Innovative hotel restaurant designs don’t always have to be sweeping in scope. Sometimes the cleverest ones are also the smallest. Here are five tiny hotel restaurants truly maximizing their available space.

1. F&B
HOTEL
CASE STUDIES, EXAMPLES & FRESH IDEAS
A Collection of Blog Posts from aaronallen.com
November 2013
© 2013,Aaron Allen

2. HOTEL F&B: Case Studies, Examples & Fresh Ideas
Little Hotel Restaurant Designs Doing Big Business
3
7 Hotel Restaurants and Bars SettingThemselves Apart
7
5Tips for Creating Great Hotel F&B Blog Content
10
4 Creative Hotel F&B Innovations from NewYork to Singapore
12
5 Hotel F&B Marketing Ideas from the Middle East
14
7 Breathtaking Hotel Bar and Restaurant Designs from Around the World
16
10 Fun Food Holidays to Consider for Hotel F&B Marketing
19
14 Hotel F&B Promotions to Attract Epicures
25
8 Quirky Brunch Promotions to Spice UpTraffic
30
5 Hotels Getting Creative withTheir Social Media
33
About the Author
37
About AARON ALLEN & associates
38
TABLE OF CONTENTS
2

3. www.aaronallen.com
Innovative hotel restaurant designs don’t always have to be sweeping in scope. Sometimes the
cleverest ones are also the smallest. Here are five tiny hotel restaurants truly maximizing their
available space.
little
RESTAURANT DESIGNS DOING
BIG BUSINESS

4. HOTEL F&B: Case Studies, Examples & Fresh Ideas
PERENNIAL VIRANT AT THE HOTEL
LINCOLN Chicago
The Hotel Lincoln in the Lincoln Park neighborhood of
Chicago is not a big place – 184 rooms, 1,200-square-feet
of meeting space. But it manages to attract a large
corporate crowd.
It frequently uses its farm-to-table Perennial Virant
restaurant for these groups, serving an intimate, buffet or
family-style group meal for usually 20-30 people but up to a
45-person buyout or 64-person plated dinner. This works
perfectly with theVirant’s customized menu.
The Virant’s 1,100-square-foot Clark Room is the primary
dining space though smaller groups also sometimes use a
hospitality suite. The concept works as the restaurant has
been well-reviewed, gets large non-corporate traffic at
brunch, and was named one of Chicago Magazine’s “20 Best
New Restaurants” in 2012. The Hotel Chicago also has a
rooftop lounge, the J. Parker.
4
LITTLE HOTEL RESTAURANT DESIGNS DOING BIG BUSINESS
Photo Credit: http://www.perennialchicago.com
THE LOCL RESTAURANT & LOUNGE AT
NYLO PLANO AT LEGACY Plano,Texas
LOCL squeezes into an 1,800 square foot area on the hotel’s
first floor. Because the space is smaller, it was designed with
floor-to-ceiling windows that look out on the patio and make
the space feel larger.
The restaurant has two rows of tables running down its
narrow length and a curvy wooden divider separates the
restaurant from the bar. The entire room has a warm and
modern feel to it. LOCL also has a small 1,000-square-foot
kitchen that serves the restaurant and is designed to maximize
every area available.
The hotel took in $65 on food and beverages per occupied
room per day, which NYLO Plano says is high for their hotel
category.
Photo Credit: http://www.nylohotels.com

5. HOTEL F&B: Case Studies, Examples & Fresh Ideas
BRASSERIE S&P ATTHE MANDARIN
ORIENTAL San Francisco, California
Another lobby move that worked out was the Mandarin
Oriental San Francisco’s relocation of its main restaurant
from the second floor of the hotel to an easily accessible
lobby spot during its recent multimillion dollar overhaul.
A former lobby bar was converted and built out into the
Brasserie S&P, which opened in summer 2012. It can seat
90, and Eater San Francisco described it as walking “the
line between airy and stately, just so.”
Hotel architect and designer Michael Booth put in large,
round and comfortable leather chairs, a glass-paneled wall
on one side, and low, rich wood dividers between the
bar, the restaurant and the lobby.
5
LITTLE HOTEL RESTAURANT DESIGNS DOING BIG BUSINESS cont.
Photo Credit: http://www.mandarinoriental.com
GUELFI E GHIBELLINI, RELAIS SANTA CROCE
Florence, Italy
Florence is renowned for its arts and culture.The small Relais
Santa Croce in the heart of the city is made to measure.The
hotel is a converted 17th-centry palazzo near the center of
Florence with an Old World feel that extends into its small,
but acclaimed Guelfi e Ghibellini restaurant.
There you’ll find fine food, fine wine and an elegant dining
room that seats around 20 people.The high walls and ornate
trompe-l’oeil ceiling, white tablecloth atmosphere, modern
black armchairs, fireplace, and palazzo-inspired furnishings and
accents perfectly mix Old World Italian with modern touches.
Photo Credit: http://www.visualitineraries.com/

6. HOTEL F&B: Case Studies, Examples & Fresh Ideas
BERNS BISTRO & BAR, BERNS HOTEL Stockholm
Well-known English restaurant designerTerence Conrad redid the hotel restaurants and bars in
2006. But it’s the small and long Berns Bistro & Bar that stands out for its maximization of a cozy
and curved space updated to have a contemporary brasserie design.
The Berns Hotel was named the best hotel in Sweden in 2011 and the bistro regularly fills to
maximum capacity.
6
LITTLE HOTEL RESTAURANT DESIGNS DOING BIG BUSINESS cont.
Photo Credit: http://www.berns.se

