Focus:Food&Beverage
Tochangethatmindsetisgoingtotake namedtherestaurant.Wegaveitabrand “Mostpeopledon't Mostpeopledon'trealisethatweprovide
notjusttime,butadifferentsetof nameandadirection.Youcanonlytruly realisethatwe food.Tousit’ssuchanobviousconcept
customers.It'sallaboutareluctanceto marketsomethingthathasaname.Too providefood.Tous thateverycasinohasarestaurantwe
change,bothfromtheplayersideand manycasinorestaurantsarejustageneric it’ssuchanobvious forgetthatpeopledon’tjoinupthetwo.
management.IntermsofF&B,there'sa in-houserestaurant,whichmakes conceptthatevery Weprovidefoodandrefreshmentofa
differentsetofcustomersthatusethe promotionasaspecificattractiona casinohasa veryhighstandardatamuchlowerprice
barsandrestaurants.Inordertodrive difficultproposition.Thecustomerneeds restaurantwe thanthey'llfindontheHighStreetina
F&Bpolicy,youcan'triskloseexisting somethingwithwhichtheycanidentify, forgetthatpeople verycomfortableplaceinwhichtospend
business.Everythinghastobeabalance andweneedsomethingwhichwecan don’tjoinupthetwo. theirtime.We,asmanagers,havetosee
betweenanopportunitytodrive markettothem. Weprovidefoodand theoverallpicturetoo.Theofferisnot
additionalrevenueagainstexisting refreshmentofa justaboutgaming.Thebar,the
customerserviceexpectations. Wearenowinapositiontotakethe veryhighstandard restaurant,thesportsbaretc.areallgreat
productouttoawidercustomerbase, atamuchlower placesinwhichtheplayerspendstime,to
Weofferbarsnacks,buffetsandalacarte onethatdoesnotautomaticallyassociate pricethanthey'llfind sit,drinkandeat.It'saboutcreating
(thoughIwoulddescribethisasmore acasinowithrestaurantdining.‘Tucked ontheHighStreetin differentoffers-providingtheright
contemporaryalacarte).Wehaveour away’istheperfectdescriptionofthe averycomfortable environmenttocreateabroaderappeal.
besteverfoodoffer,butIstillthinkthat majorityofcasinorestaurantdining.A placeinwhichto
weareexperimentingastowhat'sthe 'hiddengem'isanothercommon spendtheirtime.” It’sprevailedinthepastinwhichthe
rightbalance,what'stherightlevel.One description.Wehavetobreakdownnot UKGeneralManager. casinoisjustaplaceforgamblers.Even
ofthesmall,incidentalthingswedid, onlythepreconceptionsthatpeoplehave now,therearethosethatcomesimplyto
whichIbelieveisactuallyquite towardsgaming,buttowardstheentire play.There'snothingwrongwiththat,
important,isthatwe'veonlyrecently offerwithinacasinoenvironment. butit'sasifwe'velostanopportunityto
G3 l December2009 l Page46
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