2017 Marriott RB Strategy Playbook
2017 Marriott RB Strategy Playbook
2017 Marriott RB Strategy Playbook
1
Introduction:
The Purpose of This Playbook
2
Table
of contents
1 2 3 4
Introduction Vision for APAC Four Steps to Appendices
Restaurants & Bars Successful
Activation
3
Table
of contents
1 2 3 4
Introduction Vision for APAC Four Steps to Appendices
Restaurants & Bars Successful
Activation
4
Introduction: How To Use This Playbook
WHAT IT IS
This Playbook is a self-contained, comprehensive
toolkit to help local property teams support Marriott in
building its APAC R&B strategy.
WHAT IT DOES
It provides all the necessary frameworks, guidelines
and templates, and describes the processes needed to
generate and capture ideas.
FOR WHOM IT IS
It is designed to support local teams (aka “task force”),
led by the property manager or Director of F&B
5
Introduction: Playbook Methodology
Form a task force Follow the instructions Don’t forget to thank your team
• Assign roles and • Use templates and best for their contribution!
responsibilities practices for particular
• Appoint the team leader (a activities
senior manager) as
commander-in- Keep the right attitude
chief/facilitator • Be inclusive
• Encourage creativity
Prepare in advance • Don’t criticize
• Print out materials, think • Save filtering for later
about venues and resources
6
Table
of contents
1 2 3 4
Introduction Vision for APAC Four Steps to Appendices
Restaurants & Bars Successful
Activation
7
Marriott’s APAC
Restaurant & Bar Strategy
To ensure Marriott’s
The detailed
restaurants & bars stay strategy document
competitive in the rapidly comes in
changing industry and the information
pack, please make
consumer landscapes, we sure
developed a long-range you spend enough
strategy for 2016 & beyond time reviewing the
strategy document
before you move on
With your support, we aim to with this playbook
become “a favorite
destination where locals go
to meet, eat,
and drink”. Our global
priority, driven global trends,
requiring local solutions
anchored by
three themes:
• Go Local
• Talent & Entrepreneurship
• F&B Marketing
8
Marriott’s Three
Focus Areas
9
3 KEY TAKE AWAYS
Talent Go Local F&B Marketing
1. Plan to develop talent 1. Authentic storytelling 1. Reputation comes first
resonates
2. Hire for attitude, train 2. Reward loyalty locally
for excellence 2. It pays to think like a with Club Marriott
local
3. Empower tomorrow’s 3. Marketing is
entrepreneurs 3. Don’t try to be everyone’s job
everything to
everyone
10
Table
of contents
1 2 3 4
Introduction Vision for APAC Four Steps to Appendices
Restaurants & Bars Successful
Activation
11
Our Four Steps
for Successful Activation
12
Each of the Four Steps Has a Specific Objective
1 2 3 4
OBJECTIVES Immerse and Explore and Generate Ideas Plan and
BY STEP Buy-in Get Inspired and Adapt Commit
LIST OF ACTIVITIES
• All activities that are included in this step
ACTIVITIES IN DETAIL
• Activity description
• Materials
• Preparation where applicable
• Instructions
14
Step 1:
Immerse
And Buy-in
15
Step 1: Talent
Go Local 1 2 3 4
Immerse And Buy-in F&B Marketing
16
Step 1: Talent
Go Local 1 2 3 4
Immerse And Buy-in F&B Marketing
17
Step 1: Talent
Go Local 1 2 3 4
Immerse And Buy-in F&B Marketing
Activities
For Step 1
1A 1B
Review Capture
Strategy Learnings
18
Activity 1A: Talent
Go Local 1 2 3 4
Strategy Presentations F&B Marketing
19
Activity 1A: Talent
Go Local 1 2 3 4
Strategy F&B Marketing
Presentations