7. www.aaronallen.com
Restaurants are awarded and ranked based on the variety and quality of their menu items as well as
service, ambiance, and many other factors. But of these top ranked, who is doing more than just
serving great food? Here are seven of the top hotel restaurants and bars that are adding a little
extra flavor for their guests.
7
HOTEL RESTAURANTS & BARS
SETTINGTHEMSELVES APART

8. HOTEL F&B: Case Studies, Examples & Fresh Ideas
If you’re cooking good food, why not serve a lot of it? At Vendôme, head chef
Joachim Wissler serves up an extensive menu (and by that we mean 25
courses) of modern German cuisine.
8
7 HOTEL RESTAURANTS & BARS SETTINGTHEMSELVES APART
VENDÔME at THE GRANDHOTEL SCHLOSS BENSBERG
Bergisch Gladbach, Germany
Head chef David Thompson bases many of the spectacular Thai dishes served
at Nahm on recipes he found in ancient Thai cookbooks — giving guests a
genuine taste of the “old world”.
NAHM atTHE METROPOLITAN HOTEL
Bangkok,Thailand
Your menu is important, but so is the ambiance. At La Pergola, diners enjoy
their meal amid the hotel’s stunning art collection of rare antiques, paintings,
and pieces of bespoke handblown glass, creating a one-of-a-kind atmosphere.
LA PERGOLA atTHE HOTEL ROME CAVALIERI
Rome, Italy
Le Louis XV — Alain Ducasse was the first restaurant (ever) to earn three
Michelin stars. Why? Well, yes, they serve great food; but they also have an
enviable wine list — over 600,000 bottles.
LE LOUIS XV – ALAIN DUCASSE atTHE HOTEL DE PARIS
Monte Carlo, Monaco
Photo Credit: http://theculturetrip.com
Photo Credit: http://www.theworlds50best.com
Photo Credit: http://www.tripadvisor.com/
Photo Credit: http://www.agoda.com

9. HOTEL F&B: Case Studies, Examples & Fresh Ideas
At Le Manoir Aux Quat’Saisons’ in-house restaurant, they’re cooking with
produce grown on their own two acre garden. That’s 90 types of vegetables
and 70-plus herbs grown right outside the restaurant.
9
7 HOTEL RESTAURANTS & BARS SETTINGTHEMSELVES APART
LE MANOR AUX QUAT’SAISONS IN HOUSE RESTAURANT
Oxfordshire, UK
Steak and seafood are always favorites, but they become epic crowd-pleasers
when cooked over a wood-burning grill.That’s how The Woods prepares their
dishes, the apple, spruce, and ironbark logs adding flavor to the meal.
THE WOODS atTHE FOUR SEASONS
Sydney,Australia
The Stue Bar’s massive windows take advantage of an
unusual vista. The bar’s next door neighbor is a zoo, giving
guests a unique view to ponder while they sip their drinks.
STUE BAR atTHE DAS STUE HOTEL
Berlin, Germany
Photo Credit: http://www.manoir.com
Photo Credit: http://www.gourmantic.com
Photo Credit: http://quakerrose.com

10. www.aaronallen.com
Blogging is a great way to improve your website’s SEO and keep your guests up-to-date on the
latest news at your venue.Whether you highlight your food or events, guests will eat it up. Here are
5 tips for creating great hotel F&B blog content that will keep your fans coming back.
5
TIPS FOR CREATING
HOTEL
GREAT
F&B
BLOG CONTENT

11. HOTEL F&B: Case Studies, Examples & Fresh Ideas
11
5TIPS FOR CREATING GREAT HOTEL F&B BLOG CONTENT
1. GETTHETASKMASTERS ON BOARD
Food bloggers can be extremely helpful in expanding your brand’s reach. Guoman Hotels
promotes their food by blogging about bloggers. Posts include recipes “fit for food bloggers”
as well as a recap of an F&B blogger dinner hosted at the Cumberland Hotel. By catering to
the web savvy, they’re sharing expert advice while gaining the Internet’s attention.
2. STAY ONTOP OFTHETRENDS
When a guest hears about something new, they’ll look it up online. This is a great way to reach new
guests while establishing your restaurant’s reputation as a hub for the unique and interesting. Inter
Continental Hotels are getting epicures to think globally by sharing culinary trends from every
destination. Maybe guests never thought about vacationing in Cleveland, but a post about pastry classes
could catch their attention.
3.TEACHTHEM SOMETHING
What’s the use of writing (or reading) a blog that doesn’t teach you something new or
interesting? The Blog Vienna International does much more than post recipes (although their
digital cookbook is impressive). They’ve actually made their hotel blog into a sort of
guidebook. Posts like their piece on proper etiquette for a business lunch are applicable to
every reader, not just incoming guests. Meaning more people will read their blog, thus
increasing their exposure to prospective guests.
4. ENCOURACE ENGAGEMENT WITH CROWD-SOURCING
Guests want to feel like a part of your brand. Letting them contribute content is a great way to start.
The Gansevoort Hotel in NYC uses Foodspotting to create a digital photo menu with pictures taken
by their guests.
5. DELICIOUS PICTURES ARETHE KEYTO CLICKABLE CONTENT
It’s true. We eat with our eyes. So get guests clicking by offering up some tasty photos
like atTaste by the Four Seasons.
Photo Credit: http://blogs.guoman.com
Photo Credit: http://www.fbconfitdential.com/
Photo Credit: http://gansevoort.tumblr.com
Photo Credit: http://www.vi-hotels.com
Photo Credit: http://taste.fourseasons.com

