How to Write a Food and Beverage Business Plan + Sample Business Plan PDF

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Elon Glucklich

7 min. read

Updated February 17, 2024

Free Download: Sample Food and Beverage Business Plan Templates

The food and beverage sector is booming. Restaurant openings rose 10% in 2023 compared to 2022 — even higher than in pre-pandemic years.

From fine dining to food trucks, farmers to brewers, and wholesalers to coffee makers, there are opportunities across the food and beverage industry. 

But starting a business without covering the basics — your operations plan, marketing tactics, financial strategy, and more — carries huge risks. 

That’s why we recommend you write a business plan.

  • Why write a food and beverage business plan?

Writing a business plan is an easy first step that you can start for free. Plus, businesses that take time to plan are significantly more successful than those that don’t.

Many food and beverage establishments fail because of one of the following:

  • Poor inventory management
  • Underestimated expenses
  • High employee turnover
  • Misjudged the size of their market

Writing a business plan can help you:

  • Develop processes for managing inventory and logistics
  • Understand your cash flows and create a realistic expense budget
  • Budget for competitive employee pay that increases worker retention
  • Analyze your competition and determine how big your market is  

If you’re looking for funding from investors for your business, you’ll definitely need a business plan.

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  • How to write a food and beverage business plan

Many business plans follow a standard format and you can use it as a starting point when writing your own plan. Here’s what that includes:

Executive summary

  • Company summary and funding needs
  • Products and services
  • Marketing plan
  • Management team

Financial plan

For food and beverage companies, you must give extra attention to your market analysis, operations plan, and financial forecasts.

If you’re ready to start, download a free business plan template and fill it out as you read this article.

A sample business plan outline for a food and beverage business.

Every business plan should include an executive summary . It’s a brief outline summarizing the plan, no more than one or two pages.

We recommend that you write the executive summary last after fleshing out the details of your plan. 

Just summarize the vision for your business, describe your offerings and target market , and touch on your management team and financials. Don’t go into tons of detail — just provide a high-level sense of what you want your business to accomplish.

Opportunity: problem and solution

This section of your food and beverage business plan describes the opportunity you hope to capture.

Maybe you’re a farmer looking to diversify your revenue streams by distributing to grocery stores. Or a bar owner with high-end liquor that competitors in the market aren’t serving. 

Whatever your business is, describe the gap in the market and how you aim to fill it.

If you’re operating a more common type of business, like a restaurant , you can probably keep this section short. But it’s useful to document what makes your business unique and it will help focus your sales and marketing efforts later on.

Market analysis

In a field as crowded with competitors as the food and beverage space, a detailed market analysis is essential. 

Your focus should be on identifying the specific customer segments you aim to serve. 

Maybe you’re a butcher with connections to fresh livestock. Will you be more successful selling directly to consumers, or should you focus on selling to grocery stores and markets in your area?

Or, you’re opening  a diner. Should your menu focus on healthy meals or easy-to-make child-friendly options?

These are the types of questions that market research helps you answer. This section should detail the defining characteristics of your target market, including the demographics and preferences of your ideal customer and the size of the market you’re targeting. Market research questions specific to a food and beverage business could include:

  • Business location and characteristics
  • Area income
  • Local food and beverage preferences
  • Existing food and beverage options 

Elaborate on how your food and beverage offerings align with that target market ’s needs. Remember, you can’t please everyone, so focus on a specific group of people or type of person and build out from there.

Marketing and sales

For food and beverage businesses promotions are how you stand out and seize a share of your market.

The marketing and advertising chapter of your business plan is where you’ll detail your strategies for capturing the attention — and loyalty — of the customers you identified as your target market in the previous section.

With so many options for consumers in the food and beverage space, you’ll likely have to rely on multiple marketing channels , including::

  • Advertising on websites, television, and in relevant publications.
  • Content marketing — developing an engaging website and writing blog content that’s search engine optimized to drive traffic to your site.
  • Engaging with your customers on social media.
  • Offering discounts and customer loyalty programs.
  • Appearing at food and beverage industry trade shows and community events.

It doesn’t matter how delicious your recipes are, how fresh your crops are, or how innovative your cocktails are — if you don’t operate efficiently, your business probably won’t last long.

The operations strategy may be the most detailed section of your business plan, especially if you’re writing it for a bank loan or investment. This section describes how you will run your business day to day.

When writing the operations section, describe the following:

Physical space

Whether it’s a restaurant, a farm, or a food transportation business, describe the space you’re operating in, and all of the physical assets and equipment you’ll need to be successful. 

If it’s a sit-down restaurant, consider including a floorplan mockup in your appendix.

Supply chain 

List the suppliers and partners that get your product to customers. Think about the businesses you purchase ingredients from, the warehouses that goods are stored in, and the trucking companies that deliver your products to grocery stores. 

These are your supply chain partners. It’s crucial that you maintain good relationships with them.

Production processes

How long it takes to make your product, and what materials and equipment are required. Documenting how you produce your goods or services demonstrates that you understand the costs of making them. 

You may also uncover ways to produce them more quickly, or at a lesser cost.

Detail how you’ll handle matters of efficiency like order fulfillment, storage, shipping, and returns, as well as customer satisfaction. If you provide delivery services, document how you will handle the process of getting your product to customers’ homes or businesses.

List your staffing needs, training, and experience requirements for key staff. Also, document the management structure of your business. 

This helps ensure that important tasks you don’t have time to monitor are being done and that workers are being supervised.

Describe investments in payment processing systems, inventory management software, and other tools that support sales or operations in your business. Cataloging your technology systems will help you determine where it might make sense to invest in upgrades for efficiency.

Take some time to write a financial plan . Create detailed financial projections, including sales , expenses , and profitability .

If that sounds intimidating, take a deep breath, and remember that financial forecasts are really just best guesses. If you’re running an existing business, you can start with your previous year’s numbers. If you’re starting, make an educated guess about where you hope to be financially a year from now.

Investors will want to see a: 

  • Sales forecast
  • Income statement (also called a profit and loss statement )
  • Cash flow statement
  • Balance sheet 

If you use a tool like LivePlan , you’ll be able to build out your financial forecasts relatively quickly, even if you don’t have experience with business numbers.

Even if you aren’t seeking investment, the financial plan is crucial for understanding the viability of your business. It allows you to adjust your business model based on projected performance, and make informed decisions about where to spend your money.

  • Food and beverage business plan templates and examples

If you want to see how other food and beverage businesses have created their plans, check out our free library of food and beverage business plans . 

You can download all of them in Word format and jump-start your own business plan.

See why 1.2 million entrepreneurs have written their business plans with LivePlan

Content Author: Elon Glucklich

Elon is a marketing specialist at Palo Alto Software, working with consultants, accountants, business instructors and others who use LivePlan at scale. He has a bachelor's degree in journalism and an MBA from the University of Oregon.

Check out LivePlan

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From idea to execution: 10 sections to include in your hotel business plan

Stay up to date with the latest trends, insights and technology for hoteliers.

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Lana Cook

By Lana Cook

Do you love connecting with people from all over the world who share your passion for travel? Don’t want to work a typical 9-5 job and instead want to build a business where every day is different, and you own your schedule?

Starting a hotel business is a dream many entrepreneurs have, but it can be a daunting venture to start. A hotel business plan is a critical first step for business owners to turn their dreams into reality. A strategic plan allows one to study the hotel industry, identify their hotel’s unique point of view, and outline how exactly they will reach their goals.

Read on to learn more about the ten sections to include in your hotel business plan, tips for creating an effective plan, and key things you need to start your new hotel business.

Ready to get started creating your plan? Download our hotel business plan template.

What is a hotel business plan?

A hotel business plan is a detailed document that identifies your business’s goals, objectives, and strategies for success. It includes market research and a roadmap for building and operating your business.

hotel food and beverage business plan

Why do you need a hotel business plan?

Studies show that entrepreneurs who finished their business plan were twice as likely to succeed in growing their business than those with no plan. A hotel business plan:

  • Helps you identify whether you have a viable business idea
  • Provides a detailed roadmap on what you need to accomplish and why
  • Gives potential investors insight into your business idea and confidence that you can be successful
  • Keeps you on track as you start to execute the different tactics outlined in your plan
  • Identifies critical milestones for you and your team to reach

Your plan does not have to be static and should change over time as your business grows and evolves. Your first draft is a starting point to help guide your strategy and instill confidence in potential investors.

10 sections to include in your hotel business plan

Whether you’re starting a small boutique hotel, a cozy B&B, or a 5-star resort, you will need to address the following sections in your hotel business plan.

1. Executive summary

An executive summary is the most essential part of your business plan. It should concisely explain the purpose of your business and why it will be a success.

Include your mission statement explaining why your hotel exists and its overall goal. For example, Capella Hotels & Resorts ’ mission is to combine tradition, discovery, individuality, and twist of the unexpected to create the perfect stay for each guest.

You should also include your vision statement that clearly describes your hotel’s purpose for being in a single sentence. For Capella Hotels, its vision is to embody excellence in the craft of hospitality.

We recommend writing your executive summary as the final stage, as it should summarize the goals and objectives laid out in your plan.

2. Company analysis

Your company analysis is where you can dive into your hotel’s competitive advantage. Ask yourself what makes your hotel unique . Why would guests want to stay with you instead of your competitors?

In this section, identify your brand’s identity and the goals and objectives you want to accomplish. Outline how many rooms and room categories your property will have. For example, will you offer a hybrid hospitality model with dorms, single rooms, and suites? Explain what ancillary revenue sources you’ll offer, like in-room food and beverage options, welcome drinks, or airport shuttles.

Use storytelling to communicate your excitement and passion and make it clear what your hotel will bring to the hospitality industry that hasn’t been done before.

