CHESAPEAKE HOSPITALITY RESTAURANT CONCEPT PROGRAM

A new approach to hotel restaurant concept development

HOTEL RESTAURANTS

Over the past 20 years the importance

of a hotel restaurant has changed from

a prestigious dining destination to

a REQUIRED AMENITY...

one that too often has been accepted

as a loss leader.

At Chesapeake, we’re changing that.

HOTEL RESTAURANTS

HOTEL RESTAURANTS

RESTAURANT CONCEPT PROGRAM

Experience what’s possible. . .Chesapeake’s

Restaurant Concept Program contributes

towards the remarkable F&B departmental

margins achieved in all Chesapeake

managed hotels.

MEMORABLE EXPERIENCE

Many hotel management companies take a

laissez faire approach to F&B, and with

guests expecting a memorable experience

(food + beverage + service + ambiance),

hotels rarely deliver on all fronts.

CONSISTENCY

Labor is more expensive and has less

experience, while staff turnover is high

across the industry. Consistency, the

key to a successful restaurant, is

constantly challenged.

SCALABLE SOLUTIONS

The major brands have been largely

unsuccessful in implementing sustainable,

scalable solutions across their portfolios.

CONVENIENCE

Dining options at hotels are largely based on convenience, and with guests’ dining

expectations changing, we are seeing:

• White tablecloth restaurants being replaced by fast casual concepts

• Lobbies being transformed to social meeting places, often with the bar as a central feature

• Room service being phased out of non-luxury hotels

OUR PROGRAM

PROPRIETARY BRANDS

OUR PROGRAM

Chesapeake Hospitality’s Restaurant Brands are

customizable and can be tailored to fit the clientele

and market positioning of any hotel. They are

relevant, professional, and coordinated, setting the

best impression for our guests.

Our scalable, adaptable food & beverage menus can be

deployed across multiple midscale and upscale hotels.

Each concept focuses around Elevated Comfort Food,

offering classic and familiar dishes done with a twist,

with local food and beverage specialties incorporated

to add regional awareness.

OUR PROGRAM

Create and maintain a database of recipes developed

by our Corporate Culinary Team at Sysco Food

Service test kitchens. Menu items are coordinated

to maximize the purchasing power of BuyEfficient,

our online purchasing solution.

• Recipes range from core items with broad

appeal (burger, steak) to specialty

and/or regional items

• High quality ingredients

• Presented with flair

• Printable recipes cards are organized on

Chesapeake’s Proprietary SharePoint Server

• Kitchen staff turnover becomes less problematic

while menu product consistency is maintained

FOOD & BEVERAGE RECIPES

OUR PROGRAM

STANDARDIZED

ORDER GUIDES Recipe products are specified to maximize

Sysco volume and BuyEfficient scale

(Chesapeake’s complete online purchasing

partner).

NATIONAL WINE

PROGRAM Leverage wine volume with nationally

recognized wineries (Kendall Jackson)

for pricing, staff and manager training

and incentives.

OUR PARTNERS

OUR PARTNERS

VSAG • Extensive food & beverage consulting experience

• Own and manage several successful, high volume

independent restaurants

BUYEFFICIENT • BuyEfficient’s contracting strategy focuses

on reducing our total cost

- Best-in-industry purchasing practices

- Performance-based incentives (paid to hotels)

- Rebates (paid to hotels)

- Technology allows for ease of ordering and better control

vsag.com

buyefficient.com

(Vucurevich Simons Advisory Group)

OUR METHODOLOGY

OUR METHODOLOGY

F&B area redesigns to maximize staff efficiency and

productivity; reducing labor while improving service

whenever possible. • Larger lobby facing bars, which can flex for

breakfast service in the morning

• Multi functional buffets for use at both

breakfast and catered lunch/dinner

• Introduction of quick cook ovens for late night menus

Coordinating branding, color schemes and menu formats

designed to fit the image distinctive to each hotel.

OUR METHODOLOGY

Incorporation of local elements for food and beverage

specialties specific to the hotel’s neighborhood or market.

