All Day Dining has seen some tweaks during the trial including a reduction in the operating hours - currently there are 4 items available 'All Day' and the core menu is available from 5pm to 9pm
Food & Beverage (and Breakfast) are indexing at around 70% in Revinate for the period of the trial to dat (27/07 - 17/03) - Comparatively, Crowne Plaza Ealing is indexing at 53% and 51% for F&B and Breakfast respectively.
The breakfast KPI, with the improved breakfast is £1.61 year to date verses IHG's projection of £1.60. March 2015 year to date KPI for breakfast was £1.55 - the YTD target was £1.40
The Labour implication is an interesting case study. Year to date budget for salaries is 16.9% of total revenue and the hotel is trending at 16.9% exactly, however, on the F&B payroll cost line the budget has been overspent by £4.6k - 38% more than budget. F&B payroll is the cost of breakfast waitresses. When the hotel is full extra support must be deployed - delivering the improved breakfast offering is having an effect on the margin for Food and Beverage salaries - Conversely, labour costs on front desk team members, who are responsible for ADD, is unaffected and this payroll cost is on budget. Hotel still needs to align a stable staffing model for days that are busier (Tuesday, Wednesdays and Saturdays) as it is not possible for 2 shift members to deliver a best in class food offering as well as manage together with their shift.
The hotel is working with the RBH in-house marketing team to build a coffee loyalty programme geared at the local student population and also build awareness with local business.
Coffee is big news and since the hotel is now aligned with a fantastic product the intention is to make the most of the opportunity.