Presentations of Marriott strategy for each of the Focus Areas
help understand the importance of this initiative
TALENT &
GO LOCAL F&B MARKETING
ENTREPRENEURSHIP
Attract, develop and Design locally relevant Shift from increasing
engage passionate R&B experiences with a margins to increasing
restaurant and bar clear focus and point of traffic, revenue, buzz and
craftsmen view profit dollars
20
Activity 1B: CAPTURE LEARNINGS
TEMPLATE
TALENT
MARRIOTT STRATEGY PRESENTATION LEARNING CARD
1 1
MY LEARNINGS MY QUESTIONS
2 2
3 3
21
Activity 1B: CAPTURE LEARNINGS
TEMPLATE
GO LOCAL
MARRIOTT STRATEGY PRESENTATION LEARNING CARD
1 1
MY LEARNINGS MY QUESTIONS
2 2
3 3
22
Activity 1B: CAPTURE LEARNINGS
TEMPLATE
F&B MARKETING
MARRIOTT STRATEGY PRESENTATION LEARNING CARD
1 1
MY LEARNINGS MY QUESTIONS
2 2
3 3
23
This is how we did it
25
Step 2: Talent
Go Local 1 2 3 4
Explore and Get F&B Marketing
Inspired
As you begin to think about ideas targeting a specific
focus area, it is particularly important to pull yourself
out of your daily tasks and look outside of your
ordinary scopes: what is going on within the industry,
among customers, and even around the globe.
Exposing yourself to different kinds of inspiration will
help to generate extraordinary, creative ideas.
26
Step 2: Talent
Go Local 1 2 3 4
Explore and Get F&B Marketing
Inspired
WHAT YOU NEED TO DO
• Review the different sources of inspiration provided in
this section and assign an area for each member of
the team to go and explore for a period of time (we
suggest 1-2 hours).
27
Step 2: Talent
Go Local 1 2 3 4
Explore and Get F&B Marketing
Inspired
Activities
For Step 2
2A 2B 2C
Best
Ask an Capture
Practices
Expert Inspirations
Dive-in
28
Activity 2A:
Talent
Best Practices Dive-in Go Local
F&B Marketing
1 2 3 4
29
Activity 2A:
Talent
Best Practices Dive-in Go Local
F&B Marketing
1 2 3 4
TALENT &
GO LOCAL F&B MARKETING
ENTREPRENEURSHIP
• Fostering entrepreneurial • Updating their product / • Going viral on the social
and creative spirit in menu offerings with media
their organizations authentic local flavours • Engaging customers
• Encouraging learning • Providing unique local through sharing their
and development experiences experiences
• Becoming the opinion • Promoting personal • Guerrilla marketing
leader in their area of interaction and techniques
expertise connections with local • Co-creating products
• Connecting with their people and experiences with
employees socially • Highlighting local customers
• Celebrating uniqueness cultural heritage • Signing up users as
of their people brand ambassadors
• Customizing content
based on big data
30
The Best Practice
materials can be
downloaded
from [insert link]
31
Activity 2B:
Talent
Ask An Expert Go Local
F&B Marketing
1 2 3 4
32
Activity 2B:
Talent
Ask An Expert Go Local
F&B Marketing
1 2 3 4
33
Activity 2C: CAPTURE INSPIRATION
TEMPLATE
WHICH BEST PRACTICE EXAMPLES WHY DID YOU LIKE THIS PARTICULAR HOW CAN WE USE THIS EXAMPLE
YOU LIKED MOST? EXAMPLE? FOR MARRIOTT?
34
Activity 2C: CAPTURE INSPIRATION
TEMPLATE
GO LOCAL
BEST PRACTICES DIVE-IN THINK CARD
WHICH BEST PRACTICE EXAMPLES WHY DID YOU LIKE THIS PARTICULAR HOW CAN WE USE THIS EXAMPLE
YOU LIKED MOST? EXAMPLE? FOR MARRIOTT?
35
Activity 2C: CAPTURE INSPIRATION
TEMPLATE
F&B MARKETING
BEST PRACTICES DIVE-IN THINK CARD
WHICH BEST PRACTICE EXAMPLES WHY DID YOU LIKE THIS PARTICULAR HOW CAN WE USE THIS EXAMPLE
YOU LIKED MOST? EXAMPLE? FOR MARRIOTT?
