Fruit For Thought Sonesta Maho Beach cuts a fresh path to pleasing guests with
reimagined buffet presentation. By Howard Riell
In revamping a staid buffet presentation,
Rowe took advantage
of some glass tabletops
and blocks she found
sitting unused in boxes,
turning them into
decorative display units,
and replaced canned
fruit with fresh product.
Because most guests
have breakfast, which
is included in their
package, direct revenue
hasn’t increased, but
guest satisfaction has
seen a boost.
No longer relegated to a corner, coming forth only
to refill trays, staff members now take an active
role in service at the fruit station. “It rejuvenated
the staff, and the customers were blown away,”
says Sonesta Senior VP of F&B Kathy Rowe.
The Sonesta Maho Beach Resort &
Casino on the Caribbean island of St.
Maarten in the Netherlands Antilles has
updated and improved its breakfast buffet by
combining creativity, personality, and ingenuity
with elements it already had. Kathy Rowe,
Sonesta’s senior VP of F&B, put together some
broken marble tiles and leftover glass tabletops
and blocks—along with a passion for fresh
food, customer service, and some exciting
displays—to both delight guests and reinvigorate
staffers at the at the 534-room property.
“I had to work with what we had,” Rowe, a
23-year Sonesta veteran, recalls of her impression
when she visited the resort to assess
the restaurant, which was essentially a buffet
concept. “I couldn’t spend any money. I had to
find the equipment within the property and get
it cleaned up. I looked at this buffet for a couple
of days and thought, ‘What am I going to do?
How am I going to fix this? We don’t have any
money to spend; I don’t have the tools.’”
What Rowe saw when she arrived in St.
Maarten was a simple pair of lines for hot
and cold food and standard pan inserts. The
cold side held cantaloupe, honeydew, canned
peaches, and canned pears. “There was no
garnish. There was nothing,” she says. “They
were using the equipment they had to use. The
omelet station was set up to be functional, but
it was almost as if you were walking into the
kitchen. It was very boring.”
The cold food was cold, the hot food was hot,
staff followed sanitation codes and procedures,
and the food was good, Rowe recalls. But neither
the food nor the presentation was great. So
Rowe took advantage of some glass tabletops
and Eisenhower glass blocks—she likens them
to ice cubes—she found sitting unused in boxes,
turning them into decorative display units. She
also uncovered some broken, leftover marble
tiles in the garage and turned them into bakery
display units, arranged at various heights
to counter the linear look.
Then she got rid of the canned fruit,
replacing it with fresh product, and created a
fruit station. Rowe met with the staffer who
had until then been charged with slicing fruit
and mixing it with canned fruit, refilling the
buffet pans in the old display, and then disappearing
to the back of the house. “He was
already an expert in cutting fruit,” says Rowe,
who asked him if he would like to stand at
a fruit station, interacting with the guests
rather than standing in a corner. He enthusiastically
embraced the role, she says.
Results were immediate, says Rowe. “It
rejuvenated the staff, and the customers
were blown away. Fruit tastes better when
it’s just been cut. I would say nine out of 10
customers commented [favorably].”
Rowe knew revenue wouldn’t change,
though, because breakfast is included in the
package price. “Breakfast and dinner are included,
so it’s not like we’re trying to upsell,”
she says. “Sometimes you’re not looking at
the financial piece, you’re looking to give the
guest a better experience.”
“They’re great changes,” says Rabin Ortiz,
the resort’s general manager. “Breakfast is
our most important meal at the resort. Fully
92 or 93 percent of our guests have it. This is
a perfect way for them to start the day.”
What Rowe has done in implementing
these changes, Ortiz suggests, has been to
“help bring part of the inside of the kitchen to
the outside of the kitchen, which is so fashionable
these days. People like to see action
stations and select what they like. So instead
of just having a fruit plate, people are now
able to choose which fruit and even which
pieces of fruit they want to have.”
Howard Riell is a veteran editor who
has written for nearly 140 business and
consumer magazines, blogs, newspapers, and
newsletters. He is based in Las Vegas.