AUSTRALIAN
AUSTRALIA’S NATIONAL HOTEL INDUSTRY MAGAZINE
Vol. 38 No. 6 - July 2021
IN THIS ISSUE: NO- AND LOW-ALC | SOCIAL MEDIA | GREENFIELDS BUILDING
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CONTENTS & ED’S NOTE
WE ENCOURAGE RESPONSIBLE DRINKING Get the facts DrinkWise.org.au
Contents
P26
PUBLISHED BY: Food and Beverage Media Pty Ltd 41 Bridge Road GLEBE NSW Australia 2037 Tel: 02 9660 2113 Fax: 02 9660 4419
SPECIAL FEATURES
REGULARS
PUBLISHER: Paul Wootton
Ed’s No- and Low-Alc: The NoLo categories are 11
6 News: What’s happening in pubs
EDITOR: Vanessa Cavasinni vcavasinni@intermedia.com.au
Pick
starting to gain traction on-premise, and encouraging longer stay and spend.
18 Marketing: Implementing the right
strategy on social media platforms for your venue.
across Australia. 26 Design & Build: Everybody knows your
name at The Duke of Dural. 30 Tales from the Top: AHA (Vic)’s latest
honoree discusses the issues currently
21 Signature Serve: Show off premium
facing metro and regional venues.
whisk(e)ys via highball variations. 22 HR and Training: How one employee
Merivale pub.
GROUP ART DIRECTOR – LIQUOR AND HOSPITALITY: Kea Thorburn kthorburn@intermedia.com.au
Editor’s Note
PRODUCTION MANAGER: Jacqui Cooper jacqui@intermedia.com.au
As I write this, Greater
plans will not have to be used too often if we
Sydney has just headed
all remain vigilant. In personal news, this is my last issue of
lockdown, while the
Australian Hotelier for 12 months, as I head off
Northern Territory
on maternity leave. I have always loved my time
announced a three-day
on this publication, and look forward to hearing
circuit breaker lockdown. Cases of the Delta
from and speaking with you all once again in
strain of COVID-19 are popping up all over
July 2022. In the meantime, Australian Hotelier
the country and the industry and the public
will be in the capable hands of Amanda Bryan.
are apprehensive and weary of the merry-
Please make her feel welcome by reaching out
go-round we find ourselves on once again.
at abryan@intermedia.com.au.
Summer may have given us the confidence
Until we meet again!
that we have beaten the virus, but winter has been a hard dose of reality. That reality is that the see-sawing between lockdowns and venues opening up again will
Vanessa Cavasinni P: 02 8586 6201 E: vcavasinni@intermedia.com.au
continue until the majority of the population is vaccinated. Publicans should plan ahead
‣ AGE Preview
as such, and keep strategies in place to trade
‣ Pub Dining
under heavy restrictions. Hopefully, those
‣ Property and Investment
4 | Australian Hotelier
NATIONAL SALES MANAGER: Jason Wild Tel: 02 8586 6213 jwild@intermedia.com.au GENERAL MANAGER SALES – LIQUOR & HOSPITALITY GROUP: Shane T. Williams
went from bartender to licensee at a
into a fortnight of
JOURNALIST: Dan Hughes dhughes@intermedia.com.au
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DISCLAIMER: This publication is published by Food and Beverage Media Pty Ltd (the “Publisher”). Materials in this publication have been created by a variety of different entities and, to the extent permitted by law, the Publisher accepts no liability for materials created by others. All materials should be considered protected by Australian and international intellectual property laws. Unless you are authorised by law or the copyright owner to do so, you may not copy any of the materials. The mention of a product or service, person or company in this publication does not indicate the Publisher’s endorsement. The views expressed in this publication do not necessarily represent the opinion of the Publisher, its agents, company officers or employees. Any use of the information contained in this publication is at the sole risk of the person using that information. The user should make independent enquiries as to the accuracy of the information before relying on that information. All express or implied terms, conditions, warranties, statements, assurances and representations in relation to the Publisher, its publications and its services are expressly excluded save for those conditions and warranties which must be implied under the laws of any State of Australia or the provisions of Division 2 of Part V of the Trade Practices Act 1974 and any statutory modification or re-enactment thereof. To the extent permitted by law, the Publisher will not be liable for any damages including special, exemplary, punitive or consequential damages (including but not limited to economic loss or loss of profit or revenue or loss of opportunity) or indirect loss or damage of any kind arising in contract, tort or otherwise, even if advised of the possibility of such loss of profits or damages. While we use our best endeavours to ensure accuracy of the materials we create, to the extent permitted by law, the Publisher excludes all liability for loss resulting from any inaccuracies or false or misleading statements that may appear in this publication. Copyright © 2021 - Food and Beverage Media Pty Ltd
empty@konveykegs.com
In the
news
WHAT’S HAPPENING IN PUBS ACROSS AUSTRALIA
SYDNEY LOCKDOWN TRIGGERS RESTRICTIONS ACROSS THE COUNTRY On Saturday 26 June, New South Wales
about the transmissibility of the Sydney
Premier Gladys Berejiklian announced
outbreak led to several states tightening
a two-week lockdown for everyone in
up restrictions within 24 hours of the
Greater Sydney, the Central Coast,
Sydney lockdown being announced.
the Blue Mountains, Wollongong and
In the Northern Territory, a 48-hour
Shellharbour. The lockdown is in
lockdown was announced to allow
response to a growing outbreak of the
contact tracers to get on top of potential
Delta strain of COVID-19, a strain more
cases. In south-east Queensland indoor
highly infectious than any we have seen
venues were reverted to the 4 sqm
in Australia. With cases reaching 100
rule, with further restrictions within
in a matter of a week, and beginning
several LGAs. In Western Australia, a
to spread out across the state, the
150-person patron limit and the 2 sqm
lockdown was deemed necessary to
rule have been reintroduced in the Perth
curtail the outbreak.
and Peel regions, just days after the
“We have always indicated we will not
state removed all capacity restrictions.
