“Culture of Outlets” — Ban this Word!

And when was the last time you said, “Let’s go eat at an outlet”? I’ll bet you’ve never heard this dialogue:

Spouse A: Honey, it’s Saturday, let’s go out to dinner.

Spouse B: Sounds great. What kind of outlet are you thinking about?

Spouse A: What? I said dinner.

Spouse B:  Got it. At the hotel we call them outlets. Hey after dinner at an outlet, let’s go to an outlet for drinks.

Spouse A: I don’t want to eat at an outlet, I want to dine at a restaurant, then drink at a bar.

Spouse B: Sounds a little strange to me, but OK.

Also an Outlet

So, “B” works at a hotel. Why don’t we say “restaurants & bars” when we work at hotels? Well, it’s convenient to say outlets if you want to encompass every type of service in one word. Room Service is not the same as restaurant, and a mini bar is not the same as a Bar. But both are “outlets”. I suspect the term emanated from accounting where analysis often requires lumping the non-banqueting areas together.

Well, lump them together all you want, but don’t call my restaurant an outlet. Or my bar. Guests don’t eat at outlets – just ask them. I can see the intercept survey now: “Sir, would you mind sharing some of your opinions about the outlet you dined at last evening?” Restaurants, Bar/Lounge, Room Service and Mini Bars all work for me. Let finance people refer to Eating & Drinking Revenue Centers.

Cute Outlet, but not a Restaurant

So I pledge here and now: stop what this “culture of outlets”. This culture supports a second-class image for hotel restaurants and bars. Language both reflects and reinforces culture:  ban the word “outlet” from your hotel. Hold your F&B head high.

And while we’re at it, here is some more “culture of outlets” behavior we should put to rest:

  1. Using the hotel logo on bar and restaurant promotional materials. Your restaurant has a name, right? Your bar? And logos? [Note: I’ve seen hotel restaurants and bars without logos – you can design a useable logo on line for a couple hundred bucks. Do it.]
  2. Room Service should be positioned as a service of the restaurant, not a service o the hotel. Yes, in some instances Room Service is truly unique, with a different staff and different kitchen than the restaurant. But in most cases, when it comes to Room Service, we fail to leverage all of the internal marketing we’ve done for our restaurants and bars. We don’t use restaurant and bar logos, we don’t talk about the restaurant Chef and we don’t do anything to indicate that the Chef even knows that his or her food sometimes goes to the rooms (how about: “We have prepared this Signature from our restaurant kitchen specifically for our Room Service Guests”, etc.)

    This is Also an Outlet

  3. Performing “competitive shops” at other hotels. So you really think your guest leaves the hotel for dinner and walks or drives…to another hotel? A competitive survey should determine where guests eat and/or drink when they don’t eat/drink at your bars and restaurants. Your employees and your regular guests can both tell you this. Ask them.
  4. Hotel web sites. My recent “Banana” blog addresses the need for independent web sites for your bars and restaurants. But how about the hotel web site? I actually think that the driver of “culture of outlets” here is space: “dining” is a 6-character word. “Restaurants & Bars” is 18 spaces. The same culture at work, I think, that figures it’s OK to use “Events” as a placeholder for “Weddings”. Reorganize the site, make the space.

Please let me know what words or phrases you think might work better than “outlets”.

Those are my thoughts, let me know yours.

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