🍍 500,000 opportunities
The impact of F&B on the hotel guest experience
Remington Hotels SVP of F&B Richard Garcia had just checked the stats before we spoke recently about the role of food and beverage in shaping the hotel guest experience.
“We have 35 hotels on our core menu platform today, and those 35 hotels have generated half a million visitors in just five months. Those visits represent half a million opportunities to start new relationships and a massive marketing opportunity for us.”
Coming out of the pandemic, the stakes are higher than ever – not just from opportunity cost, but because of the higher amounts each guest is spending for their rooms.
“We’ve stripped away a lot of services that we used to give in our rooms – and I understand why. But now that puts a little more pressure on food and beverage to make up that slack. Today, food and beverage is not only the first impression for many guests – but plays a big role in deciding if that guest will return.“
Richard shared an example of staying at an iconic New York City hotel recently where the room was $400, but sitting at the restaurant felt like he was getting a fraction of the experience he would expect. “I spent $120 on breakfast and got it in takeout containers!”
Food and beverage teams have so many touch points in opportunities to enhance the experience of a hotel guest. “We touch them at breakfast, through a market or coffee shop, through a rooftop bar experience – and sometimes even through an in-room dining experience.”
While there are many touchpoints, Richard looks at each one of these as critical to getting them right. “If someone comes to my hotel and orders room service and something is wrong, they’re never going to do it again.”
This underscores the importance of having processes in place to ensure that the experience is done right every time, even with staff shortages and supply chain issues.
How are you using food & beverage to start new relationships with more guests?