The Missing Entrepreneurial Spark in Hotel F&B
- Fabrice Blondeau
- Aug 28
- 2 min read
We have already discussed hotel F&B and the disconnect between value and price. All too often, I observe a lack of entrepreneurial mindset that leads to offerings feeling uninspired and, frankly, overpriced for basic elements.
During a recent market survey for one of our clients, we were in Paris, where the Jambon Beurre reigns supreme (1.2 billion sold every year in France). This iconic ham and butter baguette sandwich is a staple, offering locals and tourists alike a quick, delicious, and affordable go-to.
You can find truly exceptional Jambon Beurre at top-rated cafés (e.g., Le Petit Vendôme) or even the gourmet counters of a luxurious spot like L'Épicerie du Bon Marché, crafted with premium ingredients, all for around €6.
So, imagine my surprise – and, frankly, disappointment – to see a hotel's grab-and-go counter selling a simple ham baguette sandwich for €9.50 (60% more expensive), and the sandwich did not look as good as described above. This isn't about luxury ingredients or a unique culinary experience; it's a basic item marked up significantly beyond its perceived value and competitive market price.
This pricing strategy isn't just about a single sandwich; it's indicative of a broader issue. Where is the innovation? The understanding of local market dynamics? The desire to offer genuine value that encourages guests to spend within the hotel, rather than seeking better options outside?
Hotels have an incredible opportunity to create memorable food and beverage (F&B) experiences that are both profitable and guest-centric. But this requires a shift:
Market Awareness: Understanding local tastes and pricing benchmarks.
Creative Sourcing: Finding quality ingredients without necessarily inflating costs.
Value Proposition: Clearly articulating why a guest should choose the hotel's offering.
Entrepreneurial Spirit: Thinking like a standalone business, not just an ancillary service, hotel F&B competition is across the street, not in a hotel.
It's time for hotel F&B to embrace an entrepreneurial mindset, innovate, and offer truly compelling value, not just being safe and proposing just an international offer or one-size-fits-all. Otherwise, guests will continue to look elsewhere for their culinary needs, and hotels will miss out on a significant revenue and guest satisfaction opportunity.
What are your thoughts? Have you observed similar trends?
At F+B, we create bespoke concepts tailored to the audience, with an independent restaurateur mindset and a sound business approach.
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