‘ IN-ROOM DINING ’ IS EVOLVING TO FOCUS MORE TIGHTLY ON HIGH QUALITY AND MAXIMUM EFFICIENCY , OFTEN WITH THE HELP OF CUTTING-EDGE TECHNOLOGY .
F & B : ROOM SERVICE
‘ IN-ROOM DINING ’ IS EVOLVING TO FOCUS MORE TIGHTLY ON HIGH QUALITY AND MAXIMUM EFFICIENCY , OFTEN WITH THE HELP OF CUTTING-EDGE TECHNOLOGY .
By Ann Bagel Storck , managing editor
When Ian Schrager launched his Public brand in Chicago last September , one of the many hotel amenities he wanted to shake up was room service . “ Room service had become sort of antiquated ,” says the founder and chairman of Ian Schrager Co ., New York City . “ We wanted to rethink and reinvent the whole room service experience .”
The result is Public Express , a room service program with breakfast offerings such as two house-made donuts with fresh fruit compote served with coffee or tea for US $ 5 and an organic turkey sandwich served with housemade chips , pudding and bottled water for US $ 12 at lunch . In less than 10 minutes , runners place the food in a paper bag at the foot of the door , knock and leave without waiting for a signed receipt . “ The idea is to give high-quality food quickly and inexpensively ,” Schrager notes , adding that the concept has been profitable thus far . “ You ’ re really trying to get rid of those things that don ’ t matter to people .”
Jason Lapin , partner at Las Vegas-based consultancy Blau and Associates , praises Public Express as a creative solution to the long-standing problem of writing room service off as a loss . He agrees most guests aren ’ t looking for the traditional “ luxurious ” room service experience — although that doesn ’ t mean they ’ re willing to sacrifice quality . “ They want a good value , they want very fast service and they want convenience ,” Lapin says . “ There ’ s a way to take some of the formality out of [ room service ] and offer a better-quality product at a better price point quicker and more conveniently — hitting what the guest wants in a better way .”
Comfort zone Even as many hotels dub room service “ in-room dining ” and try to innovate in other ways , there is no escaping the fact that a program must offer staples like burgers , pasta and Caesar salad . “ The most widely ordered items remain the basic comfort-food dishes ,” confirms Paul Tchen , general manager , operations and planning , The Peninsula Hotels , Hong Kong .
Nevertheless , Tchen acknowledges there is still a focus in room service on broader F & B tenets , like local sourcing and offering healthy options such as the brand ’ s Naturally Peninsula fare .
“ Constant staples can also be healthy , sustainable and local ,” agrees Antoni Yelamos , chief creative officer at Miamibased consultancy Food Culture .
At The Merrion in Dublin , room service includes fish and chips with mushy peas and tartar sauce for € 26 ( US $ 32 ), which serves as both a comfort food and a reflection of a local specialty . The Radisson Blu Edinburgh in Scotland takes a similar approach to room service , using local produce wherever possible and featuring Scottish delicacies , such as haggis .
Many hotels are moving beyond guests ’ comfort zone , too . At Muthi Maya Forest Pool Villa Resort in Khao Yai , Thailand , in-room-dining experiences include a barbecue prepared by a private chef . The Radisson Blu Edinburgh , meanwhile , is piloting offerings like “ Fairground Bliss ,” through which guests can make their own candy in their room . “ We are not trying to reinvent the wheel ,” says Acting Food and Beverage Manager Scott McShannon . “ Our goal is to keep the products fresh , modern , quirky and , ultimately , to offer something our guests want .”
The Sheraton Dallas Hotel features a website dedicated to room service that enables guests to browse menus and place orders from a computer or mobile device .
www . hotelsmag . com July / August 2012 HOTELS 63