedicated mountain bike tracks. The Lakeside Way is a 26 mile multi-user trail, suitable for walkers, cyclists, horse riders and wheelchair users that encircles the shoreline of Kielder Water.” “Visitors are spoilt for choice when it comes to spending a day trip, weekend break or holiday in what the Campaign to Protect Rural England calls the most tranquil spot in the country.” Kielder

Waterside Park has been awarded bronze for best holiday park at the Visit England 2014 wards on May 12, it is important that a tourist attraction has been recognised and deserved bronze winner and other certificated will be coming, as if a place is well known there is a more chance of tourists to visit that place even more, as the word will spread and recommendations from one another. Kielder Waterside Park can also achieve the god award in the future as new trends will be introduced and improvements on guest experience and look at the food and beverage side. The Commercial Director, Maxine Mayhew, said: “We are thrilled to have been recognised as one of the cream of the crop of best holiday parks in the country and it’s been an honour to represent Northumberland and the North East in the national awards.” A tourist destination such as the Kielder Water and forest Park will also help the growth in Northumberland and surrounding areas as when the guests come here, they will do their research when arriving as people tend to search up nearby places, so they can visit it. Therefore it could be ideal base to explore Cumbria, Hadrian’s Wall Country and the Scottish Borders. 2.2 Overview of Food and beverage at Kielder Northumberlad is popular for its locally and seasoanl produced food, which includes lamb, beef, fresh fish such as mussels and salmon as it based in the border and water is the main source, therefore seafood should be a popular demand from the consumers and for this report it will be discusedd in further detail. Also for the British people beverage which is beer is also very important and other alcholic drinks to have alongside the food. On-site of Kielder they have three options to choose which are, The Boat Inn resturant & bar which served local British pub food and drinks. Café on the Tower Knowe Visitor Centre which is ideal for lunch and coffee breaks. Kielder castle café that also offers hearty warming meals. Nearby places are imorant for consumersas they can discover more options for them, which are Falstone Village, as they have tea rooms, the Black Cock country Inn that is a licecned bar and The Pleasant Inn which offers bistro style food and Sunday dinners. Overall the food and beverage is imporant for Kielder waterside park as it a great income coming into the park by keeping a profit and the spending of consumers. Food and beverage places at the Kielder waterside park are mentioned on sites such as tripadvisor which are commonly used by the hospitality consumers, and reviews have an impact on the number of places visiting the place to dine in. The impact of media is also having an impact by uploading pictures on social media such as Instagram and tagging the location, so consumers can be infleiced to go to these locations.

3.0Food and beverage trends In the hospitality insutry the terminagoly of the trends in food and beverage is the current trend which is computerization that will be discussing in terms of the consumers choice of food and drinks, as the demand of tecnhology and online is increasing within this industy as well. There are now many computer systems available for porduction planning and control within the food and beverasage systems, so there is a set of database which Kielder waterside park has to offer, as each of their places to eat and drink have their own style of a system, that mentions information on suppliers, stock levels, recepies and menus by targeting the needs and wants of a consumer and food and beverage trends. This is important because it is done all online as easier commication between the kitchen and resturant, and they can find out what food or drink is popular and whether it should stay in the market or not. Food and beverage trends for 2018 is driving an innovation for the consumers in terms that people are going for well known brands and becoming more a social engangement also the terms eating healthy are growing in popular, as consumers are being more careful with eating sustainabillity. “For larger brands, investment and acquisition have largely replaced traditional research and development activity, as the cost of acquiring

a small innovative brand is often cheaper, and less risky, than creating and marketing a new brand from scratch.” (Will Bernat) Demands from the consumers also have been a trend in this indusrty as what is being offered to them in the kitchen and how it is prepared, there has been a great increase in the awarness of foods, brought on the influx of overseas travfel and the variety that is being offered to them. Food served in resturants os affected by a range of “sociocultural, economic, political, legal, ecological and technological factors.” (Gillespie, 2011) Travel has also been a trend as a consumer travels to places to taste different food and drinks from other countries and seek diversity. This has been supplemented by the growth of ethnic with increasing authencity, so these days a new international cuisine from across the global is persuading consumers, with combinations of Asian, oriental and South American dishes and European menu concepts. For Kielder they should consider introcuing an international buffet so they can attract a wider audiece from different parts of the world, instead of those who are into British food, but this statement can be vice versa as traditional British food for international audience is a new taste so they can be excited to try it out. Overall there have been a numbr of food and beverage industry and many changes have been and always shifting consumer preferences and being interested in healthier options and adapting more plant-based foods, this has a link with rural tourism, as there is rural type breakfast, lunch, dinner, farmers markets, open air cooking or baking in a furnance as linking the trend of cooking style into the past.

4.0 Food and beverage trends in the UK

From this graph it states that the highest market appeal is the British, American, modern Asian and Mexican as it is the popular choices of cuisines from those countries and the other countries which have an average score are the Modern European, Japanese, Persian and

American Korean. The least people do not show that much interest on the choice of cuisines are the Russian/Eastern Europe, but again in the future this should be a trend or something new introduce to the market so more people could know about these cuisines and what they offer. As mentioned on the Hospitality insight which is website that is about the new food and beverage trends within UK and global so therefore, as for Kielder water and forest park they should introduce hype food to target customers to eat healthy and the new trend of veganism which is growing in the market, and Kielder is surrounded by nature so this could be theme by having a range of plant based food. Also has Kielder has a lot of activities and mainly attracts adventure tourists and families, so the veganism food choices allow them to be more into healthy food and nutrition so they can have a balanced diet to carry out the activities. From the abstract on hospitality insights it says, “2018 will be increasingly about connecting with consumers on different levels. More and more customers will look beyond the product itself as a standalone purchase and take into account values such as ethics and transparency.” (Trends, Editor's Pick,) Overall the food and beverage within the UK are having a scope of great ideas and managing to introduce something new, and also looking at different world cuisines and being able to target an international market which also the Kielder water and forest park could be able to try other world cuisines alongside the British cuisines this will allow them to show diversity, and could grow more people as a tourist attraction.

