F & B
SET THE TABLE
Tips from Bob Puccini , CEO and founder of San Francisco-based Puccini Group , on making a hotel restaurant local-friendly :
At The Shard , in Shangri-La ’ s London hotel , builds rapport with locals by offering the Five Mile menu of very local foods , from sausages and seafood to honey ( left ).
HIRE AN UNKNOWN Instead of shelling out for a celebrity chef , consider hiring a chef with personality and supporting them with marketing and PR . “ You can get a better-quality chef — and someone who is actually going to be there .”
HAVE AN EXTERIOR ENTRANCE “ As soon as you have to walk into the hotel to reach the restaurant , you need to up your game — the power of the restaurant has to overcome the location .”
DESIGN IT WELL “ It makes people feel like they are living in a movie for awhile . Restaurants are a relatively inexpensive way to do that .”
WELCOME A CROWD Hotel operators add lots of two-tops for guests dining alone . But tables or booths for four or more are preferable for locals . Counter seating can work for singles .
CONSIDER NEIGHBORHOOD CASUAL Puccini ’ s team reconfigured a designer-driven concept at San Francisco ’ s Marker Hotel to Tratto , a rustic Italian spot . Weekend bookings rose from 30 to 40 dinners a night to 250 per night .
“ We ’ re not trying to be cliché in any of our locations — we want something there is a demand for by the locals ,” says Paul Sauceda , Oxford ’ s corporate director of sales and marketing . In Boston , it ’ s Chifa in a sexy setting . At the Godfrey Chicago , it ’ s IO Godfrey , a rooftop space that has captured locals with its skyline views .
“ We consider having a great food and beverage venue a major selling point for the hotel ,” Sauceda says . “ It ’ s also good for the hotel to have a popular restaurant during the shoulder season , as it brings money to the top line .”
At The Shard , at London ’ s Shangri-La Hotel , recently launched the Five Mile menu at its Lang Café and Wine Bar , spotlighting neighborhood purveyors of everything from sausages and seafood to honey and cheese . “ It really helps us build rapport with our guests and with our partners ,” explains Daniel McGarey , executive sous chef at the hotel . “ We are all really committed to working together to amplify London Bridge as the place to be in London .”
BUILDING A BUZZ In Dubai , Jumeirah Group has found that value drives demand in a hotly competitive market where new restaurants pop up weekly , so the company launched Isme by
Jumeirah , a loyalty program offering dining and spa rewards to regular guests . Elite program members pay for benefits including discounts on dining and hotels .
Social events offer another way to draw locals . LA Jackson , a rooftop restaurant and bar at the Thompson Hotel in Nashville , hosts a weekly local vinyl night with Third Man Records artists taking on the DJ ’ s role . And Two Road ’ s Chicago Athletic Association Hotel created a popup celebrating an exhibit at the city ’ s Field Museum .
Several of Jumeirah ’ s Dubai hotels cater to the leisure class and others with an appetite for “ happening ” venues . Themed afternoon teas , “ Lazy Lunch ” and Saturday brunch tap into this demand — and provide fodder for Instagram and other social media channels . “ If you aren ’ t ahead of social media , leading it , driving it , you are way behind it , especially if you are trying to engage with locals ,” Kimpton ’ s Taylor says . He recommends assigning that responsibility to a staff member with the affinity and enthusiasm for it .
Rigby says one factor will foster local loyalty : being exceptionally good at something . Whether it ’ s to-die-for desserts or fantastic cocktails or incredible pasta , “ if you can do something really well , people will line up for your restaurant .”
38 hotelsmag . com January / February 2018