F&D CONCEPT STATEMENT TEMPLATE
User Guide (1/3)
What is an F&D concept statement?
An outline of restaurant and bar concepts to explain
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The relevance and contribution to the brand
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What the operation will look like
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How it will be positioned
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What are the selling points or points of difference
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Who is the target market
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How it will be perceived
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How much it will cost
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What the financial performance is likely to be
Who is the concept statement for?
−
−
−
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The Owner or Developer – to allow them to assess whether it is the right direction for a particular business
The Area Operations team – to allow them to assess whether it is the right direction for a particular
business
The Interior Designer or Architect – to give them the direction to apply a design or scale an existing design
in the space required
The Hotel Operations team – to allow them to interpret the concept operationally, to develop locallyspecific standard operating procedures and to act as a point of reference for any future operational
changes
1
F&D CONCEPT STATEMENT TEMPLATE
User Guide (2/3)
When should it be done?
−
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Before the design phase of a new hotel or renovation starts
Ideally before an IMA is signed
Who should prepare it?
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Area Operations Team for new hotels
CSO F&D where the Area Operations team request specific support
Hotel GM for renovations with CSO F&D support if required
Why should you use this template?
−
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It provides a ‘common language’ format to communicate with our stakeholders
It makes life easier!
2
F&D CONCEPT STATEMENT TEMPLATE
User Guide (3/3)
How do I use the template?
1. Amend Brand Positioning by brand (slide 9) by deleting the paragraph which is not applicable (Park Inn by
Radisson or Radisson Blu)
2. Start from Market Overview (slide 12)
3. Complete the information using the format determined – do not change the font type, Arial and try to stick to
2 font sizes, one for the headings and one for the text
4. The blue text provides more detailed information of what is required – delete these instructions
before finalising the document
5. Use photos where suggested – this will help the reader visualise the concept’s direction
6. Create additional slides for multiple-outlet operations
7. Delete User Guide slides (slides 1-3)
8. Delete slide 15 or 16 as appropriate
9. Delete M&E slides not relevant to brand ( Experience Meetings / Smart Meetings)
10. Save as ppt and compress pictures
11. Save as pdf for distribution
3
4
CONCEPT STATEMENT
Hotel Name
Presentation Date
Insert suitable visual relevant to the business for the background of this slide
5
CONTENTS
F&D Positioning
Market Overview
Hotel Overview
Our Competitors
F&D Recommendations
6
POSITIONING
THE ESSENCE
We want to be seen as the leader in our market segments in the way we serve
food and drink and in what we serve.
For our core brands – Radisson Blu and Park Inn by Radisson – we want to be
known for doing simple things well and doing them properly.
The food and drink we serve is like the people who serve it: easy on the eye, long
on flavour and texture, getting a big grin for all the right reasons and prompting you
to buy more.
Our people know it’s a business but, equally, they understand the best way to
make money is to be nice to people and to deliver great food and drink with
consistency.
We’re not ashamed of the fact that all of the above is about delivering profit,
nothing more than that.
8
WHAT IT MEANS
For Radisson Blu
Our food is refined, but not fine, dining, but definitely fresh, seasonal and sustainable. We
specialise in being different with the food and drink we serve and we are forever looking for