hesitate to go further with restrictions to
While there are no cases in the ACT,
protect the people of NSW,” stated
face masks have been reintroduced into
the Premier.
all public indoor settings, including in
“We understand this is a difficult time
hospitality venues.
for everyone, however we need to take
Victoria’s restrictions follow on from
these steps now to get on top of this outbreak.”
the end of their fourth lockdown in early Perth, while in Queensland and the
June, with a cap of 300 patrons per
For pubs, the lockdown means once
Northern Territory cases of the Alpha
venue in Melbourne, and seated service
again shutting doors to trade other than
strain were detected and linked back
only. Masks are also required to be
for takeaway meals. The day before the
to a quarantine hotel in the sunshine
worn indoors, unless eating or drinking.
lockdown was announced, the Premier
state. These cases and growing concerns
Dancefloors remain closed.
had also announce a reversion to the 4 sqm rule, from a 2 sqm rule. However, within hours of the lockdown being announced, a few cases were announced in other states. Cases linked to the Bondi outbreak were found in
6 | Australian Hotelier
The situation is unfolding rapidly, and restrictions may likely change over the coming weeks. Australian Hotelier and TheShout will keep you abreast of those changes – so make sure you check out our websites and subscribe to our newsletters for the most up-to-date information as it happens.
NEWS
Cat and Fiddle creates PubSafe after abduction scare The Cat and Fiddle Hotel in Balmain has
there are businesses that they can run to
been overwhelming, with it having been
made an urgent call for parents to view
and they’ll be safe in.”
viewed more than 80,000 times, and
pubs as refuges for their children in need,
After the incident, the pub relayed this
that many other pubs and businesses in
after an attempted abduction took place
message on their Facebook page in the
the area have reached out, wanting the
near the hotel.
hopes that the local community would
community to know that they can also
The inner-west Sydney pub was first
impart the message to their kids. After
be counted on as safe spaces for anyone
alerted to the incident when police asked
summarising the incident – and the fact
feeling vulnerable. It’s led to the Cat and
to review their camera footage, to see if
that there have been similar ones in the
Fiddle Hotel creating a network of safe
any of it was captured on tape. A 12-year-
area of late – the post read:
venues, called ‘PubSafe’.
old girl was allegedly being chased by
“So PLEASE tell your children, if they
“It’s the kind of idea to take over from
a man unknown to her in an abduction
ever feel in danger, to come straight in
the ‘Safety Houses’ thing of years ago,
attempt as she walked home from school.
to the pub and seek out one of our staff.
which people may not feel as comfortable
But as she ran towards the pub, the sight
They will be safe and taken care of until
with kids knocking on someone’s front
of patrons at the pub scared the man off.
someone can get there to collect them.
doors these days.
“I’m sure we speak for all the pubs in
“But if it’s a pub, it’s actually a very
manager for the Cat and Fiddle Hotel,
Anna Clark, sales and operations
our wonderful community – and there’s
good option, especially in areas where
said the incident was a good reminder that
one on virtually every corner!
kids walk home from school and their
pubs are safe spaces for anyone to find refuge in – even children. “It was scary, but a good reminder that there are safe businesses out there. Pubs aren’t the first thing you think of to tell
“Speak to your kids and in fact any
parents might be working – you know
young person walking home on their own,
there’s always going to be a safe place for
show them where we are, tell them what
your kids to go if they’re worried.”
to do. Please stay safe everyone.”
your kids to consider [as a refuge] but it’s
The PubSafe network
a very good idea for them to know that
Clark said the response to the post has
Any businesses looking to get involved in the PubSafe network can send Clark a DM via the Cat and Fiddle Hotel’s social pages.
The Cat and Fiddle Hotel in Sydney’s inner west
Keep up with the latest industry news!
Subscribe now to our fortnightly newsletter: www.theshout.com.au/subscribe-australian-hotelier
July 2021 | 7
NEWS
The Mooney family owned the hotel for almost 30 years
Mooneys sell Great Northern Hotel in Byron Bay Byron Bay family the Mooneys have
Didier, founder and CEO of ASX listed
challenging hotel licensing and approvals
divested the Great Northern Hotel and
Johns Lyng Group (ASX:JLG); and Scott
environment, will appreciate that
adjacent 51-room Lateen Lane Hotel after
Emery, founder of online lender MoneyMe
the Northern is a truly irreplaceable
almost 30 years of ownership.
(ASX:MME). Didier’s family have solely
business and real estate asset, driving
Having fielded numerous unsolicited
acquired the Lateen Lane Hotel, with his
the competition that has delivered its
enquiries about divesting the properties
daughter Casey – a Byron Bay local – set
generational sale,” stated Musca.
for a number of years, the Mooneys
to run the day-to-day operations of the
decided the time was right to sell the
accommodation hotel.
assets. JLL Hotels & Hospitality’s
Didier and Emery have had business
John Musca and Ben McDonald
operations in Byron Bay for over 30 years,
partnered with JLL’s hotel investments
including the nearby Beach Suites, set on
professional Andrew Langsford to sell
the waterfront of Main Beach.
the two hotels via an invitation-only off-
While a major acquisition in its own right, McDonald expects that the duo of Didier and Emery have grand plans for the next iteration of The Great Northern Hotel. “Whilst this sale represents the biggest pub transaction of 2021, we believe that
“Scott and I are just so delighted to be
the Byron Bay story has a long way to
the new custodians of the Northern and to
run with the new owners set to take a
have the privileged opportunity to engage
measured view on improving the exiting
a 2,000sqm corner position on Byron
with the local community in the next
offering for the benefit of local residents
Bay’s prime Jonson Street main retail
incarnation of this very special pub, in
and the circa four million visitors set to
thoroughfare, and boasts a large band
such a special place, and my family are so
enjoy the pristine location each year.”
room, 20 first-floor accommodation
excited about the Lateen Lane Hotel and
rooms, a restaurant, bars and drive-
what we can create there,” stated Didier.
hot property over the last 18 months,
The sale campaign garnered a dozen
with sales including the Beach Hotel to
market campaign. The Great Northern Hotel occupies
through bottle shop. The neighbouring
Byron Bay pub hotel assets have been
Lateen Lane Hotel with its 51
qualified bids, ranging from family groups
Moelis Australia, the Sun Hotel to the
accommodation rooms was developed by
to highly respected publicans from across
Winchester Group, The Sydney Collective
the Mooneys in 2009.
the country.
acquiring Lennox Hotel and Illawong
The Great Northern Hotel has been sold to Melbourne-based duo Scott
8 | Australian Hotelier
“Anyone who knows how captivating Byron Bay is and, understands the
Hotel, and Merivale purchasing Cheeky Monkey’s Restaurant & Bar.