36
Activity 2C: CAPTURE INSPIRATION
TEMPLATE
37
Activity 2C: CAPTURE INSPIRATION
TEMPLATE
GO LOCAL
ASK AN EXPERT INTERVIEW NOTES & THOUGHT STARTER QUESTIONS
2 WHAT IS THEIR LOCAL STRATEGY? 4 WHAT DO THEY GAIN FROM GOING LOCAL?
38
Activity 2C: CAPTURE INSPIRATION
TEMPLATE
F&B MARKETING
ASK AN EXPERT INTERVIEW NOTES & THOUGHT STARTER QUESTIONS
1 WHAT ARE THE SUCCESS FACTORS IN F&B TODAY? 3 WHICH ONLINE SOURCES OF INFORMATION ARE IMPORTANT IN F&B?
2 WHAT ARE THE LATEST AND GREATEST MARKETING TRENDS? 4 WHO ARE THE KEY OPINION LEADERS IN F&B?
39
This is how we did it
41
Step 3: Talent
Go Local 1 2 3 4
Generate Ideas And F&B Marketing
Adapt
Now that you and your team should have found
several, if not many, sources of inspiration, it is
time to start reflecting upon what you have
learned and adapting that learning to generate
ideas that will transform how the Focus Areas are
activated.
42
Step 3: Talent
Go Local 1 2 3 4
Generate Ideas And F&B Marketing
Adapt
WHAT YOU NEED TO DO
• Put all the work that captures or reflects your
inspirations on the walls (Inspiration template, photos,
etc.) this will serve as the basis and reference point
for group brainstorm.
43
Step 3: Talent
Go Local 1 2 3 4
Generate Ideas And F&B Marketing
Adapt
Activities
For Step 3
3A 3B 3C
Brainstorm
Align on Capture
To
Brainstorm Ideas in
Generate
Process Blueprints
Ideas
44
Step 3A: Talent
Go Local 1 2 3 4
Align on Brainstorm F&B Marketing
Process
Below are the step-by-step guidelines for the brainstorm
process:
Process
Overview of the Blueprints by Focus Area that your team will be working in:
1 3 4
THE WHAT, HOW AND WHERE OF TALENT
LOCALIZE YOUR R&B EXPERIENCE POSITIONING STATEMENT
MANAGEMENT
2 5
THE IDEAL MARRIOTT R&B EMPLOYEE MARKETING ACTIVATION
46
Activity 3B: Talent
Go Local 1 2 3 4
Brainstorm To Generate F&B Marketing
Ideas
There are different deliverables for each Focus
Area. Below are the objectives for each Blueprint
Template:
TALENT &
GO LOCAL F&B Marketing
ENTREPRENEURSHIP
1. Think about What, 3. Work out concrete 4. Develop ideas for R&B
How and Where of ideas of a local concepts:
Talent Engagement: concept to fill the • Define target
• Guiding principles blueprint (5-6 audience
for talent concepts in total) and
create a mood board • Describe the
acquisition, concept and how it
development and describing:
is different form
retention • Ambiance & music competition
2. Flesh out the R&B direction
5. Build an actionable
Talents We Are • Menu & signature Marketing Activation
Looking for: dishes strategy:
• Develop persona of • Service standard • Set clear goals
the ideal Marriott • Promotions
F&B employee • Devise the
winning
marketing 47
Activity 3C: CAPTURE IDEAS IN BLUEPRINTS
TEMPLATE
THINK ABOUT •1 What kind of •2 What do they value at •3 What motivates them?
personality are we work?
looking for?