new ideas and ways to serve it. Food & Drink at Radisson Blu reflects the brand pillars:
Iconic
Stylish
Sophisticated
For Park Inn by Radisson
It may be Blu’s little brother but it exudes confidence with colour in what it does for food and
drink. We are not ‘up ourselves’ but we so do food properly and with consistency. We’re
unashamed about our use of convenience food because every dish that appears on our
menus has been developed by our team of highly-skilled Chefs to roll out across the estate
where it makes sense. It is beautifully cooked and presented using the latest kitchen
developments aimed at keeping labour costs low. Food & Drink at Park Inn by Radisson
reflects the brand pillars:
Choice
Community
Connection
9
QUITE SIMPLY, WE OFFER
•
Compelling restaurant & bar concepts aimed at the now drawing on our design
heritage
•
Thought-provoking Meetings & Event Concepts that offer something really
tangible
•
Food & Drink that embraces our strong Responsible Business heritage:
healthy, seasonal, ethical and environmentally considerate
10
MARKET OVERVIEW
THE MARKET
Key Points
Facts
Population
Key industries
GNI per capita / (ranking)
Macro-economic summary
Micro-economic summary
Refer to the hotel management paper to complete the listed items
12
HOTEL OVERVIEW
HOTEL OVERVIEW
Hotel Name
Key selling points
No. of rooms
Guest segmentation
F&D outlets
M&E facilities
M&E demand generators
Restaurant & bar target market
F&D demand generators
Hotel competitor set
F&D competitor set
Refer to hotel management
paper to complete the listed
items
14
4-WALL CONCEPT BUILDING – RADISSON BLU
•
organic palettes
•
spatial zoning
•
‘cosseted’ seating
•
artistic
•
lighting washes and
glows
•
‘layered’ locality
•
seasonal
low lighting come
nightfall
•
ethical
•
thought-provoking
•
experience-shaping
•
SERVICE &
EXPERIENCE
FOOD & DRINK
DESIGN
•
referenced through
concept DNA
•
relaxed & informal
•
•
informed &
informative
standardised
artwork
•
BAT controlled
•
‘DJ-booth’ show
kitchens
•
on-brand
messaging
•
great sounds with
bold volumes
•
concept story
•
key messages
•
digital engagement
•
relevant social
media
•
blogging
•
experiential scents
corner-to-corner
design
•
mind-bending
tableware
accessorisation
•
stylish uniforms that
flick one at corporate
homogeneity
•
durable finishes
•
•
COMMUNICATION
15
4-WALL CONCEPT BUILDING – PARK INN BY RADISSON
SERVICE &
EXPERIENCE
FOOD & DRINK
DESIGN
•
Adding color to
lifesm
•
prescriptive or
carefully controlled
•
spatial zoning
•
•
diner style
•
communal tables
•
•
•
crew service
approach
what people want –
this isn’t a journey
•
fresh, vibrant,
uncomplicated
•
•
the Park Inn attitude
lighting washes and
glows
perfectly simple –
simply perfect
•
•
assisted self-service
low lighting come
nightfall
off-site production
wherever possible
•
inclusive
•
•
tablets for menus
•
accessible sounds –
music for all
•
durable finishes
•
accessorisation
affordable
COMMUNICATION
standardised
artwork
• BAT controlled
• on-brand
messaging
• concept proposition
• key messages
• relevant social
media
• customer
engagement
• visual
•
16
THE COMPETITION
COMP SET LOCATION MAP
Replace the sample map with a map of the hotel location showing the position of
the competitors
18
LOCAL FOOD & DRINK CULTURE
1. xxx
2. xxx
3. xxx
4. xxx
5. xxx
Photo
Placeholder
Visual
19
NOTABLE RESTAURANTS
1. xxx
2. xxx
List at least 3 restaurants and include
visuals below with restaurant name
below photos
3. xxx
Photo Placeholder
Photo Placeholder
Photo Placeholder
Restaurant 1
Restaurant 2
Restaurant 3
20
COMP SET 1
Complete details of comp set for hotel’s restaurants
(use one slide for each competitor) bearing in mind
these may not be located in hotels and not necessarily
be in the local area
Name
Size
Cuisine
Key features
Pricing
Photo
Placeholder
Photo
Placeholder
Photo
Placeholder
21
THE RECOMMENDATIONS
OVERALL CONCEPT MISSION
xxx
Photo Placeholder
Photo Placeholder
Photo Placeholder
Visual 1
Visual 2
Visual 3
23
CONCEPT SUMMARY
• “Restaurant 1”
– “Statement / Visual”
• “Restaurant 2”
– “Statement / Visual”
• “Bar 1”
– “Statement / Visual”
• “M&E”
– “Statement / Visual”
• “Bar 2”
– “Statement / Visual
• “Restaurant 3”
– “Statement / Visual”
“Complete with outlet name, statement and visual”