12. www.aaronallen.com
From new technology to new products to sell, these restaurants are serving up some creative hotel
F&B innovations.
4CREATIVE HOTEL F&B
FROM
INNOVATIONS
NEWYORK to SINGAPORE

13. HOTEL F&B: Case Studies, Examples & Fresh Ideas
13
4 CREATIVE HOTEL F&B INNOVATIONS FROM NEWYORKTO SINGAPORE
1. FAST FOOD WITH 4G SPEED atTHE HUDSON HOTEL
New York’s Hudson Common is getting technical with their gourmet burgers, using text
messages to alert guests when their order is in. It’s craft beer and beef patties served on a
brioche buns and a side of emoticons. Maybe it’s not so rude to use your phone at dinner.
2. POP-UP RESTAURANT FROM PULLMAN PARISTOUR EIFFEL
To keep guests fed during restaurant renovations, the Pullman Paris Tour Eiffel opened Le 180
Only, a pop-up restaurant.The hotel keeps customers coming with food inspired by the seven
deadly sins, featuring a new indiscretion (and menu) every month.
3. FARMER’S MARKET atTHE ANDAZ WALL STREET
Local is in, and the Andaz Wall Street is taking advantage of the trend with their in-house
farmer’s market.The event showcases some of NYC’s local fair alongside the tasty eats from
the hotel’s Wall & Water restaurant.
4. AROUND THE WORLD IN 8 COCKTAILS at RAFFLES HOTEL in
SIGAPORE
Singapore’s Raffles Hotel is taking guests on a global journey with eight cocktails inspired by
Raffles hotel locations — an excellent way for guests to imbibe a bit of wanderlust.
Photo Credit: http://www.nydailynews.com
Photo Credit: http://www.frenchefs.com/news/
Photo Credit: http://www.modern-traveler.com
Photo Credit: http://www.raffles.com

14. www.aaronallen.com
Keeping your hotel F&B marketing ideas fresh is an important part of drawing in new guests and
maintaining loyal ones.These hotel F&B marketing ideas from the Middle East offer up a bit of fun
for the guests, while making a name for the hotel with its attention to detail.
5
HOTEL F&B MARKETING IDEAS
FROM
THE
MIDDLE EAST

15. HOTEL F&B: Case Studies, Examples & Fresh Ideas
15
5 HOTEL F&B MARKETING IDEAS FROMTHE MIDDLE EAST
1. CAMEL MILK MIXOLOGISTS atTHE RITZ-CARLTON Abu Dhabi
The Ritz-Carlton Abu Dhabi, Grand Canal has a new offering on their menu: camel milk.To help
introduce guests to the oftentimes unfamiliar ingredient, they’ve hired an expert camel milk
mixologist to pair infusions (think strawberry and mint) with dishes.
2. SHISHA SOMMELIER atTHE RITZ-CARLTON Dubai
Mixologists aren’t the only experts in local flavor that GCC Ritz-Carltons have on staff. At the Ritz-
Carlton Dubai International Finance Center, they have a shisha sommelier to help guest choose the
perfect hookah flavor.
3. MASTER CHOCOLATIER at ÇıRAĞAN PALACE
Experts abound in the Middle East as the Çırağan Palace Kempinski Istanbul has taken on a
Master Chocolatier, William McCarrick, to create exceptional pairings for its guests. This
innovation, paired with an F&B reorganization and peerless service garnered the Çırağan Palace
the “Kempinski Best Food and Beverage Hotel 2013” award.
4. GROOMINGTHE FUTURE atTI’ME OAK HOTEL AND SUITES
In January 2013, the Ti’me Oak Hotel and Suites in Dubai hosted 440 students for a lesson in fine
dining.The hotel took time to teach the kids the finer points of table etiquette — starting the future
of the hospitality industry young.
5. GETTINGTOASTED atTHE WESTIN Dubai
The Westin Dubai Mina Seyahi Resort didn’t let their outlet-less terraces spoil breakfast.
Determined to serve freshly made toast to patrons, the hotel purchased “Flexi-Toast”
cordless units — delivering fresh toast in light, medium, and dark settings with the Westin
logo branded into the toast.
Photo Credit: http://www.aaronallen.com
Photo Credit: http://www.hoteliermiddleeast.com
Photo Credit: http://www.hoteliermiddleeast.com
Photo Credit: http://cikarkeyfini.com
Photo Credit: http://www.hotelchatter.com

16. www.aaronallen.com
When guests need to unwind, the hotel bar is a great place to start. Here are 7 examples of
breathtaking hotel bar and restaurant designs that will leave guests speechless.
7BREATHTAKING
HOTEL & BAR RESTAURANT DESIGNS
FROM AROUNDTHE WORLD

