Jean-Michel Dixte
‘ WE ARE ENTERING
A NEW ERA ’
The pandemic has drastically altered the F & B landscape , says Jean-Michel Dixte , global vice president of food and beverage at Dusit International , Bangkok . “ We are entering a new era , and we have to transform ourselves and reinvent ourselves ,” he says from his office .
Many hotels have cut staff , and many won ’ t hire back the same number once business resumes . “ So now they have to make do with a new staffing structure , and how do you deliver the same product , the same service , the same experience , that ’ s quality driven with less staff ?” he asks . “ Give your staff some incentives : Whatever money we make , they need to take a cut of it , and that ’ s the only way to move forward and to motive them during a time where they have to work hard and be very flexible .”
Technology will become even more important . “ Kitchens will be designed differently , and ( in some places ), the staff is not going to be made up of chefs , but more of kitchen attendants , who will be able to put something inside of an oven and press a button ,” he says .
To accompany this , hotels will likely hire out different F & B components — from using cloud or ghost kitchens to bringing in pastry , baked goods and ready-made cocktails from local purveyors . Dixte says his own hotels — Dusit has about 36 hotels and resorts in a dozen countries – are working with an award-winning mixologist to do that , at the same time attracting the mixologist ’ s fan base to the hotels .
Hotels will also have to manage customer data more effectively . “ This is a mistake that hoteliers have been making for decades — it ’ s not listening enough to our customer base ,” Dixte says . “ We often do what we think is right or what we think they ’ ll like without actually knowing what they want . It ’ s about having a deeper and more meaningfulconnection with your clientele .”
Hoteliers who succeed , Dixte says , will follow the 70-30 rule . “ They will give their customers 70 % of what they want and 30 % of what they don ’ t know that they want ,” he says . “ If they can do this , with innovation , with quality that is ethically ( delivered ) and is convenient and value driven , this is the best tip I can give anyone who works in this crisis .”
GIVE YOUR STAFFS SOME INCENTIVES : WHATEVER MONEY WE MAKE , THEY NEED TO TAKE A CUT .
JEAN-MICHEL DIXTE , DUSIT INTERNATIONAL
Customers will also look for brands that stand for something . “ People are looking for a sense of place that is experientially driven and that can somehow make you feel good about yourself when you purchase it , and I ’ m not just talking about the wellness factor ,” he says . “ It ’ s that with every purchase there has to be a way to do good for the local community or the local economy and to the planet as well .”
Dixte sees two concepts thriving : One is a grab-and-go outlet , “ which is very flexible , offers fast , casual food that is value driven , and ultimately , I think this is going to replace room service ,” Dixte says . The second is a gastropub-type outlet combining dining and drinking — “ a place where you don ’ t feel the formality of having to have a formal meal , but where you can come to have a cocktail or a bite at any time ,” he says . “ It will be something that has a sense of place , a stronger identity that is connected to the local community , in terms of culture or in terms of food and drink culture .”
The next year to two years will continue to be difficult , Dixte warns . “ We are going to need to reinvent ourselves , and we ( might have to ) reinvent ourselves every six months ,” he says . “ I believe the only way to stand out is to offer something special . Just pick a few items you can really do to the best of your ability , and people will come .”
January / February 2021 hotelsmag . com 27