A personalised touch, enhanced through digitisation
Four Seasons Hotel Gresham Palace Innovation across the F&B space WRIT TEN BY
CATHERINE S TURM AN PRODUCED BY
M ANUEL LÓPEZ NAVARRO 02
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Director of F&B Gerd von Sierakowski has enticed both locals and tourists in transforming the guest experience at Four Seasons Hotel Gresham Palace in Budapest
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ince its inception in the 1960s, premier hospitality company Four Seasons has become an iconic player in the delivery
of high-end, bespoke luxury experiences. Capturing the hearts, minds and appetites of its guests is something which the business strives to achieve each and every day as it seeks to operate in key 04
locations to provide outstanding concepts on an international scale. “I think it’s really important, that the concepts in our outlets become alive,” says Gerd von Sierakowski, Director of F&B at Four Seasons Gresham Palace Hotel in Budapest. “If there is a big trend on eating ice cream in southern countries and we’re in the middle of the winter here in Budapest I’m not going to follow that trend,” he adds with a chuckle. “I would look more at the kind of trends in hot beverages, to stay relevant.” Part of the renowned brand for more than a decade, von Sierakowski has successfully managed Gresham Palace’s food and beverage operations for three years, overseeing its restaurant, bar and lounge as well as its banqueting and room service. Everything guests touch, feel, taste and smell fall under his
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“In North American markets, everything has to be immediate. People in Europe, however, prefer for things to be precise. Nonetheless, expectations are much the same, particularly in our luxury environment” — Gerd von Sierakowski, Director of F&B at Four Seasons Gresham Palace Hotel in Budapest
domain. Having worked in the USA,
Catering to high-demand guests,
Mexico, Costa Rica and Europe, von
feedback is predominantly received
Sierakowski’s experience is vast and his
on the floor as employees interact with
knowledge from catering to the needs
guests, who are empowered to act on
of clients is wide-reaching.
all received feedback. “It’s hard to cater
“Europe and the US are very different
for so many people with a cookie-cut-
from a clientele perspective. In North
ter approach, but if you gain feedback
American markets, everything has to
and work with that knowledge, clients
be immediate; it feels like people have
are much happier. That’s how you
less time so they want services and/or
create that luxury feel and that person-
tasks to be completed instantly. People
alisation,” states von Sierakowski.
in Europe, however, prefer for things
The food and beverage industry has
to be precise. They like to have enga-
completely changed over the past
ging conversations regarding where
decades, he explains. Four Seasons
you’re from and where you’re going.
Budapest has localised its services
Nonetheless, expectations are much
to cater for its target audience and to
the same, particularly in our luxury
define clear concepts within its oper-
environment.”
ation. Collaborating with local design-
E X E C U T I V E P R OF IL E
Gerd von Sierakowski Von Sierakowski has 18 years of experience in the hospitality industry with 14 years working for Four Seasons Hotels and Resorts. Originally from Germany, he held several positions in Food and Beverage throughout his career and has worked in seven different Four Seasons hotels and resorts. Von Sierakowski also extended his expertise during openings and challenging operations at several other Four Seasons properties.
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CLICK TO WATCH : ‘THE FINEST IN HISTORICAL ELEGANCE’ 09 ers, winemakers and food farmers is
With such growing competition, from
equally important to von Sierakowski,
traditional rivals to innovative start-ups
as well as working together with local
such as Airbnb, guests are routinely
art galleries and entertainers. “We
looking for increased value for money
work with a local gallerist partner to
as they search for the perfect travel
exhibit seasonal collections in our
destination or a place to eat. Whilst
restaurant, which then becomes part
hotel restaurants are traditionally perc-
of the guest experience. These stra-
eived to cater solely for hotel clientele,
tegic partners help us in building trust
making up 80% of its volume, von
within the community. By using valuable
Sierakowski has faced additional chall-
locally manufactured china or glass-
enges at Gresham Palace.
ware, local clientele come to our outlets
“One of the challenges with Four
to experience a world-famous product
Seasons here in Budapest is its misguid-
that was produced for royalty. This also
ed reputation of being created for the
becomes an attraction,” he says.
older generation. This may come from w w w.fo urse a so ns.c o m/ bu d a p es t
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C OMPA N Y FA C T S
• Four Seasons has become an iconic player in delivering high-end, bespoke luxury experiences. • From introducing entertainment services to working with local producers, Four Seasons Hotel Gresham Palace Budapest has localised its services to cater for its target audience • A new pricing strategy at KOLLÁZS has been established, enabling Four Seasons Budapest to remain competitive and allow millennials to take advantage of what it has to offer • The Four Seasons app further complements its commitment to delivering a service with a personalised touch • Implementing exceptional training and incentive programmes, Four Seasons is keen to create future career opportunities for employees, and is known to promote from within
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World-class
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the iconic palace and location the hotel
Guests have changed and so have
is situated at. Our challenge is to change
their expectations.”
this perception and our aim is to bring
Previously housing a more traditional
in the younger generations,” he adds.