3. Industry analysis

As a business owner, you must be prepared for forces outside your control. You will need to conduct a market analysis that looks at the hospitality industry to identify micro and macro trends that may impact your business. Look at:

  • Economic trends
  • Environmental trends
  • Political trends
  • Global health trends
  • Technology trends

For each trend, identify how it will impact your business and ways to mitigate risk or take advantage of opportunities.

For example, digital check-in technology has increased across the hotel industry with the rise of tech-savvy guests, new innovative software providers, and labor challenges. Therefore, consider what guest experience solution you’ll include at your hotel.

In addition to trends, look at the history of the hospitality industry, its current size, and how it’s expected to grow in the short and long term. This research will impact the rest of your plan, especially your marketing and financials.

4. Customer analysis

What type of hotel guests do you want to attract? It’s impossible to please every kind of guest, which is why it’s important to identify your target market . Once you know who you want to stay at your property, you can develop amenities, services, and marketing materials to attract these guests and deliver exceptional experiences .

Ask yourself:

  • What type of guests do I want? Business or leisure travelers? Retirees or Gen-Z?
  • What demographics? Age, gender, marital status, etc.
  • What are my target market’s interests? Water sports, hiking, relaxation, museums, etc.
  • What does my target market value? Sustainability, contactless technology, personalized service, localized experiences, etc.

This section will help you formulate the guest experience to ensure that expectations meet reality .

5. Competitive analysis

The competition you face will vary depending on where your hotel is located. In this section, you should conduct in-depth competitor research to understand how your hotel will compare. Identify your five major competitors — ideally, three direct competitors you will be competing with upon opening and two aspirational competitors you can emulate as you grow your business.

Conduct a SWOT analysis based on your competitors to look at:

  • Strengths . Where does your property excel in comparison to competitors? Why would travelers pick you? Price, amenities, location, technology, etc.
  • Weaknesses . Where does your property fall short in comparison to competitors? Price, amenities, location, technology, etc.
  • Opportunities . What industry trends can you take advantage of? What local events or partnerships can you capitalize on?
  • Threats . What are the biggest threats facing your property? War, travel restrictions, recession, etc.

A thorough analysis can help solidify your competitive advantage and develop a contingency plan for how you will deal with your weaknesses and threats.

6. Marketing plan

Without demand, there is no business. A hotel marketing plan outlines the channels you’ll use to reach your target audience to drive bookings. Your marketing strategy should include three key channels:

1) Paid media . Paid advertising to promote your property and drive bookings. This includes online travel agencies (OTAs) , search engine marketing (SEM), retargeting, and metasearch advertising.

2) Owned media. The content  you create, like your hotel website , social media channels, blog posts, and SEO.

3) Earned media. User-generated content created by third parties like media coverage or online reviews.

Hotel marketing plan templates

7. Operations plan

How do you plan to run your day-to-day operations? This section of your plan will outline all of the key tasks and responsibilities of your team and what exactly your hotel will offer. Consider:

  • The number of staff and supervisors required
  • Job descriptions and responsibilities
  • Your service standards (check out our downloadable SOPs for some inspiration)
  • How you’ll manage your inventory
  • What hotel technology solutions will you need? PMS, channel manager, booking engine, payment terminal, revenue management tools, guest engagement software, etc.
  • What services and amenities do you want to offer? Room service, bar, restaurant, pool, spa, wellness center, etc. 

Detail your short and long-term operational plans and the stakeholders involved for each area.

8. Management team

Whether or not you’ve hired your team yet, this is one of the most important sections potential investors will look at. Make sure to outline the key personnel you will require and their roles. 

In general, these are the following roles you’ll want to outline:

  • Hotel management (general manager, front office manager, housekeeping manager, maintenance manager, revenue manager)
  • Hotel sales team
  • Housekeeping staff
  • Front office staff
  • Maintenance

Depending on the size of your hotel, your team will vary. Identify the team members you need to open and your hiring plans over the next five years.

9. Strategic plan

Hoteliers must be strategic in optimizing occupancy rates across seasons to maintain revenue. As part of your strategic plan, identify how you will manage:

  • Pricing – what room types will you offer, and how will the pricing vary?
  • How will you maintain consistent occupancy throughout the high and low seasons? Will you adapt your pricing and marketing strategies?
  • How will you conduct revenue management ? What type of rules/alerts will you use to adjust rates? Will you use technology to help with revenue management?
  • What will your online reputation management strategy be? How will you collect and respond to online reviews?
  • What will your distribution mix look like? How will you drive reservations across a variety of channels?

10. Financial plan

Your financial projections are the most challenging but arguably the most crucial part of your hotel business plan. In this section, you should include the following:

  • Start-up costs. How much money will you need from lenders to operate your hotel? Consider business licenses, furniture, down payments, etc.
  • Operating costs . How much money will you need to keep your business running? Consider staffing costs, guest acquisition costs, mortgage payments, utilities, SaaS payments, etc.
  • Income statement . What will your revenue, expenses, and profit be over the first 3-5 years of business?
  • Cash flow projections . How will cash flow in and out of your business? Show what capital investment you’ll need to start.
  • Balance sheet . Identify your assets, liabilities, and equity.

If you’re looking for a potential investor, your financial plan will be the section they care about most. Here, you must prove how your business will provide a return on investment. Don’t forget to include an Appendix that shows more detailed reporting and financial figures.

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8 tips for creating an effective plan

1. Start with the section that excites you the most! Covering all the topics outlined above can feel overwhelming, so don’t feel pressured to go in order.

2. Reach out to a business owner you admire. No matter what type of business you’re starting, getting advice from another business owner is always helpful. Reach out to a successful local business owner to see if they’d be willing to share some insights they learned along the way.

3. Be concise. While there’s a lot to cover, you must be concise in each section of your plan. Include any additional research or documentation in the appendix to keep your business plan clean.

4. Try to avoid industry jargon. Depending on what type of investor is reading your plan, they may find jargon irrelevant and distracting.

5. Ensure you have a clear competitive advantage. You should be able to state in one sentence what makes your property unique. This unique selling point (USP) will be prominent in all of your marketing materials.

6. Set SMART goals. Setting specific, measurable, achievable, relevant, and time-bound goals is important to stay organized and on track to reach milestones.

7. Don’t forget about your plan. You will have spent hours developing your plan, so make sure you use it! Reference your plan as you build and grow your business , and remember that it’s ok if things change.

8. Illustrate your passion. Communicate why you want to be a part of the hospitality industry. Passion is contagious and gives investors more confidence that you will work hard to achieve your dreams.

hotel food and beverage business plan

What do you need to start a hotel business?

Ok, so you’ve read through this article and are now wondering — what’s next? Ensure you have the following items on your radar to start your business.

  • A vision. Know exactly what kind of business you want to build (a quaint bed and breakfast is very different from a large-scale resort).
  • A business plan. Stay on track with a well-developed business plan.
  • A location. Decide if you want to build a new property or renovate an existing hotel.
  • Capital. Do you need to raise an upfront capital investment? Remember that new businesses usually aren’t profitable for the first few years and will need cash flow to pay for expenses.
  • Business licenses & permits. Depending on the type of property and its services, you’ll need an occupancy permit, alcohol license, food service license, sales tax license, etc.
  • Technology. Choose technology to help streamline operations and earn more revenue.
  • Furniture & equipment. You must furnish your property with the proper furniture, electronics, appliances, etc.
  • Staff. Take time hiring staff you can trust and who understand your hotel’s brand and vision.

Final thoughts

Your business plan provides the foundation for your new business and outlines the next steps in the journey. Ensure you fully understand the market and competitive landscape to enter the industry prepared for the future. Start slow and invest in the right people and technology to support the growth of your business.

Looking to start a hotel? Download the technology guide. Download now

About Lana Cook

Lana Cook is a Content Writer at Cloudbeds where she is able to combine her love of writing and passion for travel. She has spent the last few years writing about all things technology and the ways in which it can be used to help businesses thrive. When she’s not busy writing, you can find her checking out the latest movie or searching for a new TV show to binge.

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You might also be interested in..., an introduction to hotel accounting, the beginner’s guide to hotel contactless check-in, shr and cloudbeds partner to transform hospitality management.

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Social Tables

F&B is the third most important factor in site selection.

Location and price are the two biggest determining factors in site selection. But after that, a hotel’s food and beverage offerings are the next decision maker, according to a recent IACC survey .

For planners deciding between multiple viable event spaces, F&B becomes the key difference maker. That’s why hotels are, as Technomic’s Senior Principal David Henkes puts it, “[Using] their food-and-beverage programs as competitive differentiators and are investing to drive unique guest experiences.

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6 ideas to grow hotel food & beverage revenue

By now, hopefully we have demonstrated that food & beverage offers a huge opportunity to boost your bottom line. But how do you bring in more hotel food and beverage sales? We have a few ideas for you.

1. Transform hotel spaces into F&B spaces.

Because experiences so important in today’s events, planners are looking for non-traditional event spaces. In fact, the AMEX Global Meetings Forecast predicted a nearly 4% increase in demand for nontraditional spaces. So how can hotels compete?

Try to create a nontraditional space on your property. For example, design a space focused on social and community interaction. This takes advantage of attendees’ desire to network. Ultimately, this will drive revenue from cocktail hours and post-event spend by attendees.

Another example is a unique rooftop. In June 2017, for instance, Chicago hotels with rooftop access saw a $13 increase in revenue-per-seat compared to those without.

If possible, you could monetize the are around the property ” think walking trails, waterfronts, city parks, and beyond.

