Food & Drink International - Winter 2017, Volume 2 - 15

The National Hotel

helped the legendary hotel become
not only a place to stay, but also an
attraction for locals and travelers
alike. Fewer guests venture off property to satisfy their dining needs,
improving the hotel's retention and
bolstering its food and beverage
sales. For local guests who come to
the hotel not to stay but to enjoy the
atmosphere and dining, musicians
are scheduled on a weekly basis so
that popular acts will return on the
same nights. "We try to maintain the
program so the locals can come back
and see their favorite performers,"
Mohamad says.
The National's ultimate goal is to
become known as the premier jazz
spot in Miami. The live jazz programs
debuted last summer, but they are
already generating a lot of buzz and
visitors. "We're getting great reviews
and we're getting great press," Mohamad says.

Drink Options
The positive word of mouth around
The National's live jazz shows has
been supported by its reputation for
excellent dining. The hotel's restaurant takes a modern approach to traditional French cuisine, making classic dishes accessible to a wide range
of customers and tastes. "The National Hotel distinguishes itself because
of its very family-oriented approach
toward guests and that also goes to
our food and beverage offerings,"
Mohamad says. "Our bistro food is
prepared with fresh, high-quality
products and made in a simple way,
all for an affordable price."

The hotel's beverage offerings have
received the bulk of attention in the
past year. The National's beverage
program is powered by Alambique, a
local mixology company. Alambique
helped the hotel's bar team create a
lineup of classic drinks with a modern
twist, such as a mojito that uses basil
instead of mint.
"It took the mojito to a different
level and a different flair," Mohamad

from the main iconic tower. A coffee shop was also added to the front
porch of the hotel, enabling guests to
grab a cappuccino or parfait cup as
they wait for an Uber.

Social Media Boost
With so many changes going on at
the hotel, The National has upped
its social media presence to better
reach local customers. Earlier this

"We're constantly activating and reinventing ourselves with new graphics and images." - Yaser Mohamad
says. All of the mixers are made from
scratch using ingredients such as
mangoes and berries. Nothing comes
out of a can. "We're doing things
more natural," Mohamad says.
Aside from refreshing its drink
lineup, Alambique has helped The
National introduce new beverage
options for visitors. This fall, the
hotel opened a juice bar adjacent to
the Aqua Club restaurant, a poolside
cocktail bar. The juice bar is located
near the hotel's pool and yoga classroom and serves drinks made from
fruits native to Miami.
The juice bar gives a spark of energy to the fitness-inclined guests. For
guests who need something stronger
to get moving in the morning, The
National has partnered with its coffee
supplier, Lavazza, to introduce an inroom espresso program in the cabana
section of the hotel, which is separate

year, the company added a dedicated social media person and graphic
designer to its marketing team, and
has grown its followers on Twitter
and Instagram by 20 percent. "We're
constantly activating and reinventing ourselves with new graphics and
images," Mohamad explains. "We're
going in the right direction."
Many of those local guests have
become regular customers. The live
music has been a way to break the
perception that South Beach was
inaccessible to them - that it was
a place reserved for tourists. They
now see The National as their spot,
a place where they are welcomed and
encouraged to experience their city's
cultural offerings. "There's a lot of resources out there that we're utilizing
as a platform to get the locals to know
we're here and this is what we are doing," Mohamad says.

food & drink international * winter 2017 volume 2 * www.fooddrink-magazine.com

15


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Table of Contents for the Digital Edition of Food & Drink International - Winter 2017, Volume 2

Contents
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