Focus:Food&Beverage
getthemessageoutthere.Iwantto that.Thehotel,therestaurant,thebars, “Gamingefficiency fences.Thereisanincreasingcross-over
appealtodifferentcustomersandincrease F&Bismakingthecompanyaprofitasa remainstheholy ofgamingandF&Bintoday'scasino.We
thefiguresfromalltheotheraspectsof whole. grail.I'dbewillingto areusingtherestaurantincreasinglyasa
theoffer.Weareattractingnewplayers acceptlowergaming promotionaltooltoattractpeopletothe
andIthinkthatatsomepointthedam IbelievetheF&Bmanagersaregoingto efficiencyforhigher casino.Weofferfoodanddrink
willburst.However,whilegaming haveincreasinglyimportantrolesin turnover,inwhichwe incentivestofirsttimers.Youcan't
efficiencycontinuestobethefigureby Europeancasinos,justastheydointhe don'tjustmeasure confrontanon-playerwithagamingoffer
whichwearemeasured,therestofthe States.It'stheonlywaythatwe'retruly oneaspectofthe andexpectthemtopickupthebaton,but
businesswillalwaysplaysecondfiddle. goingtobeabletoadvancethemodel. businessasthe who'sgoingtoturndownafreedrink
It'shardtoknowfromagaming singledegreeof andhalf-pricemeal?It'sallaboutthe
Gamingefficiencyremainstheholygrail. backgroundexactlywhatispreventingthe success,buttake marketingofthecasino.
I'dbewillingtoacceptlowergaming F&Bmodelwithinacasinofromworking. intoconsiderationall
efficiencyforhigherturnover,inwhich Ifalocalrestauranthadfreeparking,a50 areasofthecasino.” Iknowthatthegamblerswillfindus-
wedon'tjustmeasureoneaspectofthe seatcover,subsidisedfoodandbeverage UKGeneralManager. that'sagiven.Whatweneedtowork
businessasthesingledegreeofsuccess, pricesatthestandardweareproviding, uponisouroffertotheremaining97/98
buttakeintoconsiderationallareasofthe they'dhavetobarricadethedoor.I’dlove percentofthepublic.WhattoolsdoI
casino.Itwouldcertainlyhelptore- togetthosenumbersthroughthedoorof havetogetthesepeopleintothelocation?
prioritisetheseareaswithintheoverall mycasino. Restaurantsandbars,butwewillneed
resultsofthecasino.Allareasofthe newskillsets,newemphasisonsales,
casinocanfunctionindependently,and Thereremainentrenchedviewswithin marketingandF&Btoaccomplishthis-
arecapableofgeneratingprofitintheir thegamingindustryintheUK,butI withoutthem,we'llnotprogressthis
ownright-includingF&B.Wearedoing believethatwearebreakingdownthese business.”
G3 l December2009 l Page49
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