HotelsMag November-December 2019 | Page 18

THE MAIN ( F & B ) EVENT
TRENDING

HOTELS blogger

Richard Hatter is GM of the Hotel Icon , an independent , 262- room teaching and research hotel in Hong Kong that in October was coping with the effects — including a 50 % drop in occupancy — of political protests . “ We had the choice of either adapting to the change or getting buried by it ,” Hatter says . In this environment , cash flow is king . His tips on keeping afloat : Scale : We rely heavily on casual part-time labor . Reducing your casual headcount and overhead , and sharing jobs will help the payroll . Tracking : My team and
I review daily , weekly and monthly financial indicators to track the performance of restaurants , events and rooms business , looking at manpower productivity and profitability per job , week , guest , room and cover . We focus on our most profitable room types and services . Anything that is not selling or making a reasonable return is scaled or removed . Cross-training : Every F & B role is learned by at least one additional person ; staff members are cross-trained between F & B and rooms . Marketing : Direct marketing approaches target the local market . Bundling F & B offerings
Protesters at a September school boycott rally at Hong Kong ’ s Tamer Park
with staycations for local families helps , and we are promoting long stay packages to drive less price-sensitive MICE business . Loyalty : It is essential to retain your existing customers . Focus on loyal local clients first for F & B by arranging in-house events to generate a local following . Unbundling : Consider dismantling costly packages and letting
guests choose what they want to include , such as breakfast , evening cocktails and laundry , etc . Discounting : Reducing price will not drive demand if it does not even exist . Rather , focus on reputation and add service elements around quality and authenticity . Niche : Find what you do that is unique and drive that . We have promoted executive

MANAGING AMID

UNREST
Getty Images
education packages and leveraged our education expertise . Leadership : Hold regular weekly meetings , boost morale and ensure the team tracks and analyzes key indicators , financial reports and productivity , and is constantly looking for new ways to drive business . Value and quality : They will help you survive . Don ’ t overlook them !
The kitchen ( r .) is a theater and gathering place .

THE MAIN ( F & B ) EVENT

China ’ s JW Marriott Marquis Hotel Shanghai Pudong is serving up a new way to capture group business : a culinary theater . Between two meeting rooms on the property ’ s second floor , inside glass walls that adjust from opaque to transparent , sits an open , full-service kitchen that acts as a stage to show off any chef ’ s abilities .

Hotel GM Angela Pan says the theater is the only one of its kind in Shanghai . The space offers an opportunity for guests to interact with chefs and hold live cooking shows , classes or team-building activities — a plus for MICE business .
“ We have had lots of potential business inquiries for this venue after grand opening ,” she says . “ It attracts some luxury brands to bring luxury culinary experiences and make their events more vivid .” One financial company recently hosted an event for 60 VIPs and requested that all meals be prepared by the hotel ’ s chefs there , Pan says . The addition was a smart one , according to global F & B consultant Aaron Allen . “ There are currently RFPs going out that have requests for culinary demo capability ,” he says . “ This theater distinguishes the hotel and allows it to charge a premium for those events . The hotel has the tools that others don ’ t . And it ’ s a great tool for adding on margin .”
The hotel can pull in groups , membership organizations and wine companies from the local market , Allen says , or partner with a local celebrity chef and offer classes .
“ When you think of all the business that has to happen there between suppliers and who they sell to , manufacturers , distributors , brokers , hotels themselves , local restaurants — they all need a place to be able to showcase their product to potential clients ,” he says . “ That ’ s just one small angle of it that otherwise hotels wouldn ’ t have a tool to attract .”— Alicia Hoisington
16 hotelsmag . com November / December 2019