Mr. Freeman

Food & Beverage

Are You Getting Fresh? Hotel Restaurants Aren't Just For Breakfast Anymore

By Andrew Freeman, President, Andrew Freeman & Company

Reality Bites. Let's face it, most hotel restaurants aren't typically destination hot spots and in fact, many are still decorated as "garden terraces" and have the sort of vibe that is most attractive to the drowsy breakfast crowd. Yet, hotel operators know they have a real opportunity to create restaurants with destination caliber cuisine that are both social centers and culinary experiences. These operators are bringing in experienced restaurateurs, consulting/rising star chefs, mixologists, as well as public relations and branding experts to help them develop clearly defined (and appealing) concepts, create enticing menus and identify innovative ways to build the buzz, covers and revenue. By making their hotel restaurants sexy, fun and delicious, these smart operators are creating hot spots that entice both locals and hotel guests alike. Though many hotel restaurants are still behind the times, the good news is more and more hotel companies are seeing the light by finding restaurant people to run their restaurants and investing in the spaces that were once just built for the convenience of their hotel guests.

As this trend grows we can say goodbye to the lonely hotel bar and the rubbery egg breakfast buffet and hello to popular spots that can very hard to get into. Hotel guests and locals are intrigued by the modern day hotel restaurants that take their inspiration from the classic hotels of the '20s and '30s, a time when these venues were bustling and romantic meeting spots. This can be clearly demonstrated by the popularity of the lobby living rooms at the W hotels and the exciting "lobby re-invented" concept that the JW Marriott group has introduced. At Andrew Freeman & Co., we are thrilled to be working on a new concept called LEVEL 3 for the JW San Francisco. When it opens in May, it will be a destination that is a true blend of lobby-meets-bar-meets-restaurant - with energy and appeal for every type of guest.

Today, discerning guests seek the convenience and the perks of staying in a hotel that has a happening restaurant bustling with people, innovative food and drink along and a great calendar of events. Many guests are making their hotel choices based on the restaurant options and they enjoy inviting local friends to visit and dine with them at these hot spots where by simply being a hotel guest they are privy to VIP treatment.

Make a Commitment and Stick to It

Hotel restaurants are natural revenue centers when they are done right. Of course, there is a built in guest market but you have to work harder and smarter to get the locals engaged. Kimpton Hotels and Restaurants is a prime example and one of the most successful innovators of this concept. They were the first boutique hotel company to create hotel restaurants as if they were free-standing venues with their own operating team and budget. Their business model is, and always has been, to design the very best restaurants possible to attract and appeal to the locals first without forgetting to attend to the needs of the hotel guests. For example, Scala's Bistro in San Francisco is located at the base of the historic Sir Francis Drake Hotel, and is a favorite destination for locals of all stripes and colors to gather for lunch and dinner. They sit at the bar for cocktails and quick bites and generally are pretty unaware that they are in a hotel dining room. It's not unusual to see a crowd of folks waiting for tables - and the seasoned staff knows how to create an environment where hotel guests feel extra special because this hot spot is in their hotel. The place is packed, the reviews are great and the revenue is strong. Across the nation, the trend is taking off and everywhere you look, hotel restaurants are making their marks. Las Vegas is still very hot when it comes to these destination caliber hotel restaurants. The list of celebrity chefs who have migrated there is a who's who of the culinary royalty.

If you can feel the excitement mounting and want to get in the game, here are my tips and ideas on design, menu development, marketing and vibe management - all geared toward creating the most popular restaurants for your hotels. Don't be frightened - it's time to step it up and turn each of your dining venues into true destinations.

Recipe for Success

It's a simple recipe that starts with ensuring you have a qualified, passionate team and a clearly defined concept. When you have done the research and competitive set survey, and everything looks good, set your budgets and financial expectations and put all this information into a business plan. You are now ready to start cooking. Here's the recipe:

One Part State of Mind

Begin by treating your restaurant like the jewel and revenue center it is! Honor its personality, vibe, environment and offerings by thinking of it as a free-standing business with the luxury of 400 or so rooms attached to it. Of course, the hotel guests should always receive VIP treatment, but consider that your restaurant can do its own thing - have its own charities to support, host its own events, offer its own promotions - all with the goal of attracting locals and travelers.

Another thing to consider is your operating hours. Do they appeal to locals as well as to hotel guests? Remember, you have a free-standing establishment so take a good look at your market and ask yourself, what do the locals need? Is the answer a great place for breakfast and brunch, or a fine-dining spot for an expense account lunch, or a hot spot for dinner and drinks, or any or all of the above? Get your answers and make the hours work for success. For example, if you are a small business hotel that has been averaging four to six covers at lunch per day, you may consider closing and providing room service or neighborhood recommendations for this meal period.

