Embassy Suites Refines Cooked-to-Order Breakfast

10 Ingredient Options for Omelets, Improved Signage and Equipment

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. October 14, 2008

MEMPHIS, TN, April 26, 2006. Embassy Suites Hotels is refining what it does best, exceeding guests' expectations with an enhanced breakfast layout and design, as well as a new brand standard of offering 10 ingredients within cooked-to-order omelets, up from four available at all hotels. The upscale, all-suite hotel brand was the first and remains the only upscale, full-service, all-suite hotel brand to offer guests a complimentary cooked-to-order breakfast every morning.

Focusing on the strength and success of its complimentary cooked-to-order breakfast since 1984, Embassy Suites Hotels is investing $2.5 million in new state-of-the-art equipment and signage. The new breakfast design is expected to appear in all hotels by the end of 2006.

"Ninety-nine percent of our guests -- both leisure and business travelers -- partake of our complimentary breakfast during their stay -- that's 2.6 million guests each month," said Jim Holthouser, senior vice president, brand management, Embassy Suites Hotels. "As a brand that truly is a category of one, we are focusing on one of the cornerstones of our brand -- complimentary, cooked-to-order breakfast. Each Embassy Suites Hotel atrium lobby is especially designed to serve breakfast, and it is a true differentiator for the brand. That's why we are investing the money back into our hotels to further enhance the breakfast experience."

While new, customized signage and an improved layout are key components of the new breakfast enhancements, not all the changes are monetary.

"The implementation of improved breakfast equipment is also about the training of more than 30,000 team members on Embassy-unique ways to be hospitable, coupling an exceptional experience with a superior breakfast for guests," said Kris Beck, director of food and beverage, Embassy Suites Hotels. "Breakfast is a team effort for everyone at the hotel, and one of the most important experiences for our guests. Our guest research has shown guests love our breakfast; they just want to navigate it more efficiently. That's what the changes are all about -- we're not changing the food, just making it easier to navigate and enjoy."

Standardizing the Omelet

More than 9,000 omelets are served to Embassy Suites guests daily at nearly 190 hotels. It is by far the most requested breakfast dish. With its popularity comes a new brand standard of offering cooked-to-order omelets with at least 10 omelet ingredients to choose from at all hotels. The ingredients include: cheddar cheese, ham, onions, tomatoes, jalapenos, bacon, sausage, mushrooms, spinach and bell peppers. "It's all about choice and customization," said Beck.

To meet the demand for omelets, a new custom-made omelet ring, designed by American Metal Craft is being introduced to increase efficiency by allowing breakfast chefs to cook more omelets simultaneously.

Customized Signage and Layout

Another key element of the breakfast enhancement is improving the presentation and layout to ease traffic flow and ensure guests can navigate their way more easily and efficiently through the breakfast area. The layout of the breakfast area was improved by creating "stations," or distinct areas, in which each food group is positioned. The stations are labeled with easily recognizable breakfast objects to direct guests to food items. Some of the iconic imagery featured include: a muffin for the pastry station, a cup and saucer for the beverage station, a pear for the fruit station and a frying plan with eggs for the omelet and cooked-to-order station. Embassy Suites Hotels commissioned John Robinette, a Memphis-based artist, to paint these breakfast icons. The paintings are impressionist-style and convey the unique personality of Embassy Suites Hotels. They are used across the entire hotel brand.

To demonstrate the magnitude of the Embassy Suites Hotels complimentary, cooked-to-order breakfast:

-More than 90,000 guests enjoy the brand's complimentary breakfast every day

-Embassy Suites Hotels chefs crack more than 135,000 eggs every day

-Embassy Suites Hotels utilizes 100,000 chickens to provide fresh eggs for guests

-Embassy Suites Hotels serves more than 50,000 coffee drinkers every day

-More than 12,500 gallons of coffee a day is served across the brand.