F&B

 
HOTEL  

CASE STUDIES, EXAMPLES & FRESH IDEAS  

A Collection of Blog Posts from aaronallen.com  

© 2013, Aaron Allen   November 2013  

 HOTEL F&B: Case Studies, Examples & Fresh Ideas  

TABLE OF CONTENTS

Little Hotel Restaurant Designs Doing Big Business
3

7 Hotel Restaurants and Bars Setting Themselves Apart
7

5 Tips for Creating Great Hotel F&B Blog Content
10

4 Creative Hotel F&B Innovations from New York to Singapore
12

5 Hotel F&B Marketing Ideas from the Middle East
14

7 Breathtaking Hotel Bar and Restaurant Designs from Around the World
16

10 Fun Food Holidays to Consider for Hotel F&B Marketing
19

14 Hotel F&B Promotions to Attract Epicures
25

8 Quirky Brunch Promotions to Spice Up Traffic
30

5 Hotels Getting Creative with Their Social Media
33

About the Author
37

About AARON ALLEN & associates
38

2
 RESTAURANT DESIGNS DOING

little

BIG BUSINESS

Innovative hotel restaurant designs don’t always have to be sweeping in scope. Sometimes the
cleverest ones are also the smallest. Here are five tiny hotel restaurants truly maximizing their
available space.

www.aaronallen.com

 HOTEL F&B: Case Studies, Examples & Fresh Ideas  


LITTLE HOTEL RESTAURANT DESIGNS DOING BIG BUSINESS

PERENNIAL VIRANT AT THE HOTEL THE LOCL RESTAURANT & LOUNGE AT
LINCOLN Chicago
NYLO PLANO AT LEGACY Plano, Texas




The Hotel Lincoln in the Lincoln Park neighborhood of

Chicago is not a big place – 184 rooms, 1,200-square-feet

of meeting space. But it manages to attract a large

corporate crowd.





It frequently uses its farm-to-table Perennial Virant

restaurant for these groups, serving an intimate, buffet or

family-style group meal for usually 20-30 people but up to a

45-person buyout or 64-person plated dinner. This works

perfectly with the Virant’s customized menu.





The Virant’s 1,100-square-foot Clark Room is the primary

dining space though smaller groups also sometimes use a
Photo Credit: http://www.nylohotels.com

hospitality suite. The concept works as the restaurant has
been well-reviewed, gets large non-corporate traffic at
brunch, and was named one of Chicago Magazine’s “20 Best
New Restaurants” in 2012. The Hotel Chicago also has a
rooftop lounge, the J. Parker.
The restaurant has two rows of tables running down its
Photo Credit: http://www.perennialchicago.com
LOCL squeezes into an 1,800 square foot area on the hotel’s
first floor. Because the space is smaller, it was designed with
floor-to-ceiling windows that look out on the patio and make
the space feel larger.
narrow length and a curvy wooden divider separates the
restaurant from the bar. The entire room has a warm and
modern feel to it. LOCL also has a small 1,000-square-foot
kitchen that serves the restaurant and is designed to maximize
every area available.
The hotel took in $65 on food and beverages per occupied
room per day, which NYLO Plano says is high for their hotel
category.
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 HOTEL F&B: Case Studies, Examples & Fresh Ideas
 



LITTLE HOTEL RESTAURANT DESIGNS DOING BIG BUSINESS cont.


BRASSERIE S&P AT THE MANDARIN GUELFI E GHIBELLINI, RELAIS SANTA CROCE
Florence, Italy


ORIENTAL San Francisco, California







Another lobby move that worked out was the Mandarin Florence is renowned for its arts and culture. The small Relais
Oriental San Francisco’s relocation of its main restaurant Santa Croce in the heart of the city is made to measure. The
from the second floor of the hotel to an easily accessible hotel is a converted 17th-centry palazzo near the center of
lobby spot during its recent multimillion dollar overhaul.

Florence with an Old World feel that extends into its small,


but acclaimed Guelfi e Ghibellini restaurant.









There you’ll find fine food, fine wine and an elegant dining


room that seats around 20 people. The high walls and ornate


trompe-l’oeil ceiling, white tablecloth atmosphere, modern


black armchairs, fireplace, and palazzo-inspired furnishings and


accents perfectly mix Old World Italian with modern touches.














Photo Credit: http://www.mandarinoriental.com





A former lobby bar was converted and built out into the
Brasserie S&P, which opened in summer 2012. It can seat
90, and Eater San Francisco described it as walking “the
line between airy and stately, just so.”





Hotel architect and designer Michael Booth put in large,
round and comfortable leather chairs, a glass-paneled wall
on one side, and low, rich wood dividers between the
bar, the restaurant and the lobby.

Photo Credit: http://www.visualitineraries.com/

5
 HOTEL F&B: Case Studies, Examples & Fresh Ideas  


LITTLE HOTEL RESTAURANT DESIGNS DOING BIG BUSINESS cont.

BERNS BISTRO & BAR, BERNS HOTEL Stockholm

Photo Credit: http://www.berns.se

Well-known English restaurant designer Terence Conrad redid the hotel restaurants and bars in
2006. But it’s the small and long Berns Bistro & Bar that stands out for its maximization of a cozy
and curved space updated to have a contemporary brasserie design.



The Berns Hotel was named the best hotel in Sweden in 2011 and the bistro regularly fills to
maximum capacity.

