Club Management - January/February 2008 - (Page 25) type of small-plate presentation has been implemented throughout the club’s F&B program, thus offering club members more options. Going Organic According to the National Restaurant Association’s Smart Brief, “Restaurant industry sales are expected to hit $537 billion in 2007 … and one way owners can stay in the game is to cater to growing consumer interest in health and nutrition.” It is virtually impossible to read any magazine, trade journal or newspaper and not see articles on organics, sustainability or the green movement. New York City has recently passed a Trans-Fat Ban that appears will be the first of many bans across the country. None of the clubs interviewed for this article have totally changed or altered their F&B concept to endorse the use of organic products, but most have begun to use some organic products. River Oaks uses some local product, but fi nds it difficult to rely on because of availability. John Rellah, recently appointed executive chef of Hamilton Farm Golf Club in New Jersey, said, “I am looking forward to establishing relationships with some of the local farmers to both raise products for us and provide us with specialty items. … The ability to control the quality from the ground to the plate is reassuring to the club and members, and it allows us to serve the best quality at the most reasonable pricing.” Rellah referenced his time at the Union Club of New York as an example of using natural and organics successfully. “We had a long relationship with Brandt Beef from California using their natural beef,” he said. “Members came to love the traditional grain and corn-fed fl avor, and sales rose significantly during the past few years.” Dietary Concerns When asked about members’ changing desires in F&B, Nadine D. Rockwell, CCM, of Annapolis Yacht Club, mentioned how recent requests in the club’s existing programming (i.e., smaller portions in a la carte dining) have caused the club to look at the program. Rockwell Changes Pay Off Alan Gamble, CCM, general manager of The Landings in Savannah, Georgia, has dealt with the changing demographics of his club head-on. The Landings has four individual clubhouses, each offering F&B. Since Gamble has arrived at the club, each clubhouse has been given an F&B theme ranging from casual fun food to formal Southern food. The clubhouse offering casual food has shifted from a once-a-week informal dress code to a permanent informal code. During the fi rst year of this change, sales rose 40 percent in this clubhouse. Gamble, seeing what was going on nationally with the small-plate concept, implemented a new “Petite Portion” throughout The Landings. Offering smaller portions on all the club’s menus, the response was overwhelmingly positive. At the end of the first year, sales remained flat; however, Gamble saw a 10 percent increase in members using F&B, and more dramatically, a $300,000 increase in profit. Gamble said, “As an example, we used to sell a scallop entrée for $23, which included five scallops. Now we sell a smaller version of three scallops for $17.” Clubs have begun to realize member needs and desires take precedence over tradition and the “old way of doing things”. While no club likes to eliminate or change ©iStockphoto.com said changing demographics resulted in other requests as well. “In the past year we have had more requests for vegetarian menu items, healthier and lighter items and recently were asked for both organic beer and wine.” She discussed a growing concern with food allergies and member requests for gluten-free items due to celiac disease. In the past year, Jason Pallen, director of F&B at the Princeton Club of New York, has received at least two requests a month for gluten-free items. Pallen expressed an ongoing concern about food allergies and how big an issue they have become. Pallen’s bigger concern, however, is the rising cost of food and beverage. “We are not able to raise prices enough to cover the increased costs without upsetting members, and therefore we are constantly looking for the means by which to cut expenses wherever possible,” Pallen said. Club members now want more of what they get at an outside restaurant from their own club. Some dining trends: • Bistro/casual dining options • Oversized wine glasses • Frequently changing menus • Organic products, including beer and wine • Smaller portions • Vegetarian menu items • Complying with food allergy concerns • Gluten-free items its traditions, competition for member business is growing. Clubs like River Oaks, The Landings and The Princeton Club recognize they must deal with changing demographics, offer members what they want, and give them some representation of what they see outside the club. ❚❘ About the author Charles D. Dorn, CCM, is managing director of The Dorn Group, Ltd. Created in 2005, The Dorn Group, Ltd. is a full-service hospitality consulting firm focused on providing strategic planning and operations management to the hotel, restaurant and private club industries. Dorn may be reached by telephone at (914) 921-3150 or via e-mail at charles@ thedorngroup.com. JANUARY/FEBRUARY 2008 • 25
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