17. HOTEL F&B: Case Studies, Examples & Fresh Ideas
Lakeside at the Wynn is one of Las Vegas’s most popular hotel restaurants,
providing guests not only an amazing array of cuisine, but a spectacular show.
The restaurant itself sits on the bank of the Lake of Dreams, a 20,000 sq. ft.
technological wonder with underwater lights where shows are performed
multiple times a night.
17
7 BREATHTAKING HOTEL BAR AND RESTAURANT DESIGNS FROM AROUNDTHE WORLD
LAKESIDE atTHE WYNN Las Vegas, Nevada
Ice Bar is rebuilt every year – and each year it brings something new with
its design.The bar is built from crystal clear ice harvested from the frozen
Torne River.
ICE BAR atTHE ICE HOTEL
Jukkasjärvi, Sweden
Sitting 16 feet below sea level, Ithaa Undersea is the first all-glass undersea
restaurant. Providing a 270 degree view of surrounding coral and marine life,
Ithaa offers contemporary European cuisine with a view that has no equal.
ITHAA UNDERSEA RESTAURANT atTHE CONRAD HOTEL
Rangali Island, Maldives
Set high amongst the canopy of an ancient rainforest rests a table for two
made out of bamboo. The food arrives by way of a “flying” waiter who zip-
lines from tree to tree to bring you your pre-selected meal and drink.
TREEPOD DINING atTHE SONEVA KIRI RESORT
Koh Kood,Thailand
Photo Credit: http://www.wynnlasvegas.com
Photo Credit: http://www.tsemrinpoche.com
Photo Credit: Kweez McG
Photo Credit: http://freeyork.org

18. HOTEL F&B: Case Studies, Examples & Fresh Ideas
High above the New York skyline sits a backyard barbeque style party where
organic ingredients are used to create some of the most mouth-watering
cocktails available, which guests may sip while looking out over the peaks of
skyscrapers and the millions of passersby.
18
7 BREATHTAKING HOTEL BAR AND RESTAURANT DESIGNS FROM AROUNDTHE WORLD
SOAKED atTHE MONDRIAN SOHO NewYork, NewYork
This restaurant is open only during the summer months, in the limestone
caves beneath the Grotta Palazzese Hotel, which overlooks the Adriatic
Sea. Dine as local nobility has since the 1700s, with crisp sea breezes
hitting your face, enjoying local wines and elegant Italian food.
HOTEL RISTORANTE atTHE GROTTA PALAZZESE
Poligano a Mare, Italy
Perched high above the Magnificent Mile at the Ritz-Carlton, the Dec Rooftop
Bar is home to some of the best handcrafted drinks in the country. Guests can
enjoy homemade bitters while looking at the sleek, yet cozy decor.
THE DEC ROOFTOP BAR at THE RITZ-CARLTON
CHICAGO
Chicago, Illinois
Photo Credit: http://www.grottapalazzese.it
Photo Credit: http://blog.friendseat.com
Photo Credit: http://gochicago.about.com

19. www.aaronallen.com
For many hotels, a holiday doesn’t have to make it onto the official calendar to call for some
celebratory marketing.There’s National Margarita Day, National Hotdog Day, National Pancake Day
– the list goes on. Check out 11 food holidays being celebrated through hotel F&B marketing.
FUN FOOD HOLIDAYS
TO CONSIDER FOR HOTEL F&B
MARKETING
0
1

20. HOTEL F&B: Case Studies, Examples & Fresh Ideas
While guests might not expect to be served
pancakes at an Italian restaurant, the Four Seasons
Las Vegas’ Verandah dishes up a thoroughly
American-style breakfast for National Pancake Day.
Buttermilk pancakes are, of course, on the menu,
but so are “earth-shattering” citrus ricotta
pancakes.
20
10 FUN FOOD HOLIDAYSTO CONSIDER FOR HOTEL F&B MARKETING
NATIONAL PANCAKE DAY at THE
FOUR SEASONS
Las Vegas, Nevada
Kimpton Hotels all across America
celebrated Chocolate Lovers Day by
offering complimentary chocolates to
accompany their lobbies’ wine hours.At
Hotel Monaco Alexandria, chocolatinis
were served with mini chocolate-pecan
pies, while Hotel Allegro served
handmade chocolate marshmallows
and chocolate-substitute biscuits for
pets.
CHOCOLATE LOVERS DAY
at KIMPTON HOTELS
Photo Credit: http://www.eventbrite.com
Photo Credit: Penny Do Los Santos

21. HOTEL F&B: Case Studies, Examples & Fresh Ideas
The Four Seasons Chicago went all-out to
celebrate National Hot Dog Month in July, 2011,
serving all-beef frankfurters on poppy-seed buns.
To top it all off, they added house-made relish,
mustard, pickles, and celery salt. And let’s not
forget the local Goose Island SummerTime Ale.
21
10 FUN FOOD HOLIDAYSTO CONSIDER FOR HOTEL F&B MARKETING
NATIONAL HOT DOG MONTH at
THE FOUR SEASONS
Chicago, Illinois
Wisconsin’s American Club Resort
served chocolate chip ice cream
sandwiches for $3 to celebrate National
Ice Cream Sandwich Day in August 2013.
On top of the great ice cream served,
the promotion was a great way to beat
the summer heat.
NATIONAL ICE CREAM
SANDWICH DAY at THE
AMERICAN CLUB RESORT
Photo Credit: Mark Rosal
Photo Credit: Ritz-Carlton Chicago

22. HOTEL F&B: Case Studies, Examples & Fresh Ideas
Choice Hotels International held a breakfast
survey to celebrate National Waffle Day and
found two thirds of their guests really enjoy waffles
– blueberry being the top crowd pleaser, followed
by multigrain. In 2011, the franchise served guests
roughly 25 million waffles.
22
10 FUN FOOD HOLIDAYSTO CONSIDER FOR HOTEL F&B MARKETING
NATIONAL WAFFLE DAY at CHOICE
HOTELS INTERNATIONAL
Georgia’s Jekyll Island Club Hotel
celebrated National Pecan Pie Day last
year by releasing their kitchen’s pecan pie
recipe. That way, the hotel explained on
its blog, guests could enjoy the delicacy
year round.
NATIONAL PECAN PIE DAY
at THE JEKYLL ISLAND CLUB
HOTEL
Photo Credit: http://www.jekyllclub.com
Photo Credit: http://www.tripadvisor.com