2. Use technology to grow F&B efficiency.

The right food & beverage technology can make your food & beverage operation much more efficient. In fact, the right event management platform can:

  • Handle special meal requirements
  • Visually communicate upsells in proposals
  • Eliminate friction between planners and properties
  • Create 3D diagrams of the F&B space
  • Much, much more

The ROI of these tools is real. A recent study by STR found properties that use our event services technology averaged nearly 2% more food and beverage profit.

hotel food and beverage business plan

3. Ditch set meal times. Instead, serve refreshments continuously.

A majority of planners strongly agree that there’s a benefit to providing continuous F&B. And planners and attendees often prefer beverage and snack stations because:

  • Guests aren’t confined to their seats
  • The ability to choose creates an added layer of personalization
  • It brings some freedom and flexibity to often-rigid events

While stations must be constantly monitored and replenished by staff, they offer hotels a unique upsell opportunity that should be included in proposals.

Streamline your F&B operation to drive more revenue

4. cater to the locavore..

Today, attendees are looking for authentic local experiences. One way planners deliver on this is with food & beverage.

It’s a massive food trend that hotels really take advantage of. R ecent F&B research from Technomic shows that hotels are doing just that .

By showcasing local food and beverage, hotels can compete with local restaurants that might otherwise be more attractive to attendees and planners.

A locally inspired dining experience starts with the menu. Does it feature local bites and brews? It should include:

  • Locally-sourced produce
  • Menu items native to the area
  • Craft brews
  • Wine from nearly wineries
  • Cocktails made with liquor from local distilleries

These options offer a deeper, more authentic connection to the area. As a bonus, you might save on shipping costs and elevate your hotel’s brand.

5. Accommodate dietary restrictions.

Planners agree that over the past few years, more attendees are requesting accommodations for specific allergies or dietary restrictions. In the same IACC mentioned earlier, planners rated these statements as most true :

hotel food and beverage business plan

Accommodating guests’ dietary needs is a great opportunity for upselling . No attendee wants to forgo a meal because of an allergy or a food sensitivity, and rarely do they want to make a fuss about their dietary restrictions.

Foods that cater to everyone should be readily available, easily identifiable, and separated from other foods. Venues that can serve vegan, vegetarian, gluten-free, and dairy-free options will be more attractive to planners ” even if they are more expensive.

Just having these items available is all that it takes to lock in a higher price.

6. Make F&B an experience in itself.

When you take a creative approach to your hotel’s ood & beverage service, you can win planners over with innovative ideas. Because planners want to create experiences, they might love the idea of craft beer tastings, cocktail mixing classes, or DIY taco stations. Best of all, these interactive food and beverage ideas can generate big revenue.

For example, at Marriott’s innovation incubator hote l, the meeting space includes the LG Studio. The studio is a full kitchen, which creates the opportunity for all kinds of culinary experiences in the event space.

Consider it food for thought.

While not every property or venue can take advantage of all of the above ideas, we hope one or two will work for you.

What’s your group sales strategy for the year ahead? Download our group business ebook for 30 pages of compelling stats, case studies, and actionable insights on group F&B strategy and more.

Drive more F&B revenue with the group business manager

More food & beverage questions.

F&B revenue refers to all revenue generated from the food and beverage sales in a hotel.

– Transform hotel spaces into F&B spaces – Use technology to grow F&B efficiency – Serve refreshments continuously – Cater to the locavore – Accommodate dietary restrictions – Make F&B an experience in itself

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Hotel Business Plan Template

Written by Dave Lavinsky

Hotel Business Plan

You’ve come to the right place to create your hotel business plan.

We have helped over 100,000 entrepreneurs and business owners create business plans and many have used them to start or grow their hotel companies.

Below is a template to help you create each section of your Hotel Business Plan:

Executive Summary

Business overview.

Pegasus Hotel is a startup full-service independent luxury hotel in Austin, Texas. Owned by two local businessmen, Frank Girard and Miles Butler, it will serve the new up and coming district of the outskirts of Austin and cater to the locals and travelers who crave a luxurious and relaxing atmosphere. Pegasus Hotel will be a 10-story, 360-room hotel with a five-star restaurant and bar, relaxing pool and spa, 20,00 square feet of meeting and event space, a spacious and fully-equipped fitness center, and a view of scenic Austin. Pegasus Hotel will hold weddings and events, meetings, retreats, and those looking to unwind and be pampered while staying at the hotel. The service and amenities will be first class and the concierge will treat guests with extreme care and ensure guest satisfaction is held at an exceptional standard..

Service Offering

The following are the services and amenities that Pegasus Hotel will provide:

  • 354 luxury rooms, two presidential suites, and four parlor suites
  • Olympic size pool with adjacent hot tubs and surrounding cabanas
  • First-class full-service spa
  • First-class restaurant and bar
  • Spacious fitness center
  • Over 20,000 square feet of attractive meeting space for events
  • Concierge and butler service
  • Complimentary wifi
  • Valet service
  • Laundry service
  • Business center

Customer Focus

Pegasus Hotel will target the population of Austin, Texas, its surrounding communities, and travelers visiting Austin for work or play. Guests will be mid to high level income, enjoy traveling, enjoy visiting spas and high-end restaurants, and work in the corporate or government sector.

Management Team

Pegasus Hotel will be owned by Frank Girard and Miles Butler. They will act in an Owner capacity, and will not be involved in the day to day operations of the hotel. Frank and Miles will hire the appropriate staff to ensure Pegasus Hotel is a profitable and successful business.

Lorenzo Falucci, General Manager, has over twenty years of experience in the hotel industry. He has most recently managed another independent boutique hotel in New York and was excited to be recruited by Frank and Miles to operate the Pegasus Hotel.

Lorenzo will hire Lisa Montgomery as the Director of Sales and David Jimenez as the Assistant General Manager. Lorenzo, Lisa, and David will be the senior management team of Pegasus Hotel. They will oversee all other department managers – Maintenance, Housekeeping, Front Desk/Guest Relations, and Food and Beverage. Each department manager will oversee various employees in their respective department and role. The Pegasus Hotel will have a large and sophisticated operation as each department is integral in the success of the hotel.

Success Factors

Pegasus Hotel will be able to achieve success by offering the following competitive advantages:

  • Friendly, attentive, and highly responsive staff that caters to each guest and will be able to provide the best guest experience possible.
  • Luxurious amenities throughout the hotel that will make each guest feel pampered.
  • Modern and contemporary designed hotel tucked against a beautiful Texas landscape perfectly suited to host any event.
  • Competitive rates and frequent guest discounts.

Financial Highlights

Pegasus Hotel is seeking $10,000,000 in debt financing to begin constructing the hotel and commence operations of the business. The funding will be dedicated towards securing the land lease and the hotel build-out and design. Funding will also be dedicated towards three months of overhead costs to include payroll of the staff, furniture, fixtures, and equipment, initial inventory, and working capital. The breakout of the funding is below:

  • Secure the land lot, architecture, build-out, and design: $6,000,000
  • Hotel furniture, fixtures, and equipment: $2,000,000
  • Initial inventory: $750,000
  • Three months of overhead expenses (payroll, rent, utilities): $1,000,000
  • Marketing & advertising: $150,000
  • Working capital: $100,000

The following graph below outlines the pro forma financial projections for Pegasus Hotel.

hotel food and beverage business plan

Company Overview

Who is pegasus hotel.

Pegasus Hotel is a startup full-service independent luxury hotel in Austin, Texas. Owned by two local businessmen, Frank Girard and Miles Butler, it will serve the new up and coming district of the outskirts of Austin and cater to the locals and travelers who crave a luxurious and relaxing atmosphere. Pegasus Hotel will be a 10-story, 360-room hotel with a five-star restaurant and bar, relaxing pool and spa, 20,00 square feet of meeting and event space, and a view of scenic Austin. Pegasus Hotel will hold weddings and events, meetings, retreats, and those looking to unwind and be pampered while staying at the hotel. The mission statement of the hotel is to provide first class service and amenities.

The guests rooms will include luxury beds and bedding with best-in-class furniture and bathroom fixtures. Pegasus Hotel will also have a full-service spa that will be able to provide massages, facials, makeup and/or hair service, steam rooms, and a sauna. The Olympic-sized pool will have adjacent hot tubs with a swim-up bar and surrounding cabanas. Pegasus Hotel will be equipped with state-of-the-art fitness equipment in its spacious gym. The restaurant will be a high-end steakhouse that will feature entrees from a world-renowned chef and a wine list cultivated by the area’s most respected sommelier. There will also be over 20,000 square feet of meeting space that will hold weddings, bat mitzvahs, reunions, galas, and any special event.

Pegasus Hotel will be independently owned and operated and will feature its own reservation system and operational software. Each employee will be expertly trained and vetted to pass luxury industry standards of guest service. Pegasus Hotel is committed to providing the best guest experience possible while maintaining a profitable hotel. Pegasus Hotel aims to be a step above the rest and be an unforgettable experience for all who step foot into the hotel.

Pegasus Hotel History

Pegasus Hotel is owned by two local businessmen, Frank Girard and Miles Butler. Frank and Miles have been friends and business associates for over thirty years. They became friends in college while attending The University of Texas at Austin. Frank is a real estate developer specializing in commercial real estate and multi-use land projects. Miles is a software engineer who has built multitudes of software programs for various companies. They have both been extremely successful in their careers and want to divest their investments in a large-scale full-service hotel in Austin, Texas.

Since incorporation, Pegasus Hotel has achieved the following milestones:

  • Acquired a 40-acre lot on the outskirts of Austin, Texas.
  • Registered Pegasus Hotel, LLC to do business in the State of Texas.
  • Hired a consultant to conduct a feasibility study for a full-service hotel in Austin.
  • Began developing reservation and operational management software for use at the hotel.
  • Began the branding image, logo, website, and social media accounts for the staffing agency.
  • Applied for a liquor and mixed beverage permit with the Texas Alcoholic Beverage Commission.
  • Hired an architect to begin the design phase of the hotel.