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AUSTRALIAN
No- and low-alcohol feature
Lyre’s non-alcoholic G & T
NO- AND LOW-ALCOHOL
Serve it up no- and low-
Publicans are welcoming more sophisticated no- and low- alcohol options, allowing them to extend trade and bolster menu options, writes Dan Hughes.
discover the
missing drink LYRE'S non-alcoholic Penicillin
NO- AND LOW-ALCOHOL
THE NO- and low-alcohol market is experiencing
Great taste a key selling point
considerable growth in 2021, with some publicans
Publicans are seeing non-alcoholic spirits and beers
dubbing it the next mid-strength trend, predicting
evolve considerably in taste and variety, helping
its wide-spread popularity in the future.
them improve and expand their offering.
At the recent 2021 Pub Leaders Summit, a panel of industry leaders including Marcello Colosimo
is non-alcoholic spirit brand Lyre’s Spirit Co,
of Momento Hospitality, Toby Chick of Hotel Rose
which creates a range of mimic spirits and flavour
Bay, Chris Cheung of C!nc and Debbie Higgins
combinations like Italian Spritz, Amaretti, American
of Merivale, discussed the emergence and future
Malt, Coffee Originale, Italian Orange, Gin and more.
potential of the no- and low-alcohol segment in onpremise venues.
Lyre’s Passionfuit Colada • 60ml Lyre’s White Cane Spirit • 15ml lime juice • 90ml unsweetened pineapple juice • 7.5ml premium coconut syrup • Half a fresh passionfruit pulp
Colosimo started the discussion saying he has not seen a spike in trade in the segment recently but said it’s only a matter of time.
research showing that 86 per cent of alcohol drinkers are open to choosing quality non-alcoholic options. “We’ve seen phenomenal acceleration over the last six months. Triple-digit growth is making it hard
think for our venues being where we are and where
for us to keep up with demand. Forward thinking
we’re positioned, I think it’s coming pretty soon,”
venues are actively updating their menus as they
Colosimo said.
re-open with high quality non-alcoholic options,
For Merivale however, the no- and low-alcohol segment has been one of its biggest areas of growth, with Higgins stating it has seen a 30 per cent monthon-month increase.
catering to the fundamental change across the drinker landscape in 2021,” Gloster said. Utilising Lyre’s as part of their premium nonalcoholic cocktail options is Rockpool Dining Group,
“We’ve seen a big increase in the non-alc section
operator of The Argyle in Sydney. Beverage director
for us… it’s definitely a market our senior beverage
Alireza Toghani said using Lyre’s products allows
team are taking a look at. Making sure that we’ve
bartenders the flexibility to cater for every patron.
got a like-minded focus,” Higgins said. Chick said the segment has been a “middle
METHOD
Chief marketing officer Paul Gloster said in the last six months he has seen a shift in consumer choice with
“Consumers do like no- and limited alcohol so I
INGREDIENTS
Assisting in creating mocktails and mixed drinks
“The beauty of Lyre’s products is that they cater to specific types of spirits. It’s very easy to create
ground” in trade at Hotel Rose Bay, with
a variety of non-alcoholic cocktails, whether they
the category taking a dip in sales during the
are signature cocktails or twists on the classics,”
2. Fill shaker with ice then shake hard
COVID-19 pandemic but has steadily recovered
Toghani said.
3. Strain into goblet, balloon or colada glass
their return to venues, it was a slow increase at first
style of drinking on the occasion, but also it gives
but certainly it’s getting some traction now and is
a huge freedom to the team to be able to create
definitely a segment for the future,” Chick said.
bespoke drinks.”
1. Dry shake ingredients
4. Fill with ice
since venues reopened. “Initially consumers wanted to make the most of
Cheung, agreeing with Colosimo, said that while
5. Garnish with a Mint sprig and/ or passionfruit shell
“It is easy and efficient in terms of being able to quickly cater to the guest’s dietary needs or their
The Lincoln, located in Melbourne, also includes
he has not seen large demand, he is preparing for
a range of evolving non-alcoholic cocktails. Publican
inevitable segment growth in the future.
Iain Ling said updating his drinks to reflect the more
“It is a category that’s definitely growing… I label it as a future category.”
sophisticated non-alcoholic offerings is essential to catering for all patrons.
Lyre’s non-alcoholic spirits are transforming the way the world drinks. Give your customers the freedom to drink their drink, their way. Missing out on the growth from Lyre’s Premium non-alcoholic drink options?
Be part of the change. Stay Spirited. Drink Free Contact the Lyre’s team at hello@lyres.co today.
NO- AND LOW-ALCOHOL
“We’ve been following the trend for quite a while. It has been quite one dimensional and difficult to have an offering, however, with the emergence of brands like Fever Tree and PS40, as well as non-alcoholic spirits it has become much easier to offering a wider range of mocktails and non-alcoholic drinks,” Ling said. “I can’t imagine why anyone would turn their back on a firm revenue stream like no- and low- alc. It is becoming a normal option for people to choose.” Recent growth of the no- and low-alcohol trade in on-premise is also attributed to the release of innovative beers. Brands like Heaps Normal, with its ultra-low alcoholic Quiet XPA, have become a popular option in many venues throughout Australia in recent months. Non-alc beverages encourage non-drinkers to stay longer at Hotel Brighton
The Australian owned and operated brewery launched in July 2020, and found that although venues were struggling from COVID-19 pandemic closures, many have reported big strides in non-alcoholic sales so far this year. “The biggest surprise is that many of the venues that have successfully rebounded
DOUBLE OR NOTHIN’
after last year have done so with a fresh offering that includes a considered non-alc
Luke Hiscox, general manager at The Union
offering,” Heaps Normal founding partner and CEO Andy Miller said.
