Indicators of F&B Expertise

 
In most European countries, it is still the exception rather than the rule for hotel chains to create their own restaurant brands and multiply them via their own hotels. Partnerships between hotels and external F&B brands are also rare on the continent and that despite the fact that they boost hotels' image and positioning. Our pan-European survey portrays hotel chains - from good and reasonably priced to elegant and expensive - with restaurant brands that underscore the qualities of the hotel and, in addition to hotel guests, attract outside guests, especially locals.
 

 
From budget to 5-star, the UK hospitality market supports over 50 hotel groups, with two multi-brand world players (IHG and Hilton) headquartered in the country and a number of established national chains such as Thistle, De Vere, Travelodge, Premier Inns, Macdonald, Menzies and Malmaison. Several big US multibrand groups such as Marriott, Starwood, Carlson and Choice are ikewise active alongside European players like Accor,Barcelo and Von Essen.Most have prime city locations but relatively little priority has yet been given to generating more off-street dining and bar business by incorporating branded foodservice outlets, either developed in-house or franchised. The main exceptions are to be found at the top and the bottom ends of the accommodation spectrum.
 
Business Characteristics
 
● Branded restaurants in hotel chains: focus on F&B not lodging;the exception rather than the rule in the multifarious hotel sector. 
 
● Important: economically, locals are a more important target group than hotel guests. Nevertheless, a branded restaurant is an indicator of expertise for the hotel.
 
● Relevant for success: a separate entrance, visibility from outside, a distinct restaurant brand.
 
● Typical constellations: 5-star hotel + celebrity-chef restaurant, budget hotel + café
 
● Strategy: two options - development of a new brand or partnership with a high-street brand.
 
● Supplementary goal: good synergies with the event and banqueting business.
 
● Breakfast: important organisational question in relation to external partners. Who is responsible for providing breakfast for the hotel guests?
 

 
Read more about the branded hotelrestaurants in the UK, France, Netherlands, Italy, Spain, Germany and from the Nordic Countries...