Pegasus Hotel Services

The following will be the services and amenities Pegasus Hotel will provide:

Industry Analysis

The hotel industry is expected to increase to a $133 billion in the next five years. The hospitality industry will benefit from increases in travel spending, corporate profit and general consumer spending.

As consumers earn higher incomes and businesses replenish their budgets, travel spending is projected to increase over the next five years. Inbound trips by non-US residents are anticipated to rise 22% over next the five years, while domestic travel is expected to grow 9% during the same period.

The industry will see particularly strong growth in extended-stay hotels, boutique hotels, spa and health retreats and resorts segments. As demand for these auxiliary services picks up, industry employment is anticipated to recover and increase over the next five years. Industry players are also expected to continue expanding abroad into emerging economies, such as Asia, Eastern Europe and South America. These foreign markets are expected to somewhat detract from domestic investment, as they offer higher growth prospects for industry operators.

Customer Analysis

Demographic profile of target market.

The precise demographics for Austin, Texas are:

Customer Segmentation

Pegasus Hotel will primarily target the following customer profiles:

  • Individuals and families who have disposable income (mid to high level)
  • Frequent travelers
  • Individuals who dine out and visit spas frequently
  • White collar workers (corporate or government office)

Competitive Analysis

Direct and indirect competitors.

Pegasus Hotel will face competition from other companies with similar business profiles. A description of each competitor company is below.

Hotel Ella is a historic boutique hotel located in Austin, Texas. Located in downtown Austin and walking distance to the University of Texas campus, Hotel Ella is a stylish boutique hotel housed in the historic Goodall Wooten House, one of Austin’s original landmark estates. Constructed in 1900, the Greek revival-style mansion underwent an extensive renovation in 2013, and now offers the perfect balance between modernity and a rich history rooted in the fabric of the neighborhood and the university. Hotel Ella has 47 guest rooms, a cabana-lined pool, and a wrap-around veranda overlooking the front lawn. Hotel Ella features beautifully designed outdoor and indoor spaces perfectly suited for a vacation, wedding, or corporate event. The hotel also features a diverse collection of Texas Modernist works around the hotel grounds.

All guests of Hotel Ella are treated to warm southern hospitality and superior personalized service during their stay. The historic property is appointed with a variety of elegant 21st century amenities. Hotel Ella also offers the following amenities and guest services:

  • Complimentary 24-hour guest services
  • Complimentary high-speed wi-fi access
  • Complimentary electric car charging station
  • Complimentary morning newspapers available in the historic mansion
  • Complimentary coffee stations from 5am – 11am
  • Twice-daily housekeeping service
  • Cabana-lined outdoor pool
  • Fitness center
  • Same-day valet laundry services
  • In-room dining by Goodall’s
  • Business services: photocopying, printing, postal services, and supplies

Hotel Ella also welcomes dogs of all sizes at no additional fee.

Kimber Modern

Kimber Modern is located in the hip SoCo district of Austin and is intended to draw in the independent urban traveler seeking a unique escape. It is architecturally designed with clean lines and abundant light filtered through canopies of oaks in an artfully landscaped Courtyard. The hotel also encompasses absolute comfort and attention to detail while providing technologically sophisticated rooms in their boutique guest rooms. Guests booking at Kimber Modern will receive complimentary beverages, parking, and WiFi.

Kimber Modern offers the following hotel amenities to its guests:

  • Off street covered parking
  • Electric car charging station
  • Keyless entry
  • Complimentary WiFi throughout the hotel
  • Multi-level courtyard with a 25-foot glass water feature with multiple areas to lounge
  • Jura self-serve coffee system featuring a variety of coffee drinks 24/7
  • Beverage bar 24/7
  • Gourmet teas
  • Virtual concierge – computer, printer, and copier
  • Meeting space available for groups
  • 3pm check-in and noon check-out

Guests are also available to book the entire hotel for their group.

The Cat Noir Hotel

The Cat Noir Hotel is an award-winning 14-room boutique hotel located in the heart of Austin’s east side. The European-styled boutique hotel includes a restaurant and bar partner, Uncle Nicky’s Italian Specialties. Uncle Nicky’s offers a relaxed all-day dining experience that is themed after cafes in northern Italy. The Cat Noir Hotel opened in 2016 and has been ranked #2 by Travel + Leisure’s World’s Best Awards and Top 20 Best Hotels in Texas by Conde Nast Traveler.

The Cat Noir Hotel’s contemporary design maintains a sense of warmth and a unique aesthetic that is felt through the lobby, outdoor spaces, and each of the unique guest rooms. In addition to the design elements, The Cat Noir Hotel boasts the following features:

  • Private roof deck for guests to enjoy the stunning views of downtown, the Texas Capitol, and the University of Texas
  • Outdoor patio and courtyard areas on all levels
  • Artwork from local artists

Each of the guest rooms include Juliet balconies with neighborhood views, fine linens, and Simmons luxury plush mattresses.

Competitive Advantage

Pegasus Hotel will be able to offer the following advantages over their competition:

Marketing Plan

Brand & value proposition.

Pegasus Hotel will offer the unique value proposition to its target market:

  • Professional and attentive staff dedicated to ensure complete guest satisfaction.
  • Various amenities throughout the hotel for any guest to enjoy.
  • Modern and contemporary design with beautiful Texas views throughout the entire hotel.
  • Competitive rates.

Promotions Strategy

The promotions strategy for Pegasus Hotel is as follows:

Social Media

Pegasus Hotel will invest in advertising the hotel on social media platforms Facebook, Instagram, LinkedIn, and Twitter. By using targeted social media marketing, Pegasus Hotel will be able to reach those who frequent nice restaurants and spas and travel frequently.

Website/SEO Marketing

Pegasus Hotel will invest in a strong SEO presence so that when someone enters “Austin boutique hotel” or “first class hotel near me” in their Google or Bing search bar, Pegasus Hotel is at the top of the list. Their website will feature photos of the guest rooms, meeting areas, pool, spa, fitness center, and restaurant/bar. Future guests will be able to make a reservation to book their future stay on the website and access contact information for either a Director of Sales or General Manager of the property.

Pegasus Hotel will request all requests for news stories regarding the development of the hotel, owner/developer information, opening dates, etc. By accommodating the press’ requests for stories, it will also be free advertising for the public to learn about the new up and coming luxury hotel.

Frank and Miles will invest in a billboard in downtown Austin where the mid to upper class of residents frequent. The hotel will be minimalistic but eye-catching. It will feature an attractive rendering of the hotel along with the website. Curious passersby will be directed to visit the hotel’s website for information.

Third Party Booking Websites

Once the hotel is nearing 60 days towards opening, all of the third party booking websites will feature Pegasus Hotel so that travelers visiting Austin will be able to see it listed as an option for Austin hotels.

Bridal Shows and Wedding Industry Events

Pegasus Hotel will have a table at all of Austin’s bridal shows and wedding industry events. It will attract those couples searching for a venue to accommodate their special day.

The pricing of Pegasus Hotel will be moderate and on par with competitors so customers feel they receive value when purchasing its guest rooms and services.

Operations Plan

The following will be the operations plan for Pegasus Hotel.

Operation Functions:

  • Frank and Miles will be the owners of the hotel and hire the appropriate staff to manage the hotel. Frank will act as CFO of the hotel and Miles will be in charge of the reservation system and operations software. Miles developed the software and will focus on making sure it’s always functional and efficient.
  • General Manager will be hired to oversee the entire staff and operations of the hotel to include guest satisfaction, oversee vendor contracts, events, and making sure that each department is running effectively and efficiently.
  • Assistant General Manager to assist the General Manager with overseeing the staff, with particular attention to guest satisfaction and front desk operations.
  • Director of Sales will be hired to sell events, corporate accounts, and group bookings for the hotel.
  • Maintenance Engineer will be hired to attend to all mechanical and plumbing issues that may arise.
  • Executive Housekeeper will be hired to lead the team of housekeepers to make sure all areas of the hotel are being cleaned to Pegasus Hotel standards and that each guest is receiving all accommodations to their requested schedule.


Pegasus Hotel will have the following milestones completed in the next six months.

8/1/202X – Purchase land lot and break ground on new hotel.

8/15/202X – Finalize architectural renderings and hire a General Contractor to build the hotel.

9/1/202X – Finalize contract with advertising company for them to design the branding image of the hotel, logo, website, billboard, and social media accounts.

9/15/202X – Begin social media and website advertising campaign. Billboard with a teaser of ‘Coming Soon’ will go up in downtown Austin.

10/5/202X – Hire General Manager and Director of Sales.

10/15/202X – Attend annual Wedding Industry Event with a table to begin advertising Pegasus Hotel.

11/1/202X – Pegasus Hotel will go live on third party booking websites.

11/15/202X – Remainder of staff will be hired to begin training program.

11/30/202X – Final walk-thru of newly constructed Pegasus Hotel.

12/15/202X – Begin furnishing and interior design of the hotel.

1/1/202X – Grand Opening of Pegasus Hotel.

Lorenzo will hire Lisa Montgomery as the Director of Sales and David Jimenez as the Assistant General Manager. After an exhaustive search, Lorenzo believes has found the next two senior management positions to ensure the success of the hotel. Each comes with an impressive resume of prior hotel sales and operational experience.

Lorenzo, Lisa, and David will be the senior management team of Pegasus Hotel. They will oversee all other department managers – Maintenance, Housekeeping, Front Desk/Guest Relations, and Food and Beverage. Each department manager will oversee various employees in their respective department and role. The Pegasus Hotel will have a large and sophisticated operation as each department is integral in the success of the hotel.

