best «wow effect » in a luxury hotel · best «wow effect » in a luxury ... presentation 2....

1 HOTEL ROYAL SAVOY LAUSANNE

Best «WOW effect » in a Luxury Hotel

3 OCTOBER 2017

SUMMARY

1. PRESENTATION 2. CONCEPTION 3. COMMUNICATION & IMPLEMENTATION 4. EVALUATION

ROYAL SAVOY HOTEL & SPA LAUSANNE 2

1. PRESENTATION

1/ Is it a plane? Is it a man? NO, it’s SkyLounge!

Category Field

The SkyLounge is a restaurant and part of the Food & Beverage offer at the Royal Savoy Hotel & Spa Lausanne.

2/ Name of the concept or service

SkyLounge

3/ EAT, SHARE, TRAVEL!

Description of the concept through its main strengths

• Situated in a unique location in Lausanne: on the rooftop of a historical and listed building. It is also the only public rooftop restaurant and lounge

bar in Lausanne.

• Breath-taking 360° views across Lac Léman, the French Alps, UNESCO World Heritage Site – Lavaux and offering rarely seen views of the Lausanne

cityscape.

• Chef Ludovic Beltran has subtlety coupled the flavours of the international cuisine and local dishes. The menu is influenced by the five continents of the

world which creates a culinary journey as well as the sensory one thanks to the setting of the SkyLounge.


HOTEL ROYAL SAVOY LAUSANNE 4

1. PRESENTATION

4 & 5/ SOMETHING OLD, SOMETHING NEW, SOMETHING BORROWED AND SOMETHING BLUE!

What triggered the setup of the concept & service?

Explanation of research or market analysis which lead to the implementation of the new outlet, service, equipment…

According to our archives, the original architects Mr van Dosser & Mr Kaelin went to Paris in the mid/late 1900s and were inspired by the terrace of the Hotel

Le Meurice. The concept is indeed a tried and tested one but sometimes the simple things work the best!

The Royal Savoy Hotel & Spa Lausanne appeals to our local, national and international client base and we needed to offer

something that was extra-ordinary for all of these hotel guests.

The concept needed to be a completely new offer as Lausanne has many excellent hotel establishments and numerous Michelin starred Restaurants.

The rooftop had never been fully exploited in its past and certainly never as a place to eat, meet and share a meal or drink.

To sum up, like a blushing bride, we borrowed a tried and tested idea of a rooftop restaurant but yet it was something new for the local Lausannois guest.

The building itself is old in that it dates to 1909.

The more international traveller would be pleased to find a very cosmopolitan offer in an novel setting and in a bijoux sized city.

Finally, Mother Nature provided the something “blue” in the form of the azure skies and waters of the Swiss landscape.

Coupled with unequalled views of Lausanne, its surroundings and the gastronic offering a certain refinement, simplicity

and friendliness in a chic atmosphere, dining here is an outstanding moment.

It is an experience to share with your table, fellow diners and the staff.


1. PRESENTATION


1. PRESENTATION

COUNTRY OVERALL

Switzerland 28 %

France 8 %

United States 8 %

United Kingdom 6 %

Saudi Arabia 5 %

China 4 %

Germany 4 %

Russia 3 %

Leisure, MICE, Business & Corporate

Local

National

International

6/ Fixed objectives of the Direction following the project implementation

Become the “place to be scene” in Lausanne

Create a new F&B offer that would offer a different concept from the Brasserie du Royal without entering into

direct competition with our other outlets

Achieve a certain revenue and increase profits of F&B Department


1. PRESENTATION


1. PRESENTATION

1/ Did various partners participate in helping to define the concept?

There are only 52 places, including exterior and interior setting which also helps to maintain a feeling of relaxed intimacy.

Furthermore the kitchen is a galley kitchen and this had a huge influence on the food concept itself.

We came up with the idea of smaller, sharing dishes to be enjoyed together. As a result all of the different suppliers and

partners participated in providing material that was adapted to the actual space and usage.

The SkyLounge floor team – warm, efficient, personable and like a tight knit family!

Operationally, because the restaurant is closed on Mondays and Tuesdays this allows the same team to work together the other five

days of the week.

Chef Ludovic, his team – working in close physical proximity has meant that this team needs to work as finely honed synchronised unit.


2. CONCEPTION SHARING IS CARING!



Sharing Dishes, like The Scottish Salmon that went to Cinco de Mayo The Cow that went to Asia Tuna stole the show, smoked salmon Tokyo Cheesecakes


2/ What are the principal innovations of the concept regarding offers, equipment, technologies, service, etc?

