CASINO DINING Branding crucial
In New York City, Alicart Restaurant Group CEO Jeffrey Bank agrees that a chain’s branding is crucial for consistency and success. Alicart owns and operates five Carmine’s Italian restaurants-two in New York City, one in Washington D.C. and one at the Quarter dining, retail and entertainment complex in Atlantic City’s Tropicana Casino and Resort, and one in the Atlantis Resort in the Bahamas. “Upon opening the Quarter’s Carmine’s in December 2004, we aimed to serve unique family-style Italian food. Our
important brand must be supported by the food and beverage department. As a tenant paying rent, we accept Tropicana vouchers. Carmine’s is extremely value-driven and consistent in its quality,” says Bank. Complete management control,
especially in foreign countries with differing laws, may not always be possible. Carmine’s licensing agreement provides for staff training at the Atlantis, but the hotel actually owns and operates the restaurant. They maintain brand integrity by “Carminizing” the employees to cook and serve in Carmine’s corporate style.
He states, “Our customers never notice anything
different because our suppliers ship the raw ingredients of our food to Florida. Atlantis then imports these products and cooks the food on site.” After the $38 million acquisition – by
Houston-based Landry’s Inc. – of Atlantic City’s Trump Marina on May 23, it was renamed the Golden Nugget. Landry’s will spend another $150 million on renovations. Landry’s debuted its nationally popular
Chart House seafood restaurant chain at the Golden Nugget on May 26. As the group’s 30th outlet, it is familiar to the public.
Despite many successes, celebrity restaurant may also disappointment. An urban environment’s business model may not always connect with local dining customers. In 2005, Hurricane Katrina destroyed the Beau Rivage’s popular La Cucina Italian restaurant in Biloxi, Mississippi. When rebuilding, parent company MGM International management decided to recreate Bellagio celebrity Chef Todd English’s successful Olives Italian/Mediterranean restaurant concept at the 2006 Beau Rivage reopening. Beau Rivage Executive Chef Joe Friel says, “La Cucina was popular, but they
wanted a new dining room in the new building. It failed, and we reintroduced traditional Italian cuisine.” The Beau Rivage has just opened its new
34 JUNE 2011 Block cautions against too many sales, believing
they often draw diners seeking cheaper meals but building little long-term customer loyalty. He encourages banquet space promotions like a supper club package. Coldwell also recommends creating promotional
events. Cooking schools, book signings or VIP dinners often lure new customers to gaming venues. In June 2010, the Viking Cooking School opened
its $1 million casino outlet at Harrah’s Atlantic City. Highly successful, three upcoming cooking lessons will showcase foods from Harrah’s three new casual dining outlets set to open this summer. The 24-hour shifts and operations should be utilized smartly. Reflecting its 1920s theme, Resorts Atlantic City has introduced a $2.99 overnight steak dinner entrée for late night players and employees.
Social media Customer communication is fundamental to
operations. Still experimental as a marketing method, technology and social media can easily and quickly spread the word to mass audiences. Sites like Facebook and Twitter have created a direct dialogue between the food and beverage department and customers. Instantly connecting with tech-savvy customers, social media could possibly surpass certain advertising and printed direct mail. Friel says, “People like the conversation. Social media solicits abundant customer feedback. It is about information placement and harnessing the details.”
Stalla Italian restaurant. While celebrity and high-profile chain operations
definitely appeal to a core group of loyal diners, casinos continuously need new customers. Co- locating adjacent high quality choices is one solution. Perhaps the best examples of successfully operating multiple eating outlets are food courts. These inexpensive alternatives are perfect for people who easily recognize brand names, but want less expensive meals. Another option is a quick-serve “grab and go” food market.
Variety and quality “Great restaurants offering variety and high quality
keep guests in a casino. Diners will reject the same restaurants two days in a row,” says Puck. Promotions have always played a key role in casino dining. Rittvo says that check averages in primary gaming markets may increase in 2011, but secondary and tertiary markets need value-oriented food and beverage options. He suggests trying the following casino food promotions: • One price day-long dining. • Combination dinner and show packages, multi- tiered at various restaurants with different price points. • A “theme of the month” menu. • Both low price and personal service as customers perceive value differently.
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