MONTH IN REVIEW
COMMENT | PETER HANCOCK
Are we really selling
‘food and beverage’
or something else?
By PETER HANCOCK
Y
ou have probably studied handsomely for the privilege? Of waitresses under 28 years old and
enough websites, brochures course no t. What they come to enjoy, whose winners have been propelled
and advertisements to and what they almost certainly do into senior roles and who have
have noticed that most hoteliers not have at home unless they’re become great ambassadors for the
and restaurateurs place great members of the royal family, is a industry themselves. The annual
emphasis on the food they create smiling team of professional hosts Sommelier of the Year competition
and the comfortable accommodation to make everything pleasant and similarly puts its frighteningly
they provide. It seems a sensible easy – opening doors, pouring drinks, knowledgeable contestants through
approach, given the dominance of plumping cushions, taking dirty linen their paces in front of an invited
these two factors in distinguishing and dirty plates away to unseen audience. Increasingly we are seeing
the good from the bad in a very rooms and lifting the cares of the front of house professionals getting
crowded marketplace. world from their guests’ shoulders. the recognition they deserve,
Luxury is about service above all else. encouraging more bright young
Yet I am not so sure our
customers see it that way. Yes of
Fortunately the industry has
people into a side of the trade that
needs them urgently.
course, when people stay away they begun to recognise this. For decades do indeed expect to eat and drink we have placed chefs on pedestals nice things and to sleep contentedly. and, quite rightly, celebrated also mention Fred Sirieix. The star
But they can do that at home, can’t their talent. Many have become of First Dates on Channel 4 retains
they? Apart from business stays, household names through TV fame his role as manager of Galvin at
when being in a particular location and I’ve joined in the applause Windows on Park Lane and, unlike
is essential, most of our leisure with gusto at countless award your correspondent, is cool enough
guests are free to go anywhere – ceremonies where dedicated men to appeal to the younger generation.
or nowhere – at the drop of a hat. and women in white tunics have Watching him smoothly guide guests
So what we think we sell is in fact received highly-deserved praise for to their tables and make them feel
completely unnecessary to at least their roasts and ragouts. Sadly this at ease doesn’t look like “work” at all
half of our clients. has often been at the expense of but as we know it is one of a host’s
their customer-facing colleagues most important tasks. Who wouldn’t
of Britain’s customers, for example, whose equal contribution to a want to be like him?
have all their favourite food and guest’s enjoyment has for too long wines in the kitchen at home and been overlooked.
I am sure the majority of Pride
a very pleasant en-suite bedroom
At last we have initiatives like
This is perhaps the moment to
So perhaps we need to re-
evaluate the term “Food & Beverage”
and give it a name that better
upstairs. Do we really expect them the Gold Service Scholarship, which describes the job and its relevance
to drive long distances just to get for six years has run a rigorous to the customer experience. My vote
exactly the same while paying competition for the best waiters and goes to “Hospitality”.
March 2018
www.hotelowner.co.uk
17