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7
HOTEL RESTAURANTS & BARS

SETTING THEMSELVES APART

Restaurants are awarded and ranked based on the variety and quality of their menu items as well as
service, ambiance, and many other factors. But of these top ranked, who is doing more than just
serving great food? Here are seven of the top hotel restaurants and bars that are adding a little
extra flavor for their guests.

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 HOTEL F&B: Case Studies, Examples & Fresh Ideas  


7 HOTEL RESTAURANTS & BARS SETTING THEMSELVES APART

VENDÔME at THE GRANDHOTEL SCHLOSS BENSBERG NAHM at THE METROPOLITAN HOTEL

Bergisch Gladbach, Germany
Bangkok, Thailand

Photo Credit: http://theculturetrip.com

Photo Credit: http://www.theworlds50best.com

If you’re cooking good food, why not serve a lot of it? At Vendôme, head chef Head chef David Thompson bases many of the spectacular Thai dishes served
Joachim Wissler serves up an extensive menu (and by that we mean 25 at Nahm on recipes he found in ancient Thai cookbooks — giving guests a
courses) of modern German cuisine.
genuine taste of the “old world”.

LA PERGOLA at THE HOTEL ROME CAVALIERI

LE LOUIS XV – ALAIN DUCASSE at THE HOTEL DE PARIS

Rome, Italy
Monte Carlo, Monaco

Photo Credit: http://www.agoda.com

Photo Credit: http://www.tripadvisor.com/

Your menu is important, but so is the ambiance. At La Pergola, diners enjoy
their meal amid the hotel’s stunning art collection of rare antiques, paintings,
and pieces of bespoke handblown glass, creating a one-of-a-kind atmosphere.
enviable wine list — over 600,000 bottles.
Le Louis XV — Alain Ducasse was the first restaurant (ever) to earn three
Michelin stars. Why? Well, yes, they serve great food; but they also have an
8
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7 HOTEL RESTAURANTS & BARS SETTING THEMSELVES APART


LE MANOR AUX QUAT’SAISONS IN HOUSE RESTAURANT

THE WOODS at THE FOUR SEASONS


Oxfordshire, UK

Sydney, Australia

Photo Credit: http://www.manoir.com

Photo Credit: http://www.gourmantic.com

At Le Manoir Aux Quat’Saisons’ in-house restaurant, they’re cooking with Steak and seafood are always favorites, but they become epic crowd-pleasers
produce grown on their own two acre garden. That’s 90 types of vegetables when cooked over a wood-burning grill. That’s how The Woods prepares their
and 70-plus herbs grown right outside the restaurant.
dishes, the apple, spruce, and ironbark logs adding flavor to the meal.

STUE BAR at THE DAS STUE HOTEL

Berlin, Germany

The Stue Bar’s massive windows take advantage of an
unusual vista. The bar’s next door neighbor is a zoo, giving
guests a unique view to ponder while they sip their drinks.

Photo Credit: http://quakerrose.com

9
5GREAT
F&B

HOTEL

TIPS FOR CREATING

BLOG CONTENT

Blogging is a great way to improve your website’s SEO and keep your guests up-to-date on the
latest news at your venue. Whether you highlight your food or events, guests will eat it up. Here are
5 tips for creating great hotel F&B blog content that will keep your fans coming back.

www.aaronallen.com

 HOTEL F&B: Case Studies, Examples & Fresh Ideas  


5 TIPS FOR CREATING GREAT HOTEL F&B BLOG CONTENT

1. GET THE TASKMASTERS ON BOARD

Food bloggers can be extremely helpful in expanding your brand’s reach. Guoman Hotels
promotes their food by blogging about bloggers. Posts include recipes “fit for food bloggers”
as well as a recap of an F&B blogger dinner hosted at the Cumberland Hotel. By catering to
the web savvy, they’re sharing expert advice while gaining the Internet’s attention.

Photo Credit: http://blogs.guoman.com

2. STAY ON TOP OF THE TRENDS

When a guest hears about something new, they’ll look it up online. This is a great way to reach new
guests while establishing your restaurant’s reputation as a hub for the unique and interesting. Inter
Continental Hotels are getting epicures to think globally by sharing culinary trends from every
destination. Maybe guests never thought about vacationing in Cleveland, but a post about pastry classes
could catch their attention.
Photo Credit: http://www.fbconfitdential.com/

3. TEACH THEM SOMETHING

What’s the use of writing (or reading) a blog that doesn’t teach you something new or
interesting? The Blog Vienna International does much more than post recipes (although their
digital cookbook is impressive). They’ve actually made their hotel blog into a sort of
guidebook. Posts like their piece on proper etiquette for a business lunch are applicable to
every reader, not just incoming guests. Meaning more people will read their blog, thus
Photo Credit: http://www.vi-hotels.com
increasing their exposure to prospective guests.

4. ENCOURACE ENGAGEMENT WITH CROWD-SOURCING

Guests want to feel like a part of your brand. Letting them contribute content is a great way to start.
The Gansevoort Hotel in NYC uses Foodspotting to create a digital photo menu with pictures taken
by their guests.
Photo Credit: http://gansevoort.tumblr.com

5. DELICIOUS PICTURES ARE THE KEY TO CLICKABLE CONTENT

It’s true. We eat with our eyes. So get guests clicking by offering up some tasty photos
like at Taste by the Four Seasons.

