DRIVING BRAND PREFERENCE | My Assignment Tutor

RESTAURANT CONCEPT DEVELOPMENTInterContinental – October 2015 – Private and ConfidentialWHY FOOD AND BEVERAGEIS IMPORTANTDIFFERENTIATING OUR BRANDF&B is a key element of our offer that helps differentiate us from the otherbrands in our portfolio, gains fame in our different markets and sets us apartfrom the competition.DRIVING BRAND PREFERENCEWe know that F&B and the people involved play a significant role in shapingguest perceptions, ultimately driving preference and loyalty for our brand.REVENUE POTENTIALOur Heartbeat scores are currently mediocre and there remains substantialscope for improvement both in guest perceptions and in the contribution F&Bmakes to overall revenues.OWNER IMPORTANCEF&B is of particular interest and importance to our owners, usuallyrepresenting a significant part of their hotel’s revenues and profits.RESTAURANT CONCEPT DEVELOPMENTInterContinental – October 2015 – Private and Confidential4 PILLARSSHARINGTHE INSIDE STORYGLOBAL FINESSEFood, drinks and environments presented in a way that helps our guestsfeel at home all over the world. Cognisant of their well travelledsophistication, their personal schedules and their changing needs andmoods across their stay. Creating a sense of belonging with the new,and capable of surprising guests with the familiar.DISTINCTIVE DESTINATIONSThe best ingredients and dishes (however simple or complex) the localarea has to offer.Prepared in an authentic way and recognisable to local visitors such thatour guests feel that they have genuinely touched down and had a tasteof the locality.FRESH PERSPECTIVESExperiences that are out of the ordinary and show guests stimulatingnew angles and perspectives that start conversations and create storiesthey will share in and take away.Immersive, interactive and informal engagement with our guests both infront 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 orvine. Recipes, techniques and origins that cue quality and craft to our‘Affluent Experienced Travellers’ and convey our passion in curating thefinest ingredients for them.RESTAURANT CONCEPT DEVELOPMENTInterContinental – October 2015 – Private and ConfidentialMARKET RESEARCH &INSIGHTAll around the world, eating out has become a key leisure activity. The restaurantand bar industry has boomed in recent years and the market is more competitivethan ever. We have to stay ahead of our restaurant and bar competitors bymoving quickly, adapting and evolving to meet constant changing customerneeds.One of the toughest challenges we face in the hotel business is deciding whatconcept is going to work. We, at IHG Europe Food & Beverage utilise our localmarket knowledge and collaborate with first class market researchers to developconcepts, restaurants and bars with the aim to be Number 1 in Food & Beverage.Market Researchers we have worked with include Allegra Foodservice and BentoParis who have provided insights on specific operators, dining styles & designatemarkets.RESTAURANT CONCEPT DEVELOPMENTInterContinental – October 2015 – Private and ConfidentialRESTAURANT CONCEPT DEVELOPMENTInterContinental – October 2015 – Private and ConfidentialDRIVING REVENUEThe Food & Beverage team is focused on identifying ways to leverage ourscale, system and processes to ensure that our new Food & Beverageinitiatives, tools and standards are rolled out in ways that will engage ourguests and bring our brands to life through great dining experiences.IHG EUROPE FOOD & BEVERAGEMARKETING TOOLKITWe recognise the importance of marketing our restaurants and bars effectivelywithin the competitive environments in which we operate.The IHG Europe Food & Beverage Marketing Toolkit has been developed toprovide our hotels with the knowledge and planning tools that they will need todeliver successful marketing campaigns.The toolkit provides a guide to understanding our target customers and how wecan meet their needs whilst aligning with key trends in the worlds of food andbeverage. It provides invaluable advice on planning, implementing andmeasuring effective marketing activity and has a focus on undertaking socialmedia campaigns and revenue driving promotional activity.RESTAURANT CONCEPT DEVELOPMENTInterContinental – October 2015 – Private and ConfidentialCULINARY CONNECTIONSThe F&B Team in Europe have pooled a team of talent and wellknown personalities and brands from across the region to addvalue to its Food & Beverage offer.This includes links with Celebrity Chefs, Concept Developers,Restaurant Operators & Food Personalities.DESIGN DIRECTIONCreating distinctive dining spaces requires the use of specialistdesign talent particularly for our upscale brands. We haveextensive connections with many other leading restaurantdesigners across the region. Examples of designers we workwith are:Andy Martin Architects, DesignLSM, SuperFutures, GorgeousGroup, Robert Angel Design, The Ford McDonald Consultancy,Blue Sky Hospitality, Aidan Keane, David Collins StudiosRESTAURANT CONCEPT DEVELOPMENTInterContinental – October 2015 – Private and ConfidentialAt 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-scalehotel guests, both the business traveller and families, and ensures they dine in the hotelmore 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 twopopular 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 2015CONCEPTS IN A BOXRESTAURANT CONCEPT DEVELOPMENTInterContinental – October 2015 – Private and ConfidentialThe Europe Food & Beverage team assists in all trainingand learning needs for new concept developments. IHGhas award winning in-house capabilities as well as firstclass consultants to draw from and develop programs with.The development goes all the way from SOP developmentthrough to digital front line employee training and on the jobprograms with