5.0 Food and bevergae trends in Dubai This casestudy on the food and beverage trends is a challening for the UK, to reach as Dubai is also growing further then them, and as there is a lot of Oil in Dubai to keep the ongoing constructions of restuarants and bars, and from a reading online on AaronAllen, they mentioned that there is a growth of 90% of the UAE’s food demand is satisfied through imports, the country is working toward sustainability by investing in new farms. Restaurant operators should consider sourcing their food locally, which could not only help cut costs but also attract customers looking to support home-grown industries. As the location of Kielder water and forest park is near the Scottish border for 2020 they should compete with waterparks in Dubai such as the green planet by Meraas which is a unique indoor rain forest, therefore Kielder could be able to ask for a sponsor ship from Aberdeen or Scotland councils so it could help them to ask whether they can divide some of their oil and be able to take a percentage of it, so they can build more onsite at Kielder.

6.0 Food and beverage in Ireland As UK is very close to Ireland and then these two countries got divided, before the Irish and British people used to have similar food and beverage trends, but still have different cuisines with different names. Ireland is known for its beauty and nature so they have a range of tourist attraction such as the Kielder water and forest park, is a similar one known as Portumna forest park, which is located on the Irish port and nearby all water, but they have been introducing a new trend which is do with and food and beverage delivered to the lodges by using a food app, as the Global technology and innovation centre in Ireland as contributed to many parks such as Portumna, €100 to allow customers who live nearby or stay at the lodges should be able to bring beverage and food, by delivering it online. Therefore Kielder could be able to do something similar at their lodges as they have the most unique and stunning lodges, so they could get help from Northumberland city council to invest in technology, as this has a link with the food and beverage trend, and also more

consumers eat at their own place, and by placing an order through their phone and avoiding queues at restaurants and bars, as technology and home deliveries are becoming popular with Ireland and also UK. 7.0 Rural desinations about food and beverage Rural means having features which are typical of areas that way from large towns or cities, so Kielder water and forest park is one of them, as Northumberland is far from the urban life. Rural tourism on food and drink is about local produced and within the country itself, therefore for Kielder it is all about the real British food and drink such as alchol as these people are have an interest in eating and drinking beer or cider while having a meal, and this could be a new trend for the tourists coming to the UK from aborad and, normally due to social media, the places that serve drinks should look attractable to consumers and come up with new cocktails that has a link with nature by putting pieces of leaves or petals in the drink to make it worth to put in on instagram pages, therefore this would attract more consumers, as it would move on being a tourist destination to a rural destiantion as well. From a recent journal article it has shown that a strong lolcal food and drink offer can influence the choice the destinations and can be an important facort in engouraging return visits, so for Kielder this will be a strong link as they can produce organic food near the local farms as it locatied near the countryside, and they should use those organic food which is a rural food new trend. It is encouraging greater tourism expenditures which means it can offer an enhancement the quality of the local tourism product, and the number of visits to Kielder will be more rural and if they spend per visit, the members who work there or any toher business over there such as resturants and bars will have support in productive jobs and higher added value and economic regeneration. “Local food and drink has a more localised supply chain than non-local produce, which means that a greater share of these tourism expenditures are retained in the local economy, this is the multiplier effect which is commonly used in this food and beverage industry as well.” “The study has estimated that sales of local food and drink totalled almost £10 billion across England in 2013, almost £3 billion of which was sold in rural areas. Tourism expenditures on local food and drink are significant and visitors are estimated to account for a significant proportion of these sales. Total tourism expenditures on local food and drink have been estimated to total £2.6 billion across England in 2013, of which £1.4 billion was estimated to be spent in rural areas.” (ICF International)

8.0 Impact of new food and beverage trends on consumer choice The impact on new food and beverage trends are a different for every organisation and each have their way to attract customers and let them come up with their own trends. Food events are becoming popular as Kielder have a lot of open space they introduce a food festival to do with British food and in this way the tourist destinaiton will be come more popular. For food festivals motivation is really important, as Nicholson and Pearce (2001) studied motivations of people attending New Zealand festivals. The dominant motivations were generic, related to socialising, novelty seeking, family, entertainmanet and escapsim as this is important for Kielder as it would mean that instead of attracting adventure based tourism it could offer a range of foodie events or festivals for other groups who are more open to this indusrty. Hu (2010) studied that visitors to a food festival with a foucs on their expenditures were kmost young, with more females than males, as this is true femals like attending festivals in the food and beverage indusrty. There is principle which is culural authencity as it means connection to the land and sea, and locally produced food, intagible heritage, symnolic value of food and experts looking at the food trends and the uniqueness, flavours aestheic appreciation of food and hopw it prepared and serven so therefore a trend of new food and drink should have a link where it is located and how the food look while dining and the drinks should be different.

9.0 Conclusion & recommendations Overall this report looked at the food and beverage of Kielder water and forest park, and what are the trends by looking at other case studies which they can compete against such as Dubai and Ireland therefore they can allow new changes at Kielder. It has also looked at the media development as how this change influenced the consumers as these days people are glued to their phones and social media is becoming more popular so to attract consumers, Kielder needs to be more active on their food related social pages. There is an increase of vouchers which Kielder can offer two for one offer, money off, kids eat free or special menus for the consumers staying at the lodges therefore they can have a link with the accommodation sector and food and beverage. They should be thinking globally and buying locally, as globalization of the food and beverage industry is...