Hotel Newtown in Sydney, has backed the
“Venues in touch with the evolving consumer tastes in their community are
growth and taste of no- and low-alcoholic
embracing non-alc beers like ours in the same way they did a decade or more
beers so much that he has created the ‘Double
ago when craft beers arrived on the scene.”
or Nothin’ event, where his staff encourage
Also offering a popular option for non-alcoholic beer is Hawkesbury Brewing
patrons to alternate alcoholic beverages with
Co, which produces the ultra-low alcohol Prohibition Pale Ale. Paul Weaving,
an ultra-low alcohol Heaps Normal Quiet XPA.
business development director for Hawkesbury Brewing Co said its key to
“Double or Nothin’ was a concept I was working on for a while, we had people at the
consistent positive feedback lies with its taste and presentation. “People love the flavour profile and the fact that they often can’t tell that
event come in and getting a round of schooners
Prohibition is actually a non-alcohol beer. Prohibition pours like a beer, tastes
or a tasting panel then chasing it up and eating
like a beer and the packaging is designed to look like a beer,” Weaving said.
their meal with a Heaps Normal, then doing
“The entire product has been thought through and designed to deliver an
another round, then going back to Heaps
authentic beer experience and that is the feedback which we are receiving from
Normal,” Hiscox said.
customers. The growth in sales has exceeded our expectations and for a while it
“It was so successful I’m going to try and do
also exceeded our production forecasts and we sold out of stock [at one stage].”
it every month. I’m quietly forcing it onto the customer because I think they just need to get
Keeping people in their seats
behind it and the more they try it, the more
Having options for all patrons translates to continued trade throughout the night,
they will stick with it.”
according to Gloster. Utilising non-alcoholic spirits means patrons can continue drinking their favourite cocktails even if they drive or are unable to drink heavily. “It’s a material group of people that if you are not catering for then you’re missing out on either patronage or sales – no one should be drinking free water when they could be enjoying a Lyre’s G&T or Spritz instead,” Gloster said. “For patrons, they are already ahead of the venues and have changed what they’ve been drinking at home for the last 12 months, so it’s a welcome relief for them to have a non-alcoholic choice that isn’t a compromise.” The Union Hotel Newtown in Sydney’s inner west is keeping patrons seated for longer by adopting this philosophy. General manager Luke Hiscox said patrons are staying longer when they mix in non-alcoholic drinks throughout their visit. “I have noticed many who are pregnant, have a young family, are too busy and don’t want to have a big night or get a hangover or who are the designated driver but want to feel included in the evening, are the ones who mix in our nonalcohol offering throughout the night,” Hiscox said. “It gives us a bit more leeway and keeps people in the venue for longer. You can have people come to the venue and not leave early or swap to
14 | Australian Hotelier
discover the
missing drink
LYRE'S non-alcoholic old fashioned Lyre’s award winning range of non-alcoholic spirits are quietly changing the way the world drinks. How? By giving drinkers and non drinkers alike the freedom to drink their drink, their way. Is your venue missing out on the growth from Lyre’s Premium non-alcoholic options?
Be part of the change. Stay Spirited. Drink Free Contact the Lyre’s team at hello@lyres.co today.
NO- AND LOW-ALCOHOL
something like a Coca Cola, as they can still be involved in the drinking experience.” Weaving said that a key for publicans is to recognise the occasion that brought patrons together and use targeted selling techniques to introduce non-alcoholic beverages as an option. “Drinking alcohol has become part of the experience in Australian society over generations, but now more people are saying ‘Wait, I still want to meet up with my friends and I still enjoy the experience of going out to a bar, pub or restaurant, but alcohol is not at the core of the experience every time.’” “From a hospitality point of view, it is useful to think about nonalc beer as part of the mix over an evening. It’s about mixing it up and upselling.” D’arcy O’Kane, venue manager at Hotel Brighton, said the most common use of non-alcoholic beverages from his patrons is to extend a night.
Hawkesbury Brewing Co’s Prohibition Pale Ale
“Having the option of the non-alc beer gives a person who lives locally and driving the chance to stay a bit longer with friends. In a pub and a social environment, being able to continue the stay helps drive sales and keeps people socialising, which is so important now, more than ever,” O’Kane said. “For us, it’s a case of ensuring that we are suggestive selling and making our patrons aware of that option so they can stay longer and enjoy their night.”
Social and health events key to segment stability No-alcohol and health related events like FabFest, Dry July and OctSober are quickly becoming a leading contributor of trade in the no-and low- segment, according to Hiscox. “The drive for non-alcoholic drinks in on-premise has also been heavily influenced by month-long events like OctSober and Dry July. Nowadays you have just about six months a year which are taken up by events like these which really drive non-alcoholic trade,” he said. “There has been a real solid step towards people being accepted to be drinking no- or low-alcoholic beverages in a social setting these days and are not being treated like outcasts for not having alcohol.” Another key aspect driving growth in the segment, is the importance of inclusivity in social events. Oliver Stuart, group bars manager at Merivale, said most sales from the segment in the group’s portfolio relates directly to the occasion which people are sharing a drink. “The idea of having a drink with a group of people, being really social, and joining in on a round, is where we’re seeing the growth of no- and low-alcoholic beer, especially with premium products like Heineken Zero and our craft option like Heaps Normal.” Having no- and low-alcoholic options on a menu is essential for targeting all consumers. Fortunately, this is becoming easier for publicans to do with the growth of innovative non-alcoholic spirits and popular ultra-low beers available in the market.
