The Challenge
To make F&B at Park Leisure’s holiday parks a credible income generator rather than a loss leader.
What did we do?
- Visited each park, holding discovery sessions with GM’s, chefs, F&B team and holiday home owners
- Strategically categorised the different park types into three groups, each with their own proposition
- Used these propositions and the findings from the discovery sessions to brief development chefs to create dishes for three different menus and price brackets
- Radically stripped back the unnecessary variety of drinks stocked
- Recommended reduced restaurant service hours during off peak, and increased the opening hours during peak
- Introduced a new Sunday roast offer and a new kids offer
- Hosted menu tastings at each park with team and holiday home owners to collect feedback, fine tune dishes and define costs/pricing/margins
- Designed menus and POS for each proposition, and managed photography of all hero dishes
- Created an internal ‘launch’ plan, incentivising the park team to deliver a fantastic experience and take ownership for the success of the launch
- Created an external ‘launch’ plan, utilising digital and printed comms, incentivising owners to try, and then incentivising them to return!
- Developed an ongoing F&B promotional plan with key date activity and all associated marketing material
The Outcome
Holiday home owners and guests were delighted with the new menu (especially the ones that had been part of the process), the team on park felt a new sense of pride to work in F&B, and fundamentally, F&B made an annual profit for the first time ever!