INTERNATIONAL REPORT—Economy and mid-scale hotels around the world are adding value to their free breakfast offerings with the addition of waffles, eggs, sausage, and other foods this year.
Holiday Inn Express properties in the United Kingdom and Ireland, for example, added scrambled eggs, bacon, sausage, and warm pastries to their complimentary breakfast offerings in May. In June, Hampton Inn rolled out self-serve waffle makers as part of its free breakfast at properties in the United States, Canada and Latin America.
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| The buffet at the ibis Mexico in Mexico City. |
Accor’s ibis Mexico in Mexico City is focusing on Mexican-style breakfast offerings in its restaurants and breakfast buffets. All seven of the brand’s Mexican properties have followed suite, adapting their menu offerings to the local tastes of the market. “We include eggs, chilaquiles (a traditional Mexican dish consisting of strips of fried tortillas in salsa served with cheese, egg or beans), and some hot preparations that ibis does not offer in other countries,” said Javier López Jiménez, director of operations for ibis Mexico.
Ibis Mexico’s breakfast offerings have been particularly successful because of its inexpensive price for travelers, according to Lopez. “We have one breakfast price for all of the brand in Mexico: 75 Mexican pesos (US$6, including taxes), and this price cannot be more than 15 percent of our room rate,” López Jiménez said. As a result of the breakfast value, ibis Mexico grew its breakfast capture ratio from 37 percent in June 2009 to 41 percent in June 2010.
In addition to travelers, ibis’ breakfast is popular with the locals. “Buffet breakfast is very well-received in our properties, since Mexican guests are used to having a full breakfast every day,” Lopez Jiménez said.
The chains contacted for this story declined to identify the total investment made in their revamped breakfast offerings.
Breakfast re-launch
InterContinental Hotels Group-owned Holiday Inn Express added its hot breakfast items in the United Kingdom and Ireland after a similar successful rollout in the U.S. In 2008, Holiday Inn Express in the U.S. re-launched its breakfast offerings to include more nutritional offerings and hot items. Eggs and breakfast meats, which rotate daily, were added, along with yogurt, bran cereal and fruit.
“The two areas that we were really seeking to move the needle on significantly were our ratings on quality and variety,” said Sue Morgan, VP of franchise food and beverage for Holiday Inn Express.
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Sue Morgan |
Holiday Inn Express guests have reacted positively to the newer items, and they add value to guests’ overall stay, particularly because a majority of the chain’s guests stay two nights or more at a time, she said. Executives with Holiday Inn Express in the U.K. and Ireland learned from the U.S. breakfast expansion and adapted it to fit regional tastes, adding warm pastries, scrambled eggs and sausage or bacon (rotated daily).
“In the U.K., there is a strong tradition for hot breakfast. Through research, we identified the items that would be most valued by our guests, so we could focus on giving them exactly what they want to kick-start their day in the best way,” said Karin Nielson Sheppard, VP of marketing and planning for IHG’s Europe, Middle East and Africa division.
Holiday Inn Express supported the U.K. and Ireland breakfast launch with a public relations campaign featuring U.K. celebrity Melinda Messenger and the puppets Zig and Zag. “The trio handed out hot breakfast to passersby in London, and this gained coverage in national and regional newspapers, trade publications and online,” said Eleanor Conroy, spokeswoman for Holiday Inn.
Guests at Holiday Inn Express in the U.K. and Ireland have responded positively to the changes. “They love the hot breakfast items and feel that we are giving them even more choice and value,” Nielson Sheppard said.
Hampton Inn, meanwhile, added personal waffle makers this summer. Hampton’s breakfast buffet already includes cereal, yogurt, fruit and hot items, including eggs, pancakes and biscuits and gravy.
“Our customer research told us that guests like to customize their breakfast experience. The waffle makers are easy to use, deliver a high-quality product, and the aroma helps create a welcoming environment,” said Kurt Smith, VP of product quality and innovation, Focused Service and Hampton Brand.
Meanwhile, Holiday Inn Express in the U.S. is testing pancakes at 20 of its hotels. It is too soon to say whether or not pancakes will be expanded to other locations, according to Morgan. “We take our due diligence very seriously as we look at changes,” she said.