Photo Credit: http://taste.fourseasons.com

11
4INNOVATIONS

FROM

CREATIVE HOTEL F&B

NEW YORK to SINGAPORE

From new technology to new products to sell, these restaurants are serving up some creative hotel
F&B innovations.

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 HOTEL F&B: Case Studies, Examples & Fresh Ideas  


4 CREATIVE HOTEL F&B INNOVATIONS FROM NEW YORK TO SINGAPORE

1. FAST FOOD WITH 4G SPEED at THE HUDSON HOTEL

New York’s Hudson Common is getting technical with their gourmet burgers, using text
messages to alert guests when their order is in. It’s craft beer and beef patties served on a
brioche buns and a side of emoticons. Maybe it’s not so rude to use your phone at dinner.

Photo Credit: http://www.nydailynews.com

2. POP-UP RESTAURANT FROM PULLMAN PARIS TOUR EIFFEL

To keep guests fed during restaurant renovations, the Pullman Paris Tour Eiffel opened Le 180
Only, a pop-up restaurant. The hotel keeps customers coming with food inspired by the seven
deadly sins, featuring a new indiscretion (and menu) every month.

Photo Credit: http://www.frenchefs.com/news/

3. FARMER’S MARKET at THE ANDAZ WALL STREET

Local is in, and the Andaz Wall Street is taking advantage of the trend with their in-house
farmer’s market. The event showcases some of NYC’s local fair alongside the tasty eats from
the hotel’s Wall & Water restaurant.

Photo Credit: http://www.modern-traveler.com

4. AROUND THE WORLD IN 8 COCKTAILS at RAFFLES HOTEL in

SIGAPORE

Singapore’s Raffles Hotel is taking guests on a global journey with eight cocktails inspired by
Raffles hotel locations — an excellent way for guests to imbibe a bit of wanderlust.

Photo Credit: http://www.raffles.com

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5
HOTEL F&B MARKETING IDEAS

MIDDLE EAST

THE

FROM

Keeping your hotel F&B marketing ideas fresh is an important part of drawing in new guests and
maintaining loyal ones. These hotel F&B marketing ideas from the Middle East offer up a bit of fun
for the guests, while making a name for the hotel with its attention to detail.

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 HOTEL F&B: Case Studies, Examples & Fresh Ideas  


5 HOTEL F&B MARKETING IDEAS FROM THE MIDDLE EAST

1. CAMEL MILK MIXOLOGISTS at THE RITZ-CARLTON Abu Dhabi

The Ritz-Carlton Abu Dhabi, Grand Canal has a new offering on their menu: camel milk. To help
introduce guests to the oftentimes unfamiliar ingredient, they’ve hired an expert camel milk
mixologist to pair infusions (think strawberry and mint) with dishes.

Photo Credit: http://www.aaronallen.com

2. SHISHA SOMMELIER at THE RITZ-CARLTON Dubai

Mixologists aren’t the only experts in local flavor that GCC Ritz-Carltons have on staff. At the Ritz-
Carlton Dubai International Finance Center, they have a shisha sommelier to help guest choose the
perfect hookah flavor.

Photo Credit: http://www.hoteliermiddleeast.com

3. MASTER CHOCOLATIER at ÇıRAĞAN PALACE

Experts abound in the Middle East as the Çırağan Palace Kempinski Istanbul has taken on a
Master Chocolatier, William McCarrick, to create exceptional pairings for its guests. This
innovation, paired with an F&B reorganization and peerless service garnered the Çırağan Palace
the “Kempinski Best Food and Beverage Hotel 2013” award.

Photo Credit: http://cikarkeyfini.com

4. GROOMING THE FUTURE at TI’ME OAK HOTEL AND SUITES

In January 2013, the Ti’me Oak Hotel and Suites in Dubai hosted 440 students for a lesson in fine
dining. The hotel took time to teach the kids the finer points of table etiquette — starting the future
of the hospitality industry young.
Photo Credit: http://www.hoteliermiddleeast.com

5. GETTING TOASTED at THE WESTIN Dubai

The Westin Dubai Mina Seyahi Resort didn’t let their outlet-less terraces spoil breakfast.
Determined to serve freshly made toast to patrons, the hotel purchased “Flexi-Toast”
cordless units — delivering fresh toast in light, medium, and dark settings with the Westin
logo branded into the toast.

Photo Credit: http://www.hotelchatter.com
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7 BREATHTAKING

HOTEL & BAR RESTAURANT DESIGNS

FROM AROUND THE WORLD

When guests need to unwind, the hotel bar is a great place to start. Here are 7 examples of
breathtaking hotel bar and restaurant designs that will leave guests speechless.

www.aaronallen.com

 HOTEL F&B: Case Studies, Examples & Fresh Ideas  


7 BREATHTAKING HOTEL BAR AND RESTAURANT DESIGNS FROM AROUND THE WORLD

LAKESIDE at THE WYNN Las Vegas, Nevada

ICE BAR at THE ICE HOTEL

Jukkasjärvi, Sweden

Photo Credit: http://www.wynnlasvegas.com

Lakeside at the Wynn is one of Las Vegas’s most popular hotel restaurants,
Photo Credit: Kweez McG

providing guests not only an amazing array of cuisine, but a spectacular show.
The restaurant itself sits on the bank of the Lake of Dreams, a 20,000 sq. ft. Ice Bar is rebuilt every year – and each year it brings something new with
technological wonder with underwater lights where shows are performed its design. The bar is built from crystal clear ice harvested from the frozen
multiple times a night.
Torne River.

