What you may want to consider when courting a celebrity chef or existing concept
By Francine Cohen
Undoubtedly, hiring a celebrity chef or bringing on a familiar concept to be a spotlight restaurant on property is a calculated move. One designed to leverage their popularity and benefit from their exposure and ability to draw in guests. Finding the right name brand chef or restaurant group to partner with your hotel can be an interesting process and requires quite a bit of consideration in terms of how you are going to run your f&b program and what you want to represent to the outside world when people think of dining with you.
Bringing that known entity on board can be a very good idea that results in a mutually beneficial partnership, but, as always advised before getting into bed with someone, doing your due diligence makes the decision an even better idea. And one that will enable you to insure your partnership is in keeping with your brand’s philosophy.
At the family friendly resort, Atlantis, Paradise Island (www.atlantis.com), a new restaurant came on board (Virgil’s – www.virgilsbbq.com) that was an extension of an existing, and satisfying, partnership. Ian Reid, SVP of Food & Beverage explains how and why the relationship with Alicart restaurant group (www.alicart.com) has expanded to satisfy guests, “My team and I evaluated what cuisines were currently being offered at Atlantis and identified Virgil’s Real BBQ as the perfect way to incorporate a dining experience that we didn’t offer anywhere on property. It was important to craft a mouth-watering dining menu that would be familiar to our guests and to add another great value option to our Atlantis meal plans.”
This new addition went into an old restaurant space that existed on the property. Virgil’s took over where the Waters Edge restaurant left off, offering diners an indoor space that’s 11,000 square feet and a 3,000 square-foot outdoor patio. Reid describes, “Noted interior architect and designer, Jeffrey Beers, translated the restaurant’s road-trip concept into Continue Reading…