Tough Talk: A blow to branding

Stefan Breg

But there is opportunity for differentiation in F&B products and management, says Tribe Restaurant Creators chief worrier Stefan Breg

Mike has described a brave new world where hotels sit within a mixed-use entertainment and leisure zone. Personally, count me in on this social hub, but Mike’s killing phrase about ‘bed factories’ raises a core dilemma; hotel branding.

Mike’s factory reference will have delivered a low punch to hotel marketers. Exactly what role could a hotel brand play in Mike’s vision other than a bed factory?

Hotels spend millions on developing their brands and each one battles to differentiate itself and tell a different story. In Mike’s vision, this hotel brand could arguably be the weakest and least convincing of all the branded offers. Today, most hotel brands talk of fabulous beds, great decor and impressive public areas and facilities for all.

But does the branding really stand out? As a measure, when you search on Expedia for a hotel, do you bother to find the box marked ‘hotel name’ (it’s not on the first page) or are you searching by location, date and price within each star category?

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The frightening thought is that Mike’s vision could be achieved in the absence of a branded hotel.
One area that hotels can, however, continue to improve through innovation is F&B. The key difference versus hotel branding is that F&B can differentiate by taste, service style, design and overall experience even within the same price category.

In the Middle East, we’ve seen some F&B innovation in the last five to 10 years often driven by strategic link ups with celebrity chefs and the introduction of strong franchise concepts such as Buddha Bar, BiCE and the perennial Trader Vics.

There is scope to innovate F&B management. F&B is often viewed as a stepping stone to general management. I believe it is time this link is broken. As Mike says, leave F&B to the specialists, recruit genuine restaurateurs and not name badges with titles such as executive F&B assistant operations manager.

Stefan Breg has worked in all aspects of hospitality from quick service to Michelin star, and as regional F&B VP for both Hilton and InterContinental. Since 2002, he has been the chief worrier of TRIBE Restaurant Creators; a UAE-based F&B strategy house.