Focus:Food&Beverage
togetpeopletocomeinandexperience
theF&B,"outlinesMr.Bradley."AmI
expectedtomakemoneyatthesame
time?Absolutely.F&Bisnowaccounting
forasignificantproportionofcasino
profit.Casinostodayofferan
entertainmentmix,notjustgaming.
Peopleareheretohaveagoodtimeina
safe,stylishenvironment.Westilloffer
complementaryF&B,butithastoreflect
play."LCI'splayerrewardscardsenable
playerstoberewardedwithapercentage
ofplaythattheycanspendatthebaror
intherestaurant.Tea,coffeeandfree
sandwichesremainpartofthegeneral
offertoallplayers,butmoretargeted
rewardsintheformofplayercards,puts
theF&Bcompinthehandsoftheplayer.
AsregardstomarketingandF&Bwithin
LCI,thetwoareinseparableandsimply
willnotoperateindependentlyofthe
other."Casinoscan'tworkinisolation.If
theydo,theonlycustomersthey'llattract
arethehardcoregamblers,ofwhich
they'rebecominglessandless,"saysMr.
Bradley."Whatwe'relookingtoattractis
themuchwiderbaseofpeoplewhoenjoy
beingentertained,havingathrill,love
goodfoodanddrinkandwantallthisin
asafeandverycomfortable
environment."
SeniormanagementatbothLCIandUS
parentcompany,Harrah's,adoptedthe
samebrief-tosatisfyitscustomers.Mr.
Bradley’sbriefistosatisfycustomersand
makeaprofit.Toachievethis,LCI
ensuresitsstandardsaretotallyconsistent
andasaresultmid-weekcoverisup41
percentyearonyear,whileweekend
coverisup47percent."Everypartofthe
offerhastoberight,"statedMr.Bradley.
“Wecanhavethegreatestfoodinthe
world,butwe'reonlyasgoodasthemost
juniormemberoffrontofhousestaff.If
theycan'tengagewithcustomersatthat
level,we'regoingtofaildespitethe
qualityofthefoodweserve."
THESOFTOPTION
OneoftheaspectsLCI'sinvestmentin
F&BthatMr.Bradleymakesveryclear,is
thatit'snotsimplyacaseofthecompany
throwingmoneyatitsrestaurants."Too
manyoperatorshavemadethemistakeof
wastingmoneyontheirF&Boffer,"says
Mr.Bradley."Theythrowmoneyatit,
withdesignmakeovers,expensivewine
lists,celebritychefsetc.butyouneedto
watchwhatyou'respendingatalltimes.
Oneofourstrongestrestaurantopenings
wasinGlasgow,"explainsMr.Bradley.
"Butafter6-9monthswestillcarriedout
athoroughreview.It'sabitlikecar
maintenance.Ifyoudon'tthelocation
candie.Whilesomechainsmakeawhole
businessfromnotchangingtheiroffer,
thesamelocationwithinacasinocan
stagnateandslowlychokeoff.
G3 l December2009 l Page43
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