Optimizing Profit from your Restaurant
1-Day, In-Person, Instructor-Led Training
9:30am - 5pm 4th March, 2025
Dusit Princess Srinakarin Hotel, Bangkok
In order to run a financially successful restaurant business, marketing efforts are not just crucial to attracting new customers but play a critical role in turning first-time guests into loyal regulars. In an ideal world, restaurateurs would have unlimited resources to reach thousands of new guests each day that would fill their dining rooms and they would serve them all flawlessly. But in the real world, resources are limited. Maximizing time, talent, and financial resources is critical to a restaurant’s profitability and longevity.
Learn from experienced restaurateurs and marketers about how you can improve the value of your restaurant assets and improve the bottom-line.
YOU WILL LEARN
REVENUE
How to apply digital marketing knowledge to grow revenue
OPPORTUNITIES
How to optimize digital marketing opportunities for hotel properties and partners
COMMUNICATION
How to communicate strategies more credibly to owners, vendors, and other team members
The topics covered during the 1-day class are:
- Creating a concept for your Restaurant
- How to Market your Restaurant – by Mark Shrives, Marriott APAC
- Best Practices in Distribution – by Mark Shrives, Marriott APAC
- Marketing Automation made easy – by Puneet Mahindroo, Restaurateur
- The Restaurant Strategy Toolbox – developed by Prof Sherri Kimes, Emeritus Professor at Cornell University
- Competitive Analysis & Guest Experience – by Pallavi Nirula Nath, Lecturer, JP Bain MBA program
- Revenue Management concepts – by Pallavi Nirula Nath, Lecturer, JP BAIN MBA program
- Menu Design & menu Engineering – developed by Sherri Kimes
- The role of data analytics in Restaurants – by Puneet Mahindroo, Restaurateur & Marketing expert
- Bringing it all together – Commercialising your Restaurant – Puneet & Pallavi
This course is for you if you:
- Aspire to raise the value of your restaurant asset
- Are a Director of F&B at a hotel or standalone restaurant
- Work in a Commercial area with responsibility for the Food & Beverage areas
- General Manager wanting to learn how to increase profits on your F&B services
- Revenue or Marketing people who want to learn more about the nuances of marketing Restaurants
- Hoteliers from branded or independent property level, regional, or corporate level
In addition to hoteliers, those who support hotels
- Hospitality Supplier/Vendor/Partner Sales and Account Manager in areas that impact F&B
SCROLL DOWN TO ENROL
What's included in the Course?
- 6 hours of training specifically for restaurants and hotel F&B outlets
- 4+ experts in different disciplines
- Three online, self-paced courses in Restaurant Revenue Management (approx. 3 hours of study)
- Morning & Afternoon Tea
- Lunch
- HSMAI Academy & Dusit Thani co-branded Certificate of Completion
CLASS AGENDA
We’ll start the day with introductions and what you can expect for the day. Housekeeping, break times etc.
- Introduction on the Basics of F&B Revenue Management now expanded to cover all commercial areas to help make a profit.
- Performance measurement.
- Prof. Sherri Kimes explains the Strategy Toolbox available to restaurants and which strategies a restaurant can use depending upon the situation they are in.
- Followed by an activity facilitated by Pallavi Nirula Nath where you will learn to identify the right strategies to use for a given case study.
Competitive Analysis list
- How to assess your F&B outlet against your Competitors
- How to identify your Competitor set
- How to get relevant data to prepare the analysis (always a sticking point)
- Using Review Scores to assess Comp set
- Activity: Define your Comp Set
Going through this exercise will give you a great start to developing your SWOT Analysis for your Restaurant.
Learn from a recent hotel restaurant launch in Bangkok. How did the concept come about?
How did they make sure the concept was delivered when guests arrived. An expereinced hotelier will take you through a case study on a successful restaurant launch and what was learnt along the way.
Mission Possible: Optimising your restaurant’s sales by changing the menu. It is possible.
- Pallavi will show you how. Based on extensive research by Dr. Sherri Kimes, Professor Emeritus, Cornell University, learn about the proven best practices around menu design.
- Then participants take part in an activity to improve a menu, (bring along a menu from your restaurant for this activity as you can get some expert advice and work on improving the design during this interactive session). If you don’t have a menu, we will supply one.
Mark Shrives from Marriott will take you through the Digital Touchpoints in the customer journey and cover some best practices to use across campaigns, social and search to drive Restaurant & Bar Bookings. You’ll see lots of examples allowing you to create your own ‘recipe’ for connecting the customers pre-dining.
How can you distribute your seats/tables without falling into the hotel room/ OTA trap?
Mark Shrives and his team will present you with some solid tips on what you absolutely need to do, and some best practices to help you improve the way you manage distribution and third parties.
- How do you measure Restaurant Revenue Management (RRM)? Getting the data to measure performance has been one of the biggest blockers to these practices being implemented more widely. We’ll give you some tips and some workarounds to extract enough data to make decisions.
- Interactive discussion
- Exercises
- Included in the cost of attending the session is three one-hour courses on Restaurant Revenue Management. You can study these before or after the class but if you don’t know anything about RRM, you should at least look through these before the class if you can.
HSMAI has gathered some best practices from Rohit Sachdev, CEO of Soho Hospitality, and other experts, around the importance of the guest experience whether you’re opening a new restaurant or trying to improve an existing outlet. We’re happy to share the resources and strategies to help you improve your guest satisfaction.
To wrap up the day, we’ll give you the framework to allow you to creating your commercial plan for your existing, or new opening restaurant and, importantly, some tips on how to manage implementation of these types of tactics across departments.
MEET THE TRAINERS
This course will be presented by multiple experts in managing, marketing and operations of restaurants in Asia.
ENROL NOW
Limited Seating
Registration Fee:
HSMAI members THB9,900
Non members THB12,000
Includes:
- Full day of training from 9am to 5pm
- Lunch, morning & afternoon tea
- 4+ expert trainers
- 3 Online Courses in Restaurant Revenue Management (Valued at US$105) – to do online at your own pace
- Certificate of Completion
SELF-PACED, ONLINE PROGRAMS
Certificate in Revenue Management (Hospitality)
Certificate in Digital Marketing (Hospitality)