24
CONCEPT STATEMENT
RESTAURANT 1
xxx
Photo Placeholder
“Complete with text and visual – this should
outline what the identity of the concept will
be and include aspiration of experience,
ambience & atmosphere with e.g. lighting,
music, theatre ”
Visual
25
VISUAL REFERENCES / INSPIRATION
Photo Placeholder
Visuals
“Insert a serial of visuals to create the mood
board of the outlet”
26
DESIGN DIRECTION
• Descriptive words:
–
–
–
–
–
“Casual”
“Eclectic”
“Homely”
“Domestic”
“Muted”
• Space allocation (m²/covers):
• Key design elements:
− xxx
− xxx
− xxx
− xxx
− xxx
− xxx
− xxx
• Seating types:
• No. of covers / mix:
“The descriptive words listed are samples”
27
FOOD DIRECTION
Summary statement:
• Indicative Food item
• xxx
• xxx
• xxx
• xxx
• xxx
• xxx
“Complete the summary statement
listing the indicative food items”
Photo
Placeholder
Photo
Placeholder
Visual
Visual
Photo
Placeholder
Photo
Placeholder
Visual
Visual
28
DRINK DIRECTION
Summary statement:
• Indicative Drink item
• xxx
• xxx
• xxx
• xxx
• xxx
• xxx
“Complete the summary statement
listing the indicative drink items”
Photo
Placeholder
Photo
Placeholder
Visual
Visual
Photo
Placeholder
Photo
Placeholder
Visual
Visual
29
SERVICE DIRECTION
Key service moments:
1. xxx
2. xxx
3. xxx
Service ethos, pace & style:
1. xxx
2. xxx
3. xxx
Photo Placeholder
Uniform design:
1. xxx
2. xxx
3. Xxx
Visual
30
FIT-OUT & LIVERY
FF&E:
1. xxx
2. xxx
3. xxx
4. xxx
5. xxx
6. xxx
Other furniture items:
1. Service stations:
2. Maitre d’ stand:
Operating Equipment:
1. xxx
2. xxx
3. xxx
4. xxx
5. xxx
6. xxx
Lighting:
1. xxx
2. xxx
3. xxx
Entertainment:
1. PA & Speaker system
2. Content
Indicative costing:
• FF&E = xx / m²
• Operating equipment = xx / m²
31
INDICATIVE FINANCIALS
NO. OF ROOMS
0
OCCUPANCY
0%
GUEST RATIO
0.00
BREAKFAST
LUNCH
DINNER
GUEST RATIO
0%
COVERS
0
ASF
0.00
REVENUE
0
COVERS / DAY
0
ASF
0.00
ASD
0.00
REVENUE
0
GUEST RATIO
0%
NON-RES COVERS PER DAY
0
ASF
0.00
ASD
0.00
REVENUE
0
TOTAL REVENUE
0
COGS
30%
0
LABOUR COST
30%
0
OTHER EXPENSES
10%
0
DEPARTMENT PROFIT
#DIV/0!
0
“To complete this table refer to Area Director of Finance or Hotel Financial Controller”
32
CONCEPT STATEMENT
BAR 1
xxx
Photo Placeholder
“Complete with text and visual – this should
outline what the identity of the concept will
be and include aspiration of experience,
ambience & atmosphere with e.g. lighting,
music, theatre ”
Visual
33
VISUAL REFERENCES / INSPIRATION
Photo Placeholder
Visuals
“Insert a serial of visuals to create the mood board of the outlet”
34
DESIGN DIRECTION
• Descriptive words:
–
–
–
–
–
“Casual”
“Eclectic”
“Homely”
“Domestic”
“Muted”
• Space allocation (m²/covers):
• Key design elements:
− xxx
− xxx
− xxx
− xxx
− xxx
− xxx
− xxx
• Seating types:
• No. of covers / mix:
“The descriptive words listed are samples”
35
FOOD DIRECTION
Summary statement:
• Indicative Food item
• xxx
• xxx
• xxx
• xxx
• xxx
• xxx
“Complete the summary statement
listing the indicative food items”
Photo
Placeholder
Photo
Placeholder
Visual
Visual
Photo
Placeholder
Photo
Placeholder
Visual
Visual
36
DRINK DIRECTION
Summary statement:
• Indicative Drink item
• xxx
• xxx
• xxx
• xxx
• xxx
• xxx
“Complete the summary statement
listing the indicative drink items”
Photo
Placeholder
Photo
Placeholder
Visual
Visual
Photo
Placeholder
Photo
Placeholder
Visual
Visual
37
SERVICE DIRECTION
Key service moments:
1. xxx
2. xxx
3. xxx
Service ethos, pace & style:
1. xxx
2. xxx
3. xxx
Photo Placeholder
Uniform design:
1. xxx
2. xxx
3. Xxx
Visual
38
FIT-OUT & LIVERY
FF&E:
1. xxx
2. xxx
3. xxx
4. xxx
5. xxx
6. xxx
Other furniture items:
1. Service stations:
2. Maitre d’ stand:
Operating Equipment:
1. xxx
2. xxx
3. xxx
4. xxx
5. xxx
6. xxx
Lighting:
1. xxx
2. xxx
3. xxx
Entertainment:
1. PA & Speaker system
2. Content
Indicative costing:
• FF&E = xx / m²
• Operating equipment = xx / m²
39
INDICATIVE FINANCIALS
“To complete this table refer to
Area Director of Finance or
Hotel Financial Controller”
NO. OF ROOMS
0
OCCUPANCY
0%
GUEST RATIO
0.00
BREAKFAST
LUNCH
DINNER
TOTAL REVENUE
COGS
LABOUR COST
OTHER EXPENSES
DEPARTMENT PROFIT
GUEST RATIO
COVERS
ASF
REVENUE
COVERS / DAY
ASF
ASD
REVENUE
GUEST RATIO
NON-RES COVERS PER DAY
ASF
ASD
REVENUE
30%
30%
10%
#DIV/0!
