Making the Case for a New Concept

Grill Ventures invoked its F&B Concept Development Methodology for Hotels process.

We first established the concept criteria with a focus on ownership’s POV.

Next came the research required to understand the hotel. This also included information about the hotel’s brand, the brand’s demographics and its standards. Grill Ventures used a detailed process to gather and analyze the hotel’s considerable and varied data. We also looked at local media including social media. During a site visit we conducted interviews with employees and management.

Then we turned to the marketplace. The restaurant market was examined. Data was gathered about local residents, workers and nearby shopping areas. In addition to traditional demographics information, lifestyle behavior trends were also examined.

Following these first steps of the Methodology process, GVI was able to transform an initial two-hour interview into a full-fledged 30-page (researched & illustrated) Concept Statement.

This included:

• The concept “story” – from the guest’s point of view

• Mission & Vision

• Background: the guest, the customer, the competition

• Explanation of the USP (Unique Selling Proposition), and how it supports the hotel’s image & profits

• Key attributes of the concept – Concept Standards

• The product Touch Points – how we “tell” the story

• Marketing plan (internal, external)

• Projections

• Appendix (e.g. critical source documents, illustrations, etc.)

Discovery

In this case ideation had proceeded without first establishing – in writing – the concept criteria and without conducting thorough research. The resulting ideas were creative and visionary, but lacked credibility and a case to proceed.