Lorenzo, Lisa, and David will meet with Frank and Miles monthly to update them on progress and overall operations and sales efforts of the Pegasus Hotel.

Financial Plan

Key revenue & costs.

The revenue drivers for Pegasus Hotel are the revenues it will collect when guests book a reservation at the hotel. The hotel will also collect revenues from its restaurant and bar, spa, and events it will host.

The cost drivers will be the payroll and overhead costs to staff the hotel. Other costs will involve the land lease, utilities, marketing costs, and technology fees. There will also be costs associated with the maintenance of the hotel, food and beverage inventory, spa inventory, and hotel guest room supplies.

Funding Requirements and Use of Funds

Key assumptions.

The following outlines the key assumptions required in order to achieve the revenue and cost numbers in the financials and in order to pay off the startup business loan.

  • Initial Number of Room Nights Sold per Month: 8,000
  • Number of Events per Month: 30
  • Land Lease per Year: $1,500,000

Financial Projections

Income statement, balance sheet, cash flow statement, hotel business plan faqs, what is a hotel business plan.

A hotel business plan is a plan to start and/or grow your hotel business. Among other things, it outlines your business concept, identifies your target customers, presents your marketing plan and details your financial projections.

You can  easily complete your hotel business plan using our Hotel Business Plan Template here .

What Are the Main Types of Hotel Companies?

There are many types of hotel companies. Most hotels are affiliated with a hotel franchise company. Other hotel companies distinguish themselves by star level-  4 to 5-star hotels are on the higher end of rate and amenity offerings, whereas 2 to 3-star hotels cater more towards the everyday business travelers and families.

What Are the Main Sources of Revenue and Expenses for a Hotel Business?

The primary source of revenue for a hotel business are the room fees it charges each guest to stay at the hotel. Revenues are also collected for different amenity offerings, such as room service,  restaurant and bar revenue, spa revenues, and guest shop revenue.

The key expenses for a hotel business are the costs for inventory, maintenance, supplies, furniture, fixtures, and equipment, technology, and payroll of the staff. Other expenses will be the rent, utilities, and overhead costs, if applicable.

How Do You Get Funding For Your Hotel Business Plan?

Hotel businesses are most likely to receive funding from banks. Typically you will find a local bank and present your business plan to them. Angel investors and other types of capital-raising such as crowdfunding  are other common funding sources. This is true for a business plan for a hotel, a resort or a boutique hotel business plan.

What are the Steps To Start a Hotel Business?

Starting a hotel business can be an exciting endeavor. Having a clear roadmap of the steps to start a business will help you stay focused on your goals and get started faster.

1. Develop A Hotel Business Plan - The first step in starting a business is to create a detailed hotel business plan that outlines all aspects of the venture. This should include potential market size and target customers, the services or products you will offer, pricing strategies and a detailed financial forecast.  

2. Choose Your Legal Structure - It's important to select an appropriate legal entity for your hotel business. This could be a limited liability company (LLC), corporation, partnership, or sole proprietorship. Each type has its own benefits and drawbacks so it’s important to do research and choose wisely so that your hotel business is in compliance with local laws.

3. Register Your Hotel Business - Once you have chosen a legal structure, the next step is to register your hotel business with the government or state where you’re operating from. This includes obtaining licenses and permits as required by federal, state, and local laws. 

4. Identify Financing Options - It’s likely that you’ll need some capital to start your hotel business, so take some time to identify what financing options are available such as bank loans, investor funding, grants, or crowdfunding platforms. 

5. Choose a Location - Whether you plan on operating out of a physical location or not, you should always have an idea of where you’ll be based should it become necessary in the future as well as what kind of space would be suitable for your operations. 

6. Hire Employees - There are several ways to find qualified employees including job boards like LinkedIn or Indeed as well as hiring agencies if needed – depending on what type of employees you need it might also be more effective to reach out directly through networking events. 

7. Acquire Necessary Hotel Equipment & Supplies - In order to start your hotel business, you'll need to purchase all of the necessary equipment and supplies to run a successful operation. 

8. Market & Promote Your Business - Once you have all the necessary pieces in place, it’s time to start promoting and marketing your hotel business. This includes creating a website, utilizing social media platforms like Facebook or Twitter, and having an effective Search Engine Optimization (SEO) strategy. You should also consider traditional marketing techniques such as radio or print advertising. 

Learn more about how to start a successful hotel business:

  • How to Start a Hotel Business

Where Can I Get an Example Hotel Business Plan PDF?

You can download our example hotel business plan PDF template here . This is a business plan template you can use in PDF format.

Other Helpful Business Plan Templates

Franchise Business Plan Template Resort Business Plan Template Bed and Breakfast Business Plan Template

  • Culinary Arts

How to start your food business: An 8-step guide to success

How to start a food business

February 22, 2024 •

8 min reading

Got a great idea for a food business but not sure how to get started? Find out what to consider, and how to make it happen with our practical 8-step guide to sucessfully launching a food business.

Are you a passionate entrepreneur with an innovative idea for a restaurant, a skilled baker ready to take your talents to the next level, or someone with dreams of hitting the road with a food truck , offering your vibrant street food creations to people anywhere? Starting a new food business can be an exhilarating adventure, but it can also be a daunting journey filled with unexpected challenges and bureaucratic hurdles that require a combination of business expertise and determination to overcome.

Is now a good time to launch a food business?

Well, it turns out that now might be a great time to take the plunge. Research shows that the food service industry is projected to grow from $2,646.99 billion in 2023 to $5,423.59 billion by 2030, at a CAGR of 10.79% during the forecast period.

But the idea of starting up your own F&B business may seem daunting, especially when the outlook for start-ups is bleak. Research shows that as many as 90% of new restaurants fail. What's more, restauranteurs and other hospitality business owners have voiced their concerns lately about the affect of the rising cost of labor, energy and inflation on produce on the market. These rising overheads are making for a very challenging market, even for seasoned professionals to navigate.

In the world of business, there is never a perfect time to start. Even in ideal conditions, a business may not survive. However, some of the most successful businesses have emerged from challenging circumstances and economic hardship. It's logical, really. If a business can thrive during tough times, it demonstrates resilience and the ability to overcome future difficulties. So, don't wait for the perfect moment. Take the leap and give your business every chance at success.

So to help you get started, we’ve pulled together an 8-step beginner’s guide, with insider tips to give you a head start.

1. Make a solid Business Plan

The first thing you’ll want to do before making any investment is do your research, diligently. Spend a few weeks (or even months) getting a deeper understanding of the broader food service landscape, your customer target, latest trends, and competitors, and start writing a business plan for your investors. Think of it as exploring your 4C’s: customer, consumer, channel, and context.

For this, you’ll want to:

  • Define your target market : Who is your new business targeting – baby boomers, Gen X, Gen Z, empty nesters, seniors? Once you’ve defined your target segment, make sure you understand what they buy, why they buy, where they buy from, and what makes them tick. This will help you create a relevant, targeted offering.
  • Define your USP : Find what sets you apart from the rest of the herd. Have a look at what your direct (and indirect) competitors are doing, and establish your point of competitive difference. Now here, it doesn’t have to be radical, but it does have to be relevant. For example, if you’re targeting young families, creating a child-friendly establishment with nutritious children’s meals could be enough to give you a leg up on the competition.
  • Define your restaurant style : Are you thinking of opening a bakery, coffee shop, quick-service, fast-casual, or full-service dining restaurant? Each one of these channels requires its unique approach, operating hours, and investment, so make sure to pick one that suits you as an individual and the work schedule that you’ll want to have.
  • Select your food type/menu offering: Think carefully about your menu and the type of food you’ll want to offer – and do so early on in the process. Find out what the latest menu trends are (especially for your target market) and tailor your offering to them. Some of the hottest trends right now include vegetarian/vegan diets, allergy-friendly & gluten-free menu options , and sourcing your produce locally.
  • Define your brand : Your branding – from your logo and the imagery you use, to the design of your menu, the music you play, and even and uniforms of your staff – define what your business is all about, and what you stand for. It sets the tone for your restaurant and lets your customers know what they can expect. Think carefully about how you want to position yourself and what you want your identity to be.

Once you have your business plan in place, go out into the world – and test it. Find some of your target customers and ask them for their thoughts and impressions. This could be as simple as polling a handful of people off the street to a full-blown market research study.

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2. Secure your financing

Now it’s time to sort your finances. However not everyone who wants to start a restaurant has the personal funding to do so. In fact, most don’t.

Thankfully, there are lots of other ways that you can find funding for your new venture:

  • Get a business loan
  • Turn to family/friends
  • Find outside investors or bring in a partner
  • Venture Capitalists and angels
  • Use crowdfunding
  • Get government aid

Just remember that it’s likely to take years before you turn your first profit, and money will be tight at first. So think about starting small (with a strategy to scale up) and choose your business partners wisely, because they’ll be around for a good while.

3. Choose your location

You know what they say: “location, location, location”. Well, as it turns out, that’s not always the case. The location you choose for your establishment will depend on several factors, and unless you’re relying heavily on foot traffic, you don’t necessarily need to be in the hottest new retail location.

Here are a few factors you’ll want to consider :

  • Cost : based on your sales and profit projections, what can you afford to spend on rent?
  • Accessibility to potential customers : how are your customers getting to your restaurant, by foot, by car, or by public transport?
  • Restrictive ordinances : some neighborhoods have strict noise regulations or restrictions on the times when your suppliers can deliver your produce
  • Proximity to other businesses : competitors and other businesses can influence your traffic, so map out what’s happening around you, and how it could affect your business
  • Plans for the future : consider what the neighborhood will look like in 2, 5, or 10 years, and if there are any major development projects underway that could change the local landscape

4. Design the layout of your space

Once you have a venue, it’s time to start working on the layout and design your space.

