Course description

As a participant of this course, you will be engaged in a thoughtfully designed blend of active learning sessions, group work, and lectures that focuses on assessing your market, testing your idea, and planning the successful execution of new food and beverage industry concepts. Through presentations, research, guest speakers, and more, you will be introduced to the segments and scope of the industry, to the major players, and to the market forces and critical issues at play in this competitive field. You will discover the importance of identifying your customer and learn how to conduct market research and apply marketing principles to food and beverage concepts. With this information, you will be able to shape your idea, define your value proposition, and develop an effective business case for your concept. In addition, you’ll become acquainted with topics including food safety, standardization, and recipe development; explore menu design and planning; investigate facilities and production issues; identify basic concerns regarding supply chain and inventory management in a food and beverage setting; and familiarize yourself with purchasing and quality assurance concerns.

Outcome 1: Deepen your understanding of the food and beverage industry, from market segmentation to menu planning, food safety, supply chain, and service issues

Outcome 2: Learn what it means, and takes, to be an entrepreneur in the food and beverage industry

Outcome 3: Identify the considerations required to develop a viable, and sustainable, food and beverage concept

Outcome 4: Strengthen your business, marketing, and management knowledge

Not open to matriculated Nolan School of Hotel Administration students.

Summer 2025: Ithaca campus

Christopher Gaulke
Christopher Gaulke
Lecturer, Food and Beverage Management, School of Hotel Administration, Cornell University
Adam Walden
Adam Walden
Lecturer, Management Communication