Rendering for the Jo & Joe Playground , an interconnected space , always with an outside area , be it a garden , a rooftop or a community vegetable patch .
F & B
Out Of the bOx
From social lobbies to new concepts where traditional restaurants are passé , driving F & b revenue takes a nontraditional tack .
Calling a hotel a “ box ” has thankfully become dated nomenclature because developers , designers and operators have realized lifestyle must truly dictate design . Hotel spaces , public and private , are being designed and merchandised more creatively to differentiate products , drive trial and hopefully generate loyalty . Similarly , F & B directors are being charged to look outside the traditional restaurant ’ s four walls to find new ways to drive F & B revenue , if not turn traditional F & B on its head . The lobby social movement , for example , has spawned different menu and service approaches , as well as presented additional opportunities to monetize underutilized spaces , add much-needed energy to public spaces that tend to bring in more locals for F & B spend , and create buzz and some social media moments .
Thinking outside the box is where it ’ s at for hotel F & B , and HOTELS has reached out to thought leaders and risk takers to
siDe
see what ’ s new . Here ’ s what we found .
Accor keeps surprising Ten years ago , no one would have accused AccorHotels of being on the edge . How times have changed and even more so for the Paris-based operator than with its newly announced brand , Jo & Joe , a mashup of private-rental hostel and hotel formats in the economy space .
Part of what makes this disruptive concept noteworthy is its approach to catering based on based on research and analysis into , that ’ s right , millennials ’ aspirations .
The Jo & Joe Playground will be an interconnected space , always with an outside area , be it a garden , rooftop or community vegetable patch . This is a space where guests and locals can meet with opportunities to eat , drink and participate in events . The lobby is connected to these areas and there is no partition from the Playground , which includes the bar , central to the Jo & Joe social experience . It has high design , is visible from the street and serves local and craft wine , beer and cocktails , as well as affordable craft cuisine .
Jo & Joe will offer a range of simple , affordable and authentic restaurant concepts with a warm atmosphere : grill , open flame barbecue , wok or wood fire pizzas . This area will feature a lineup of events and activities with local team members , Townsters or Tripsters presenting the city ’ s sights , playing music or doing yoga , for example . A key ingredient is the Talent Stage , an open stage for all artists to share in the collective atmosphere , as well as eat and drink .
The Jo & Joe Happy House area is a private area where guests can relax , work , cook or wash their clothes , just like at home . This area is not open to the public but it does include a collaborative kitchen ,
December 2016 hotelsmag . com 43