JOT YOUR
IDEAS HERE
48
Activity 3C: CAPTURE IDEAS IN BLUEPRINTS
TEMPLATE
JOT YOUR
IDEAS HERE
49
Activity 3C: CAPTURE IDEAS IN BLUEPRINTS
TEMPLATE
JOT YOUR
IDEAS HERE
50
Activity 3C: CAPTURE IDEAS IN BLUEPRINTS
TEMPLATE
JOT YOUR
IDEAS HERE
51
Activity 3C: CAPTURE IDEAS IN BLUEPRINTS
TEMPLATE
JOT YOUR
IDEAS HERE
52
Activity 3C: CAPTURE IDEAS IN BLUEPRINTS
TEMPLATE
POSITIONING STATEMENT
YOUR TASK Formulate the Positioning Statement that captures the essence of the brand
JOT YOUR
IDEAS HERE
53
Activity 3C: CAPTURE IDEAS IN BLUEPRINTS
TEMPLATE
MARKETING ACTIVATION [1 of 3]
YOUR TASK Define 3 big marketing goals for the next 3 months
54
Activity 3C: CAPTURE IDEAS IN BLUEPRINTS
TEMPLATE
MARKETING ACTIVATION [2 of 3]
YOUR TASK Recommend improvements in key touchpoints
THINK ABOUT HOW SHOULD THE NEW POSITIONING AFFECT THE FOLLOWING AREAS:
55
Activity 3C: CAPTURE IDEAS IN BLUEPRINTS
TEMPLATE
MARKETING ACTIVATION [3 of 3]
YOUR TASK Devise marketing initiatives for the new positioning
JOT YOUR
IDEAS HERE
PROVIDE
TIMELINE
56
This is how we did it
58
Step 4: Talent
Go Local 1 2 3 4
Plan and Commit F&B Marketing
59
Step 4: Talent
Go Local 1 2 3 4
Plan and Commit F&B Marketing
60
Activity 4A: BUILDING Talent
Go Local 1 2 3 4
INDIVIDUAL ACTION PLANS F&B Marketing
61
Activity 4A: BUILDING INDIVIDUAL ACTION PLANS
TEMPLATE
Initiative 1
Initiative 2
Initiative 3
62
Activity 4A: BUILDING INDIVIDUAL ACTION PLANS
TEMPLATE
Initiative 1
Initiative 2
Initiative 3
63
Activity 4A: BUILDING INDIVIDUAL ACTION PLANS
TEMPLATE
Initiative 1
Initiative 2
Initiative 3
64
Table
of contents
1 2 3 4
Introduction Vision for APAC Four Steps to Appendices
Restaurants & Bars Successful
Activation
65
Appendix checklist
66
Appendix 1:
Workshop
Development
And Execution
Guide
67
Marriott Strategy Activation Workshop: What It Is
The Strategy Activation Workshop
concept was designed as a team session,
packed with interaction and exchange of
ideas.
68
Strategy Activation Workshop: What It Does
69
Strategy Activation Workshop: What You Need To Do
70
Strategy Activation Workshop: Sample Agenda
Gallery Walk & Discussions Gallery Walk & Discussions Gallery Walk & Discussions
Getting inspiration from the best Getting inspiration from the best Getting inspiration from the best
practices in localization practices in attracting and practices in positioning and
developing talent promotion
Go Local Field Trip (Optional: Lunch & Learn Exercise Google Quick-Fire Search
Black Box Cooking Challenge)
Learning about talent management Identifying the online sources for
Immersing in local specifics best practices at local R&B R&B information
Key takeways of the day Key takeways of the day The Pledge
Building Personal Action Plans 71
Appendix 2:
Marriott
Strategy
Presentations
72
Proprietary and confidential. Do not
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distribute.
Talent strategy
74
We put people first “It is more important to
hire people with the
‘’Take care of associates right qualities than with
and they will take care specific experience’’
of the customer’’ - J. Willard Marriott -
75
Hire the right leaders
- Lead from the heart and
care about the people around you -
76
Attract Talent
Acquisition
School Alliances
Apprenticeship
Relationship Recruiting
Social Media
77
Retention
Talent Branding
Competitions
Compensation Benefits
Incentives
SM Promotion
78
Development
Train – Coach – Grow
Creative Environment
Opportunities
Voyager
Academy
Training
79
Proprietary and confidential. Do not
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distribute.