Of course, this will depend on the type of establishment you’re running, but typically restaurants dedicate about 45-60% of their space to the dining area, about 35% to the kitchen area and the remainder to storage and office space.

Think carefully about the layout of your kitchen and dining areas, and make sure there’s a smooth flow between the two. Prep space is also critical, so make sure your chefs have enough room to plate, garnish, and decorate their dishes.

This might also be the right time to think about what technology will be required in your food business , be it the POS system, kiosks, tablets, or audiovidual elements that contribute to the atmosphere as well as promoting specific products, technology must integrate within the design of your space.

And most importantly: don’t cut corners in your dining area. This is the stage of the show – literally where all of the magic happens – so finding the right ambiance and decor to make your customers feel welcome is critical to success.

5. Choose your suppliers

As a restaurateur, you’ll be working with several different suppliers – from furnishings to POS systems, bar equipment, kitchen appliances, and of course, food. Make your wish list, scope out your short and long-term budget, and go on the hunt for your partners. But remember that while you don’t want to cut corners when it comes to quality, over-priced suppliers can minimize your margins and run your business into the ground. So make sure to negotiate, hard.

But where do you start looking? Try going to wholesale retailers, local farmer’s markets, F&B conventions, ask for recommendations from fellow restaurateurs, or just do a simple Google search.

You’ll be looking for a trustworthy supplier, who has a good track record of providing quality products and a roster of successful partnerships. For food suppliers, be sure to about their delivery schedules and food safety management practices. And go local – they usually offer fresher ingredients whilst also being better for the planet.

6. Get your licenses and permits

When it comes to regulations, every country, county, and city is different. But make sure that you check in with your local regulatory office, and consider getting legal counsel to make sure you adhere to all of your local health & safety codes and food regulations. Another important license is an alcohol license if you plan on serving alcoholic drinks at your eatery.

Just be aware that some licenses can take months to acquire, so make sure to get started on this process well before opening day.

7. Start hiring your employees

First, think about what staff you need to hire for your restaurant type. Based on the scale of your restaurant, this may include HR managers, purchasing experts, accountants, marketing & sales managers, chefs and sommeliers, waiters, hosts, bartenders, and cleaning and dish-washing staff. Make sure to hire enough staff for each job, and anticipate shift planning and back-ups in case of illnesses and vacations.

Look for candidates with sufficient experience and a successful track record, who are quick on their feet, can multi-task, and are efficient. All of your employees should work well under pressure, and customer-facing staff should have exceptional social skills.

And when it comes to hiring staff, you can never be too careful – so do your due diligence. Make sure to do background checks, conduct several face-to-face interviews, and call their references.

8. Advertise your business

Before opening your restaurant, you’ll want to do a fair amount of advertising to alert your local community that there’s a new eatery on the block.

And while word of mouth is still the best form of publicity, here are a few other ways you might like to consider announcing your new venture:

  • Build a great website: make sure that it’s easy to navigate and includes all of the key information, including your opening times, menu, booking engine, and if/how you cater to special requests
  • Use social media : create accounts on Facebook, Twitter, Linkedin, and Instagram, and share relevant news and high-quality photos of your restaurant and the behind-the-scenes process as you’re getting ready for opening day
  • Run some paid media ads: use ad buying platforms to get your restaurant ads seen and heard by thousands of food-loving people who match your target customer on social media sites, search engines, website ads, streaming services, radio and podcasts. A word of caution though, it's best to leave this to the professionals unless you're confident in you own ability to manage digital ads - using a specialist agency of freelancer will ensure you don't accidentally overspend on your ads.
  • Host a soft opening : this is not only a great practice-run before opening day, but will also help create some buzz about your restaurant within your local community. Make the guest list small, and consider having a soft opening for family & friends, followed by one for local businesses and partners.
  • Offer promotions to new guests : offer a free drink or dessert for the first 10, 50, or 100 customers – you’ll be remembered for your hospitality and generosity. After all, who doesn’t love free stuff?

And with that, we leave you with one last tip for success: work hard, don’t give up, and be prepared to break the mould. The measure of success is ultimately found in the bottom line, however it's important to measure, track and review performance across a range of metrics to continuarlly reassess and tweak your business model as you go.

Starting any new venture will be a challenge and most likely an uphill battle, but in the end, nothing tastes sweeter than victory.

EHL Insights

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This five-month intense program of 25 masterclasses will help you shape your business project thanks to management modules and the tools EHL developed for entrepreneurs.  It will also immerse you in culinary operations, from fine-dining cuisine to freshly prepared takeaway food, catering, oenology and R&D.

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Strategies for managing hotel Food & Beverage services post COVID-19

Food & Beverage

Though the pandemic has had profound effects across all industries, few have felt the very real impacts of the major pandemic as much as the travel industry.

COVID-19 has largely shut down travel — petrol prices have dived, the number of people on flights is at a modern-era low, and numerous hotels are struggling to fill their rooms with enough people to keep their doors open.

Impacts for hotels that also support hotel restaurants, bars, or even room service are especially fierce. This has put many in the position of greatly questioning whether or not these services will continue to be profitable in the future and whether or not they are worth the added effort in the long run.

hotel food and beverage business plan

Exploring ways to keep hotel restaurants, bars, and other food services in business and making money is an important task of any hotel manager or owner.

Rebuilding interest

Arguably the biggest hurdle in achieving the goal of making hotel food services profitable again is rebuilding trust. This isn’t exactly an issue that started with the COVID-19 pandemic. Rather,  hotel food profitability  has been on the minds of many hotel industry leaders for quite some time.

For a long time, hotel managers have simply considered breaking even or making a small profit with hotel bars and restaurants a win.

Typically, the hotels that have been able to turn a profit with their food services are those  where staying and eating are closely tied together . Think of things like small bed-and-breakfast places or localities where the hotel restaurant is strongly linked to the local community and draws customers that are simply staying at the hotel during a trip.

Before the pandemic, many larger hotel chains were beginning to realize that this strategy could work on a much larger scale with the right management changes.

In the wake of COVID-19, this plan has been sent into a bit of a tailspin. Right now, the big thing that all hotels need to focus on is  rebuilding trust with potential customers . This can mean a lot of things such as increasing hygiene in all hotel spaces, limiting the number of guests allowed in the hotel at one time, and making some changes to hotel food services that provide safer alternatives to going out to eat elsewhere.

Reimagining hotel food

There are more than a few ways that hotels can manage and reimagine hotel food and beverage services during the COVID-19 pandemic. One of the simplest strategies for limiting the risk of spreading the virus includes limiting in-person dining services.

This can seem like a bad business move, but it can keep the hotel from having to shut down as a result of an outbreak. Instead, consider providing free room service to guests that choose to order food and drinks from the hotel bar instead of going out.

Another tool might be expanding food delivery and room service options for guests. This could mean partnering with local businesses to have their menus added to the room services list. Technologies such as  food industry data science  can help key in on the types of local food and drink services guests would be most interested in.

Likewise, it can help identify certain aspects of the food and drink services that could benefit from improvement and small tweaks over time.

Hotels may also begin the process of  incorporating customer journey maps . The act of developing the maps will force managers to ask themselves how customers are interacting with the hotel as well as associated restaurants, and bars and how those interactions could be improved.

Ultimately, this could be used to better guide customers to ideal food and drink situations during their stay as well as boost foodservice profits during the pandemic.

Creating a plan

All of these ideas are great, but the real challenge comes with implementing a plan and making it stick. Developing a strategy that will not only build trust in the hotel industry but also offer incentives that will boost foodservice profits and keep customers coming back is no easy task.

Contingency and continuity plans are critical aspects  of running a smooth business operation, especially during a pandemic.

Fortunately, the  vaccine rollout offers somewhat light at the end of the tunnel  for those in the travel industry. Though the arrival of vaccines certainly doesn’t immediately mean we’re out of the dark, many in the industry are already making big plans.

Thousands of regular travelers have been cooped up at home for over a year now, and many are itching to get out and visit friends, family, and new places.

The hope is that the travel industry will bounce back quickly as restrictions ease and people begin to feel safe traveling again. This, of course, would be a boon for hotels and the  food/beverage  services they offer.

More guests mean more profits and some of the new strategies that were implemented during the pandemic may prove to be equally profitable in a post-pandemic world.

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Marriott evolves its food and beverage program in step with the times

Marriott mobile ordering

Hotels pretty much had to reinvent food and beverage service during the pandemic just to stay afloat. Now some of Marriott’s best reinventions have become permanent, driving menu and service trends at the hotel chain.

One of the biggest disruptors on the bar side is the rise of spirit-free and low alcohol cocktails, said Dana Pellicano, VP Food + Beverage, Global Operations for Marriott International. “People are eager to socialize again but are looking for ways to join the fun without overdoing it,” she said. “Hotel guests are ordering these more often.”

Spirit brands are responding with better quality nonalcoholic choices and bartenders are getting more creative mixing up drinks that are close facsimiles of their boozy counterparts.

Ready-to-drink (RTD) bottled and canned cocktails, a pandemic necessity, are also here to stay.

“This is one of the fastest growing spirits categories, increasing 185% year-over-year,” said Pellicano, attributing that growth to the big brands, like Bacardi and Ketel One.

canned cocktails

Photo courtesy of Marriott International

During a recent visit to Walt Disney World’s Swan and Dolphin in Orlando, she noticed the grab-and-go retail spaces packed with hermetically sealed, ready-to-drink cocktails. “There were three rows of branded canned cocktails, including gin and tonics, negronis and margaritas,” Pellicano said. “Consumers are still gravitating toward known brands and safety.”