23. HOTEL F&B: Case Studies, Examples & Fresh Ideas
As you’d expect, National Margarita Day is a pretty big
deal at Pensacola’s Margaritaville Beach Hotel. To
celebrate last year, the hotel threw a margarita recipe
contest and gave gift certificates to anyone with a
National Margarita Day birthday.
23
10 FUN FOOD HOLIDAYSTO CONSIDER FOR HOTEL F&B MARKETING
NATIONAL MARGARITA DAY at THE
MARGARITAVILLE BEACH HOTEL
Sixty percent of Americans voted to make
strawberry shortcake the dessert of the summer.To
honor the request, Kentucky’s Brown Hotel
celebrated National Strawberry Shortcake Day with
berry shooters, cookies, and martinis, releasing the
coveted recipes online. Head chef Laurent Géroli
also madeTV appearances to promote the event.
N AT I O N A L S T R AW B E R RY
SHORTCAKE DAY at THE BROWN
HOTEL
Photo Credit: http://www.wdrb.com
Photo Credit: http://www.margaritavillehotel.com

24. HOTEL F&B: Case Studies, Examples & Fresh Ideas
British Columbia’s Chateau Victoria Hotel and
Suites ran into a dilemma when deciding when to
celebrate National Absinthe Day. In the US, the
holiday is on March 5th, but in Europe they
celebrate on the first. Not to be outdone, the
hotel turned the holiday into a five-day event.
24
10 FUN FOOD HOLIDAYSTO CONSIDER FOR HOTEL F&B MARKETING
NATIONAL ABSINTHE DAY at THE
CHATEAU VICTORIA HOTEL AND
SUITES
To celebrate National Escargot Day, the four Caesars
Entertainment Hotels in Atlantic City, each of the
hotels’ restaurants cooked up something special.
Delicacies included escargot with forest mushrooms,
roasted onion and escargot soup, and escargot ravioli.
NATIONAL ESCARGOT DAY at THE
FOUR CAESARS ENTERTAINMENT
Atlantic City Hotels
Photo Credit: http://atlanticcityblog.caesars.com
Photo Credit: http://www.clivesclassiclounge.com

25. www.aaronallen.com
In 2010, the world tourism organization reported that 940 million people set off on a trip that year.
Of these, 51 percent traveled for pleasure, 15 percent for business. The remainder traveled for
various reasons such as family get-togethers, medical treatment, and religious pilgrimages (among
others). These visitors are coming equipped with a more refined palate and are seeking out
restaurants that will cater to their epicurean preferences.
WHAT IS AN EPICURE?
An epicure is someone who prides himself on his sense of taste.Who seeks out the most rare and
unusual foods, the freshest, most luxurious, and most authentic.
Here is out our list of 14 hotel F&B promotions to get these food-lovers through the door.
14
HOTEL F&B
PROMOTIONS
TO ATTRACT EPICURES

26. HOTEL F&B: Case Studies, Examples & Fresh Ideas
26
14 HOTEL F&B PROMOTIONSTO ATTRACT EPICURES
1. EXPERT APERITIFS at SHERATON HOTELS
Hotel guests are 66 percent more likely to order wine if there are premium selections
offered. Sheraton Hotels tried out this theory, partnering with Wine Spectator magazine to
create a high-brow beverage menu. After initiating the program, lobby bars saw an average 20
percent increase in revenue.
2.TOP CHEF COOKS FOR GUESTS atTHE BERKELEY London
Plenty of hotels have big names attached to their restaurant. But, at London’s
Berkeley Hotel, head chef Marcus Wareing is actually in the kitchen of his restaurant
(No. 69 on EliteTraveler’sTop 100 Restaurants list) cooking – a big draw for guests.
3. SHARING LOCAL FAVORITES at HOTEL INDIGO
With their 2011 “Locals Know Best – Dish on the Dish” campaign, Hotel Indigo invited guests
at Nashville, San Antonio, and New York to tell chef Curtis Stone about their favorite local
eats for a chance to win a trip to NYC.The campaign promoted Hotel Indigo’s commitment
to local foods.
4. AUTHENTIC CHINESE FARE at CHICAGO’S PENINSULA
HOTEL
With roughly 77 million Chinese nationals vacationing in 2012, authentic cooking
appeals to homesick guests and epicures looking for the “real deal”.
Photo Credit: http://www.zimbio.com
Photo Credit: http://www.theguardian.com
Photo Credit: http://www.luxist.com
Photo Credit: http://www.peninsula.com