0%
0
0.00
0
0
0.00
0.00
0
0%
0
0.00
0.00
0
0
0
0
0
0
Rezidor makes no representation, warranty, assurance or guarantee that the projected results can be achieved and these shall not be taken as an endorsement of or
recommendation on entering into any transaction whatsoever. Rezidor, its officers, employees, subcontractors and agents shall not be liable to any person for any loss,
liability, damage or expenses arising directly or indirectly from or connected in any way with any use of or reliance on this projection and recipients of this projection
must make their own enquiries to verify and satisfy themselves of all aspects of information contained within the projection.
40
COMMUNICATION & MARKETING
41
RESTAURANT & BAR COMMUNICATION
CONCEPT STORY
LOOK & FEEL
•
Concept description
•
Referenced through concept DNA
•
What’s the story behind it
•
Materials
•
Brand Artwork Tool
•
Palette
•
Informal language
MESSAGES
•
News
•
Promotions & offers
•
Promo calendar – what’s coming
•
Loyalty
•
Partnerships – brands or businesses we
align ourselves with
MEDIA
• Digital
messaging
• Social media – which ones?
• 3rd party sites – which ones?
• Off-line advertising – specify
• On-line advertising – specify
• In-house advertising -specify
42
CONCEPT STATEMENT
MEETINGS & EVENTS
Developed by professional meeting experts, Experience Meetings by
Radisson Blu combines world class facilities and amenities, innovative
gastronomy and reliable connectivity with great service and our 100%
guest service guarantee.
The concept combines the hardware components:
 Free Wi-Fi
 Brain Food for stabilised sugar levels
 Brain Box for creative thinking
With the software elements:
 Success Factors sales process
 Yes I Can! service guaranteed
 Think Planet carbon offset programme
 Club Carlson for Planners rewards programme
43
VISUAL REFERENCES
44
DESIGN DIRECTION
• According to Radisson Blu
technical standards
• Rooms are neutral in design to
allow for multi-use –
conferences, parties, weddings,
shows
45
FOOD DIRECTION
Following the 6 Brain Food principles designed
to keep blood sugar levels consistent, prevent
lethargy and aid concentration
1.
Primarily fresh, locally-sourced ingredients
2.
Pure ingredients with minimal processing
3.
Predominantly wholegrain products, fruit
and vegetables and fish
4.
Low fat foods and lower-than-normal meat
content
5.
Natural sweeteners and low levels of
added sugar
6.
Always with great taste and multi-sensory
delight
46
SERVICE DIRECTION
Key service moments:
1. Success Factors touch points
Service ethos, pace & style:
1. Yes I Can!
Uniform design:
1. For events / functions xxxxx uniform
will apply
2. Experience Meetings livery for day
meetings
47
FIT-OUT & LIVERY
FF&E:
• According to Radisson Blu
technical standards
Operating Equipment:
• Experience Meetings
operating equipment listing
48
CONCEPT STATEMENT
SMART MEETINGS & EVENTS
• Smart M&E is Park Inn by Radisson’s
meetings’ concept whose values are
intended to allow for geographical flexibility
and flexibility for guests, allowing them to
give us their loyalty, engage with our values
and participate in the brand ethos. This
approach is in keeping with the Park Inn by
Radisson key features of Choice and
Community.
• Innovation is at the heart of Park Inn by
Radisson and the Smart M&E Values have
been shaped to represent the core brand
values of Friendly, Fresh, Vibrant &
Uncomplicated
49
VISUAL REFERENCES – SMART M&E
50
DESIGN DIRECTION
• According to Park Inn by Radisson
technical standards
• Rooms bring a literal sm
take on
Bringing Color to Life but larger
function rooms move towards
neutrality to allow for multi-use –
conferences, parties, weddings,
shows
51
FOOD DIRECTION - SMART FOOD
Smart Food represents the core values of:
• Assisted Self-service
• Seasonal & Local and Great Tasting
• Great flavours nutritionally balanced
• Easy to Eat with great presentation
• Reflecting the ‘now’ – reading trends
• Ethical
52
SERVICE DIRECTION
Key service moments:
1. Success Factors touch points
Service ethos, pace & style:
1. Yes I Can!
Uniform design:
1. For events / functions xxxxx uniform
will apply
2. Park Inn by Radisson livery for day
meetings
53
FIT-OUT & LIVERY
FF&E:
• According to Park Inn by
Radisson technical standards
Operating Equipment:
• Smart Meetings & Events
operating equipment listing
54