Fairfield Brand Updates | Breakfast and Brand Voice
Breakfast Program Update
The Fairfield breakfast program has been updated to offer our guests’ an improved experience and position us to better compete in our market segment. We designed the updated program with cost and ease of execution in mind to ensure it also meets the needs of Fairfield owners and hotel team members. Program launch activities began in July and hotels are transitioning to the new program through the month of November. The Brand Standards Audit (BSA) will fully transition to the new program on December 1.
Need for Change
Fairfield launched the existing hot breakfast program in 2013 and realized gains in breakfast quality scores with that launch. Over the past two years, we have seen these scores decline and we have seen our primary competitors increase the variety and quality of their breakfast offerings, as well as put significant marketing behind their programs. Additionally, our guests’ needs have evolved, with more focus on the availability of healthy food options and more variety.
Program Development & Details
The updated Fairfield breakfast program was developed and tested with 38 Fairfield properties during the months of February – May. The updates include additional hot food items to increase variety, and enhancements to offerings such as cut and whole fruit, oatmeal, and breads to improve quality. The hot food enhancements include a pre-made cheese omelet designed for and offered at only the Fairfield brand, which is offered at a lower cost than pre-made omelets available in the market today. Additionally, we added new marketing signage to the buffet to call attention to the strong breakfast offering.
Costs & Next Steps
Guidelines for the updated Fairfield breakfast program were included with the 2016 operating budget instructions. These guidelines included up to a 10% increase in the cost of food and supplies, and up to one hour of additional labor per day. The 38 pilot properties operated within these guidelines across the four-month pilot test. Additionally, the budget guidelines included up to $3,000 for buffet equipment enhancements, and up to $350 for marketing materials. Both the equipment and marketing materials required for the updated program are available within these guidelines.
We began the launch activities with hotels in mid-July and at this point, your hotels should have all of the necessary buffet equipment, marketing materials, and food items, and should be fully transitioning to the new program this month before the BSA takes effect on December 1. Audit requirements in October and November were expanded to allow both the old and new programs, while hotels complete their transitions.
Brand Voice Update
In addition to launching the enhanced breakfast program, Fairfield been focused on growing awareness and improving perception among our target guests, and part of this effort includes the updated brand logo and brand voice items, which launched in December 2015. These materials create the visual and verbal identity of the brand. The Fairfield MGS brand voice page outlines the timeline for implementing updated materials at all hotels, and BSA requirements will be updated as of January 1, 2017 to align with these requirements.
Please note that the January 1, 2017 requirements include the update of some longer-lifespan items like team member name tags and “Do Not Disturb” door hangers. The deadline to update all January 2017 items is December 31, 2016. Property budgets for 2016 included $300 for 2016 for Brand Voice items, and team member name tags and “Do Not Disturb” door hangers should fall within this.
Should you have any questions regarding the brand voice materials, please contact FIS.Marketing@Marriott.com.
We appreciate your continued support of the Fairfield brand.
