PERSONALITIES
OFF GRID
the
with Marriott ’ s F & B leader
MATTHEW VON ERTFELDA TALKS RELEVANCE , RISKS , REWARDS — AND HOW TO GET F & B RIGHT .
By JEFF WEINSTEIN , EDITOR IN CHIEF
Marriott International ’ s acquisition of Starwood Hotels & Resorts has helped change how the industry views its penchant for risk , which appears to be carrying over into F & B operations , as well . With F & B over one-third of Marriott ’ s global revenue ( nearly US $ 16 billion ) and employing almost 40 % of all Marriott associates , it ’ s both a huge risk and reward to push the envelope in terms of creativity .
In Matthew Von Ertfelda , senior vice president of F & B , global operations , Marriott has an adventurer who ran 155 miles in six days across the Amazon region , the Sahara and Antarctica , and who used his physical strength and mental toughness to become a finalist on TV show “ Survivor : The Amazon .” But , you may ask , what does that have to do with the risk and reward of managing an F & B program ?
“ When I am eating momo dumplings off the street in Bhutan or piranha in Brazil , there is no distillation – only real flavors and preparations ,” says Von Ertfelda , who has contributed to the transformation of the Marriott Hotels brand and reinvention of the Charlotte , North Carolina , Marriott as the company ’ s first innovation lab hotel ( M Beta ). “ Eating in off-the-grid places strips the drinking and dining experience down to what ’ s most real – the food and drink , the people , the place and ultimately the moment that is created as a result of it all . As people work to understand and create authenticity in the developed world , I am able to go out and experience it in less developed , emerging places . I feel it ’ s always the most real and memorable that way , and I keep that feeling top of mind with everything we do at Marriott .”
Von Ertfelda says one of the most challenging but beneficial things he ’ s learned as an athlete is to intentionally invite unknowns – be it concepts , design , business models or marketing approaches . “ Athletic competitions of any sort include uncertainties , but understanding that , as well as knowing what you can control , will put you steps ahead of everyone else . These experiences , personally and professionally , broaden our perspective and soften our boundaries , but they also harden our resolve and make us stronger and better leaders ,” he says .
Another emerging aspect of F & B , storytelling , has never been more important , Von Ertfelda says . “ This is the way we add layers to any restaurant concept , dish or drink within our properties ,” he says . “ The storytelling vehicles are so rich today . It ’ s physical and digital , it ’ s the food and drink , the artisans behind it , provenance … The experiential layers seem to be endless . We see how crowded the F & B space is today , and with trends changing every minute and spaces becoming more dynamic , we not only need the F & B to be exceptional , but the narrative around it has to be compelling , emotional , believable . Personally , I am looking for experiences that stack on
14 hotelsmag . com November 2018