• Milwaukee – Rivers Edge features Milwaukee craft beers

and locally caught seafood from the Great Lakes Region

• Baltimore – Poets features craft beers, local crab specific recipes

and specialty desserts from nearby neighborhood historic family bakeries

• West Palm Beach – The Spot features a Mahi Burger

and Mango Mai Tai referencing South Florida

SOLUTIONS

SOLUTIONS

STEP 1 CREATE A BRAND

STEP 2 FOOD SELECTION

STEP 3 DESIGN THE MENU

STEP 4 CHOOSE BEVERAGES & SPECIALTY COCKTAILS

STEP 5 MARKETING, SIGNAGE & SOCIAL MEDIA

STEP 1

CREATE A BRAND

Use the name, logo and

menus already designed

for Chesapeake Hospitality

1

Change the number in the

logo to reflect your address,

modify fonts to your hotel image

2

Work with the designer

to create a custom brand or

modify an existing brand

3

Choose your tagline A

Choose your menu items and recipe selections

from these categories (number of items per category TBD)

• Starters (18)

• Salads (5)

• Sandwiches (9)

• Entrees (9)

Assess your plate ware and kitchen inventory • Order approved ancillary plates that

correspond with menu items

Order guides and pantry • Access the pre-loaded BuyEfficient Order Guide

• Build your Own Order Guide using pre-loaded recipes

• Create a New Order Guide

Price your menu • Use Recommended Pricing (based on 31% food cost)

Seek approval from Chesapeake Regional Director of Operations

STEP 2

FOOD SELECTION

1

2

3

4

• Flatbreads (8)

• Burgers (10)

• Vegan (3)

• Desserts

5

Choose your color palette • Based on interior design of your restaurant space

Choose your menu format/material (costs vary) • Fold

• Paper Stock

• Aluminum

• Binder

Reach out to Chris Sheesley (and cc: Diana

Johnson & Chesapeake Regional Director

of Operations) to finalize the combination

Complete the process with your Chesapeake

Regional Director of Operations

STEP 3

DESIGN THE MENU

2

3

4

• Basket Weave

• Wood

• Leatherette

• Summit Linen

1

STEP 4

CHOOSE BEVERAGES &

SPECIALTY COCKTAILS

If you want to choose different wines, please familiarize yourself with the PowerPoint

on SharePoint (Jackson Family Wines), then reach out to Kevin Sullivan directly.

• Cocktail menus incorporate trendy items –

e.g. Moscow Mule, The Spot Martini

• Feature local craft beers

• Complete the process with your Chesapeake

Regional Director of Operations

The menus feature Jackson Family Wines.

Chesapeake’s customized list, with preferred

pricing, was created by our national wine rep,

Kevin Sullivan.

or

• Order Directional Signage (Fast Signs) & Promotional Posters (Chris Sheesley)

• Update your hotel website and begin/update your social media

• Complete the process with your Chesapeake Regional Director of Operations

STEP 5

MARKETING, SIGNAGE & SOCIAL MEDIA

COSTS

PLUG + PLAY Cost to implement one of Chesapeake’s Plug + Play Solutions

(Steps 1 – 5) $10,000.

SLIGHT CUSTOMIZATION Additional costs depending upon the level. For example, if you are

changing just the numbers or the name, it should be under 10 hours of

design time. Additional customization will require more time and design

requirements and we will provide a proposal.

FULL CUSTOMIZATION Reach out to the Chesapeake F&B Team for a full quote.

RESOURCES

Chris Sheesley

chris@chrissheesley.com

BRAND & DESIGN

Ryan O’Connor

ryan@kneadsolutions.com

CULINARY

Kevin Sullivan

Jackson Family Fine Wines

kevin.sullivan@jfwmail.com

WINE

Al Cothern, FastSigns

al.cothern@fastsigns.com

(The Spot…FastSigns, 561.616.3590;

525@fastsigns.com)

SIGNAGE

Chris Green - cgreen@chesapeakehospitality.com

Tony Harbor - tharbor@chesapeakehospitality.com

Lisa Augustine - laugustine@chesapeakehospitality.com

Brian Summers - bsummers@chesapeakehospitality.com

CHESAPEAKE REGIONAL DIRECTOR OF OPERATIONS

CHESAPEAKE SHAREPOINT/DOCUMENTS

ACCESS & MANAGEMENT

Diana Johnson

djohnson@chesapeakehospitality.com

SOCIAL MEDIA

Melissa Grossarth

mgrossarth@chesapeakehospitality.com

OUR RESULTS

OUR RESULTS

Hotel Indigo Baltimore – Mt. Vernon

OUR RESULTS

Hotel Indigo Baltimore – Mt. Vernon

OUR RESULTS

Improved

Revenue

Better

Labor Cost

Better

Food Cost

• Dining Food +30.6%

• Room Service +59.8%

(Note: Room nights sold for comparative period was up 4.8%)

Restaurant/Bar Payroll Reduced 22%

Food Cost Reduced 3%

• Bar Food +27.0%

• Bar Beverage +42.5%

Total Concept Results +30.3%

Holiday Inn West Palm Beach Airport “The Spot” – First 3 Months Trends Over Prior Year

OUR RESULTS