Hilton Zeroes In On Quick Serves

Hilton Worldwide announced last week that it plans to open 500 new restaurants worldwide in the next three years, with a specific emphasis on quick serves. Up to a quarter of these restaurants will be within the company’s U.S. hotels.

QSR spoke to Beth Scott, vice president of food and beverage concepts, about plans for the new stateside restaurants.

Why is now the time to be opening new restaurants? For a long time it was “don’t spend,” and now everybody is catching up. Plus we are building new hotels, and third-party restaurant groups are now more interested in hotels as a way of growing their companies. Restaurant companies that wouldn’t look at nontraditional locations in the past are looking at them now—at hotels, airports, and schools.

How will you select which hotels they go into? Anything new gets them, as well as hotels we’re converting to the Hilton brand.

Will these restaurants be partnerships with existing concepts or unique to Hilton properties? For our luxury brands, like the Conrad hotels and Waldorf-Astoria, there’s a desire to partner with celebrity chefs or higher-end concepts. But overall, some of the quick-service concepts are appealing because of the way people want to eat now.

The rise of grab-and-go market concepts is huge—everyone’s got one now. Even the celebrity chefs are opening them, including Mario Batali and Cat Cora. People are on the move these days and don’t have time to sit down and have a meal. They want higher-end grab-and-go.

Do you expect to have some hotels with only quick-serve concepts? A quick serve probably wouldn’t replace a sit-down restaurant but it could, especially in a city where there’s a plethora of restaurants nearby.

Which brands are already signed up to work with Hilton? We’ve got the Coffee Bean & Tea Leaf signed up. They are expanding rapidly throughout the country. We’ve got Ruth’s Chris Steakhouse, the Il Mulino group, and Michael Jordan’s restaurant group. We have about 20 concepts listed already.

These are groups that know how to operate in a hotel environment, which is great, as sometimes they are the only restaurant in a hotel. Breakfast and room service are a key part, so if they don’t understand the operating environment, it becomes impossible to manage.

How do you learn what works in each market? We spend a lot of time doing market studies, not just on hotels but also looking at what the local diners are looking for. We have a captive audience, but we strive to build hotels that can stand on their own. So it’s a combination of what’s right for a hotel and the market that it’s going into.

Back

What Clients Say About Patrice & Associates

  • I would like to personally thank Ken for all his help in helping me to find a job. On June 1st I was released from my job of 11 years. I was unsure of what my next steps would be. I haven't been through an interview in years and I felt like I was unprepared. Ken took the time to help me step by step. He first gathered all my personal information and work history. He built a resume from all of that information and articulated my accomplishments in a way I never could have. He sent me tips on what to wear, questions to ask, and called after my interviews to see how it went. He gave me support and encouragement when I was at my absolute lowest. I couldn't have asked for a better recruiter! Thank you again Ken! Thanks, Again, KenGeneral Manager, Logan's Road House, Chattanooga TN
  • Ken Schreifels was a great help during the whole process from start to finish. He was with me every step of the way with tips and words of encouragement. If I had any questions or concerns, no matter what time of day it was, he was there to answer it. I would recommend Ken to anyone. Thank you, William  I Would Recommend Ken to Anyone Looking for a New JobGeneral Manager, Fuddruckers, New Jersey
  • David Israel was a pleasure to work with and was instrumental in helping me find an excellent career opportunity .

    David was extremely professional and took the time to really listen to where I was in my career and what I was looking for. As a result of the work he did to connect me with the right opportunity, I was able to obtain a great starting salary and great benefits as well. I would highly recommend David’s services to both job seekers and employers. Josh Axmacher David Israel was a pleasure to work with!
  • Tim was nothing but helpful from the start!

    I was originally contacted by Tim as a reference for someone who used to work for me. He must have recognized that I myself was a good fit, because within a few minutes the conversation turned to me applying for the job.  He was always pushing for me. He was there to help with everything, every step of the way, and was in constant communication. He played a massive role in me landing an amazing job with an even better company. I can't stress enough how awesome this guy was. Tim will coach you through the entire process and be your biggest advocate. He has a lifetime of experience and knows exactly what companies are looking for. A+, 10/10, two thumbs up, 5-stars. Thanks for everything Tim! Brock Kinley Tim was nothing but helpful from the start
  • Tim was very patient and thorough when going through the process of trying to find employment for me and my skills. I appreciate the time and effort he put in for me and I would recommend Tim Walker & Patrice and Associates to anyone looking for great opportunities. Carolyn Floyd Tim was very patient & thorough!