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'Food and Beverage Outlets' Must Go
May 21, 2008
I wanted to take a few minutes to describe a little more visually why hotels get in trouble when it comes to designing "food and beverage outlets" versus a restaurant experience.
First, here are some pictures from air terminals in Bangkok and Amsterdam.
The next one is a picture from a mall in Stockholm.
Hopefully what these illustrate is that food and beverage outlets, which in the real world are called bars and restaurants, exist all over the world and in many cases are more creative and more fun to be at than your hotel’s outlets.
I would like to suggest that all hoteliers stop using the words ‘food and beverage outlets’ and start talking in real world language about your restaurants and bars. Your guests are being trained to expect at least the same kind of powerful experience in your hotel as they do outside your doors (note the candelabra and pewter bar top in the mall bar).
I am frequently told by “brand managers” that their brands cannot stoop to a style that is too contemporary or interesting, or that breakfast really drives the program for their guests and something that does not look like a breakfast room will not satisfy their guests.
My friends, I submit to you that what your guests want is to be relevant and to be seen as people who live in a multimedia, cross branding, high intensity, stylish and human world, which is what they get outside of your doors.
Posted by Bob Puccini on May 21, 2008 | Comments (16)
In response to: 'Food and Beverage Outlets' Must Go
Adam Kirby commented:
Great blog, Bob. I really dig the use of photos, and I definitely agree about the importance of speaking in "real people terms," so to speak.
In response to: 'Food and Beverage Outlets' Must Go
Louis Osteen commented:
It would be a great move to eliminate 'food and beverage outlets.' And while you're at it, how about the terrible term for restaurants: stores. It's just as bad.
In response to: 'Food and Beverage Outlets' Must Go
Searchfirm commented:
I do not see the relationshipt to the photos you post. Food and Beverage are as appropriate parlance to use as is "steering wheel" when talking about a car. If you wish to be fooled by smoke and mirrors in your highly stylized world, go ahead. Hotels will continue to have and offer food and beverage outlets. Some better than others.
In response to: 'Food and Beverage Outlets' Must Go
mschulz commented:
Amen! I've been fighting that battle for over 20 years. A bar is a bar, etc., and an outlet is... a place to shop to get a bargain or to buy off-season... not to dine or relax in.
In response to: 'Food and Beverage Outlets' Must Go
Toni commented:
So what do you think of the term "venue" like it is used in UAE? It sounds strange too. Just call it your "restaurants and bars of our hotel," that's what we do.
In response to: 'Food and Beverage Outlets' Must Go
George Becker commented:
Agree and thanks for sharing the photos. Thinking of food service as a necessary function rather than a revenue opportunity drives this thinking I think.
In response to: 'Food and Beverage Outlets' Must Go
Martin commented:
Outlets is a big company (Hilton, Hyatt, Marriott etc) word. Smaller hoteliers do justly use the term restaurant and bar. The trouble with the big boys is that they haven't a clue how to run a restaurant or bar that is satisfying to the customer and makes them money. So what do they do? Outsource it to a big name chef! Their only focus is banquets and conventions and most don't do that well. Food and Beverage should be the heart and soul of a hotel providing an experience that our guests remember. We should delight our guests - when was the last itme you were delighted in an outlet?
In response to: 'Food and Beverage Outlets' Must Go
RB commented:
Agreed. I am looking for an outlet if I want to charge my cell phone.
In response to: 'Food and Beverage Outlets' Must Go
Merril Yu commented:
Only dinosaurs retain the anachronistic perception that hotel outlets are remotely relevant to the market...
In response to: 'Food and Beverage Outlets' Must Go
Shawn commented:
An outlet can only be succesful with clients and profitable if it is designed, planned and opened as a business in its own right, with its own identity and offering a unique experience that clients can relate to, enjoy and want to return to.
In response to: 'Food and Beverage Outlets' Must Go
John commented:
As hotel's continue to grow and are now realizing that Food and Bev can be profitable if run like a business and not like an amenity you will continue to see this term dissolve more and more.
In response to: 'Food and Beverage Outlets' Must Go
davidmcmillangroup commented:
We are finally realising that Hospitality and Entertainment are inextricably linked and that a Food & Beverage Outlet is the equivalent to a Theatre for a Great Show. However, Bob is entirely right in his suggestion that were-visit our interpretation of what we do.
In response to: 'Food and Beverage Outlets' Must Go
Daryl Jaeger commented:
Sorry Bob. What we call these "things" during our meeting is irrelevant to how we operate/design it. "F&B outlet" is just what we call it. The main thing to focus on, is high quality service in our outlets (there I go) and instill a cross selling mentality in our Front Office departments. The combination will yield great results for any type of F&B outlet in any hotel.
In response to: 'Food and Beverage Outlets' Must Go
Herve Houdre commented:
I think that what is important is to give a true personality to each of our F&B venues, whether it is a bar, a restaurant, an outdoor terrace, etc. It is all about having real concepts.
In response to: 'Food and Beverage Outlets' Must Go
Guy commented:
we should be hotelier-restaurateur, that's it!
In response to: 'Food and Beverage Outlets' Must Go
Stefano Leone commented:
BRAVO. You are right.A restaurant or Brasserie is not and outlet. The secret to 5 star hotel bus.is detail with tradition and culture. Not just an outlet.