27. HOTEL F&B: Case Studies, Examples & Fresh Ideas
27
14 HOTEL F&B PROMOTIONSTO ATTRACT EPICURES
5. CALIFORNIA’S HOTEL HEALDSBURG’S BRINGING OUT THE
BACON
Making the most of their California wine country location, Hotel Healdsburg launched their
Pigs & Pinot weekend in 2011, partnering with 60 wineries and 10 chefs to attract guests with
pork dishes and wine parings. Along with the final five-course meal, the hotel offered cooking
classes and wine tastings.
6. GUESTS HUNT FOR THEIR OWN TRUFFLES at TUSCANY’S
MONSIGNOR DELLA CASA COUNTRY RESORT
Monsignor Della Casa Country Resort touts their local ingredients by offering a truffle-
hunting package where guests can dig for their own delicacies (later served in a truffle
dinner).
7. SEAFOOD WORKSHOPS at LONDON’S ANDAZ HOTEL
Guests looking to learn the finer points of preparing seafood could sign up for
2011’s classes at London’s Andaz hotel.The workshops, held in conjunction with the
London Restaurant Festival, taught guests how to select and cook the perfect (and
sustainable) fish.
8. CHEESE BAR at ANDAZ 5th AVENUE HOTEL
Lots of hotels have bars – but not many have cheese bars.The Andaz 5th Avenue Hotel
in NYC does, and they’re serving vintage flavors like the 1802 Beekman Blaak Cheese.
Photo Credit: Charles Gesell
Photo Credit: http://www.expedia.com
Photo Credit: http://londonhotelsinsight.com
Photo Credit: http://newyork.5thavenue.andaz.hyatt.com

28. HOTEL F&B: Case Studies, Examples & Fresh Ideas
28
14 HOTEL F&B PROMOTIONSTO ATTRACT EPICURES
9. CRONUTS CROSSTHE PONT at DUBLIN’STHE MARKER HOTEL
In NYC, people wait on line (or pay $100 scalper prices) to snag one of Dominique Ansel’s 300 cronuts baked each day. In
The States, the cronut trend has been explosive, and now the croissant/doughnut hybrid is being served at Dublin’s The
Marker Hotel with perks including free lunches and spa treatments for those who order them.
10. GUESTS SAMPLE LOCAL SNACKS at CHICAGO’S PUBLIC
HOTEL
For true epicures, potato chips from a hotel vending machine aren’t going to cut it. At the
Public Hotel in Chicago, the lobby minibar instead offers local snacks like Garrett Popcorn
and Cora Lee Candies.
“Cronuts at the Marker Hotel” – CLICK HERE TO WATCH VIDEO
Photo Credit: http://www.themarkerhoteldublin.com/cronuts.html
Photo Credit: http://luxgetaway.com
!
1
14 HOTEL F&B PROMOTIONSTO ATTRACT EPICURES!
9. CRONUTS CROSSTHE PONT at DUBLIN’STHE MARKER HOTEL!
In NYC, people wait on line (or pay $100 scalper prices) to snag one of Dominique Ansel’s 300 cronuts baked each day. In
The States, the cronut trend has been explosive, and now the croissant/doughnut hybrid is being served at Dublin’s The
Marker Hotel with perks including free lunches and spa treatments for those who order them.!
10. GUESTS SAMPLE LOCAL SNACKS at CHICAGO’S PUBLIC
HOTEL!
For true epicures, potato chips from a hotel vending machine aren’t going to cut it. At the
Public Hotel in Chicago, the lobby minibar instead offers local snacks like Garrett Popcorn
and Cora Lee Candies.!
“Cronuts at the Marker Hotel” – CLICK HERE TO WATCH VIDEO!
Photo Credit: http://www.themarkerhoteldublin.com/cronuts.html!
Photo Credit: http://luxgetaway.com!

29. HOTEL F&B: Case Studies, Examples & Fresh Ideas
29
14 HOTEL F&B PROMOTIONSTO ATTRACT EPICURES
11. CHEF DIVES FOR LOBSTER at THE CARIBBEAN’S FOUR
SEASONS, Nevis
Guests looking for truly fresh seafood will be pleased to learn that, Chef Andrew
Donnerbauer leads guests on dives for spiny lobster on the Dive ‘n Dine package. Later, the
seafood is served at the hotel’s nightly beach barbecue.
12. PICNICS PERFECTED at NYC’S MANDARIN ORIENTAL HOTEL
Lots of New York City hotels offer Central Park picnic packages, but few do it like the
Mandarin Oriental. Here, a guest’s basket comes packed with locally sourced lunch and
bamboo cutlery to dine with. On top of that, the hotel donates a portion of the
proceeds to the Edible Schoolyard charity.
13. FORAGE FOR EATS at ENGLAND’S TUDOR FARMHOUSE
HOTEL
The Tudor Farmhouse hotel in Gloucestershire, England has enlisted the help of celebrity
forager Raoul van Den Broucke to take guests on a nature walk and look for edible eats.
14. CHOCOLATE LOVERS GO TO THE SOURCE at ST. LUCIA’S
HOTEL CHOCOLAT
Here, guests who book the Total Cacao Immersion package take a tour of St. Lucia’s
chocolate industry.The trip starts with a visit to cacao farms, then on to the factory for
fermenting and drying, ending with a lesson in how to make your own chocolate.
Photo Credit: http://www.hotelchocolat.com
Photo Credit: http://www.croque.co.uk
Photo Credit: http://honestlyyum.com
Photo Credit: http://magazine.fourseasons.com

30. www.aaronallen.com
With the popularity of breakfast foods and your guest’s proclivity to sleep in, why limit breakfast to
the morning? Here are 8 hotels spicing up their mid-morning traffic with unique brunch
promotions.
8
BRUNCH PROMOTIONS
QUIRKY
TO SPICE UPTRAFFIC

