InterContinental October 2015 Private and Confidential W H Y F OO D AN D BEVERAG E I S I M P ORTAN T D IFF E R E N TI A TI N G O U R BR A ID: 596110
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Slide1
RESTAURANT CONCEPT DEVELOPMENT
InterContinental –
October 2015 – Private and ConfidentialSlide2
W
H
Y
F
OOD AN
D
BEVERAGE IS IMPORTANT
DIFFERENTIATING OUR BRANDF&B is a key element of our offer that helps differentiate us from the other brands in our portfolio, gains fame in our different markets and sets us apart from the competition.
DRIVING BRAND PREFERENCEWe know that F&B and the people involved play a significant role in shaping guest perceptions, ultimately driving preference and loyalty for our brand.
REVENUE POTENTIALOur Heartbeat scores are currently mediocre and there remains substantial scope for improvement both in guest perceptions and in the contribution F&B makes to overall revenues.
OWNER IMPORTANCEF&B is of particular interest and importance to our owners, usually representing a significant part of their hotel’s revenues and profits.
RESTAURANT CONCEPT DEVELOPMENT
InterContinental –
October 2015 – Private and ConfidentialSlide3
4 PILLARS
SHARING
THE INSIDE STORY
GLOBAL FINESSE
Food, drinks and environments presented in a way that helps our guests feel at home all over the world.
Cognisant
of their well travelled sophistication, their personal schedules and their changing needs and moods across their stay. Creating a sense of belonging with the new, and capable of surprising guests with the familiar.
DISTINCTIVE DESTINATIONS
The best ingredients and dishes (however simple or complex) the local area has to offer.Prepared in an authentic way and recognisable to local visitors such that our guests feel that they have genuinely touched down and had a taste of the locality.
FRESH PERSPECTIVESExperiences that are out of the ordinary and show guests stimulating new angles and perspectives that start conversations and create stories they will share in and take away.Immersive, interactive and informal engagement with our guests both in front and behind the scenes of our craft, to a depth that they choose.PROVENANCE WE ARE PROUD OFAuthentic ingredients that can ideally be sourced back to field, river or vine. Recipes, techniques and origins that cue quality and craft to our ‘Affluent Experienced Travellers' and convey our passion in curating the finest ingredients for them.RESTAURANT CONCEPT DEVELOPMENT InterContinental – October 2015 – Private and ConfidentialSlide4
MARKET RESEARCH & INSIGHT
All around the world, eating out has become a key leisure activity. The restaurant and bar industry has boomed in recent years and the market is more competitive than ever. We have to stay ahead of our restaurant and bar competitors by moving quickly, adapting and evolving to meet constant changing customer needs.
One of the toughest challenges we face in the hotel business is deciding what concept is going to work. We, at IHG Europe Food & Beverage utilise our local market knowledge and collaborate with first class market researchers to develop concepts, restaurants and bars with the aim to be Number 1 in Food & Beverage.
Market Researchers we have worked with include Allegra Foodservice and Bento Paris who have provided insights on specific operators, dining styles & designate
markets.
RESTAURANT CONCEPT DEVELOPMENT
InterContinental –
October 2015 – Private and ConfidentialSlide5
RESTAURANT CONCEPT DEVELOPMENT
InterContinental –
October 2015 – Private and ConfidentialSlide6
DRIVING REVENUE
The Food & Beverage team is focused on identifying ways to leverage our scale, system and processes to ensure that our new Food & Beverage initiatives, tools and standards are rolled out in ways that will engage our guests and bring our brands to life through great dining experiences.
IHG EUROPE FOOD & BEVERAGE MARKETING
TOOLKIT
We
recognise the importance of marketing our restaurants and bars effectively within the competitive environments in which we operate.
The IHG Europe Food & Beverage Marketing Toolkit has been developed to provide our hotels with the knowledge and planning tools that they will need to deliver successful marketing campaigns.
The toolkit provides a guide to understanding our target customers and how we can meet their needs whilst aligning with key trends in the worlds of food and beverage. It provides invaluable advice on planning, implementing and measuring effective marketing activity and has a focus on undertaking social media campaigns and revenue driving promotional activity.
RESTAURANT CONCEPT DEVELOPMENT InterContinental – October 2015 – Private and ConfidentialSlide7
CULINARY CONNECTIONS
The F&B Team in Europe have pooled a team of talent and well-known personalities and brands from across the region to add value to its Food & Beverage offer.