16 | Australian Hotelier
The Argyle’s strawberry margarita is a popular non-alc choice among patrons
Independent, non-alcoholic beer backing you to create your own normal when it comes to mindful drinking. The Heaps Normal Quiet XPA tastes like a delicious, refreshing beer. Tropical and citrus aroma with a lingering and unmistakably beery finish. Unfiltered, with balanced bitterness and a subtle malt sweetness, reminiscent of your old pals. Reach out to sales@heapsnormal.com to order.
keep the beers flowing through Dry July and beyond... award-winning non-alcoholic full craft flavour Contact Luke Nesbit on 0451 757152 or luke.nesbit@drinkcraft.com.au for more information Available to order now from your wholesaler.
MARKETING
High-quality photography is crucial on platforms like Instagram
The power of a post Having a thought-out strategy for your social media channels can lead to real engagement – and visitation – from your audience. Know your offer and social media channel
Recycling content
marketing tool in the digital age. For years now, they’ve replaced radio ads
As explained by McDonald, each venue is
media channels – at least Facebook and
and leaflets as the prime communicator
going to have a different platform that suits
Instagram – to ensure they are capturing
with the general public on a pub’s offer,
their demographic, and product offering,
their patrons wherever they may be. So
its promotions and events.
compared to the next. For example, venues
can you post the same content across
SOCIAL MEDIA channels are an excellent
At the Pub Leaders Summit in March,
Most venues will have multiple social
that have ideal photographic features, such
different channels? Doe one size fit all
KPMG social media analyst Anthony
as views, venue fit-out or excellent F&B
when it comes to your content, or does it
Mason presented on the possibilities of
presentation are well suited to Instagram,
need to be customised to each channel?
social media for pubs, explaining how it
where a patron can quickly look through the
could not only drive awareness of your
feed to see what the venue has on offer.
venue and increase revenue, but how it could also be used to combat negative reviews and opinions. There are indeed many useful ways
For venues offering something different, McDonald suggests Facebook. “Those that cater to a less imagefocussed crowd, and perhaps more of a
McDonald suggests that you can re-use content across different platforms, but it’s best to post on different days where you can, unless that content is only relevant for a short amount of time. “The way to make this easier, is to build
to use social media, but the point is
family and budget conscious offering, may
up a bank of content in terms of more
not to just post arbitrarily and hope for
find more success on Facebook where
evergreen type content. Then mix up what
engagement, but that you need a real plan
more authentic images can be mixed in
you post each week on each platform, re-
when it comes to where you post content,
with What’s on listings.”
posting on the others with an interval of a
the type of content you post, and how
Age is also a factor to consider with
week or more.”
exactly you convey that message.
your digital marketing, as some avenues
To get more insight into a side of
of communication are not as relevant for
your write your caption for different
different age groups.
platforms, based on character allowances
marketing that is not as simple as it may first appear, Australian Hotelier spoke to Annette
“Email can work for any demographic
What you may need to change is how
and algorithms.
McDonald, founder of Easil, a simple-to-
if the content is suitable to the subscribed
use design tool helping hospitality operators
list, but overall is becoming less relevant
practices for hashtags differs for each
put together effective visual content for their
to younger audiences. Ensure you monitor
as well, with 30 being standard for
social media channels. McDonald shared
the open and click-through rates on your
Instagram, and hashtags just coming
her thoughts on what makes for great and
emails to see what content is receiving
back into use for Facebook again, but
engaging social media content that will have
the most interest, and then tailor future
only using 2-3 per post, and only when
tangible ROIs for your venue.
campaigns based on that information.”
really relevant.”
18 | Australian Hotelier
“And keep in mind the standard
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MARKETING
Key design features In terms of designing images and graphics, each platform has slightly different optimal sizes, with Facebook preferring square to landscape, Instagram’s standard being square to portrait, and LinkedIn/Twitter posts generally being landscape. Each of these platforms has their own version of Stories too, which are positioned as priority view content at the top of the app on both phones and computer view. McDonald says that stories are becoming increasingly important, and that venues should use the tool often. “Stories should be produced as regularly as possible. If venues can post 3-5 stories to Instagram each week, especially with some interactive elements such as quizzes, Q&As and polls, Left: How you caption a post can promote engagement from your audience
they should see an increase in engagement and following start to build. Stories content should be casual and fun, so there is less pressure to be picture-perfect!” Email campaigns should also provide value for the subscriber. When putting together your emails, think about ‘what’s in it for them’, meaning, why should an email subscriber stay subscribed, and more importantly, why should they open your emails when you send them? “Test out different types of content from weekly ‘What’s on’ info, to including date specific offerings like a coupon or code they can use that week, or a ‘mention this email to receive’ type of offer. You can also put the same offer out to social, but provide a different code, so that you can measure the effectiveness of each platform.”
Right: Mixing up the kinds of content you post can keep engagement high
Engaging content In McDonald’s experience, these are the most engaging types of posts: 1. Well styled and photographed F&B images (particularly desserts and cocktails) get the most engagement above all others. 2. Humorous posts with a simple, relatable statement as a text graphic. 3. Posts where the caption invites the audience to engage in
Implement a strategy Once you have the fundamentals down of which social media platforms your audiences use, and the specs to use on those platforms, the next thing to get right is a social media strategy that works best for your venue. In the same way that every pub is different, your approach to social media posting should be unique. That being said, McDonald offers up a few strategies that she thinks most venues should adopt. “Limit promotional posts to around 10-15 per cent of your content posted on social media, but include them in your email campaigns, and more frequently in stories if you get a good response from your audience. “Utilise graphics and videos, and create stories and Reels,
terms of giving their feedback, or telling their own story.
showing behind the scenes, meeting your team, specials
People love talking about themselves, and it’s a great
showcased creatively (eg chef preparing) and keep the human-
opportunity to get to know more about your patrons, and
to-human element high! Your team and what’s happening in your
what they like.
venue is your unique recipe, so get the team involved with taking
4. Nostalgic content is also often a winner. Tasteful, lighthearted ‘remember when’ style posts about pre-Covid pub-life can invite people to share memories, and let you know what they’re looking forward to when things get back to ‘normal’.
