How to make a seasonal hotel’s restaurant profitable beyond breakfast
Learn how independent and family run seasonal hotels can turn their food and beverage outlets into significant revenue streams.
DolceVita Team
To make a seasonal hotel’s restaurant profitable beyond breakfast, you need to attract both hotel guests and local diners by offering a compelling menu and creating an inviting atmosphere. This involves strategic marketing, careful cost control, and well trained staff, all aimed at increasing revenue from lunch and dinner services. For independent and family run seasonal hotels on the Italian Adriatic Riviera, transforming your food and beverage operations from a necessary amenity into a significant revenue stream is achievable with a focused approach.
Designing an appealing menu and attracting outside customers
Your menu needs to speak to two distinct groups: your hotel guests and the local community. For hotel guests, ensure the menu offers variety and quality that aligns with their holiday expectations. For local diners, consider their preferences and what might draw them away from established local eateries. This often means focusing on fresh, seasonal ingredients, perhaps with a twist on regional Italian classics, or offering specific dishes that are not easily found elsewhere. Regularly review your menu's performance, removing unpopular items and introducing new ones to keep it fresh and interesting. High quality ingredients, prepared well, are always the foundation.
Once you have a strong menu, you need a marketing plan to attract customers from outside the hotel. Start by optimising your online presence. Ensure your restaurant has its own profile on relevant review sites and social media platforms, with high quality photos of your dishes and dining area. Engage with local food bloggers and influencers. Consider partnerships with local businesses, perhaps offering discounts to their employees or clients. Physical signage should be clear and attractive, visible from the street, inviting passers by to discover your offering. Local advertising, whether in community newspapers or through flyers distributed in nearby areas, can also be effective.
Managing costs and creating unique experiences
Controlling costs is fundamental to profitability. Implement strict cost control measures for purchasing and inventory management. This begins with negotiating favourable terms with suppliers and regularly reviewing supplier prices. Implement a 'first in, first out' (FIFO) system for inventory to minimise waste. Use inventory management software or detailed spreadsheets to track stock levels, identify slow moving items, and prevent over ordering. Regularly conduct inventory counts and compare them against sales data to identify any discrepancies or areas of waste. Portion control in the kitchen also plays a significant role in managing food costs effectively.
To boost evening attendance, create special events and themed dinners. These events give both hotel guests and local diners a reason to choose your restaurant over others. Consider a 'Taste of the Riviera' evening, a weekly seafood special, or a wine pairing dinner featuring local vineyards. Live music, a guest chef, or cooking demonstrations can also draw a crowd. Promote these events well in advance through all your marketing channels, both within the hotel and to the local community. A well executed special event can generate significant buzz and repeat business.
Training staff for enhanced revenue
Your staff are key to increasing revenue. Train them to upsell and cross sell food and beverage offerings effectively. This is not about pushing unwanted items, but about enhancing the guest experience. For example, staff should be knowledgeable about daily specials and able to describe them appealingly. They should suggest appropriate wine pairings or offer aperitifs and digestifs. Training should cover product knowledge, service etiquette, and techniques for recommending additional items naturally. Encourage staff to ask open ended questions to understand guest preferences and make tailored suggestions. Regular training sessions and role playing can help staff develop these skills confidently. Recognise and reward staff who consistently achieve good results in upselling and cross selling.
By focusing on these areas menu design, targeted marketing, stringent cost control, engaging events, and skilled staff your seasonal hotel's restaurant can move beyond being just a breakfast venue and become a strong contributor to your overall profitability. Each element supports the others in creating a successful and memorable dining experience.
DolceVita Experience Design can help you make your restaurant a success. This service designs the guest experience across the seven moments of the stay and makes it operational through standards, procedures and training. It starts with a free discovery session. Components include the design of the guest experience from €2,500, Standards Design (SOPs in Italian and English) at €290 per SOP, and on site training from €275 per person. Prices are starting points and depend on the hotel.