Grab-and-go food kept hotel food-and-beverage operations running through the worst of the pandemic, but as guests desire more traditional hotel dining options, the industry is working on finding the right space for this quick and easy offering.
Bagged or boxed food that guests can pick up and take with them out the door or back up to their rooms helped hoteliers keep their properties socially distanced while still offering some kind of meals. It was simple, prepared ahead of time and didn’t require a full staff to make, but the variety didn’t exactly wow guests.
For the most part, grab-and-go options have been gone from Crestline Hotels & Resorts’ properties for about 18 months, said Aaron Olson, executive vice president of operations. While it can still make sense at economy and some select-service hotels, it didn’t for Crestline’s upper-midscale and above hotels.
“That's just not where we operate, and our guests were telling us they were done with it, with the grab-and-go breakfast, nearly two years ago,” he said, adding that the quick pivot came as more people were leaving their houses, getting back on the road and seeking normal experiences.
That said, hoteliers believe grab-and-go meals can still have a place in hotels, depending on service levels and how they complement other dining options.
Olson said his family wants sit-down meals with table service on vacations. When traveling solo, he prefers to grab a coffee and breakfast sandwich and then head out on his day.
“It really depends a lot on the demographic,” he said. “Having it as an additional option is great for that business traveler who just wants to book out the door. And if you don't have it, they're going to hit the Starbucks on the next corner, right? So, it’s better to keep that revenue in house.”
Where It Still Works
At the hotels in Aimbridge Hospitality's managed portfolio, sales of grab-and-go options continue to rise, said Bradley Moore, vice president of food-and-beverage operations, via email. It was the only option for food and beverage for a while, and that changed the way guests dined at hotels.
Keeping grab-and-go options makes sense, and the offering is still evolving, he said. It meets the needs of guests who arrive late, need a quick snack or something they can easily take with them in a hurry. It’s also a useful meal offering at hotels that continue to face labor challenges.
“We’re asking our hotels to think of grab-and-go as another [food-and-beverage] outlet — keeping it well-stocked with freshly made salads and sandwiches and a variety of snacks, waters, ready-to-drink cocktails, bottled beers and canned wines,” he said.
Several of McNeill Hotel Company’s hotels, particularly its Hampton Inn and Home2 Suites by Hilton properties, are offering guests grab-and-go items, such as sandwiches, said Matt McAtee, regional director of operations.
“They still have the bag option for some of those travelers that don’t necessarily have time to sit,” he said.
Having the grab-and-go options hasn’t required any changes to the hotels’ operations, and it's easy on the staff as well as the guests, he said.
At some of Crestline’s smaller and more traditional select-service properties, grab-and-go still works with some groups, particularly sports teams, Olson said. Sports teams usually have tight budgets, fit four people to a room and need to be up and out the door early in the morning.
It would be difficult for a hotel with a smaller staff to feed all of the team members a traditional breakfast, and it would make the breakfast area crowded for other guests eating their meals, he said. Providing the teams with prepared boxed meals they can grab as they head out the door gives them a better, more streamlined dining experience, he said.
“We know you’re going to be in a rush to get to your tournament, so stop by the meeting room and your grab-and-go breakfast bag will be waiting for ... and you don’t have to worry about waiting in line,” Olson said.
What It Could Become
Grab-and-go menus offer hotels a lot of flexibility and opportunity to create varieties of flavors, Moore said. That includes freshly made regional-specific meals or dishes.
“Grab-and-go is a way for us to deliver something truly unique,” he said.
McAtee said sometimes different menu items can be difficult to get, so hoteliers may need to change up what they serve in the boxed or bagged meals.
To make grab-and-go items more appealing to guests, the food shouldn’t just be a pre-wrapped sandwich and salad sitting in a cooler, Olson said. Hotels can elevate the experience by having menu items that are mostly pre-assembled that can be quickly finished off, such as heating the food up in an oven, as part of a market experience.
Hotels in the upper-midscale and upscale classes that don’t necessarily have the means or space for food preparation like that could still incorporate a retail-like offering, he said. They can have higher-end coffee machines and offer food that works well in between traditional mealtimes. Between breakfast in the morning and the bar experience at night, hotels could offer a freshly made sandwich, salad or other snacks with a variety of beverage options.
“The way it’s presented is really, really important,” he said. “If it just looks like a mini-mart shelf of snacks and whatnot, that’s not really enticing.”
Though it depends on placement and staffing, hoteliers are finding that kiosks can work well, Olson said. With a lower staffing model, making front-desk staff responsible for taking payment for grab-and-go items adds another burden to associates who principally greet and check-out guests. Having self-checkout kiosks are a potential solution that match well with grab-and-go food and drinks.
Along with the ease and availability of grab-and-go food, the pairing with self-checkout kiosks adds another layer of convenience for guests while creating more efficiencies for the hotel, he said. Crestline is moving in that direction with a couple of hotels that are set for renovations.