Cheltenham. Food and Beverage. Champions Walk

Transcription

1 Cheltenham Food and Beverage Champions Walk

2 Objectives To provide a new restaurant for The Festival in 2015 To introduce a new dining concept to British racecourses which differs from the traditional format of a three course lunch or buffet, whilst maintaining levels of standards that are in line with Jockey Club Values To host a total of 500 guests throughout the four days and ensure that the profit on the restaurant s profit covered all costs, plus some additional impact on overall hospitality profits for The Festival Deliver a menu which allowed customers to enjoy top quality, locally sourced dishes Create an modern, fresh environment to compliment the modern style of dining again breaking out of the traditional format Position the facility in a good, central area so that people can come and go as they please, without feeling that they needed to be restricted during the lunch period by a more formal environment Create a mid range package that was affordable for both corporate clients and private individuals 2

3 Delivery Design of a menu that offered the option to eat as and when a guest would like to do so, flexibility was key. Should they wish to go and see the horses in the paddock and then return this wouldn t have any impact on service or standard of the food menu designed as grazing or bowl food, which is very popular in London and other sporting stadium but not seen on racecourses. Service was of the highest standard, individual dishes brought to people at their tables and one member of staff for each table The restaurant was opening at the entrance to the Tented Village, overlooking the horsewalk and under a minutes walk to the Parade Ring and racecourse Restaurant to be titled Champions Walk. A suitable name for its position by the horsewalk and impactful terminology Room had a full wall of glass windows looking onto the horse walk. The interiors were modern and fresh, white tables higher than standard and white leather poser stools. There was no formal seating plan and people could move around as they wished Food was displayed in a beautiful, impressive manner (see cheese table on right) An experience day was created for the sales team so that they could talk confidently about the product when selling to potential clients Price per person was 355 and 440 for Gold Cup day. The top price charged for a restaurant on Gold Cup Day is 640 (Chez Roux at Cheltenham), with the lowest price on that day 235 (Moscow Flyer Restaurant). Champions Walk exactly mid way between top and bottom prices 3 Dishes on the menu included suppliers such as Coln Valley Smokery, Battle Down Ale (see index)

4 Results/Anticipated Results After the sales team experience day there was a massive uplift in sales many of the clients booked into this facility were previous bookers, and we re encouraged to spend slightly more by the team Budgeted income 201,235 Achieved income 240,715 Actual Profit (less catering) 115,200 Total numbers in the facility were as follows, with Thursday the strongest day, sold out a big achievement for a first time restaurant Tuesday 156 Wednesday 105 Thursday 220 (sold out) Friday 159 Total 640 Post raceday customer satisfaction report proved to be very strong with 94.86% of feedback either good or excelled in all areas (see index ) Due to the success of the venue Champions Walk will now be hosted at Cheltenham during The Open in November. Sales as at (right). Capacity is 250 for facility so Friday and Saturday sales ahead of expectations - aim to sell out Friday over next two months Friday 166 Saturday 148 Sunday 10 Champions Walk will return to Cheltenham for The Festival in March 2016 offer been given to those who booked in 2015 if they book early. Limited figures at this stage but expected to grown over coming months The whole experience was first rate, EVERYONE was excellent! - Diedra Andrews Smith Thanks for sorting the Champions Walk for us - you were right - more modern approach and a fun venue. Kath Farmer 4

5 Supporting Information Customer Services Feedback Total Number of Excellent Good Fair Poor Responses Menu 61% 34% 5% 0% 100 Portion size 49% 36% 15% 0% 100 Quality of the food 61% 30% 9% 0% 100 Speed of service 79% 17% 3% 1% 100 Friendliness of staff 93% 7% 0% 0% 99 Cleanliness 79% 19% 2% 0% 100 Overall impression 74% 24% 1% 0% 98 Summary of % Feedback: EXCELLENT 24 % GOOD 5 % FAIR 0.14 % POOR 697 Example dishes using local suppliers (in bold) Seafood plate Severn and Wye smoked salmon, mackerel, Coln Valley salmon rillette, sautéed King prawn, chive crème fraiche potato tartar Smoked chicken Caesar salad Coln Valley smoked chicken, crisp romain lettuce, smoked anchovy, olives, sun blush tomatoes, crispy bacon, Caesar dressing, aged parmesan dressing English fillet of beef silky horseradish mash, rosemary scented rainbow carrots, Battledown ale sauce 5