ITHAA UNDERSEA RESTAURANT at THE CONRAD HOTEL

TREEPOD DINING at THE SONEVA KIRI RESORT

Rangali Island, Maldives
Koh Kood, Thailand

Photo Credit: http://www.tsemrinpoche.com

Photo Credit: http://freeyork.org

Sitting 16 feet below sea level, Ithaa Undersea is the first all-glass undersea
restaurant. Providing a 270 degree view of surrounding coral and marine life,
Ithaa offers contemporary European cuisine with a view that has no equal.
lines from tree to tree to bring you your pre-selected meal and drink.
Set high amongst the canopy of an ancient rainforest rests a table for two
made out of bamboo. The food arrives by way of a “flying” waiter who zip-
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7 BREATHTAKING HOTEL BAR AND RESTAURANT DESIGNS FROM AROUND THE WORLD

SOAKED at THE MONDRIAN SOHO New York, New York

HOTEL RISTORANTE at THE GROTTA PALAZZESE

Poligano a Mare, Italy

Photo Credit: http://www.grottapalazzese.it

This restaurant is open only during the summer months, in the limestone
caves beneath the Grotta Palazzese Hotel, which overlooks the Adriatic
Sea. Dine as local nobility has since the 1700s, with crisp sea breezes
hitting your face, enjoying local wines and elegant Italian food.

THE DEC ROOFTOP BAR at THE RITZ-CARLTON

CHICAGO

Chicago, Illinois

Photo Credit: http://blog.friendseat.com

High above the New York skyline sits a backyard barbeque style party where
Photo Credit: http://gochicago.about.com

organic ingredients are used to create some of the most mouth-watering
cocktails available, which guests may sip while looking out over the peaks of Perched high above the Magnificent Mile at the Ritz-Carlton, the Dec Rooftop
skyscrapers and the millions of passersby.
Bar is home to some of the best handcrafted drinks in the country. Guests can
enjoy homemade bitters while looking at the sleek, yet cozy decor.
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1
0
MARKETING

FUN FOOD HOLIDAYS

TO CONSIDER FOR HOTEL F&B

For many hotels, a holiday doesn’t have to make it onto the official calendar to call for some
celebratory marketing. There’s National Margarita Day, National Hotdog Day, National Pancake Day
– the list goes on. Check out 11 food holidays being celebrated through hotel F&B marketing.

www.aaronallen.com

 HOTEL F&B: Case Studies, Examples & Fresh Ideas  


10 FUN FOOD HOLIDAYS TO CONSIDER FOR HOTEL F&B MARKETING

NATIONAL PANCAKE DAY at THE
FOUR SEASONS

Las Vegas, Nevada

While guests might not expect to be served

pancakes at an Italian restaurant, the Four Seasons
Las Vegas’ Verandah dishes up a thoroughly
American-style breakfast for National Pancake Day.
Buttermilk pancakes are, of course, on the menu,
but so are “ear th-shattering” citrus ricotta
pancakes.

Photo Credit: Penny Do Los Santos

CHOCOLATE LOVERS DAY

at KIMPTON HOTELS

Kimpton Hotels all across America
celebrated Chocolate Lovers Day by
offering complimentary chocolates to
accompany their lobbies’ wine hours. At
Hotel Monaco Alexandria, chocolatinis
were served with mini chocolate-pecan
pies, while Hotel Allegro ser ved
handmade chocolate marshmallows
and chocolate-substitute biscuits for
pets.

Photo Credit: http://www.eventbrite.com

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 HOTEL F&B: Case Studies, Examples & Fresh Ideas  


10 FUN FOOD HOLIDAYS TO CONSIDER FOR HOTEL F&B MARKETING

NATIONAL HOT DOG MONTH at
THE FOUR SEASONS

Chicago, Illinois

The Four Seasons Chicago went all-out to

celebrate National Hot Dog Month in July, 2011,
serving all-beef frankfurters on poppy-seed buns.
To top it all off, they added house-made relish,
mustard, pickles, and celery salt. And let’s not
forget the local Goose Island Summer Time Ale.

Photo Credit: Ritz-Carlton Chicago

N AT I O N A L I C E C R E A M
SANDWICH DAY at THE
AMERICAN CLUB RESORT

Wisconsin’s American Club Resor t
ser ved chocolate chip ice cream
sandwiches for $3 to celebrate National
Ice Cream Sandwich Day in August 2013.
On top of the great ice cream served,
the promotion was a great way to beat
the summer heat.

Photo Credit: Mark Rosal

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10 FUN FOOD HOLIDAYS TO CONSIDER FOR HOTEL F&B MARKETING

NATIONAL WAFFLE DAY at CHOICE
HOTELS INTERNATIONAL

Choice Hotels International held a breakfast

survey to celebrate National Waffle Day and
found two thirds of their guests really enjoy waffles
– blueberry being the top crowd pleaser, followed
by multigrain. In 2011, the franchise served guests
roughly 25 million waffles.

Photo Credit: http://www.tripadvisor.com

NATIONAL PECAN PIE DAY

at THE JEKYLL ISLAND CLUB
HOTEL

Georgia’s Jekyll Island Club Hotel
celebrated National Pecan Pie Day last
year by releasing their kitchen’s pecan pie
recipe. That way, the hotel explained on
its blog, guests could enjoy the delicacy
year round.