Like the alcohol-free drinks, these RTD cocktails have greatly improved in flavor and quality.

Takeout meals and contactless service are going gangbusters at hotels and see no sign of slowing down. Marriott started reinventing room service five years ago, moving from traditional trays in full-service, non-luxury branded hotels to a bagged option exchanged at the door or packed for pickup in the hotel lobby. The pandemic accelerated this trend, and more hotels in the brand migrated to this format last year, offering food that boxes and travels well, at prices more in sync with today’s customer expectations.  

Hotel guests can place mobile orders for food delivery to their rooms all day long. Piggybacking on the digital ordering trend, Marriott teamed up with Uber Eats to provide hotel loyalty members points even when they’re not traveling.

Customers who link their Marriott Bonvoy account and Uber account in the Uber app start earning points on transactions for both food and rides. The points can be redeemed for free nights at Marriott hotels and home rentals.

Onsite hotel restaurants are also offering streamlined menus. “There’s absolutely a shrinkage of menus,” said Pellicano. “We’ve pared back to the top sellers and the food is more reflective of what people want to eat.”

Now that meetings and events are again being booked at hotels, what and how are attendees eating?

A recent Marriott survey revealed that 72% of guests would eat from a buffet again—a surprise to many in the industry.

“The hotel buffet is not dead,” said Pellicano. “It’s like a cat that has nine lives.”

She attributes this to the fact that Covid is not a foodborne illness. Nevertheless, there’s still a need for guests to distance and not share serving utensils. “Buffets are efficient and can feed a lot of people at once,” Pellicano said. “And now many conferences and conventions are fully-vaccinated meetings. Whole groups have gone back to meetings like it’s 2019.”

That said, it’s all about giving people choices. “There are always groups that prefer grab-and-go foodservice and outdoor feeding spaces.”

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Aaron Allen » Insights » Hotel Food & Beverage: 36 Holiday Marketing Ideas that Worked

hotel food and beverage business plan

Hotel Food & Beverage: 36 Holiday Marketing Ideas that Worked

What holidays does your hotel celebrate? If you can count them on one hand, then you aren’t taking full advantage of your holiday hotel food & beverage potential. Holidays are generally tied to large groups of people in good moods —  i.e. they’re dying to go out and have a great time. All they need is a venue to host them. Why not yours? 

We’ve tracked down 36 examples of hotels leveraging holiday marketing to boost exposure and revenue for their food and beverage venues.  The best marketing never copies what someone else did though, so this list is not intended to be a list to cherry-pick from.  Rather, this list is provided just to help get your wheels turning for just how much potential can be found in a well-formulated, all-year-long approach to holiday marketing.

Celebrating Holidays Allows Hotels to Showcase Local Color

Doing something festive is an easy way to make your hotel stand out in guests’ minds. It’s the perfect chance to create a personalized “wow” factor by reminding guests what makes your property a unique, exciting F&B destination.

The Grand-Scheme-of-Things Should Allow Diversity, but there Must be an Overall Plan to your Hotel Food & Beverage

Yes, we’re definitely advocating a property-by-property marketing strategy for holidays. Choosing which festivities to celebrate is not a one-size-fits-all type of game. That said, your company must have an overall holiday Hotel Food & Beverage marketing plan where you set specific goals for all of your properties.

Here are three excellent goals:

  •  Set a three-holiday-a-month goal and let your properties choose what to celebrate — there are plenty of holidays from which to choose.
  • With new holidays, try to reach a new guest market, whether traveling tourists or locals looking for a good time.
  • Use holidays to do something special on digital platforms, including company and hotel websites and social media. Even if guests aren’t staying at your hotel, they should associate your brand with the holidays.

Does Holiday Marketing Really have Potential? Let’s Look at a Few Numbers

Who Celebrates What:

  • Eighty-seven percent of Australians celebrate Australia Day. In 2012, more than 5 million Australians planned to attend a public event to celebrate. The day after, an extra 170,000 people called in sick to work, meaning your hotel bar should be doing something.
  • Carnival is one of those truly global holidays, with celebrations taking place in every continent except for Australia (and Antarctica, but that’s a given). Venice, an iconic venue with a dependable market, saw more than 70,000 people attend last year’s opening events.
  • Nearly 35 million Americans traveled for Memorial Day in 2013.
  • Last year, 41 million Americans traveled during the Fourth of July.
  • With 1.6 million French nationals living outside of France, Bastille Day has become a quasi-global holiday.
  • Last year, 43 million Americans traveled for Thanksgiving. Pair that with the 33 million diners who relied on a restaurant to serve up their holiday meal — not to mention the 46 million shoppers who ate out for Black Friday — and you have very compelling numbers to feature a terrific Thanksgiving menu.
  • Leading up to Christmas 2013, Japan saw 839,800 visitors during November — nearly a 30 percent increase from 2012.

How Much Do They Spend:

  • In 2013, Americans spent roughly $130 per person to celebrate Valentine’s Day — a conservative amount, with romantics in the UK and France spending $195, nearly $250 in Spain, and a whopping $284 in Asia. Collectively, diners in the U.S. spent $3.9 billion taking their sweethearts out to restaurants.
  • In 2013, U.S. families spent a grand total of $14.6 billion to celebrate Easter. On average, each person spent nearly $62 on food alone — that’s on top of the $28 spent on candy.
  • While you might not think that a holiday marked by a month-long fast, Ramadan, would be the time to emphasize your Hotel Food & Beverage programs, guests actually spend 30 percent more on food during that time.

And We Haven’t Even Touched on Gift Cards

Gift cards have been the most requested gift item since 2007, and Christmas is prime time. Mother’s Day comes in second and, for both holidays, 34 percent of shoppers purchase restaurant gift cards. A typical gift card amount is $25, but the average recipient spends between 20 and 50 percent more than the gifted value.

 Clearly, people love holidays, and that’s fantastic for Hotel Food & Beverage programs. Looking for inspiration? Check out our list of ways different hotels around the world were celebrating last year:

aaron-allen-hotel f-and-b-january-02-header

Tu Bishvat –  Inba Jerusalem Hotel, Israel

Hotel Food & Beverage

To celebrate the “new year of the trees,” the head chef at the Inba Jerusalem Hotel prepared a festive meal using ingredients from trees, including pears.

Inauguration Day –  The Madison Washington D.C., USA

Presidential inauguration doesn’t happen every year—all the more reason to celebrate with two specialty drinks: Old Establishment and Death & Taxes.

Australia Day –  The Newport Arms Hotel Sydney, Australia

Australia Day also signifies the annual Triple J Hottest 100 musical countdown; the Newport Arms Hotel celebrated by throwing an Australia Day Eve bash at the beachfront beergarden (the biggest in the country).

aaron-allen-hotel f-and-b-february-header-01

Hotels in Las Vegas banded together last year to throw a Year of the Snake celebration. The Bellagio had a money tree, The Venetian Resort had a 38-foot cherry tree, the Mandarin Oriental’s spa offered New Year treatments and — most importantly — the Nobu Hotel (a space completely dedicated to dining) timed its opening to coincide with the events.

Valentine’s Day –  H2hotel California, USA:

Healdsburg California’s H2hotel served a moderately priced $85 eight-course tasting menu that included a to-go dessert for guests — a fantastic idea since, for most couples, the perfect Valentine’s Day doesn’t end at the restaurant.

Carnival-  Hotel Bauer Venice, Italy

Hotel Food & Beverage-Hotel-Bauer-Venice-Italy

Hotel Bauer’s costume party featured a Renaissance-style buffet complete with acrobats, contortionists and burlesque dancers. What really caught our attention, though, was the menu, which included steamed swordfish and a suckling pig.

aaron-allen-hotel f-and-b-march-header-01

Anticipating crowds of shivering folk from the parade, JW Marriott rolled out a special Italian/Irish cappuccino to warm things up.

Passover –  Kind David Hotel Jerusalem, Israel

On top of preparing for Passover, the King David Hotel hosted President Obama during his visit to Israel. To cope with the added stress, the King David ensured that all of its Passover preparations (including bringing in entirely new kitchen equipment) were finished ahead of time.

aaron-allen-hotel f-and-b-april-header-01

Easter –  The Radnor Hotel Philadelphia, USA

Hotel Food & Beverage-Easter

Realizing that Easter is one of the rare opportunities for marketing hotel food & beverage specifically for kids, the Radnor Hotel hosted an Easter Tea featuring characters like the Easter Bunny, spring fairies and a spring princess.

Tax Day –  Sheraton New Orleans, USA

Everyone in the U.S. marks April 15th as the last day to pay federal taxes (and get them postmarked). To put a humorous spin on the occasion, on the 14 th , the Pelican Bar at the Sheraton New Orleans mixed up two tax-themed cocktails. As an added bonus, anyone who brought their W9 forms to the bar got a free drink. 

Earth Day –  Seaport Hotel Boston, USA

To celebrate this day of environmental stewardship, the Seaport Hotel took some time to expand its hotel food & beverage program by planting herbs in its plaza’s organic garden.

Anzac Day –  The Exchange Hotel Brisbane, Australia

To celebrate Anzac Day and remember Australia’s armed forces, The Exchange Hotel hosted a “gunfire breakfast” for the armed forces, followed by lunch, dinner, and $1 tacos.

aaron-allen-hotel f-and-b-may-header-1

How does a hotel with an Asian restaurant celebrate Cinco de Mayo? At the Luxor Hotel’s Rice & Company, the chef created specialty sushi using amazingly fresh holiday-appropriate ingredients. Shrimp tempura with fresh habañero actually works.  

