The next step to boosting your food and beverage offerings is to research your competitors and customers and learn from their best practices and preferences. You can do this by conducting a competitive analysis, which is a process of comparing your products and services with those of your direct and indirect competitors. This will help you identify your competitive advantages and disadvantages and find ways to differentiate yourself from the crowd. Additionally, you can conduct a customer analysis to understand your customers' needs, wants, expectations, and behaviors. To gain insight into the market, ask yourself questions such as who your main competitors are, how they position themselves in the market, what their prices are, how they communicate with their customers, who your target customers are, how they perceive your brand, what their motivations are when it comes to food and beverage choices, and how they make their decisions. By researching both competitors and customers, you will be able to tailor your products and services to meet their specific requirements and preferences.