Photo Credit: http://www.jekyllclub.com

22

10 FUN FOOD HOLIDAYS TO CONSIDER FOR HOTEL F&B MARKETING
NATIONAL MARGARITA DAY at THE
MARGARITAVILLE BEACH HOTEL
SHORTCAKE DAY at THE BROWN
Photo Credit: http://www.margaritavillehotel.com
As you’d expect, National Margarita Day is a pretty big
deal at Pensacola’s Margaritaville Beach Hotel. To
celebrate last year, the hotel threw a margarita recipe
contest and gave gift certificates to anyone with a
National Margarita Day birthday.
HOTEL F&B: Case Studies, Examples & Fresh Ideas
N AT I O N A L S T R A W B E R R Y
HOTEL
Photo Credit: http://www.wdrb.com
Sixty percent of Americans voted to make
strawberry shortcake the dessert of the summer. To
honor the request, Kentucky’s Brown Hotel
celebrated National Strawberry Shortcake Day with
berry shooters, cookies, and martinis, releasing the
coveted recipes online. Head chef Laurent Géroli
also made TV appearances to promote the event.
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10 FUN FOOD HOLIDAYS TO CONSIDER FOR HOTEL F&B MARKETING


NATIONAL ABSINTHE DAY at THE NATIONAL ESCARGOT DAY at THE
CHATEAU VICTORIA HOTEL AND FOUR CAESARS ENTERTAINMENT


SUITES

Atlantic City Hotels

Photo Credit: http://atlanticcityblog.caesars.com

To celebrate National Escargot Day, the four Caesars

Entertainment Hotels in Atlantic City, each of the
hotels’ restaurants cooked up something special.
Delicacies included escargot with forest mushrooms,
roasted onion and escargot soup, and escargot ravioli.

Photo Credit: http://www.clivesclassiclounge.com

British Columbia’s Chateau Victoria Hotel and

Suites ran into a dilemma when deciding when to
celebrate National Absinthe Day. In the US, the
holiday is on March 5th, but in Europe they
celebrate on the first. Not to be outdone, the
hotel turned the holiday into a five-day event.
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14
HOTEL F&B

PROMOTIONS

TO ATTRACT EPICURES

In 2010, the world tourism organization reported that 940 million people set off on a trip that year.
Of these, 51 percent traveled for pleasure, 15 percent for business. The remainder traveled for
various reasons such as family get-togethers, medical treatment, and religious pilgrimages (among
others). These visitors are coming equipped with a more refined palate and are seeking out
restaurants that will cater to their epicurean preferences.



WHAT IS AN EPICURE?



An epicure is someone who prides himself on his sense of taste. Who seeks out the most rare and
unusual foods, the freshest, most luxurious, and most authentic.

Here is out our list of 14 hotel F&B promotions to get these food-lovers through the door.

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 HOTEL F&B: Case Studies, Examples & Fresh Ideas  


14 HOTEL F&B PROMOTIONS TO ATTRACT EPICURES

1. EXPERT APERITIFS at SHERATON HOTELS

Hotel guests are 66 percent more likely to order wine if there are premium selections
offered. Sheraton Hotels tried out this theory, partnering with Wine Spectator magazine to
create a high-brow beverage menu. After initiating the program, lobby bars saw an average 20
percent increase in revenue.

Photo Credit: http://www.zimbio.com

2. TOP CHEF COOKS FOR GUESTS at THE BERKELEY London

Plenty of hotels have big names attached to their restaurant. But, at London’s
Berkeley Hotel, head chef Marcus Wareing is actually in the kitchen of his restaurant
(No. 69 on Elite Traveler’s Top 100 Restaurants list) cooking – a big draw for guests.

Photo Credit: http://www.theguardian.com

3. SHARING LOCAL FAVORITES at HOTEL INDIGO

With their 2011 “Locals Know Best – Dish on the Dish” campaign, Hotel Indigo invited guests
at Nashville, San Antonio, and New York to tell chef Curtis Stone about their favorite local
eats for a chance to win a trip to NYC. The campaign promoted Hotel Indigo’s commitment
to local foods.

Photo Credit: http://www.luxist.com

4. AUTHENTIC CHINESE FARE at CHICAGO’S PENINSULA

HOTEL

With roughly 77 million Chinese nationals vacationing in 2012, authentic cooking
appeals to homesick guests and epicures looking for the “real deal”.

Photo Credit: http://www.peninsula.com

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14 HOTEL F&B PROMOTIONS TO ATTRACT EPICURES

5. CALIFORNIA’S HOTEL HEALDSBURG’S BRINGING OUT THE
BACON

Making the most of their California wine country location, Hotel Healdsburg launched their
Pigs & Pinot weekend in 2011, partnering with 60 wineries and 10 chefs to attract guests with
pork dishes and wine parings. Along with the final five-course meal, the hotel offered cooking
classes and wine tastings.

Photo Credit: Charles Gesell

6. GUESTS HUNT FOR THEIR OWN TRUFFLES at TUSCANY’S

MONSIGNOR DELLA CASA COUNTRY RESORT

Monsignor Della Casa Country Resort touts their local ingredients by offering a truffle-
hunting package where guests can dig for their own delicacies (later served in a truffle
dinner).

Photo Credit: http://www.expedia.com

7. SEAFOOD WORKSHOPS at LONDON’S ANDAZ HOTEL

Guests looking to learn the finer points of preparing seafood could sign up for
2011’s classes at London’s Andaz hotel. The workshops, held in conjunction with the
London Restaurant Festival, taught guests how to select and cook the perfect (and
sustainable) fish.

