Innovation strategy involves identifying opportunities for incremental, evolutionary and revolutionary innovation. It can include leveraging existing business models or developing new ones. It also encompasses fostering an internal culture of innovation to generate value in combination with outsourced innovation that generates disruptive ideas and helps build competitive advantage and enhance sustainability into the future.
Revenue Management encompasses a focus is on driving increased average guest checks, operational efficiency and managing food costs to optimise profit. This includes monitoring the food and drinks menu to successfully drive yield, track what is selling by meal period and continuously optimise margin for profit.
Marketing involves all areas of marketing strategy, planning and execution for B2C (Business to Consumer) and B2B (Business to Business) products and services. It can encompasses a wide variety of marketing, brand and digital plans and projects and extends to areas such as marketing plans, brand positioning, graphic design, creative services, media management, public relations, digital marketing, website development, brand positioning, research, product development, sales support, customer acquisition and more.
Guest Experience involves mapping the customer touch points and looking specifically at who the target audiences are, understanding each of their respective needs, identifying any pain points and looking at ways to integrate and leverage technology to improve the in person guest experience.
Customer Journey moves beyond the in-person guest experience and encompasses the sum of all experiences and interactions a customer has with a business. It includes everything end-to-end (pre, during and post), starting before you get there, from first contact (in person, phone, email, online, etc) and after, including a businesses’ post communication and engagement activities with its customers.
The goal is to understand customer segments and anticipate their needs (personas), identify what would make the customer journey more seamless and help it deliver on the brand promise, make improvements, automate transactions where it makes sense to and drive efficiencies for both the customer and the business. A deep dive into systems, room service, analysis around what’s selling, establishing and monitoring metrics (rev PACH), and working out how to create an experience with the customer in mind, are all central to this push.
Operations entails the understanding and optimisation of an array of areas including guest services, house keeping, back of house, technology, entertainment systems, facilities, booking systems, yield, capacity and inventory management, planning, procurement, waste management, product management and development, staffing and training with a view to guiding strategy, improving efficiencies and realising the available integration and revenue opportunities.
Concept Design encompasses customer analysis (knowing who they are or who you want them to be), understanding current trends, identifying themes that fit with the brand and then devising how to bring it to life visually, from layout to equipment requirements, and how that can be translated through to menu design, uniforms and more.
The set-up of a Project Management Office (PMO) involves the review of existing practices and the assessment of current projects in order to develop a program of works for the business. This includes embedding a culture of good project management coupled with sound methodologies for monitoring and delivering projects on time.
Research can be consumer, trade and/or stakeholder focused (internal and external). It is designed to elicit deep and rich insights that can be leveraged by a business across a range of areas including marketing, product development and strategy to name but a few. It can be qualitative or quantitative in nature and include anything from focus groups and workshops to surveys, interviews and more.