Courtyard Bistro 2.0 Update
Courtyard Owners & Franchise Management Companies in the U.S. | By March 1, 2018, all Bistro hotels in the U.S. are required to have launched the new Bistro 2.0 menu. This program change is a part of a larger evolution for the brand to elevate the image and perception of Courtyard competitively. It will ultimately transform the Bistro into a key differentiator for the brand.
Bistro hotels that fail to stay on track with implementation and do not successfully launch on March 1, 2018 will be required to pay for a five-day brand standard training visit to support the launch at a cost of approximately $5,500 plus travel.
PROGRAM
The Bistro 2.0 program includes the following enhancements:
- All new menu which, includes more shareable items to capture the pre- and post-dinner crowd and more satisfying evening entrees
- New serving ware and glassware, as well as elevated menu item presentation
- Enhanced merchandising presentation from pastries in the morning to bar tools and fresh beverage ingredients in the evening
- A new Bistro logo and collateral
- An evening bar experience and programming which invites guests to linger in the Bistro
- A simplified approach to seasonal offerings which solves current operational challenges provided in property feedback
INITIAL RESULTS & ASSUMPTIONS
Based on results from the pilot hotels:
- The Bistro 2.0 program is elevating guests’ perceptions of food quality and the overall evening experience without sacrificing overall service.
- Over the first 12 months post-implementation, we anticipate that the new menu will be profit neutral due to ramp up costs and operating efficiencies.
- In the long term, we expect that the new menu will increase Bistro capture rates, primarily in the evening (although results will vary by market).
The published property budget guidance included the following assumptions regarding implementation costs:
- 2017: $6,000/property towards serving ware, training and collateral development, and implementation costs
- 2018: $2,000/property towards efficiency ramp up and guest experience programming
As you finalize property budgets for 2018, you may want to consider the following assumptions:
- Launch timing: If the hotel is launching in 2018, some of the implementation costs above will occur in 2018 instead of 2017
- Anticipated total training hours for the transition are 17 hours per associate
- Hotels may want to factor in the food cost for item preparation practice during training and for item sampling to guests during the first three months post-launch
RESOURCES & SUPPORT
The Coach’s Implementation Guide provides links to all necessary resources for each week’s transition tasks while Land-It tracks overall progress. This is a great resource for sustainment as well as for those hotels launching in 2018.
- Above-property leaders can ensure properties stay on track by leveraging the Above-Property Leader Implementation Guide.
- The monthly Bistro Benchmark Report allows you to compare your hotel’s financial performance to the MxM average. The report is e-mailed to owners and GMs monthly.
For hotels currently implementing Bistro 2.0, Marriott’s SWAT team is helping properties stay on track with the implementation and will follow up with those that fall behind in Land-It.
MARKETING COMMUNICATIONS
Marketing communications both on- and off-property will support the launch of the new menu. On-property, new collateral and signage, in addition to prominent GoBoard features, will drive awareness. National brand marketing support of the elevated Bistro experience will begin in March 2018 across all channels.
View the Bistro 2.0 MGS page for more details. Should you have questions, contact refreshingbusiness@marriott.com.