One Part Food and Drink

Your menu will obviously play a big role in how popular you are. Consider hiring a consulting chef or a rising star that already has a loyal following to help you develop your menu, refine it and add that wow factor. Also consider hiring a mixologist to create a unique cocktail menu for the bar. This menu should reflect the concept, support the menu and add to the vibe of the restaurant. If you don't have a team member - who is qualified to create the wine list - find a consultant to help you as well.

You've probably noticed that more and more guests want to be offered the flexibility to design their own dining experience. Items great for sharing and small plates are becoming more popular, as are any items that promote socializing, fun and even good health. Design your menu with flexibility - use a separate bar menu to highlight more casual items that work for hotel guests.

Once your menu is refined and ready to go, you can also begin to think about room service in an entirely new way. If you have a fabulous menu you won't want to compromise room service as it can be a great way to showcase the restaurant. If your restaurant has generated great buzz with the locals, then there will be an expectation that the caliber of cuisine will extend into room service. You may even see an escalation in room service requests. You won't want to jeopardize that buzz by cheating the people who choose to dine in and take this as an opportunity to shine.

One Part Design and Vibe

Create a unique identity and consider having a graphic designer create a unique logo and collateral for your restaurant -completely separate for the hotel. If budget allows, bring in an interior designer to create a fresh and separate look from the hotel design. Lose the nametags and create uniforms to reflect the transition from hotel to restaurant.

You may also want to emphasize your restaurant's entrance. Do you have a street presence and your own door? Can you create your own entrance? Your diners will have a much easier time thinking it's a free-standing restaurant if they can simply walk right in from the street. Of course, if you can't make this happen, you can still create a unique arrival experience. Consider the use of curtains, lighting, signage or even a door to further create a separation from the hotel.

Communal tables are very hot right now in every type of eatery from cafes to fine dining establishments, and this is just another way to connect both locals and travelers. When you look around your dining area, do you have room for a communal table? Perhaps you have changeable seating arrangements that can make creative use of the different moods that come about during different times of day. The idea here is think like an owner and look around your restaurant to see every possible opportunity to increase interest and covers.

Take some time to listen. What music do you have playing at different times of the day? Consider taking the restaurant off of the hotel's music system and create your own atmosphere by playing music specifically geared towards your restaurant concept. For example, if you are serving TexMex with a Twist, introduce your guests to a new wave of contemporary Latin American music. Music provides an easy way to get creative and to play around with a variety of different experiences that can grab the attention of your guests.

A lot can be accomplished with good design that supports form, style and function. Bring the experts in to help you!

One Part Marketing and Promotion

To run as a separate entity, you'll want to consider creating your own marketing plan focused on targeted events and promotions that appeal to locals. Consider hiring a public relations agency separate from that of the hotel. Your restaurant, after all, appeals to a completely different population. You're not seeking to put heads in beds here, you're after a steady stream of butts in seats from the local food and drink community. Get them there and the travelers will follow. Both the marketing team and the public relations team responsible for your restaurant should be passionate about the restaurant business and building sales.

Develop and implement promotions that capitalize on the unique attributes of your restaurant. Are you located near an art school or a college campus? If that's the case, you can consider events that bring in local artists and celebrate their talents or host events for the professors at the school. Give back to the community by selecting local charities that the team is passionate about. Again, these need not be the same charities that the hotel supports -if the fit isn't right. Restaurants should be more locally focused that hotels and can build relationships with their communities to provide support through what they do best - food and service.

Three Parts - Equal Fabulous

At the end of the day, if you want to be a successful hotel restaurant or bar, you'll want to build it for local appeal. Follow the recipe above - adding spice or sweetness when needed but stay the course and be true to your concept. Create an environment of ownership and creativity - and remember hotel restaurants can't be all things to all people. So you may need to have some creative recommendations ready when a hotel guest wants a club sandwich from your Sushi Bar.

My prediction is this trend will only grow stronger, so for those of you with the "garden cafes" on the seventh floor - it's time to loose the mauves and shades of green, toss the faux flowers and realize the potential of doing hotel restaurants the right way.

Andrew Freeman is founder of Andrew Freeman & Co., a consulting agency. Mr. Freeman has worked for Kimpton as VP, Public Relations and Strategic Partnerships. At Kimpton, he developed all public and media relations, including the launching of new properties for the global brand, the group of 40 hotels and restaurants, and for corporate headquarters. He was also responsible for strategic planning, outreach, fund raising, relationship development and execution with industry and community partners. Mr. Freeman can be contacted at 415-781-5700 or andrew@andrewfreemanandco.com Extended Bio...

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