Photo Credit: http://londonhotelsinsight.com

8. CHEESE BAR at ANDAZ 5th AVENUE HOTEL

Lots of hotels have bars – but not many have cheese bars. The Andaz 5th Avenue Hotel
in NYC does, and they’re serving vintage flavors like the 1802 Beekman Blaak Cheese.

Photo Credit: http://newyork.5thavenue.andaz.hyatt.com

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 !
HOTEL F&B: Case Studies, Examples & Fresh Ideas  
14 HOTEL F&B PROMOTIONS TO ATTRACT EPICURES!

14 HOTEL F&B PROMOTIONS TO ATTRACT EPICURES

9. CRONUTS CROSS THE PONT at DUBLIN’S THE MARKER HOTEL!
In NYC, people wait onCROSS
9. CRONUTS line (or THE
pay $100
PONT scalper prices) to snag
at DUBLIN’S THEoneMARKER
of Dominique Ansel’s 300 cronuts baked each day. In
HOTEL

The States,
In NYC, people wait on line (or pay $100 scalper prices) to snag one of Dominique Ansel’sis 300
the cronut trend has been explosive, and now the croissant/doughnut hybrid being served
cronuts at Dublin’s
baked each day.The
In
MarkerThe
Hotel withthe
States, perks including
cronut trend free
has lunches and spa and
been explosive, treatments
now theforcroissant/doughnut
those who order hybrid
them.! is being served at Dublin’s The
Marker Hotel with perks including free lunches and spa treatments for those who order them.

“Cronuts at the
“Cronuts Marker
at the Hotel”
Marker – CLICK
Hotel” – CLICKHERE
HERETO
TOWATCH
WATCHVIDEO!
VIDEO

Photo
Photo Credit:
Credit: http://www.themarkerhoteldublin.com/cronuts.html

http://www.themarkerhoteldublin.com/cronuts.html!

10. GUESTS
10. GUESTS SAMPLE
SAMPLE LOCAL
LOCAL SNACKSat atCHICAGO’S
SNACKS CHICAGO’SPUBLIC
PUBLIC
HOTEL

HOTEL!
Forepicures,
For true true epicures,
potatopotato
chipschips
fromfrom a hotel
a hotel vending
vending machine
machine aren’t
aren’t going
going totocutcutit.it.
AtAtthe
the
Public Hotel in Chicago, the lobby minibar instead offers local snacks like Garrett Popcorn
Public Hotel in Chicago, the lobby minibar instead offers local snacks like Garrett Popcorn
and Cora Lee Candies.

and Cora Lee Candies.!
Photo Credit: http://luxgetaway.com

Photo Credit: http://luxgetaway.com! 28
1
 HOTEL F&B: Case Studies, Examples & Fresh Ideas  


14 HOTEL F&B PROMOTIONS TO ATTRACT EPICURES

11. CHEF DIVES FOR LOBSTER at THE CARIBBEAN’S FOUR
SEASONS, Nevis

Guests looking for truly fresh seafood will be pleased to learn that, Chef Andrew
Donnerbauer leads guests on dives for spiny lobster on the Dive ‘n Dine package. Later, the
seafood is served at the hotel’s nightly beach barbecue.

Photo Credit: http://magazine.fourseasons.com

12. PICNICS PERFECTED at NYC’S MANDARIN ORIENTAL HOTEL

Lots of New York City hotels offer Central Park picnic packages, but few do it like the
Mandarin Oriental. Here, a guest’s basket comes packed with locally sourced lunch and
bamboo cutlery to dine with. On top of that, the hotel donates a portion of the
proceeds to the Edible Schoolyard charity.

Photo Credit: http://honestlyyum.com

13. FORAGE FOR EATS at ENGLAND’S TUDOR FARMHOUSE

HOTEL

The Tudor Farmhouse hotel in Gloucestershire, England has enlisted the help of celebrity
forager Raoul van Den Broucke to take guests on a nature walk and look for edible eats.

Photo Credit: http://www.croque.co.uk

14. CHOCOLATE LOVERS GO TO THE SOURCE at ST. LUCIA’S

HOTEL CHOCOLAT

Here, guests who book the Total Cacao Immersion package take a tour of St. Lucia’s
chocolate industry. The trip starts with a visit to cacao farms, then on to the factory for
fermenting and drying, ending with a lesson in how to make your own chocolate.

Photo Credit: http://www.hotelchocolat.com

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8

QUIRKY

BRUNCH PROMOTIONS

TO SPICE UP TRAFFIC

With the popularity of breakfast foods and your guest’s proclivity to sleep in, why limit breakfast to
the morning? Here are 8 hotels spicing up their mid-morning traffic with unique brunch
promotions.

www.aaronallen.com

 HOTEL F&B: Case Studies, Examples & Fresh Ideas  


8 QUIRKY BRUNCH PROMOTIONS TO SPICE UP TRAFFIC

1. A BROADWAY PARTNERSHIP at THE NEW YORK PALACE HOTEL

Arriving home by midnight wasn’t a problem for brunchers in December 2012 at the New
York Palace Hotel’s Broadway-inspired Cinderella brunch. Prince Charming wooed guests
over “Back By Midnight” waffles and a Princess Bellini Martini.

