From the Editor: Don't Snooze on Breakfast
We’ve all heard breakfast is the most important meal of the day, and that’s especially true for hotels. It doesn’t matter if you’re in the upper-reaches of the luxury tier or occupying select-service territory, breakfast is reliably the highest capture rate for guests—usually 90% or more—among dayparts. It’s often the only time a hotel’s F&B program touches a customer during their stay.
Sometimes, this can work against the property. I recently ate a forgettable Crab Benedict at a mid-Atlantic hotel that, on the surface, was a nod to local tastes. But one bite proved how little that hotel cared about quality of ingredients and how much they valued saving a few dollars, even though the dish was priced around $20, and the entire disappointing experience hovered near $30 after tax and tip.
It was a great reminder that having a captive audience doesn’t mean you can hit the snooze button on regularly raising the quality, variety, and presentation of your morning meal; it’s not a “set it and forget it” endeavor. Your guests may not remember what color the carpet was in their rooms, but they’ll remember if you served them a lackluster, uninspired breakfast, and that can impact their decision to book with you again.
That’s why a brand like Holiday Inn Express continually raises the stakes in the highly competitive select-service category with its iconic Express Start breakfast. They have revamped their morning buffet again for improved quality, attentive service, and fresh-cooked foods, which is a rarity among select-service breakfast options. See their strategies for staying in touch with evolving guest expectations.
And Hilton has jumped into the midscale tier with its new Tru brand, making a splash with the colorful and creative Top It breakfast bar. Turn to p. __ for more about Tru’s twist on traditional complimentary breakfast.
At the luxury level, Executive Chef Thais Rodriguez told us she “hates having the same menu as her competitors” at breakfast, so she crafted 10 inspired dishes featuring Peruvian sacred ingredients at her Qespi restaurant in the JW Marriott El Convento in Cusco, Peru, attracting a loyal local following in the process. Read our Q&A with Chef Rodriguez.
We hope the ideas in this issue can help elevate your morning meal and your guest satisfaction, helping to reinforce the reason those guests book with you next time.