Mother’s Day –  Omni Hotel Los Angeles, USA

The Omni Hotel’s Grand Cafe made moms “Queen for a Day” last year, serving a regal brunch buffet (eggs Benedict, salmon, and the like). What really made the event special was the tiara moms got to wear and the gourmet cupcakes to-go.

Memorial Day –  Kimpton Hotels

Hotel Food & Beverage-Memorial-Day

Realizing that sometimes money is too tight to take a vacation to a hotel (but not wanting to slow down on its F&B programs), Kimpton Hotels posted a collection of the chef’s favorite Memorial Day recipes online.

aaron-allen-hotel f-and-b-june-header-01

Brunch isn’t typically a “dad” thing. To make the meal more manly, the Beverly Wilshire ran a promotion where every dad dining out received a “BW” cigar.

International Picnic Day –  The Peninsula Hotels

The Peninsula Hotels offer one of a kind “dining out” hotel food & beverage programs year-round, but that doesn’t make International Picnic Day any less special. To celebrate, The Peninsula Hotels posted on the company website to remind everyone about its fantastic and global picnic programs.

Summer Solstice –  The Millennium Alaskan Hotel Anchorage, USA

How do you celebrate the longest day of the year (and simultaneously let everyone know that your outdoor dining venue is back in business)? The Millennium Alaskan Hotel threw an epic 10-hour party featuring live entertainment and plenty of great food on its newly remodeled deck.

aaron-allen-hotel f-and-b-july-header-01

For fireworks, there really isn’t a better spot to be than a rooftop bar. Last year, the Sky Room at the Fairfield Inn & Suites by Marriott Times Square threw a picnic extravaganza. The hotel also whipped up a signature cocktail that was, according to the Daily News, “guaranteed to make you see stars.”

Ramadan –  Ritz-Carlton Doha, Qatar

Traditionally, Ramadan fasts are broken at home with a large family meal. But with more women joining the workforce, dining out is becoming a popular option. Last year, the Ritz-Carlton Doha made that easier by offering families a 50-percent-off children’s discount.  

Bastille Day –  Sofitel Manila, Philippines

The Sofitel Manila turned Bastille Day into a monthlong celebration of French culinary prowess, highlighting a different region of France each week.

aaron-allen-hotel f-and-b-August-header

Kids can be picky eaters, and they always love a party. So Discovery Shores Boracay dedicated August to perfecting a kid-friendly hotel food & beverage program, including a buffet with mini-cheeseburgers, corn dogs, spaghetti, etc.

National Ice Cream Sandwich Day –  American Club Resort Wisconsin, USA

Wisconsin’s American Club Resort served chocolate chip ice cream sandwiches for $3 to celebrate National Ice Cream Sandwich Day—a great way to beat the summer heat.

Julia Child’s Birthday –  The Jefferson Washington D.C., USA

What foodie doesn’t love Julia Child? To celebrate her birthday, The Jefferson prepared a six-course tasting menu inspired by classic dishes from Child’s cookbooks. 

aaron-allen-hotel f-and-b-September-header

Mid-Autumn Festival – Concorde Hotel Singapore


The Concord Hotel Singapore serves delicious mooncakes for the Mid Autumn Festival, packing the treats in four boxes to symbolize health, wealth, love, and happiness.

National Cheeseburger Day –  Ritz-Carlton South Beach Miami, USA

To celebrate National Cheeseburger Day, the Ritz-Carlton South Beach offered guests two options: the Sinner (made with Wagyu beef and all the fixings) and the healthier 530-calorie Saint.

Labor Day –  Seminole Hard Rock Cafe Hotel Fort Lauderdale, USA

In honor of the unofficial end of summer, the Seminole Hard Rock Cafe Hotel hosted a DJ PJ Brunch promotion for Labor Day, encouraging guests to dine and dance in their PJs with drink specials and a photo booth to remember the event.

aaron-allen-hotel f-and-b-October-header

The Four Seasons Hotel in Houston celebrated for a cause with its Drink Pink watermelon martinis in honor of National Breast Cancer Awareness Month.

Halloween –  The Andaz Hotel London, UK

Taking advantage of the fact that A) a secret Masonic Temple was discovered in the hotel and B) Jack the Ripper might have been one of the Freemasons to attend the secret meetings, the Andaz Hotel created a special Jack’s Martini.

National Seafood Month –  Starwood Hotels


The Starwood Hotels celebrated National Seafood Month by asking guests to tweet about their favorite Starwood seafood dishes. 

aaron-allen-hotel f-and-b-November-header

Dia de los Muertos –  Hotel Matilda San Miguel de Allende, Mexico

Hotel Matilda brought in Martha Ortiz Chapa (of Dulce Patria) to cook White and Black Dinners to celebrate those who have passed on. The culinary color scheme was a fun homage to the holiday’s trademark black and white skulls.

Veterans Day –  Gillum House B&B West Virginia, USA

Back in 2008, the Gillum House B&B started something fantastic. To make it easier for veterans to travel with their families, it started the B&B for Vets program and set aside a room for veterans to stay (and eat) free of charge. Five years later, and the goodwill is still spreading — 800 B&Bs were expected to sign up in 2013, representing as many as 5,000 room nights.

Thanksgiving –  Cosmopolitan Las Vegas, USA

Las Vegas’ Cosmopolitan took an alternative approach to holiday classics with dishes like pumpkin gnocchi. The innovative menu was so popular that Foursquare ranked the restaurant as the U.S.’s most popular Thanksgiving dining destination.

aaron-allen-hotel f-and-b-December-header

To celebrate the shortest day of the year, the InterContinental Singapore served a menu based around traditional Chinese clay pot winter stews.


Christmas –  Keio Plaza Hotel Tokyo, Japan

The Keio Plaza Hotel infused its holiday dining experience with traditional Japanese culture. In December, the hotel hosted an exhibit on traditional chopsticks while its restaurant served a four-course French meal designed to be chopstick friendly.

New Year’s – Dubai Creek Golf and Yacht Club, UAE:

Glamorous evening attire, plenty of drinks, and an evening that ends in a bang could mean one of two things: a New Year’s Eve party to remember or a celebration of James Bond’s 50th Anniversary. At the Dubai Creek Golf and Yacht Club on December 31st, it meant both.

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  • Please note that during the New Year's holidays, our spa will have modified opening hours: December 31: 9 am-7 pm, January 1: Closed, January 2-8: 9-12 am
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Radisson Blu Leninsky Prospect Hotel, Moscow - Filini Bar

Delicious Italian cuisine awaits you at Filini restaurant and bar. Open all day, you'll find our Super Breakfast buffet and deli options if you prefer to take away, as well as lunch and dinner. Seasonal, sustainable, fresh—enjoy a menu with dynamic flavor options for multiple palate preferences. You can also visit our cocktail bar, a perfect place to relax or work with a drink. Our bar is open 24/7 and features co-working areas.

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Udaltsovskiye Ponds Park

When visiting Vernadsky Avenue in Moscow, Russia, make time to walk around this green public park with two ponds. The energetic area is surrounded by government buildings, schools, and local monuments.

Sparrow Hills

This viewpoint offers one of the best views of Moscow from over the Moskva River and toward the 1980 Summer Olympics stadium. You can reach it by taking the metro to the Vorobyovy Gory stop.

Darwin’s Museum

While in Moscow, visit one of the world’s first museums dedicated to Darwin’s study of evolution. The museum is also a historical landmark, first open in the early 1900s.

This iconic square is famous for its stunning red architecture and important landmarks. Here you will find a meeting point that's home to the State Historical Museum, St. Basil's Cathedral, and a short walk away, the Kremlin.

Afimall City

Window shop, buy a souvenir, or try the local flavors at this commercial center near the Moskva River. Contemporary with a stunning atrium and fountain, it’s also a lovely place to take pictures.

Patriarch’s Ponds

Patriarch’s Ponds is an upscale neighborhood in Moscow with a park and restaurants surrounding a large pond. As a historical landmark, it has adapted for over 200 years with changes in the city—once home to university students, but today it's a high-end residential area.

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Get the Radisson Blu experience – comfort, style, unparalleled service, and close attention to detail in some of the world’s favorite destinations.

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RBI shuffles leadership team

RBI personnel appointments

From left: Sami Siddiqui, RBI’s chief financial officer; Jeff Klein, president Popeyes US and Canada; and Thiago Santelmo, president international.

TORONTO  —  Restaurant Brands International has shuffled its leadership team to support its long-term growth plans.

The company has promoted Sami Siddiqui from president of Popeyes United States and Canada to chief financial officer. Siddiqui succeeds Matt Dunnigan who is leaving the company.

Siddiqui has been at the company for approximately 11 years. Before he was president of Popeyes, he was president Asia-Pacific for Burger King, Tim Hortons and Popeyes. He joined the company as its head of finance and investor relations before being named brand  CFO for Tim Hortons and then Burger King.

Before his tenure with the company, Siddiqui was with Google and The Blackstone Group.

Jeff Klein has been elevated from chief marketing officer to Siddiqui’s previous position of president Popeyes US and Canada. Klein has been with the company since June 2022.

Before joining the company, Klein was most recently CMO at Little Caesars Pizza and previously senior vice president, CMO global foodservice at PepsiCo, Inc.

Thiago Santelmo has been named president of international and succeeds David Shear. Shear will remain with the company for a year as an advisor and assist in the transition, the company said.

Santelmo joined the company in 2013 as senior manager, finance and supply chain for Latin America and Caribbean. He also has held such positions at the company as VP of global business development, head of finance and business development EMEA, president Latin America and the Caribbean, and president EMEA.

Before RBI, Santelmo was most recently in corporate finance at McKinsey & Co.

The company said it will name a new president of EMEA and CMO for Popeyes at a later time.

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