Everyone loves good food and nice drinks but as a business, food and beverages is a different story. People have different tastes and for restaurants, keeping up with customer demand is a hard thing to do. On the customer’s side, one cannot really know what to expect, given all the different tastes and qualities available, not to mention the possibilities of stumbling upon tasteless or unhealthy foods or drinks. It can be eating tacos in a Mexican restaurant, sushi in a Japanese diner or enjoying a macchiato at a popular Chippendale café, it really does not matter: quality and failure exist at the same time and one should simply know where to eat and drink. Otherwise, risks exist in vast amounts and the customer will surely come across a troubling situation at one point or the other.

One of the hardest things associated with running a restaurant or a café is keeping up with finances because both are multi-dimensional and sophisticated businesses with numerous operations going on simultaneously. There are many cases when restaurant or café owners cannot tell where they spent money or simply cannot track expenditure in the accounting books because of time limitations or lack of responsibility by the personnel. Given the technical differences between the food and beverages business and other conventional types of business, accountants also have been known to confuse such owners with technicalities. Therefore, a proper management system is a necessity for restaurant and café owners in the name of navigating through present or past operations safely. On top of this, creating menus that appeal to the majority of the customers is also a demanding issue because people have diverse tastes and not every chef can be trusted with cooking quality food or preparing delicious cocktails. In many occasions, restaurants and cafes fail to deliver the expected quality because they have either chosen the wrong type of food and drinks to serve or their chefs were amateurs and should have never been hired in the first place. Successful restaurants on the other hand directly target specific customers with quality foods and drinks that have been prepared by talented and experienced personnel.     

Naturally, with so much human factor involved, both on the producer and consumer side of things, marketing rises up as one of the most important aspects of the food and beverages business. This is why restaurant and café businesses are both great examples to consider when looking at entrepreneurial marketing from a professional point of view, because in such businesses, there exist “hustle, determination, anxiety and passion.” The food and beverages industry operates upon ecosystems, meaning that the consumers are indulged in a business culture that involves many different players. As a result, every product or service is introduced and promoted to a vast number of people or organizations: an almost automated marketing scheme in itself. Such projects also enable their owners or administrators to take notice of customer lifecycles, meaning that their operations are directly related to customer behaviour. Consequently, those who can comprehend such behaviour will end up creating direct links with such customers to market their products and services perfectly well. Such restaurants and cafes usually have a message or statement to share with their customers and therefore marketing becomes an easy task to accomplish, as the hook and the bait are already existent. Finally, such projects convert effort directly into money at a fast pace and therefore it becomes easier for the owner or the administrator to evaluate the success and failure rates of their marketing strategies.

Only a couple of decades ago, food and beverages business was a traditional one with minimal creativity or experimentation allowed, whereas today, all types of different restaurants and cafes pop up daily, aiming at appeasing different types of customers. Music, namely hip-hop, has become a dominant influencer in the given business in Australia recently, with many hip-hop themed restaurants operating in major Australian cities for quite some time now. In such locations, the name of the business is attributed to a hip-hop star such as Jay Z or Beyoncé, the menu is comprised of items echoing song names or lyrics while the interior design and music are both dedicated to the sub-culture, its icons and images. Although criticism has emerged regarding the authenticity of such a marketing approach, the customers seem to enjoy the idea quite a lot as such restaurants are making serious bucks in profits. The most obvious criticism in this sense is that hip-hop is an underground and anti-corporate movement and making money over gangsters and thugs is not an ethical thing to do. However, there also exist people who go and eat at such restaurants because they enjoy the music and the arts, and for such people, the gimmick is too good to ignore.