31. HOTEL F&B: Case Studies, Examples & Fresh Ideas
31
8 QUIRKY BRUNCH PROMOTIONSTO SPICE UPTRAFFIC
1.A BROADWAY PARTNERSHIP atTHE NEWYORK PALACE HOTEL
Arriving home by midnight wasn’t a problem for brunchers in December 2012 at the New
York Palace Hotel’s Broadway-inspired Cinderella brunch. Prince Charming wooed guests
over “Back By Midnight” waffles and a Princess Bellini Martini.
2. TRADITION MEETS COUTURE WITH DESIGNER PASTRIES
atTHE BERKELEY London
Started in 2004, the Berkeley London’s Prêt-à-Portea Tea continues to generate a
fashionable amount of press with designer-inspired pastries. Marie Claire,Vogue, Elle
UK, Condé Nast Traveler, and the Telegraph each praised the menu, proving
afternoon tea isn’t stuffy when you add Balenciaga mousse into the mix.
3. POOLSIDE PERKS at NATIONAL HOTEL
Miami’s National Hotel offered an added amenity with its 2011 Sunday brunch as access
to the hotel pool took center stage. Fresh fruit, omelets, and bagels made for a rather
traditional menu, but the bottomless Mimosas and complimentary towel caught diner’s
attention.
4. FATHER’S DAY FARE AT CAFÉ ZUZU
While brunch is often seen as a feminine affair, Café ZuZu at Scottsdale,
Arizona’s Hotel Valley Ho broadened its customer base with a Father’s Day
special. Nixing classic fare in favor of dad-approved Beef Tenderloin Benedict,
Café ZuZu was titled “Best Place toTakeYour Dad to Brunch.”
Photo Credit: http://www.hotelvalleyho.com
Photo Credit: http://www.agoda.com
Photo Credit: http://www.the-berkeley.co.uk/
Photo Credit: http://www.aaronallen.com

32. HOTEL F&B: Case Studies, Examples & Fresh Ideas
32
8 QUIRKY BRUNCH PROMOTIONSTO SPICE UPTRAFFIC
5. ROOFTOP BRUNCH PARTY atTHE GANESVOORT
In 2009, when brunch saw an eight percent increase, New York’s Hotel Gansevoort celebrated with a
rooftop party. With more than 1,200 guests on opening day, the “Get Up Get Down” meal earned a
spot onTime Out NewYork’s list of Best Rooftop Brunches.
6.TEATIME FORTINY GUESTS at FAIRMONT EMPRESS
The kid-friendly menu at Victoria, Canada’s Fairmont Empress Prince and Princess
Tea is drawing a pint-sized crowd. In fact, the caffeine-free bubblegum tea and PB&J
sandwiches are so popular that baby brunchers need a reservation.
7. BRING BRUNCH ABROAD at HOXTON HOTEL
At the Hoxton Hotel’s Hoxton Grill, diners are skipping Afternoon Tea in favor of the
smoothies, milkshakes, pancakes, and cheeseburgers on the weekend brunch menu.
Popular enough to earn 1,226 Facebook likes, the Hoxton Grill’s “American-style dining”
is a fan-favorite import.
8.ALL-YOU-CAN-EAT ANDTHEN SOME ATTHE
INTERCONTINENTAL PARK LANE
Weekend Brunch at the InterContinental Park Lane’s Cookbook Cafe takes bottomless to
the extreme. The drinks are unlimited, and so is the food. Is supplying customers with an
unending menu really a good idea? The Telegraph, Times, Evening Standard, Square Meal,
MayfairTimes, and the London Paper think so.
Photo Credit: http://www.londontown.com/
Photo Credit: http://www.fairmont.com
Photo Credit: http://www.gansevoorthotelgroup.com
Photo Credit: http://www.aaronallen.com

33. www.aaronallen.com
There are plenty of ways to get guests talking about your hotel, but what about starting conversations between
guests on the premises?That’s the goal of Spain’s Meliá Hotels International’s #SocialWaveTwitter program at their
Sol Wave House property. With this innovative hotel experience, guests are invited to join a private hashtag
designed to get them talking, flirting, and sharing photos — all under the guidance of two well seasoned Twitter
Concierges.
WHYTHE MOVE FOR SOCIAL MEDIA MARKETING?
“Travel” is among the top ten categories used on Pinterest (coming in at No. 9), and studies of Facebook habits
suggest people post more about vacations than they do any other topic, making social media marketing a valuable
tool for any hotel.
Want to see some more inspiring ways hotels are using social media to enhance guests’ experiences (not to
mention creating a good deal of consumer generated media)?Take a look at these five examples.
5
HOTELS GETTING
CREATIVE
WITHTHEIR SOCIAL MEDIA MARKETING

34. HOTEL F&B: Case Studies, Examples & Fresh Ideas
34
5 HOTELS GETTING CREATIVE WITHTHEIR SOCIAL MEDIA MARKETING
1. INSTAGRAM PHOTO SHARING at
TORONTO’S ALT HOTEL
The ALT Hotel took advantage of the fact that Instagram’s
100 million monthly users love getting artsy with their
pictures (posting 40 million photos every day) by initiating
an interactive photo competition. Partnering with Josh
Johnson, the hotel created an Instagram mural in their
lobby made entirely from guests’ photos, selecting 28
winning shots and awarding the photographer with a free
night’s stay. After the project, ALT Hotel had 3,185
followers on Instagram.
“Instagram Photo Sharing” – CLICK HERE TO WATCH VIDEO
Photo Credit: http://www.youtube.com/watch?v=Od3CEQRrXpU
2. NICKELODEON SUITES RESORT USES
FLIP.TOTO REACH GUESTS
The average hotel guest has 130 Facebook friends, 300Twitter
followers, and 60 connections on LinkedIn. Naturally, having
guests post about your hotel has huge marketing potential,
generating up to 22 percent more bookings than a traditional
marketing campaign.
Flip.to takes advantage of this by integrating social media right
into a hotel’s booking website, turning guests into “trusted
advocates” who post links to the hotel. According to Flip.to
statistics, a Flip.to marketing campaign generally results in 20
percent of guests becoming “trusted advocates.”
This past June, after a month of using Flip.to to boost brand
awareness, Nickelodeon Suites Resort saw 27 percent of
guests posting as “trusted advocates”—posts that were seen
by over 90,000 viewers, generating more than 2,700 unique
visits to the hotel’s website.
Photo Credit: http://flip.to