Photo Credit: http://www.aaronallen.com

2. TRADITION MEETS COUTURE WITH DESIGNER PASTRIES

at THE BERKELEY London

Started in 2004, the Berkeley London’s Prêt-à-Portea Tea continues to generate a
fashionable amount of press with designer-inspired pastries. Marie Claire, Vogue, Elle
UK, Condé Nast Traveler, and the Telegraph each praised the menu, proving
afternoon tea isn’t stuffy when you add Balenciaga mousse into the mix.

Photo Credit: http://www.the-berkeley.co.uk/

3. POOLSIDE PERKS at NATIONAL HOTEL

Miami’s National Hotel offered an added amenity with its 2011 Sunday brunch as access
to the hotel pool took center stage. Fresh fruit, omelets, and bagels made for a rather
traditional menu, but the bottomless Mimosas and complimentary towel caught diner’s
attention.

Photo Credit: http://www.agoda.com

4. FATHER’S DAY FARE AT CAFÉ ZUZU

While brunch is often seen as a feminine affair, Café ZuZu at Scottsdale,
Arizona’s Hotel Valley Ho broadened its customer base with a Father’s Day
special. Nixing classic fare in favor of dad-approved Beef Tenderloin Benedict,
Café ZuZu was titled “Best Place to Take Your Dad to Brunch.”

Photo Credit: http://www.hotelvalleyho.com

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 HOTEL F&B: Case Studies, Examples & Fresh Ideas  


8 QUIRKY BRUNCH PROMOTIONS TO SPICE UP TRAFFIC

5. ROOFTOP BRUNCH PARTY at THE GANESVOORT

In 2009, when brunch saw an eight percent increase, New York’s Hotel Gansevoort celebrated with a
rooftop party. With more than 1,200 guests on opening day, the “Get Up Get Down” meal earned a
spot on Time Out New York’s list of Best Rooftop Brunches.

Photo Credit: http://www.gansevoorthotelgroup.com

6. TEA TIME FOR TINY GUESTS at FAIRMONT EMPRESS

The kid-friendly menu at Victoria, Canada’s Fairmont Empress Prince and Princess
Tea is drawing a pint-sized crowd. In fact, the caffeine-free bubblegum tea and PB&J
sandwiches are so popular that baby brunchers need a reservation.

Photo Credit: http://www.fairmont.com

7. BRING BRUNCH ABROAD at HOXTON HOTEL

At the Hoxton Hotel’s Hoxton Grill, diners are skipping Afternoon Tea in favor of the
smoothies, milkshakes, pancakes, and cheeseburgers on the weekend brunch menu.
Popular enough to earn 1,226 Facebook likes, the Hoxton Grill’s “American-style dining”
is a fan-favorite import.

Photo Credit: http://www.londontown.com/

8. ALL-YOU-CAN-EAT AND THEN SOME AT THE

INTERCONTINENTAL PARK LANE

Weekend Brunch at the InterContinental Park Lane’s Cookbook Cafe takes bottomless to
the extreme. The drinks are unlimited, and so is the food. Is supplying customers with an
unending menu really a good idea? The Telegraph, Times, Evening Standard, Square Meal,
Mayfair Times, and the London Paper think so.

Photo Credit: http://www.aaronallen.com
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 5CREATIVE

HOTELS GETTING

WITH THEIR SOCIAL MEDIA MARKETING

There are plenty of ways to get guests talking about your hotel, but what about starting conversations between
guests on the premises? That’s the goal of Spain’s Meliá Hotels International’s #SocialWave Twitter program at their
Sol Wave House property. With this innovative hotel experience, guests are invited to join a private hashtag
designed to get them talking, flirting, and sharing photos — all under the guidance of two well seasoned Twitter
Concierges.



WHY THE MOVE FOR SOCIAL MEDIA MARKETING?

“Travel” is among the top ten categories used on Pinterest (coming in at No. 9), and studies of Facebook habits
suggest people post more about vacations than they do any other topic, making social media marketing a valuable
tool for any hotel.



Want to see some more inspiring ways hotels are using social media to enhance guests’ experiences (not to
mention creating a good deal of consumer generated media)? Take a look at these five examples.

www.aaronallen.com



5 HOTELS GETTING CREATIVE WITH THEIR SOCIAL MEDIA MARKETING
1. INSTAGRAM PHOTO SHARING at
TORONTO’S ALT HOTEL
FLIP.TO TO REACH GUESTS
The ALT Hotel took advantage of the fact that Instagram’s
100 million monthly users love getting artsy with their
pictures (posting 40 million photos every day) by initiating
an interactive photo competition. Partnering with Josh
Johnson, the hotel created an Instagram mural in their
lobby made entirely from guests’ photos, selecting 28
winning shots and awarding the photographer with a free
night’s stay. After the project, ALT Hotel had 3,185
followers on Instagram.
advocates” who post links to the hotel. According to Flip.to
Photo Credit: http://www.youtube.com/watch?v=Od3CEQRrXpU
“Instagram Photo Sharing” – CLICK HERE TO WATCH VIDEO
Photo Credit: http://flip.to
HOTEL F&B: Case Studies, Examples & Fresh Ideas
2. NICKELODEON SUITES RESORT USES
The average hotel guest has 130 Facebook friends, 300 Twitter
followers, and 60 connections on LinkedIn. Naturally, having
guests post about your hotel has huge marketing potential,
generating up to 22 percent more bookings than a traditional
marketing campaign.
Flip.to takes advantage of this by integrating social media right
into a hotel’s booking website, turning guests into “trusted
statistics, a Flip.to marketing campaign generally results in 20
percent of guests becoming “trusted advocates.”
This past June, after a month of using Flip.to to boost brand
awareness, Nickelodeon Suites Resort saw 27 percent of
guests posting as “trusted advocates”—posts that were seen
by over 90,000 viewers, generating more than 2,700 unique
visits to the hotel’s website.
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 HOTEL F&B: Case Studies, Examples & Fresh Ideas
 