20 | Australian Hotelier
photos and submitting them back to your marketing manager so that you’ve always got a bank of content to work with!” If you don’t have a dedicated social media manager, implementing some of the ideas above should help you see some real engagement with your audience, that will lead to invenue spending.
l l a b h g i H pairing
SIGNATURE SERVE
premium whisk(e)y. They allow the spirit to shine, elevating the
BenRiach & Soda Slane & Ginger
drinking experience around spirit and mixer. They also give the
Both Slane Irish Whiskey
Highballs are the perfect solution for consumers mixing with
bartender and consumer a myriad of flavour combinations to experiment with.
and BenRiach Single Malt are great base whiskies to use in highballs. The former offers a complex and bold example of the Irish style, and the latter a full-flavoured and innovative Speyside whisky that delivers on flavour well beyond its years through clever cask maturation.
Recipes 1. Pour 30ml Slane Irish Whiskey or BenRiach 10 year old 2. Fill highball glass with quality ice 3. For Slane, top with dry ginger and garnish with fresh orange. For BenRiach, top with soda and garnish with lemon. 4. Stir well and serve.
Shot at The Doss House by O’Neill Photographics
July 2021 | 21
TRAINING AND HR
From bartender to licensee Maria Marusinova has had a meteoric rise within Merivale – and there are plenty more stories like hers throughout the group.
WORKING AS a bartender at Merivale’s
Merivale Learning and Development Partner Helise Heggen (left) and Grand Hotel licensee and general manager Maria Marusinova.
“Obviously communication in my role is
Grand Hotel in Sydney’s CBD was one of
very important – whether its conducting
Behaviour over skills
Maria Marusinova’s first jobs in Australia in
and contributing to meetings, or conducting
Heggen says that when it comes
2012. Having emigrated from Slovakia, the
interviews and trials, reviews etc.
to idenitfiying top talent for pub
job was an opportunity for Marusinova to earn some money and improve her English. “People would come to the bar and I
“At the start that was a big problem for
management roles, its less about
me so the opportunity to attend some of
possessing certain skills and
the meetings at ivy surrounded by all other
qualifications, and more about
wouldn’t understand what Super Dry,
leaders who have been with the company
identifying certain attributes.
schooners and G&Ts were, so it was very
for so long and have such amazing
interesting to start with!” she remembers.
knowledge was great. At the start I was
to pour a beer and read a P&L,
Fast forward almost nine years later, and
“We really can teach you how
too scared to talk at all. But the senior
but it’s all about the behaviours.
Marusinova has worked her way through
managers really pushed me, asking me
One of the main ones is being
various pubs and roles in the group, to return
‘Maria, what do you think about this?’ Later
able to effectively coach
to the Grand Hotel as its general manager
it became easier and I pushed myself to be
somebody, have really effective
and licensee. She spent her first four years
more involved and vocal, so for me that was
one-on-ones, have those
at the Grand Hotel where she was promoted
one of the biggest things.”
behavioural conversations that
to assistant manager. From there she was
The licensee started back at Grand Hotel
promoted to operations manager at Hotel
in April, and is thrilled to be back where
CBD for 18 months, before taking on the
she started.
role of venue manager of the Royal George –
“I love it. The fact that I had the opportunity
deliver really clear feedback. “Because when you know where you’re going at work and you feel like you’re getting
within the sprawling ivy complex – for three
to work here before I became general manager
recognised and getting feedback
years. Just a few months ago she returned to
is a great advantage for me because I already
–whether it’s good or bad – you
her first Merivale home, the Grand Hotel. But
knew the venue. I was very surprised when
know where you stand and
this time she’s taken charge.
I came back here to see familiar faces that I
where you need to develop. So
actually knew from nine years back, and they
for pub leaders at the moment
all welcomed me back so warmly.”
I think it’s about having that
Not only has Marusinova learnt many skills and undertaken several training courses throughout her time with the group, she
emotional intelligence to
believes that the most important skill she’s
Nurturing talent
effectively coach somebody
acquired is the ability to communicate better.
While a great story of progression,
through their own development
Not only has her English improved via day-
Marusinova’s tale is not a unique one
and have the behavioural skills,
to-day interactions within the venues, but
within Merivale. Learning and development
because honestly the rest of it
she was encouraged to share her opinions in
partner, Helise Heggen, has herself
we can teach.”
meetings with senior management.
had several promotions throughout the
22 | Australian Hotelier
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TRAINING AND HR
business, via what could be deemed quite an
recruit somebody, how to run an interview, how to
unconventional path.
read a P&L, how to negotiate prices on alcohol. It
Heggen is a qualified chef who worked in venues in Wollongong for a decade. When she made the move to Sydney, she knew she wanted to work with
gives you the foundations and how to build effective relationships within Merivale,” explains Heggen. The other component of the Bronze program is
Merivale, and got the opportunity to interview as
to select a more senior figure in the company as a
assistant restaurant manager at Mr Wong. Even
mentor who will guide you through the course, as
though she lacked front-of-house experience, she
well as consider you for roles throughout the group.
took on the role. A year later she became restaurant
“For all of the senior leaders it is really part of
manager of Queen Chow in Enmore, before
their KPIs that they foster and nurture this talent,
stepping up as venue manger for Fred’s and Charlie
so they’re always looking for succession planning,
Parker’s in Paddington.
always looking at high performers.”
Having recognised her combined back-of-house
So how do the personnel get selected for
and front-of-house experience, Heggen was then
development throughout the group? Heggen says it
asked last year to head up an injury management
can come from putting your hand up and saying you
project for the group. Once that project was complete,
want to do more, or management can identify staff
she began her current role at head office, overseeing
that they see potential in.
various training and development programs.
