How to make sure your 2023 beverage program goes down well: 5 questions with Kim Haasarud
Learning to throw out the rule book and be flexible was among the most valuable lessons hotels learned from the pandemic. Adaptation and flexibility are still just as important now, as the industry navigates the staffing shortages, and to find out more about what that should look like in the F&B space, we have interviewed Kim Haasarud, a nationally recognized mixologist and Beverage Expert at Strategic Solution Partners.
1. Covid has had a tremendous impact on Hotels’ F&B offerings, what changes/improvements can we expect in 2023 as the demand level increases?
KIM: We can still expect staffing shortages and a challenge around having dependable, reliable staff — that’s not going to change anytime soon. I’m however seeing more employee-focused benefits. Hoteliers are taking into account the mental and physical health of employees more, giving them livable wages and more upward growth opportunities. Because of the high demand for employees and the amount of work out there, employees are far more selective about their options. And that doesn’t always mean going with employers who pay the most but rather which employers offer good benefits, upward growth opportunities, and educational and training opportunities. This new mindset of the workforce might mean hotels will need to implement new management styles as well as introduce more team-building, and employ different strategies to reach a wider net of people. I’ve also seen managers move to an hourly rate from salary so they can be compensated accordingly for the amount of overtime they often incur.
2. What F&B challenges are hotels likely to face in 2023 and what coping strategies should they have in place?
KIM: Lack of experienced staff. Due to having limited staff and trained bartenders, streamlining the menu and bar operations is of utmost importance. So is working in synergy with the back-of-house kitchen to come up with creative solutions and ideation that marries the kitchen and bar in more creative and economical ways. This can mean paring down and simplifying menus, but also being more creative (aka “Instagrammable”) in garnishes and ingredients. There are some highly creative drinks that require just 3-4 ingredients and techniques also used in the kitchen.
While the downside is having fewer trained staff, the upside is that this new generation is anxious and chomping at the bit to take advantage of educational opportunities. If you can provide those opportunities, that’s gold!
3. What generation or trend is the one most influencing F&B decisions at the moment?
KIM: Consumers at the bar are much more educated about spirits and cocktails than just a few years ago. During the pandemic, many became home bar experts! They are willing to spend more on drinks and spirits and respond well to authenticity, creativity, and a point of view. It’s therefore better to do a few things really well, than 10 things that are just okay.
Also, the rise of recreational cannabis has given rise to a whole new generation that isn’t always about getting a buzz off alcohol. Zero-proof cocktails are on fire and are continuing to grow. This new generation wants the same drinking and cocktail experience, but in different ways…and that doesn’t always include alcohol. They also want unique experiences, which could be as simple as a fun flight of spirits, unique garnish, glassware, a story, or flair.
4. Are there reasons to be optimistic about F&B despite the continuing staffing shortages?
KIM: I think when we have to throw the rulebook away and start over, some great things can come out of that. Break with tradition, do something new and different. People respond to local, authentic offerings and that doesn’t mean throwing money at it. It can mean just designing conscientious strategies and making conscientious decisions. While it may seem scary at the start, hotels that take this path can come out of this even stronger, better and more resilient than before!
5. Is there anything that we did not cover in our questions and you think it's important to consider in the F&B space?
KIM: Sustainability is a hot topic in our industry as Food & Beverage generates a tremendous amount of waste. Taking small steps such as partnering with brands that are dedicated to producing less waste, with local organizations that can aid in recycling glass bottles or composting, or donating leftover food to local shelters can make a big difference. Lots of hotels are already engaging in this way and while this may not be a priority while the industry is facing bigger issues, it’s something to consider in the near future as this topic continues to become bigger and bigger.