5 HOTELS GETTING CREATIVE WITH THEIR SOCIAL MEDIA MARKETING

3. HIGH-TECH SNAIL MAIL VIA POSTGRAM 4. GETTING GUESTS ACTIVE WITH RITZ
at HYATT HOUSE
CARLTON MOBILE APP

This past June, Hyatt House partnered with Postagram— The Ritz Carlton mobile app is a force to be reckoned with,
the brilliant lovechild of social media photo sharing and acting as an expert concierge in the palm of guests’ hands. The
traditional postage—to offer guests two free customized app relies heavily on QR codes, encouraging guests to explore
postcards. By logging onto the company’s website, guests the hotel they are staying at by offering site-specific data and
could use Postagram to create and send customized promotions.

postcards (yes, the kind that’s delivered by mail) featuring a

photo taken on their smartphones and a 180 character

message.





















Photo Credit: http://etourism-monitor.ch

For example, guests having a drink at the Ritz Carlton Battery

Park who want the recipe for the hotel’s ten year anniversary
cocktail need only use the app to scan the QR code on their
Photo Credit: http://www.adweek.com

napkin. Guests at the Ritz Carlton Kapalua can use QR codes
to take a tour of the hotel’s art collection, while guests at the
Ritz Carlton Hong Kong use QR codes to learn about wine
pairings. Kids at the Ritz Carlton Berlin can go on a digital
scavenger hunt using the app.



The app also includes Foursquare recommendations, a
bookings feature, and hotel-specific events calendars. The
hotel chain even used the app to keep followers updated on
this year’s Arabian Travel Market convention.

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 HOTEL F&B: Case Studies, Examples & Fresh Ideas  


5 HOTELS GETTING CREATIVE WITH THEIR SOCIAL MEDIA MARKETING

5. MOOD MUSIC at MARRIOTT HOTELS AND RESORTS

Guests are talking about the Marriott Hotels and Resorts’ Mood Reader channel on Spotify, a digital social music platform.
Using the app, Marriott guests create mood-based playlists (plus enter to win prizes) to listen to while on vacation. In the first
month after launching the app late last year, more than 30,000 playlists were created (a 70 percent engagement rate), making
the Marriott Mood Reader the most successful Spotify campaign to date.

Photo Credit: http://news.marriott.com

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 HOTEL F&B: Case Studies, Examples & Fresh Ideas  

ABOUT THE AUTHOR

Third generation restaurateur Aaron Allen has held every industry
position from line-level employee to unit manager. By age 19, he
was running a $10 million food and beverage operation at a 625-
room resort. By 20, he was overseeing a $4 million gulf-front
Caribbean-themed restaurant that served more than 1,800 covers
per day.



Having cut his teeth in operations, Allen eventually transitioned to
restaurant-focused marketing. In 2001, he founded his own
consultancy.  By 2008, he’d skyrocketed the company to become
the world’s largest restaurant consulting firm. Major clients
included esteemed brands such as Starwood Resorts and Hotels
Worldwide, The Cheesecake Factory, TGI Fridays, FEMSA (Dos
Equis), BJ’s Restaurants, Hofbrau, Land O’ Lakes, Marriott, SSP and
dozens of other global restaurant chains, regional powerhouse
brands, high-volume independents, food and beverage
manufacturers, distributors, resorts, entertainment districts, hotel
chains and more. 



Allen has become one of the most sought-after speakers and Aaron Allen

sources for restaurant industry media. He has been a go-to source
for esteemed media outlets such as the  Wall Street
Journal,  Entrepreneur,  Smart Money, MSNBC, TIME,  Forbes,  USA
Today,  Nation’s Restaurant News,  Chain Leader,  Restaurants &
Institutions,  European Food Service News,  Food Service Middle
East, QSR Magazine, and hundreds more.

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 HOTEL F&B: Case Studies, Examples & Fresh Ideas  

ABOUT AARON ALLEN & ASSOCIATES

Aaron Allen & Associates provides strategic marketing, concept development, and
executive-level advisory services to leading foodservice and hospitality companies
worldwide. We identify and distill the latest restaurant and hospitality marketing trends.
We prepare tailored presentations for executive management of growth-minded
companies, and then support the development and implementation of innovative
restaurant marketing initiatives within their system.  



Collectively our clients post more than $100 billion in global sales and span more than
100 countries across all six inhabited continents. We have worked with a wide range of
clients including high-volume independent operators, multi-billion dollar restaurant chains,
hotels, contract foodservice providers, manufacturers, distributors, and trade associations.
We have direct consulting experience in nearly all cuisine types and operating models.  

38
 www.aaronallen.com

contact@aaronallen.com

United States
Central Europe

390 North Orange Ave
1051 Budapest

Suite 2300
Október 6. utca 17,

Orlando, Florida 32801
Budapest, Hungary

407-936-1010 (US)
+36-1-798-3578 (Europe)

(866) 436-4002 (US fax)

www.aaronallen.com

© 2013, Aaron Allen