This includes links with Celebrity Chefs, Concept Developers, Restaurant Operators & Food Personalities.
DESIGN DIRECTION
Creating distinctive dining spaces requires the use of specialist design talent particularly for our upscale brands. We have extensive connections with many other leading restaurant designers across the region. Examples of designers we work with are:
Andy Martin Architects,
DesignLSM
, SuperFutures, Gorgeous Group, Robert Angel Design, The Ford McDonald Consultancy, Blue Sky Hospitality, Aidan Keane, David Collins StudiosRESTAURANT CONCEPT DEVELOPMENT
InterContinental – October 2015 – Private and ConfidentialSlide8
At IHG Europe, we are confident that we are creating some of the best Food & Beverage concepts in the business.
Stock Burger Co. concept is a distinct F&B offer that meets the needs of our mid-scale hotel guests, both the business traveller and families, and ensures they dine in the hotel more often. The Burger concept will also appeal to diners from the local community.
Stock Burger Co. will be our first Concept in a Box. Stock Burger Co. picks up on two popular themes in eating out that continue to show growth even in mature markets; quality burgers and craft, local beers.
Stock Burger Co. opening in Holiday Inn Brighton – Seafront December 2015
CONCEPTS IN A BOX
RESTAURANT CONCEPT DEVELOPMENT
InterContinental –
October 2015 – Private and ConfidentialSlide9
The Europe Food & Beverage team assists in all training and learning needs for new concept developments. IHG has award winning in-house capabilities as well as first class consultants to draw from and develop programs with.
The development goes all the way from SOP development through to digital front line employee training and on the job programs with professional trainers.
Recruitment is a key component of any successful new business and at InterContinental we don’t see this any different. We support and interview all key management positions and help set high standards for the rest of the team in terms of job descriptions and expectations.
LEARNING AND DEVELOPMENT
RESTAURANT CONCEPT DEVELOPMENT
InterContinental –
October 2015 – Private and ConfidentialSlide10
Deciding how to partner with who is a difficult decision. The F&B team have extensive knowledge of historic relationships from a number of managed properties. We are happy to share this expertise with owners/operators looking for a third party relationship with Food and Beverage
COMMERCIAL TERMS
RESTAURANT CONCEPT DEVELOPMENT
InterContinental –
October 2015 – Private and ConfidentialSlide11
Phase 1
Phase 3
Phase 4
Phase 5
Market Insight
Location
Demographics
HistoryMarket ResearchCompetition
Target guest Site surveyInsight/ TrendsBrand PhilosophyAmbitionThe investment budgetDesign & BuildStrategic Briefing Concept Design Detail DesignTechnical Drawings Planning ApplicationsLighting designOSE selectionFFE selectionTender Process Permits Budget reconciliationImplementationBuildBranding & MarketingBrand StrategyBrand Identity Brand ApplicationsVisual Concepts SignageWay Finding UniformsGraphics Menus Business Stationery Packaging Digital & Online WebsitesBrand Guidelines Print ManagementMusicLightOperational LaunchCritical PathRecruitmentTrainingFood developmentBeverage Set –upCommissioningMusic LightSmellPhase 2Concept CreationThe need and DilemmaReasons To BelieveThe ConceptThe PropositionThe experienceMenu StylingService StylingThe teamReference ProjectsDesigners / Concept developersRESTAURANT CONCEPT DEVELOPMENT InterContinental – October 2015 – Private and ConfidentialSlide12
Phase 3
Phase 4
Phase 5
Design & Build
Branding &
Marketing
Operational Launch
Phase 1
Creative frameworkPhase 2; initial conceptConcept development roadmapInspirationRESTAURANT CONCEPT DEVELOPMENT InterContinental – October 2015 – Private and ConfidentialSlide13
Market Insight
Location
Demographics
History
Market Research
Competition
Target guest
Site surveyInsight/ TrendsBrand Philosophy
AmbitionThe investment budgetPHASE 1RESTAURANT CONCEPT– FRANKFURTInterContinental – October 2015 – Private and ConfidentialSlide14
LOCATION, HISTORY,
DEMOGRAPHICS
, MARKET
RESEARCH
WHAT IS SPECIAL ABOUT THE LOCATION WHERE YOU WORK?
The restaurant has been in the market for over 50 years with various concepts ranging from Pacific Rim to Mediterranean. Other than brunch, holiday buffets and the Steak Market, 80% of the market is made up of in-house hotel guests
There was a fine dining restaurant and a restaurant/club at one time but both have been converted to meeting space for commercial reasons.
