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

  • Karen Horton has been amazing! 

    She found me and helped me get my desired position.  She’s pleasantly meticulous, hard working and very friendly which makes talking with her easy.  I would definitely recommend her to anyone who needs help.  

    Many Thanks!

    Netra

    Karen Horton has been amazing!
  • Hiring Workshop - Jobs Hiring Tips for CandidatesDavid Kohlasch is a sure bet!

    David Kohlasch was instrumental in securing my recent placement as a sales manager. He set up interviews quickly, helped me with my resume, spent significant time with me discussing the position and answering all of my questions. I highly recommend his services!    

    Thank you,

    Robyn Dank

    David Kohlasch is a sure bet!
  • Thank you for helping me Bruce Leininger!

    To be honest, I couldn’t be happier having someone help navigate me in changing jobs because for one, that's a crazy thing sometimes. You know the current system your in and are comfortable, but you want something more that's why your looking for a new job no matter the reason. But having someone help you and give you advice for real life is even more valuable. Mr. Bruce Leininger has been the biggest helping hand I could have ever encountered, great person and businessman! I’d also call him a great friend through all of this process.          

    Much Gratitude,

    William

    Thank you for helping me Bruce Leininger!
  • Sally truly cares about your personal growth!

    When working with Sally Kennedy, you can tell she is very experienced and knowledgeable about the interview process and what employers are looking for.  She kept me updated and had thorough communication throughout the whole process.  She truly cares about your career and your own personal interest, and it shows in her work. Could not be more pleased!    

    Blake Schwier

    Sally truly cares about your personal growth!
  • Let me just say Allison Sullivan was exceptional!

    Allison contacted me after locating my resume.  She was very professional, kind and wonderful to deal with.  She followed up with me numerous times to check in and make sure the interview process was going smooth.  I got hired and even then, Allison made sure everything was moving along.  If you need a recruiter, she is your person!    

    Dorothy Santiago

    Let me just say Allison Sullivan was exceptional!