How to make sure your F&B program bears fruit in 2023
According to the recent research study by Strategic Solution Partners, F&B has been one of the departments most affected by the ongoing staffing shortages. What does the current F&B situation look like and how should hotels adjust their programming for a successful 2023? Seasoned F&B experts Fernando Salazar and John Young share their viewpoints on the matter and provide useful, actionable advice on how to make the most out of your F&B program in 2023.
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?
John: As we return to some kind of normality, we should see service levels returning, which in the current job market will be harder than most realize. As the demand increases, it will be important that hotels do not try and service a market that they are not staffed for. As many freestanding restaurants close due to economic issues, hotel restaurants are likely to see increased business in some cities.
Fernando: We’re likely to see more technology — from online menus to tableside service!
2. What F&B challenges are hotels likely to face in 2023 and what coping strategies should they have in place?
John: Staffing is and will continue to be the biggest challenge that hotels face, along with supply chain issues and increased pricing. As with any challenge, it is imperative to be proactive rather than reactive and to have a plan. For example, if you know that supplies of a product are being held up, identify a replacement or offer alternatives, especially in the case of food items. I am a believer in Never say no, always offer an alternative.
It is also important to keep the staff informed of any changes, as they are the ones facing the customers.
Fernando: The staffing shortages are likely to persist, so simplifying service steps without sacrificing quality is important. Technology will help with that, simplifying ordering and payment, and it is also crucial to train staff on how to use new systems more efficiently.
3. What generation or trend influence the F&B decisions the most at the moment?
John: Appealing to the broader audience is something we have always had to do, so any seasoned operation will have a finger on the pulse of what is in high demand. Research shows us what potential hotel guests are buying to consume at home so it’s always a good idea to align with these trends. Listening to your customers' feedback is also essential to stay current.
Fernando: People are looking for more plant-based and plant-forward menu items and this trend is likely to grow. Hotel restaurants (and all restaurants in general) should also address sustainability, eliminating or at least visibly minimizing the use of plastic and other materials that are harmful to our planet. To-go packaging is one of the areas of opportunity – a good starting point is to eliminate Styrofoam as well as plastic containers and utensils. The “Local Menu” movement is also important – featuring all that is grown or produced locally highlights your commitment to sustainability and to supporting local producers. Consumers care about how local your ingredients are, and it’s a factor influencing their choice of eatery. In the case of hotel restaurants, buying locally can well mean the difference between having an empty restaurant and having a busy restaurant attracting hotel guests and locals alike.
4. Are there reasons to be optimistic about F&B despite the continuing staffing shortages?
John: Staffing shortages are not something new. What has become obvious now is the shortage of qualified staff. We are in a situation where the need for training is greater but managers are covering line positions, so it is hard for them to train new employees. A positive going forward is that hospitality is and can be a career and it’s up to us to make people see that by being clear about advancement when onboarding a new employee.
Fernando: The hotel F&B space will not improve until hotels decide to have restaurants with a defined menu concept or at least a menu that goes beyond the traditional “hotel restaurant” choices of soup of the day, club sandwich, hamburger, a chicken dish, a beef dish, and a fish dish, complete with a cheesecake for dessert!
When hotel restaurants stop being “hotel restaurants” and instead become “local restaurants” that just happen to be located in a hotel, then they will be more successful. So yes, there are reasons to be optimistic, especially for those hotels that are not afraid to pivot.
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?
John: Pay scale. If we don’t address this, we will not attract new people to our industry. Prior to COVID, many management-level positions were paid better than they are now which is quite unfair considering that the expectations of managers have definitely increased. When it comes to line level, the pay needs to be assessed to ensure some quality of life, as we all have had an increase in our cost of living.
Fernando: The companies that are building new hotels should locate the restaurant spaces front and center, rather than somewhere in the back. A hotel lobby should be a money-making space and not just a place to sit and read. Increased visibility together with a fun well-defined menu concept will help hotel restaurants become much more than that, attracting a varied, local, and ultimately more reliable clientele.