The hotel is located in a prime location, right on the river and on the edge of the city center. The city of Frankfurt is the Financial capital of Germany that doubles its population during the work week. Most week-workers are bankers or lawyers, predominantly male.
Frankfurt is located in the Mid Western part of Germany with a rich culinary history , mostly known for apple wine and the Frankfurter sausages.RESTAURANT CONCEPT– FRANKFURTInterContinental – October 2015 – Private and ConfidentialSlide15
COMPETITION
THE BENCHMARK AND (ASPIRATIONAL) PEER GROUP
Overall the landscape in Frankfurt is not as competitive as you might expect from a financial capital. The concepts are not as crisp and sophisticated as in other financial capital cities in Europe. Especially on the design side there
is
triumph
to be had.
Direct competition for Lunch: Leons across the street did a phenomenal volume of business until it closed in 2012. Great food, quick service and all under €12 Maxi Eisen’s New York Deli, MoschMosch Asian (Chain),
Farmers’ market Tuesdays and Thursdays, Several trendy burger restaurants.Direct competition for Dinner : Mook Restaurant Group – Zanzakhan, Surf and Turf, Mon Ami Maxi, The Ivory Club and M-SteakhouseVai Vai – Italian / ProvenanceMoriki – Japanese / AsianHeimat - GermanOscar’s (Frankfurter Hof) -French Café Nizza, Herzen Africa Restaurant, Breeze by Lebua – Bar/ loungeRoomers – Bar / loungeRESTAURANT CONCEPT– FRANKFURTInterContinental – October 2015 – Private and ConfidentialSlide16
TARGET
GUEST
WHAT
CLIENTELE WILL WE ATTRACT
The target audience is predominantly male, single and affluent
They are in banking or affiliated businesses such as lawyers and consultants
They play during the week after work and will not be in town for the weekend
They will highly value a good bar to have drinks before or after dinnerOn the weekends we will appeal to a younger local crowd that is slightly more price conscious and value oriented
RESTAURANT CONCEPT– FRANKFURTInterContinental – October 2015 – Private and ConfidentialSlide17
SITE
SURVEY
BUILDING RESTRICTIONS AND MUST HAVES
The building is well designed with a kitchen infrastructure in the center of the building and space suitable for a restaurant or bar on both ends.
On the river side of the building there is a pool that is not functional and also a Gym that is slightly misplaced.
The meeting space on the river side can be converted to restaurant space but will need to be replaced somewhere else. The space is crucial for breakout luncheons, social gatherings such as weddings and dinners.
The current restaurant on the main south of the main entrance is worn and outdated and is located underneath the pre function space of the ballroom.
Outdoor terraces are possible on either side of the building.Restaurant capacity has to be at 250 to accommodate breakfast during busy periods unless breakfast is served elsewhere
Restaurant must have a clearly visible outside entrance with stellar signageRESTAURANT CONCEPT– FRANKFURTInterContinental – October 2015 – Private and ConfidentialSlide18
Concept Creation
The need and Dilemma
Reasons To Believe
The Concept
The Proposition
The experience
Menu Styling
Service StylingThe teamReference ProjectsDesigners / Concept developersPHASE 2
RESTAURANT CONCEPT– FRANKFURTInterContinental – October 2015 – Private and ConfidentialSlide19
Design & Build
Strategic Briefing
Concept Design
Detail Design
Technical Drawings
Planning Applications
Lighting design
OSE selectionFFE selection
Tender Process Permits Budget reconciliationImplementationBuildPHASE 3RESTAURANT CONCEPT– FRANKFURTInterContinental – October 2015 – Private and ConfidentialSlide20
Branding & Marketing
Brand Strategy
Brand Identity
Brand Applications
Visual Concepts
Signage
Way Finding
Uniforms
Graphics Menus Business Stationery Packaging Digital & Online WebsitesBrand Guidelines Print ManagementMusicLightPHASE 4RESTAURANT CONCEPT– FRANKFURTInterContinental – October 2015 – Private and ConfidentialSlide21
Operational Launch
Critical Path
Recruitment
Training
Food development
Beverage Set –up
Commissioning
Music Light
SmellPHASE 5 RESTAURANT CONCEPT– FRANKFURTInterContinental – October 2015 – Private and ConfidentialSlide22
THANK YOU
InterContinental –
October 2015 – Private and Confidential