Abstract
Marketing in food and beverage operations is both essential and uniquely challenging. Managers must not only promote the tangible aspects of their offerings, such as meals, drinks, and portion sizes, but also the intangible elements, including the dining experience, ambience, and service quality. Because customers are physically present during the service, they effectively become part of the product, which adds complexity to marketing strategies. Customer expectations and experiences can vary widely, making it difficult to maintain absolute consistency in product quality and service. Furthermore, the perishable nature of food and beverages and the finite number of seats in a restaurant or café make effective marketing critical for maximising revenue and minimising waste.