dining room with a fine dining concept,
“Guests no longer have the time
Four Seasons Budapest has jumped
to spend two or three hours if they’re
on the wave of change. Introducing
just coming for lunch. They seek
French-Hungarian restaurant,
a great lunch experience but expect
KOLLÁZS – Brasserie & Bar three
to leave within 30–45 minutes. That’s
years ago, the company has worked
the regular guest, unless they’re
with Avero Inc. a restaurant data
celebrating something special. Tech-
management software which has
nology has also impacted our industry
helped to make precise and intelligent
and I think for the better. We cannot
business decisions as well as invested
be blindsided and continue servicing
in music styling to complement its
our guests the way we used to.
diverse audience and overhauled
“By using valuable locally manufactured china or glassware, local clientele come to our outlets to experience a world-famous product that was produced for royalty” — Gerd von Sierakowski, Director of F&B at Four Seasons Gresham Palace Hotel in Budapest
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its food and beverage offering to cater to
a collage of different emotions. It’s very
guests from all walks of life. Appointing
alive, young and trendy. Anyone can
consultants to undertake essential mar-
come in dressed in a tuxedo or jeans
ket research, a new pricing strategy has
and a t-shirt and still feel that they belong.
also been established, enabling the bus-
KOLLÁZS has vibrant music and is
iness to remain competitive and enabling
engaging. The design was very impor-
new guests, particularly millennials, to
tant as well as our food offering. It’s no
take advantage of what it has to offer.
longer fine dining but the quality is
“We named the restaurant KOLLÁZS
exceptional,” he explains. “I think this
(Hungarian for collage) because it’s like
is what young diners are looking for.”
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The restaurant’s successful concept
where the hotel has gained a greater
has attracted local clientele, tourists
understanding of guest requirements
and even those passing by, placing the
and needs.
restaurant firmly on the map. Up to 80%
“In this ever-changing industry we have
of diners now originate from outside of
to be a step ahead and say, ‘What are we
the hotel, something von Sierakowski is
going to do at Valentine’s Day? How can
immensely proud of. Further attracting
we promote it? Who do we want to
customers, Four Seasons’ investment
target?’ You have to constantly rethink
into marketing, digital and social media
your game plan, which is why marketing
platforms has also played a key role
is so important,” notes von Sierakowski. w w w.fo urse a so ns.c o m/ bu d a p es t
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“We work with a local gallerist partner to exhibit seasonal collections in our restaurant, which then becomes part of the guest experience. These strategic partners help us in building trust within the community” — Gerd von Sierakowski, Director of F&B at Four Seasons Gresham Palace Hotel in Budapest
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Retaining brand transparency will consequently remain paramount, leading Four Seasons to invest significantly in its digital presence. Whilst businesses have embraced social media to provide a bespoke customer service, guests at Gresham Palace can also download and utilise the Four Seasons app, further complementing its commitment to delivering a service with a personalised touch. “On the app, guests can check in, check out and have a guest experience managed through technology. We also have a chat function where guests can chat directly with our concierge, and therefore make restaurant 18
bookings,” he adds. “Guests like to do online bookings and have smart access, so we work with a reservation system, where on our restaurant website they can directly book for a table, for example. When you have the right POS system that communicates with the kitchen, employees can also communicate quicker. I embrace technology because they make our day-to-day life easier. “Having the right balance is very important. Not everything needs to be digitalised in my opinion, but I embrace it if it’s for the good and in the interest of guest service.” Despite the advantages technology can bring, the business is acutely aware that investing in its employees will continue to place it above the competition. “We like to have
“Technology has been driven by millennials, where guests like to do online bookings. They like to have smart access so we work with a reservation system on our website where they can directly book a table” — Gerd von Sierakowski, Director of F&B at Four Seasons Gresham Palace Hotel in Budapest
C OMPA N Y FA C T S
• Winner of the 2018 Forbes Travel Guide Five-Star Hotel Award • 2017 Travel + Leisure World’s Best Award: #1 Best City Hotel in Europe
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employees that are driven and like to work with a great attitude. Autonomy of employees is important. We have a thorough selection process, as we believe you can teach people how to carry a plate, take an order or gain food knowledge, but it’s really the attitude and aptitude that the employee brings along that is important for us,” he explains. Retaining talent is a continual battle across the food and beverage industry. This, on top of Gresham Palace’s close proximity to Germany and Austria, has 20
further convinced Four Seasons Hotel Budapest to stave off the competition by committing to its employees personal and professional development by implementing exceptional training and incentive programmes. The company is keen to create future career opportunities for employees and is renowned to promote from within. “Take me for example,” reflects von Sierakowski. “I’ve been with Four Seasons close to 15 years and went through the ranks. Worldwide, employees have opportunities where they can grow their career. My executive sous-chef started here as a student and we also had a pastry chef with
a similar background. We have just transferred him as an executive pastry chef to the Four Seasons in Prague.” However, where does von Sierakowski see Four Seasons Budapest’s food and beverage operation headed in the long-term? “Sustainability remains at the forefront. Removing straws and plastic bottles across our food and beverage outlets is just the beginning and finding recyclable resources for other examples would be the next step. This has been driven by our generation as we are all becoming more environmentally-cautious,” he says. Additionally, we are now looking to transform our lobby lounge into a more exciting and attractive outlet. This is the next step for us as we continue on our journey to deliver an outstanding luxury guest experience.”
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Széchenyi István tér 5-6, 1051 Budapest Hungary T +36 1 268 6000 www.fourseasons.com/budapest