Editorial Board   Guest Author

Mr. Armstrong

John Armstrong

Executive Chef, Sheraton Seattle

John W. Armstrong IV serves as Executive Chef at the Sheraton Seattle Hotel. A member of the Marriott International America's Culinary Council and legacy member of the Starwood North America Food & Beverage Council, Chef Armstrong is proud to lead exceptional teams in planning and executing menus for major events, including the 21st through 25th years of the Sheraton Seattle Gingerbread Village benefiting the Juvenile Diabetes Research Foundation. His other accomplishments include building the 2015 Sheraton & Official MLB Partnership Menus, developing the 2015 Marketplace Concept for Starwood Hotels at New York Times Square. 

Chef Armstrong was a Corporate Teacher at the 2014 North America F&B Conference at Sheraton Phoenix and successfully planned and executing the first-ever Sheraton Global General Managers Summit in 2014. In 2013 executed the Rooms, IT, Six Sigma & Engineering Conference as well as creating and executing the 2013-2014 Westin & Sheraton Global Brand Phase XIII Menus.

Chef Armstrong was awarded the 2017 Marriott Award of Excellence for Outstanding Performance & Leader of the Year.  He has received numerous awards and honors, including: 2016 America's Award of Culinary Excellence Nominee, March of Dimes' 2013 Lead Signature Chef, 2012 Food Cost Operational Excellence Award, and 2012 & 2013 Ecosure achievements. He has also been instrumental in making contributions to Food Lifeline, a hunger relief agency.

Previously, Chef Armstrong served as Executive Chef at Westin La Cantera, where he led the operation of multiple AAA Four Diamond restaurants spanning the La Cantera PGA Course and Arnold Palmer Course. At Westin, he successfully executed eight years of the PGA Tour Texas Open. Before joining Starwood, Chef Armstrong worked for Marriott Hotels & Resorts, during which he was named the youngest senior banquet chef in Marriott corporate history and was chosen to be on a specialized taskforce team that worked on high-profile events around the country. Prior to that, he worked at five major restaurants at Lake Buena Vista Resort & Spa and was selected to work at the five-star Arthur's 27 restaurant.

Chef Armstrong was educated in Pittsburgh, Pennsylvania under Master Chef Dieter Kiessling where he received the President's Honors Awards for Achievement.  Most importantly, he has the love and support of his family, his wife Sonia and his two beautiful children, John V and Elena, who are the reasons for all of his hard work.

Mr. Armstrong can be contacted at 210-365-8254 or John.ArmstrongIV@sheraton.com

Coming up in February 2020...

Social Media: Social Listening Tools

The reach and influence of social media is staggering. Nearly 3 billion people use social media daily, posting a range of messages, selfies, images, and everything in-between. According to HubSpot, almost 4 million posts are uploaded to the major social networks every single minute! That's an astounding amount of content and it is crucial for hotels to skillfully use social media in order to effectively compete. From establishing a suitable brand identity and voice to creating content across all the major networks (Facebook, Twitter, Instagram, Pinterest, etc.), the goal is to actively engage consumers and to eventually convert them to customers. Some hotels are initiating online contests as a way to attract new customers, while others are rewarding customers with discounts who subscribe to the their email lists or follow their social media pages. Another recent strategy is to employ social media listening tools that track what people are posting online about their businesses. These tools allow hotels to monitor - or listen to - what's being said about a brand across the entire social web, and this can prove to be very valuable, unfiltered information. Social listening permits hotels to be aware of people's opinions about their business, industry or competitors, and some of these tools even listen beyond social media platforms. They also monitor publicly available information on blogs, forums, news outlets and websites. Some listening tools are more focused on gathering and analyzing data, while others offer more engagement-oriented features, which allow hotels to interact with people right from the platform. Often the information that is gleaned from these listening tools ends up being the most authentic, unbiased insights a business can get. The February Hotel Business Review will document what some hotels are doing to successfully integrate social media strategies into their operations.