35. HOTEL F&B: Case Studies, Examples & Fresh Ideas
35
5 HOTELS GETTING CREATIVE WITHTHEIR SOCIAL MEDIA MARKETING
3. HIGH-TECH SNAIL MAIL VIA POSTGRAM
at HYATT HOUSE
This past June, Hyatt House partnered with Postagram—
the brilliant lovechild of social media photo sharing and
traditional postage—to offer guests two free customized
postcards. By logging onto the company’s website, guests
could use Postagram to create and send customized
postcards (yes, the kind that’s delivered by mail) featuring a
photo taken on their smartphones and a 180 character
message.
Photo Credit: http://www.adweek.com
4. GETTING GUESTS ACTIVE WITH RITZ
CARLTON MOBILE APP
The Ritz Carlton mobile app is a force to be reckoned with,
acting as an expert concierge in the palm of guests’ hands.The
app relies heavily on QR codes, encouraging guests to explore
the hotel they are staying at by offering site-specific data and
promotions.
For example, guests having a drink at the Ritz Carlton Battery
Park who want the recipe for the hotel’s ten year anniversary
cocktail need only use the app to scan the QR code on their
napkin. Guests at the Ritz Carlton Kapalua can use QR codes
to take a tour of the hotel’s art collection, while guests at the
Ritz Carlton Hong Kong use QR codes to learn about wine
pairings. Kids at the Ritz Carlton Berlin can go on a digital
scavenger hunt using the app.
The app also includes Foursquare recommendations, a
bookings feature, and hotel-specific events calendars. The
hotel chain even used the app to keep followers updated on
this year’s ArabianTravel Market convention.
Photo Credit: http://etourism-monitor.ch

36. HOTEL F&B: Case Studies, Examples & Fresh Ideas
36
5 HOTELS GETTING CREATIVE WITHTHEIR SOCIAL MEDIA MARKETING
5. MOOD MUSIC at MARRIOTT HOTELS AND RESORTS
Guests are talking about the Marriott Hotels and Resorts’ Mood Reader channel on Spotify, a digital social music platform.
Using the app, Marriott guests create mood-based playlists (plus enter to win prizes) to listen to while on vacation. In the first
month after launching the app late last year, more than 30,000 playlists were created (a 70 percent engagement rate), making
the Marriott Mood Reader the most successful Spotify campaign to date.
Photo Credit: http://news.marriott.com

37. HOTEL F&B: Case Studies, Examples & Fresh Ideas
ABOUTTHE AUTHOR
Third generation restaurateur Aaron Allen has held every industry
position from line-level employee to unit manager. By age 19, he
was running a $10 million food and beverage operation at a 625-
room resort. By 20, he was overseeing a $4 million gulf-front
Caribbean-themed restaurant that served more than 1,800 covers
per day.
Having cut his teeth in operations, Allen eventually transitioned to
restaurant-focused marketing. In 2001, he founded his own
consultancy. By 2008, he’d skyrocketed the company to become
the world’s largest restaurant consulting firm. Major clients
included esteemed brands such as Starwood Resorts and Hotels
Worldwide, The Cheesecake Factory, TGI Fridays, FEMSA (Dos
Equis), BJ’s Restaurants, Hofbrau, Land O’ Lakes, Marriott, SSP and
dozens of other global restaurant chains, regional powerhouse
brands, high-volume independents, food and beverage
manufacturers, distributors, resorts, entertainment districts, hotel
chains and more.
Allen has become one of the most sought-after speakers and
sources for restaurant industry media. He has been a go-to source
for esteemed media outlets such as the Wall Street
Journal, Entrepreneur, Smart Money, MSNBC, TIME, Forbes, USA
Today, Nation’s Restaurant News, Chain Leader, Restaurants &
Institutions, European Food Service News, Food Service Middle
East, QSR Magazine, and hundreds more.
37
Aaron Allen

38. HOTEL F&B: Case Studies, Examples & Fresh Ideas
Aaron Allen & Associates provides strategic marketing, concept development, and
executive-level advisory services to leading foodservice and hospitality companies
worldwide. We identify and distill the latest restaurant and hospitality marketing trends.
We prepare tailored presentations for executive management of growth-minded
companies, and then support the development and implementation of innovative
restaurant marketing initiatives within their system.
Collectively our clients post more than $100 billion in global sales and span more than
100 countries across all six inhabited continents. We have worked with a wide range of
clients including high-volume independent operators, multi-billion dollar restaurant chains,
hotels, contract foodservice providers, manufacturers, distributors, and trade associations.
We have direct consulting experience in nearly all cuisine types and operating models.
ABOUT AARON ALLEN & ASSOCIATES
38

39. www.aaronallen.com
www.aaronallen.com
United States
390 North Orange Ave
Suite 2300
Orlando, Florida 32801
407-936-1010 (US)
(866) 436-4002 (US fax)
Central Europe
1051 Budapest
Október 6. utca 17,
Budapest, Hungary
+36-1-798-3578 (Europe)
contact@aaronallen.com
© 2013,Aaron Allen