Using F&B to Establish a Unique Character for Your Hotel
By Ray Chung Director of Design, The Johnson Studio at Cooper Carry | November 25, 2018
A hotel's restaurants and bars offer one of the best opportunities for the hotel to express its unique character. Food and beverage (F&B) is nothing less than hospitality in motion, on display and interactive in a way that everyone can see. It only makes sense to use F&B to help differentiate hotel properties, now more than ever.
F&B is unique in that guests spend their time in these spaces mostly sitting still and enjoying themselves. Most, if not all, hotel guests will visit the on-site restaurants and bars during their stay, and what's more, they will stay for an hour or more, sometimes multiple times a day. The quality of the food, service and environment plays an enormous role in the level of satisfaction and creates lasting memories, good or bad.
Furthermore, with food tourism on the rise, a hotel's F&B venues can become destinations in themselves. Nationally and internationally recognized chefs, renowned local foods, beers and wines, or even the spaces themselves-for example, a hip, exclusive rooftop bar-can be reason enough for guests to make a trip.
Many hoteliers are reporting upwards of 40% of revenue from F&B. With proper planning, F&B can increase bottom-line returns as well. Together with the draw power and potential improved guest satisfaction, it is clear now is the time to invest in food and drink offerings.
A well-conceived, attractive F&B program can also increase both bookings and profitability of group sales. Event coordinators list F&B as one of the top three most important factors in selecting a venue. Attendees are drawn to events and group activities that are based on local foods and chef-driven experiences.
Of course, simply operating a restaurant or bar is not enough. Neighborhood competition in secondary and even tertiary markets has intensified, and hoteliers need to respond like restaurateurs. More and more travelers check with online review sites before choosing a place, and with so many choices available, a hotel restaurant or bar needs to shine. It needs to compete with the best in the local market and offer a superlative experience, in food quality, service, setting-preferably all three.