GO LOCAL
STRATEGY
Embrace and implement locally
relevant R&B experiences with a
clear focus and point of view
81
Food Quality - Taste panels
Beverage programs-
signatures
Breakfast 4.0
Partnerships
Sustainability
82
FOOD QUALITY
83
84
TASTE PANELS
85
Taste panel form sample
86
Breakfast 4.0
87
BUFFET STANDARDS
88
ADD MENU FRAMEWORK
89
Food Safety Standards
Forms on Platform
90
Sustainability
Locally sourced produced
91
?
?
| FRESHLY SQUEEZED JUICE
93
Beverage programs
Wine / Spirits / Beer
Compliance 80%
94
COYLE AUDITS
95
DASHBOARD COYLE
AUDITS
96
PARTNERSHIPS
97
Proprietary and confidential. Do not
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distribute.
F&B 2017: VISION
99
Agenda
1 BE DIFFERENT: 2 BE
#SOCIALBYDESIGN:
RESTAURANT
POSITIONING DRIVE ENGAGEMENT
100
RESTAURANT
POSITIONING
RESTAURANTS ARE’NT THE ONLY GAME IN TOWN.
CONSUMERS ARE SPOILT FOR CHOICE.
102
DEFINE YOUR RESTAURANT POSITIONING.
1 VENUE DNA
DIFFERENTIATE:
2 GUEST DNA
TARGET AUDIENCE:
3 COMPETITION DNA
COMPETITOR ANALYSIS:
103
POSITIONING IS FOUNDATIONAL TO THE
COMMERCIAL SUCCESS OF YOUR BUSINESS
Marketing
Operations
In venue experience
104
F&B MARKETING:
#SOCIALBYDESIGN
1. Know your objective & target
2. Create engaging content
3. Activate Online to Offline
# SOCIALBYDESIGN
106
Social Content Calendar
#SOCIALBYDESIG
N
107
Drive direct
restaurant bookings
& reviews on social.
APEC, CHINA TRIPADVISOR, DIANPING, ZOMATO
Restaurant Reviews + Bookings
Chefs, Offers, Memorable Experiences
# SOCIALBYDESIGN
108
1. Social comes first.
2. Social is not free.
3. Social is a dialogue.
# SOCIALBYDESIGN
109
F&B MARKETING:
TELL A GREAT STORY
(CONTENT, PR, LOCAL)
How do people know your F&B story?
Fans,
Followers
Advertising,
Reviews,
Recommendations, Ratings
Referrals
#THEF&BSTORY
111
“People eat with their eyes”
1. Food photography.
2. Culinary videos.
3. Engaging presentation.
#THEF&BSTORY
112
MEMBER FOCUS: F&B LOYALTY [CM + Portfolio]
113
114
Club Marriott
115
TLC > 25000+ Members
APPOINTED VENDOR IN INDIA
USD 10 Million
contribution
Rs 25000 + / Per
15 Year relationship with the Brand Member spends
and the teams
200+ people on
the project
Card Marketing
from 18 locations
> 30 participating hotels in India and
100+ in APAC
MEMBERS BY CITY
CITY CM MEMBERS EDM MEMBERS TOTAL
New Restaurant Launch Members New Menu launch Restaurant Re- launch
Exclusive Preview Fun and excitement amongst members Members Exclusive Preview
SECONDARY MARKETING ACTIVITIES
Ongoing
Ongoing Offers Other Revenues
Communication
• Post Package calls to invite the new • Promotional E-newsletters (Spouse E • Room Offers for hotel / cluster
Members to use their card >> followed Mail IDs respond better)
• Packages
by a show around • Hotel Website with offers and
interactive content • Health Club and Spa memberships
• Birthday and Anniversary calls / E-
mails. • Invite Members / Non-members for • Leads for banquets / conferences /
hotel events corporate rates
• Non-Usage / Feedback E-mail / calls
• Promotional Calls • Push one restaurant on each call –
Restaurant of the fortnight
ROADMAP TO CUSTOMER FACING APP