professional trainers.Recruitment is a key component of any successful newbusiness and at InterContinental we don’t see this anydifferent. We support and interview all key managementpositions and help set high standards for the rest of theteam in terms of job descriptions and expectations.LEARNING ANDDEVELOPMENTRESTAURANT CONCEPT DEVELOPMENTInterContinental – October 2015 – Private and ConfidentialDeciding how to partner with who is a difficult decision. The F&Bteam have extensive knowledge of historic relationships from anumber of managed properties. We are happy to share thisexpertise with owners/operators looking for a third partyrelationship with Food and BeverageCOMMERCIAL TERMSRESTAURANT CONCEPT DEVELOPMENTInterContinental – October 2015 – Private and ConfidentialPhase 1 Phase 3 Phase 4 Phase 5Market InsightLocationDemographicsHistoryMarket ResearchCompetitionTarget guestSite surveyInsight/ TrendsBrand PhilosophyAmbitionThe investment budgetDesign & BuildStrategic BriefingConcept DesignDetail DesignTechnical DrawingsPlanning ApplicationsLighting designOSE selectionFFE selectionTender ProcessPermitsBudget reconciliationImplementationBuildBranding & MarketingBrand StrategyBrand IdentityBrand ApplicationsVisual ConceptsSignageWay FindingUniformsGraphicsMenusBusiness StationeryPackagingDigital & OnlineWebsitesBrand GuidelinesPrint ManagementMusicLightOperational LaunchCritical PathRecruitmentTrainingFood developmentBeverage Set –upCommissioningMusicLightSmellPhase 2Concept CreationThe need and DilemmaReasons To BelieveThe ConceptThe PropositionThe experienceMenu StylingService StylingThe teamReference ProjectsDesigners /Concept developersRESTAURANT CONCEPT DEVELOPMENTInterContinental – October 2015 – Private and ConfidentialPhase 3 Phase 4 Phase 5Design & Build Branding &MarketingOperational LaunchPhase 1Creative frameworkPhase 2; initialconceptConcept development roadmapInspirationRESTAURANT CONCEPT DEVELOPMENTInterContinental – October 2015 – Private and ConfidentialMarket InsightLocationDemographicsHistoryMarket ResearchCompetitionTarget guestSite surveyInsight/ TrendsBrand PhilosophyAmbitionThe investmentbudgetPHASE 1RESTAURANT CONCEPT– FRANKFURTInterContinental – October 2015 – Private and ConfidentialLOCATION, HISTORY,DEMOGRAPHICS, MARKET RESEARCHWHAT IS SPECIAL ABOUT THE LOCATION WHERE YOU WORK?The restaurant has been in the market for over 50 years with various concepts rangingfrom Pacific Rim to Mediterranean. Other than brunch, holiday buffets and the SteakMarket, 80% of the market is made up of in-house hotel guestsThere was a fine dining restaurant and a restaurant/club at one time but both have beenconverted 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 duringthe 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 , mostlyknown for apple wine and the Frankfurter sausages.RESTAURANT CONCEPT– FRANKFURTInterContinental – October 2015 – Private and ConfidentialCOMPETITIONTHE BENCHMARK AND (ASPIRATIONAL) PEER GROUPOverall the landscape in Frankfurt is not as competitive as you might expect from a financial capital. The concepts are not ascrisp 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€12Maxi 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) -FrenchCafé Nizza,Herzen Africa Restaurant,Breeze by Lebua – Bar/ loungeRoomers – Bar / loungeRESTAURANT CONCEPT– FRANKFURTInterContinental – October 2015 – Private and ConfidentialTARGET GUESTWHAT CLIENTELE WILL WE ATTRACTThe target audience is predominantly male, single and affluentThey are in banking or affiliated businesses such as lawyers and consultantsThey play during the week after work and will not be in town for the weekendThey 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 priceconscious and value orientedRESTAURANT CONCEPT– FRANKFURTInterContinental – October 2015 – Private and ConfidentialSITE SURVEYBUILDING RESTRICTIONS AND MUST HAVESThe building is well designed with a kitchen infrastructure in the center of the building and space suitablefor 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 slightlymisplaced.The meeting space on the river side can be converted to restaurant space but will need to be replacedsomewhere else. The space is crucial for breakout luncheons, social gatherings such as weddings anddinners.The current restaurant on the main south of the main entrance is worn and outdated and is locatedunderneath 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 isserved elsewhereRestaurant must have a clearly visible outside entrance with stellar signageRESTAURANT CONCEPT– FRANKFURTInterContinental – October 2015 – Private and ConfidentialConcept CreationThe need andDilemmaReasons To BelieveThe ConceptThe PropositionThe experienceMenu StylingService StylingThe teamReference ProjectsDesigners /Concept developersPHASE 2RESTAURANT CONCEPT– FRANKFURTInterContinental – October 2015 – Private and ConfidentialDesign & BuildStrategic BriefingConcept DesignDetail DesignTechnical DrawingsPlanning ApplicationsLighting designOSE selectionFFE selectionTender ProcessPermitsBudget reconciliationImplementationBuildPHASE 3RESTAURANT CONCEPT– FRANKFURTInterContinental – October 2015 – Private and ConfidentialBranding & MarketingBrand StrategyBrand IdentityBrand ApplicationsVisual ConceptsSignageWay FindingUniformsGraphicsMenusBusiness StationeryPackagingDigital & OnlineWebsitesBrand GuidelinesPrint ManagementMusicLightPHASE 4RESTAURANT CONCEPT– FRANKFURTInterContinental – October 2015 – Private and ConfidentialOperational LaunchCritical PathRecruitmentTrainingFood developmentBeverage Set –upCommissioningMusicLightSmellPHASE 5RESTAURANT CONCEPT– FRANKFURTInterContinental – October 2015 – Private and ConfidentialTHANK YOUInterContinental – October 2015 – Private and Confidential

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