Aims and objectives
The main aim of product/service development is to enable
food and beverage managers to identify the influence of products,
services and producthervice development on the success
of the operation. Service is an integral part of all hospitality
products, therefore the approach to both product and service
development must be similar. For the purpose of this article
at least, the term ‘product’ may be assumed to include all
aspects of hospitality including service.
The aims of product development are to:
× Improve market share.
× Increase volume.
× Modify customer mix.
× Standardize and replicate existing products, as well as
to introduce new lines.
× Manage price against current trends in spending and
× Identify opportunities to gain advantage through
The significance of standards and standardization have been
identified and discussed in previous articles, particularly
, Quality. Clearly an integral part of product development
is to arrive at workable definitions and standards.
Such definitions and standards must be a direct response to
customer need for quality and value (price).
The objectives of product development are to:
× Appraise opportunities for enterprise (product development)
to improve trading position.
× Identify a range of strategies for improving the performance
of products, services, menus and drinks lists.
× Understand the impact of product development on a
range of related activities.
× Review existing products/services in terms of cost,
revenue and profit.
× Maximize operational potential by manipulating costs,
prices and/or sales mix.
× Justify costing/pricing strategy.
× Focus attention on those areas of the operation
(products and services) which yield most effect.