F & B : TABLETOP
WITH DINERS DEMANDING HIGH-QUALITY FOOD AND DRINKS IN A FUN ATMOSPHERE , HOTELS ARE EXPERIMENTING WITH GASTROPUB-STYLE EATERIES .
by ANN BAGEL STORCK , MANAGING EDITOR
When W Atlanta – Buckhead debuted Cook Hall last December , the “ modern gastropub ” — which promises an innovative bar program as well as a contemporary take on traditional American comfort food — set a rather lofty goal . “ Cook Hall was designed to lead the way on the future of ‘ social dining ,’” proclaims James Gersten , president of New York Citybased Culinary Concepts Hospitality Group , the creative and strategic firm behind Cook Hall .
The outlet works to achieve its ambitious aim not only through menu items such as duck tacos and pimiento mac and cheese — not to mention handcrafted cocktails — but via a lighthearted tabletop approach featuring locally sourced vintage glassware , blue-and-white enamel plates created by artisans in California and a “ Toolbox ” at each table filled with all the utensils guests might need . “ At its core , Cook Hall empowers the guest , allowing for fewer interruptions and more shared experiences ,” Gersten says . “ The Cook Hall concept is on the vanguard of a more innovative and less traditional approach to F & B .”
Indeed , while the gastropub concept is far from new , it is experiencing a renaissance of sorts across the dining landscape — presenting hoteliers with distinctive challenges and opportunities to use unique tabletop schemes to add to the ambience , not to mention drive revenue .
“ People ’ s lifestyles have changed dramatically ,” confirms Steven Kamali , principal at New York City-based consultancy Steven Kamali Hospitality . “ Gastropubs allow you to have an incredible meal , but in a fun manner .”
“ Diners are kind of tired of eating general restaurant-type food ,” adds Thomas Haas , vice president of F & B for Noble House Hotels & Resorts , Seattle . “ A gastropub is a more casual concept that has a lower check average , but it attracts a higher cover count in general , so you ’ re getting more butts into the seats and more traffic .”
Cook Hall at W Atlanta – Buckhead uses denim napkins , stackable glass plates and a “ Toolbox ” of utensils on tables to give guests a fun , no-frills , do-ityourself experience .
40 HOTELS March 2013 www . hotelsmag . com