Tantalising the tastebuds!
Maxim’s Group (Hong Kong’s largest F&B and restaurant chain) operates a table service restaurant and a bakery. Internally, Maxim’s also provides the catering for HKDL’s cast members (staff). “It’s all about quality,” says Lowe. “At HKDL, we are
The Hollywood China Bistro at Universal Studios Singapore (Image courtesy Universal Studios Singapore)
The price of the end product for Ocean Park was not the
driving or compelling issue when it came to the decision to operate its own F&B; it was more about the quality of the service, the product and the full experience for the guest, Mehrmann states. “We believed we had elasticity in pricing if we could
deliver a superior product, in a great environment with quality service,” he reveals. “We have the benefit of a truly captive market, once they are inside the park. We have no competitive influences at our gate, or within walking distance of our gate. We have put a specific focus on ensuring the F&B product is culturally relevant to the markets we serve, which was not happening when the F&B was outsourced. We have introduced unique products that cannot be found outside the park and at affordable prices. We have extended length of stay to over five hours since taking over the F&B operations and we have doubled the F&B per capita spending.” Mehrmann also believes that if there is a competitive
environment outside your door to the park, and the park does not have a captive market, then guests will leave the park at meal times to go to the familiar brands. “There is a comfort index for guests to go to brands they
know and get products they know, rather than buying from an unknown themed outlet in the park. The key is to present your product in attractive ways, price it competitively, offer portions that are seen as a value for money to the guest and offer loyalty opportunities (free drinks, value added products, discounts at certain purchase points, discount coupons, etc.). Guests are looking for comfortable, convenient, clean environments, with good service and quality products, priced at a fair level and served in portions that are reasonable.” Staying in Hong Kong, and moving to Hong Kong
Disneyland Resort (HKDL), Peter Lowe, vice president of hotel operations, food and beverage and business solutions and events, reveals that HKDL runs its own restaurants and has three kinds of F&B service - table service, quick service and outdoor vending. All are run by the park, with the exception of one outlet – a local company called The
44 InterPark September–October 2011
part of the global Disney organisation and we believe our experience in running F&B outlets all around the world is very significant. Our guests and their F&B requirements are diverse. They range from Eastern to Western cuisines, snacks to family-style dining and vegetarian meals to top- quality steaks. Gone are the days of providing very simple food. Now Guests require a wide array – which is great for us. “In order to cater to diverse guest needs, and
particularly in serving the highly diverse needs here in Hong Kong, we feel very strongly that we have the expertise, and the desire, to run our own F&B outlets. The only exception is our partnership with Maxim’s. We gave them the opportunity to run a Chinese cuisine restaurant because, at the time of our park’s opening, Disney did not have experience in this part of the world, whereas Maxim’s had great history in catering to Hong Kong guests. The relationship made sense and was a good business fit.” He points to flexibility as being the big advantage
of in house operations, in being able to change the product depending on guest requirements and the guest mix, adding that HKDL guests come from many different countries and have their own distinctive palates and tastes. “Variety is required and that means our flexibility
is required,” he says. Seasonal versatility is also a requirement, while partnering F&B with merchandise is another aspect to provide a higher transaction. But does Lowe think park visitors today expect to see
well-known F&B brands in parks? “What our guests expect is a quality F&B selection. We
are successful in ensuring the quality of the food and the quality of the service. That is what they expect. And we provide that on a consistent basis. The quality of a Mickey- shaped waffle made first thing in the morning, is as good as one made at the end of the night. Also, we realise that Disney is a brand. When guests come to a Disney park, they already have an expectation of quality, so the name Disney in itself is an indicator of quality.” All F&B at Universal Studios Singapore is also operated
in house and John Hallenbeck, vice president - park operations, sees many advantages to this way of working. Among them he points to a better quality control of food
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