“it’s two-pronged, it comes down to senior
“Maria’s and my stories are just two of some
management identifying key high performers, but
really awesome stories that there are at Merivale,
it’s also about people saying this is what I want to
and it really comes down to the fact that the
do, as I can see progression within the company. As
company will give back to you as much as you put
soon as you put your hand up, that’s it, you’re on
in. That’s the key,” states Heggen.
the road.”
While there are basic courses like spirits training and beer pouring available to all at Merivale, anyone aspiring to the managerial level at the company must
It’s this focus on staff development that has kept key personnel like Marusinova at the company long-term. “I never wanted a career in hospitality. I just
complete the Bronze program, which is aligned with
thought it was a fun job to work there for a few
the group’s training partner Allara Learning.
months, improve my English and go elsewhere –
“I call the Bronze program Merivale 101. It’s a
that was my plan. But because I was challenged
diploma in Business Management and Allara take
all the time and learning all the time, and people
that accredited training program and align it to
around me kept me motivated, I’ve stayed here for
Merivale functions. It teaches you how to actually
eight years. I love it, I would not change it.”
24 | Australian Hotelier
Having been familiar with the Grand Hotel for eight years, Marusinova has plans she wants to implement as general manager.
www.gffoodservice.com.au www.facebook.com/gffoodserviceau
fssocial@goodmanfielder.com.au
DESIGN & BUILD
The Duke of Dural has one centrally-located bar that services both the sports bar and bistro areas
Where everybody knows your name
26 | Australian Hotelier
The Momento Hospitality and Archbiosis Architects teams created a ‘New York restaurant’ aesthetic for the venue
DESIGN & BUILD Momento Hospitality is known for creating pubs with big footprints, but the Duke of Dural is a more intimate space made especially for locals.
Virtual reality as a design tool The Duke of Dural was built at a blistering pace in 2020, with
MOMENTO HOSPITALITY’S owners, the
The concept
construction taking 11 months in
Colosimo family, have lived and worked
For Colosimo, the concept behind the
total for the greenfields project. One
in Sydney’s north-west for decades, and
Duke of Dural has always been a simple
of the tools that really helped speed
have created a portfolio of sprawling
one. When discussing the pub, he often
the pace along – both in terms of
and popular pubs throughout the region
cites the tagline of the bar in the Cheers
design and construction – was the use
to cater to its different communities and
television series, ‘Where everybody
of 3D modelling and virtual reality as
demographics. Their latest pub in the
knows your name.’
a design tool.
north-west – the Duke of Dural – is a little
“The staff are friendly, each staff
Colosimo said it really helped with
different, being a much smaller, more
member can do every job. We try and
getting the flow and the feel of the
intimate pub targeting locals simply for an
create that bespoke experience for our
venue right, before they even started
excellent F&B experience.
customers who come in and their beer or
working on site.
Momento Hospitality had been looking
glass of wine is ready for them, or we know
“The Archebiosis team have some
to open a pub in Dural for some time,
how to cook their steak the way they like
great technology where you can do the
having identified a real opportunity to create
it, so they feel comfortable to come back
3D walk-throughs and you can actually
something the suburb was crying out for.
many times. It’s almost like people have
feel like you’re in each space and how
their own seats at the bar,” he explains.
a customer would feel – that’s one
“We’d been looking for quite a while for a spot in Dural to build a neighbourhood
With that sense of comfort and
of the most important things is how
pub. There’s a lot of people out there in
intimacy, the pub was meant to feel like
and why they feel the way they do in
Dural and not a lot of food and beverage
an extension of a patron’s own home.
a space. It combines everything from
offerings,” states CEO Marcello Colosimo. The group found a vacant lot of land and began working on plans for the
“It’s like being in your lounge room, but with other people serving you.” A key part of the design was to ensure that
lighting, sound, texture in a way that gives you an understanding of what the customer will experience.”
new pub with design firm Archebiosis
anyone from the neighbourhood, no matter
Architects, which has worked on several
their demographic felt comfortable in the
technology from the beginning of
Momento pubs – most recently on
space. It was a big consideration throughout
their design process, and the further
Mullane’s Hotel. But having seen the
the design process for director Diego Jaime
you get into the designs, the more
design, they felt the pub was a touch too
and his team at Archebiosis Architects.
detailed the virtual reality can
small, and approached the owner of the
“It was important that it was a venue
Archebiosis uses the 3D and VR
become with its projections.
site next door, and acquired that one too.
that is appropriate for any type of
Thus, the group was able to create a new
clientele. We didn’t want to tailor the pub
that we build it to the millimetre, and
design for its now expanded site.
to a specific type of person. We wanted
that’s how we show it to the client. So
anyone from tradies to office professionals
you can see if the ceiling is too high or
on the second site that was purchased,
to have a meal or a drink and have an
too low, or you can decide if the bar
the build of the Duke of Dural was a
appropriate experience within the pub.
backs need to be made wider etc,”
With the razing of a small building
greenfields one – something that Momento
“So in a way the aesthetics had to fit
“These models get to the point
states Jaime.
Hospitality has a lot of experience in. It’s
anyone so people don’t feel intimidated
a way of venue building that Colosimo
or out of place. Sometimes you go into
simulations in the virtual reality software
feels most comfortable with.
a venue and you feel uncomfortable
to see how the sun would get into
“It’s easier to build from scratch, because
“We even did day and night
because you’re in work boots. Or you
the site at 6pm and how the tones of
you’re not constrained by things like existing
might be in a shirt and tie and feel
the materials would change with the
services, structural issues and access. From
overdressed – the idea was to make sure
sunlight. And then looking at night you
a design or a building point of view I tend
you felt comfortable regardless.”
could see how the venue would be seen
to make less changes during the site build
To bring the concept to life, the design
if we’re starting from scratch as opposed to
was inspired by New York steakhouses
refreshing an existing building.”
that use a lot of dark brick, and bring you
from outside, so it’s a really great tool to use to design.”
