NEW YORK CITY—A pinch of this. A dash of that. Following the recipe for success in an independent hotel restaurant is more art than science.
That’s not to say best practices don’t exist.
During the recent Boutique Hotel Investment Conference hosted by the Boutique & Lifestyle Lodging Association, some of the sector’s more successful operators of both restaurants and hotels shared their own tried-and-true tactics.
1. Work with people you want to work with
It sounds simple enough, but so many people miss the mark at this first and crucial component, said John Meadow, founder and principal of LDV Hospitality, which owns and operates 24 F&B outlets, most of which are in hotels.
Before you embark on any venture, be sure you’re doing so with people you actually, truly, really like, he said.
“It’s a human business; it’s relationship-driven,” Meadow said of the hospitality business.
2. Be your own brand
While a hotel and restaurants are housed under the same roof, they should be two separate brands, said John Evans, president and CEO of the Trilogy Group of Companies, which owns and operates the OPUS Hotel in Vancouver, among others.
“You have to create an independent, unique brand in your restaurant in order to be successful in the local market,” he said.
3. Get buy-in from the GM
The best hotel restaurants operate independently of the hotel, said Jimmy Haber, managing partner of ESquared Hospitality, whose portfolio includes BLT Steak, among several others.
But that doesn’t mean they should operate separately from—or worse, in competition against—the hotel, he said. On the contrary, both hoteliers and restaurateurs complement each other and drive more business than one could otherwise do alone.
For the restaurant to work, therefore, it needs buy-in from the hotel GM, Haber said.
“In all of our hotels, we found the most important component is that the general manager of the hotel embraces the partnership and understands that (they are) mutual interests,” he said.
4. Win over locals
Locals—and not guests—should drive the majority of business in your restaurant, the panelists agreed. That holds true whether in New York City or Cleveland, they added.
That’s particularly true during the ramp-up phase.
“Where it’s most critical is in the early stages with a new hotel … as you’re working to reach maturity very quickly,” Evans said. “Your restaurant and your bar will become known very quickly in the local market if they’re exceptional.”
5. Source talent locally
One of the best ways to win over locals? Hire local talent, Meadow said.
He’s learned that lesson the hard way while opening a restaurant outside of LDV’s base in New York City. Instead of bringing aboard homegrown talent, Meadow instead transplanted a team to run the show. The restaurant didn’t ramp up as quickly as he would have liked.
Since then, Meadow looks in each venue’s backyard to find local champions to spread the good word.
6. You don’t need a celebrity chef
Gordon Ramsay. Wolfgang Puck. While such globally recognized names might draw interest, they’re not a must-have at your restaurant, panelists said.
Instead, focus more on your restaurant’s brand (see tip No. 2).
“Brands have just as much or greater value on a national or international basis,” Haber said. “There are some unique chefs that carry that presence throughout the world, but by and large brands have greater legs and a greater presence than any one chef.”
He’s not opposed to working with celebrity chefs.
“I would love to work with celebrity chefs as long as it doesn’t get in the way of the business, Haber said.
That’s not always the case, however, Meadow warned.
“It can’t just be smoke and mirrors,” he said.
7. Bigger doesn’t always mean better
“The latest trend, which is something that we’re pursuing, is the idea of giving still-great quality food, but giving smaller portions at more affordable pricing,” Haber said.
“Especially in the boutique marketplace, it may have greater appeal,” he added.
8. Trash the white tablecloths
The panelists eschewed the idea of stuffy, white tablecloth luxury.
Modern diners want a more casual experience, from servers in blue jeans to a check that won’t break the bank.
“It’s an overall theme of accessibility, especially if you want to drive locals day in, day out,” Meadow said.
9. Don’t get complacent
Customers’ tastes change faster than a bad soufflé goes flat. Operators must respond with tweaks and touch-ups to keep the menu interesting, Evans said.
“You need to continually look at your concepts so you stay fresh,” he said.