Hotel F&B&trade
 
Menus & Venues
 
 
January 2016
 
 
 
Marion Edwards
 

As the creative principle for FOODTHINgk, an F&B consulting practice, Marion Edwards has helped brands including Disney and Starbucks maximize profits using a number of tools, including menu engineering. We chatted with Edwards to get the lowdown on this essential but often overlooked strategy.

 
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In the heart of Miami’s South Beach, local business people on short breaks and tourists clambering to hit the beach all but eliminated demand for leisurely lunches. Instead of giving up on the midday mealtime, staff at the Setai Miami Beach created a universally appealing option. The new Le Quicker Express Lunch is four courses served for speediness.

 

With items that vary based on locale, the Wow Cart gives Hotel Ventures Management Group a stealth opportunity to capture guest feedback and fuel positive vibes. Once a guest is settled into the room, the wheels of progress roll into action. “Suddenly there’s a knock on the door from an associate with a cart with potato chips,” says Matt Woodruff, SVP guest and brand excellence for HVMG.

The difference between the marketing and the reality of local foods being offered by foodservice operations is quite significant, says blogger Geoffrey Sagrans. "A number of foodservice operations love to market their focus on local menus," he writes. "When you begin to investigate these menus you soon realize that some of these operations are offering a few items that their broadline distributor just happens to be bringing in that week."

 
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