July 2021 | 27
DESIGN & BUILD
a sense of refinement while essentially keeping the design quite understated. “We started with the façade, and made sure the articulation was appropriate for the materiality. So the façade was made with bricks and decorated
Also, while the exterior of the building is very traditionally square, Jaime and his team softened the look internally with considered curved accents throughout. “Inside we broke up the interior spaces with
with bricks as well, and then painted black. We also
curves. We used a lot of curves in terms of the
used robust, raw materials because they are low
fixed furniture dividing the bistro and the sports
maintenance and durable,” explains Jaime.
bar. There’s a row of booths on that curve that divide the two spaces, and that’s reflected on the
The spaces
ceiling as well. What happens on the ceiling is
As a smaller neighbourhood pub, the internal
also happening on the floor. So those curves are
design of the pub is a lot simpler than the majority
translated into fixed furniture, into floor colouring,
of Momento Hospitality’s other venues. There are
ceiling recesses and ceiling colours as well.”
two main spaces within the pub: the combined public bar and sports bar, and the bistro area. The two spaces are serviced by the one bar in the
With F&B the main consideration of the Duke of Dural, Colosimo also ensured that a lot of consideration went into the offering and the
pub, making it the hub of the entire venue, as well
necessary equipment to ensure they were bringing
as the main service point for guests.
the people of Dural a quality selection of meals and
“There’s only one point of service so it’s easy for
drinks. This includes 24 taps on the bar, as well
the staff to move from the kitchen to the bar and to
a dry-ageing cabinet for high-quality steaks. The
the other spaces. And people can enjoy the bar or
steaks are in such demand, that they are mainly
the kitchen from anywhere in the pub,” states Jaime.
pre-ordered prior to a visit. And with a flat roof,
In terms of the materials used throughout the space, the whole venue is unified through a palette of black, silver and a concrete colour as well as a
that external space has been turned into a herb and vegetable patch. “We grow a lot of our herbs and veggies upstairs,
use of raw materials. The floors are mainly polished
and they use those in the kitchen. If you go on the
concrete. Booth seating is created with recycled
Duke’s Instagram, you’ll see videos of the team
brick structures and leather seating. Aluminium
picking the fresh veggies upstairs, and we use them
mesh screening is used on top of the booths to both
downstairs in the kitchen. As far as food goes, it’s
create separation, as well still allowing some vision
all really around fresh produce,” explains Colosimo.
of the rest of the venue. “Because the pub is medium-sized, we didn’t
Momento Hospitality has future plans to expand the Duke of Dural offering with a café/brunch
want it to feel pokey, we wanted it to feel open so
concept, but already it’s been a big hit with the
when you walk in you want to be able to see all the
local community.
spaces from any point in the pub. That’s why we’ve
“It’s been really fantastic. Each week we’re
used screens that you can see through from one
growing and people are loving it. The feedback on
space to another, but you still have some kind of
food and beverage has been awesome. We couldn’t
subdivision that contains the spaces as well. So they
be happier with the way the community has really
are contained but not restricted,” explains Jaime.
embraced it as their own pub.”
28 | Australian Hotelier
LEFT: A peek into the kitchen is a key design feature of the venue. RIGHT: Flow throughout the venue was another important consideration.
61 2 9660 8299 paulkellydesign.com.au www.paulkellydesign.com.au
Gem Hotel Griffith
TALES FROM THE TOP
Andrew Clark Publican Cremorne Hotel and Wharf Shed
Navigating what’s next Victorian publican Andrew Clark reflects on his recent success, and looks at how to navigate the remainder of 2021.
ANDREW CLARK is looking forward to the
has increased and the regularity of visits has
continued prosperity of hotel trade in regional
increased as well,” he said.
Victoria, however he believes work still needs to be done to secure a more stable industry. Clark was recently acknowledged for his
the QR codes to enter venues has been a challenge
service to the hospitality industry with top
for both the customers and staff. However, I think
honours at the 2021 Australian Hotels Association
time and education will solve this problem.”
(Victoria) Awards for Excellence, being awarded The Nikakis Award.
Issues to address
“I was very surprised and honoured to be
In addition to the direct impact of a COVID-19
recognised by the hospitality industry – such a
outbreak, Clark said he has also seen a drop of
prestigious award. I was very humbled to be joining
enthusiasm in the employment sector of the industry.
such an elite group of industry leaders who have previously won it,” Clark told Australian Hotelier. Publican of the Cremorne Hotel in Newtown
“The biggest challenge has been a shortage of both trained and untrained staff,” he said. “Hospitality in general has not been a popular
and the Wharf Shed in Geelong, Clark discussed
career path of choice despite there being many
how regional tourism and a consistent offering is
opportunities within our industry.”
helping rebuild trade for his venues. “Hotel trade in regional Victoria in 2021 has
Despite the success of the Cremorne Hotel and Wharf Shed in recent months, Clark added
been strong since the COVID re-opening. We
the industry needs to acknowledge and support
have been fortunate that regional Victoria has
metropolitan hospitality venues who are struggling
been experiencing strong trade with people
the most from lockdown periods.
travelling within the state and not overseas,” Clark said. “We do not need to ‘discount’ our products to attract patrons. Our food and beverage offering has always been the mainstay of our business
“The hospitality industry in regional hotels is experiencing growth and we hope that in the next few years this will continue with the promotion of travel within Australia,” he said. “We need to get life back into the Melbourne CBD
and this has been confirmed with the increase in
as many of the hotels there are struggling due to
numbers since COVID.”
COVID restrictions and lack of corporate businesses
As Victoria recovers from its fourth lockdown last month, Clark noted the key to ensuring
not utilising their offices to pre-COVID levels.” To ensure the continued success of his venues
consistent trade will be to keep educating his
in 2021, Clark has increased the covered outdoor
team and the public on safety procedures.
dining area at the Cremorne Hotel by 100 and is
“Customers appear to be more tolerant. Since reopening from COVID the dollar spend per head
30 | Australian Hotelier
“We have experienced an increase in group functions. Customers coming to grips with using
adding an additional 110-pax capacity with an extended balcony to the Wharf Shed.