Not Losing the Gen Y Diner

By Brian Mitchell Principal, Mitchell Performance Systems | November 02, 2014

Co-authored by Evan Mitchell, Senior Consultant, Mitchell Performance Systems

This is the sixth and final article in our series on improving revenue and profit from F&B. Throughout the series our arguments have been directed at senior management. The aim has been to open the eyes of general managers to opportunities and challenges in F&B that are not self-evident from their perspective – but have a very real impact on profitability.

Before we address the final theme, how to attract and engage with the Gen Y diner, there’s a brief summary of what we believe senior management should take away from the first five articles. Each summary is followed by a suggested line of enquiry for general managers. The answers received to these questions will prove instructive.

Article 1: “A Tale of Two Cultures – how a Different Mindset will lift Food and Beverage

The approach to selling that typifies full service hotel restaurant operations can usefully be compared with the sales mindset of successful consumer products organisations. The latter have a clear fix on the relationship between customer service and selling. They see these two functions as inextricably linked and interdependent. The hospitality industry on the other hand tends to see them as vaguely separate. This leads to the self-defeating situation where inferior front of house sales performance can easily be excused or justified on the grounds of service. In truth the technique-driven sales principles applied by successful FMCG companies (impulse and add on selling, trading up, and solution selling) – which, as our article shows, are equally applicable in a restaurant – are designed to raise service standards not just sales results. Hotel management needs to grasp this point. Because without such a mindset F&B performance will always be hobbled, and restaurant patrons will fail to receive the level of service they deserve.

Useful enquiry: What’s the sales strategy for our front of house teams?

Choose a Social Network!

The social network you are looking for is not available.


Hotel Newswire Headlines Feed  

Gini Dietrich
Joyce Gioia
Kurt A. Broadhag
James Downey
John Ely
Michael DiLeva
Sara Fedele
Frank Meek
Karim Meghji
Jerry Tarasofsky
Coming up in July 2018...

Hotel Spa: Oasis Unplugged

The driving force in current hotel spa trends is the effort to manage unprecedented levels of stress experienced by their clients. Feeling increasingly overwhelmed by demanding careers and technology overload, people are craving places where they can go to momentarily escape the rigors of their daily lives. As a result, spas are positioning themselves as oases of unplugged human connection, where mindfulness and contemplation activities are becoming increasingly important. One leading hotel spa offers their clients the option to experience their treatments in total silence - no music, no talking, and no advice from the therapist - just pure unadulterated silence. Another leading hotel spa is working with a reputable medical clinic to develop a “digital detox” initiative, in which clients will be encouraged to unplug from their devices and engage in mindfulness activities to alleviate the stresses of excessive technology use. Similarly, other spas are counseling clients to resist allowing technology to monopolize their lives, and to engage in meditation and gratitude exercises in its place. The goal is to provide clients with a warm, inviting and tranquil sanctuary from the outside world, in addition to also providing genuine solutions for better sleep, proper nutrition, stress management and natural self-care. To accomplish this, some spas are incorporating a variety of new approaches - cryotherapy, Himalayan salt therapy and ayurveda treatments are becoming increasingly popular. Other spas are growing their own herbs and performing their treatments in lush outdoor gardens. Some spa therapists are being trained to assess a client's individual movement patterns to determine the most beneficial treatment specifically for them. The July issue of the Hotel Business Review will report on these trends and developments and examine how some hotel spas are integrating them into their operations.