Due to the reduced capacity and the small working and operational spaces guests and staff are constantly in close proximity so it was

decided to embrace this and create a welcoming atmosphere. As mentioned earlier the kitchen is very contained and this meant that the

food offer needed to be easily assembled in situ. Furthermore, there is only one elevator to serve the floor so all of these logistical and

technical factors influenced the food concept. We came up with the idea of smaller, sharing dishes to be enjoyed together. As a result

all of the different suppliers and partners participated in providing material that was adapted to the actual space and usage.

The actual SkyLounge comprises of an open air terrace, a glass and metal structure that must be able to be removed without affecting the

integrity of the building. This structure provides some protection from the elements but is is not completely water tight due to planning

permission. Thus the furniture has to be sturdy and comfortable.

The inside-outside aspect and vast expanses of glass mean that it can be extremely hot during the summer months. This necessitated a

retractable canopy and the use of anti-UV films being placed directly on the glass, roof and windows. Furthermore, the windows can be

fully or partially opened and modulated according to the winds, hot or cold weather.

The SkyLounge floor team lead by Jasmine Gfeller – warm, efficient, personable and like a tight knit family! Operationally, because the

restaurant is closed on Mondays and Tuesdays this allows the same team to work together the other five days of the week.

Chef Ludovic, his team – working in close physical proximity has meant that this team needs to work as finely honed synchronised unit.

The kitchen equipment had to be made to fit into the small space and optimise the available space.


Several channels of Communication:

B2B: Promotion & Privatisation

B2C:

Advertising/Partnerships

Local Press

International Press

Internal => External

Social Media

Bloggers

Information via Newsletters

Overall, many of these were on a barter, partnership,

F&B outlay basis and as such we were able to

keep costs to a minimum.

Advertising/Cash => 6’500

Entertainment => 40’00


3. COMMUNICATION & IMPLEMENTATION



Press partnership: Furniture partnership:

ADVERTISING & PARENARIATS

Support When Sujet Format Price

LHC

April/May Deadline end of

March

SKYLOUNGE Full page advertisement Barter

AMEX "Departure" et Printed Newsletter

Published in June. Deadline April 20th

SKYLOUNGE

2 Spaces : advertisement, Printed Newsletter

Barter (5’780 – 10’980 CHF)

AGEFI May Photo of Sky Lounge « informing about the opening and the opening date" 1/2 page panoramic 582x198 Barter (9'800 CHF)

Marie Claire

Published June 7th Publication July 7th

Syncronized

SKYLOUNGE

Article Spotlight

Online: FB

3'266.65 CHF

Cote Magazine July/ August Presention of the concept 1 page advert / format: 240 X 300 mm + 5mm débord Barter

AGEFI Life June Expliquer le concept du SkyLounge, horaires d'ouverture, mots de M. Kropf, images.

2/1 1st double page panoramic between editorial & content 486x342 Barter (18'975 CHF)

Paris Match 28 April SKYLOUNGE 1/2 page Barter

Sur La Terre TBC Terrasses, jardins & SkyLounge du Royal Savoy Photoshooting

Online: FB & Instagram

Barter

Lausanne Terasses Summer – from June Terrasses du Royal & le SkyLounge 3rd cover page 1'200 CHF

Bastien Baker Coordination withDandy Vision

Beef /Live Gig Online FB post & Instagram Barter


COMMUNICATION INTERNE – EFFET EXTERNE


Canal When Subject Budget Target Website officiel

One week before opening

The concept, menu and team, reservations

Gratuit/Free External Clients

Newsletter

Q2 (April May June)

SkyLounge Opening Gratuit/Free Top bookers, agences de voyages, journalistes, clients etc

Schweizerhof Newsletter/Bürgenstock Resort

SkyLounge «Le Place to Be» à Lausanne

Gratuit/Free Bernois

Preferred Hotel Group

May SkyLounge – nouvel outlet F&B

Iperferred Members

Concierge Weekly News

Permanent Dining possible at SkyLounge

Gratuit/Free Internal clients

Carte de jeu «Skylounge»

May SkyLounge TTC Clients who dine at the Brasserie, LoungeBar, frequent the Spa, Cigar Lounge members

Time Lapse video

Depending on installation

Installation of SkyLounge 700.- CHF

Social Media and platforms

360° the panorama 2’000 CHF Social Network

4. EVALUATION 1/ How have you measured results after the implementation of the concept…?

F&B implemented weekly revenue matrix as well as profit & loss analysis. This has maintained a tight control on costs and resulted

in increased profits steadily throughout the SkyLounge first season.

Actuel Revenue : 130'000 for a average of 115 people per day

Material Control :

Kitchen Technical Sheet and recording of order sheets

− The technical sheets are registered in order to establish the cost of each recipe and the products recorded on the database pour

suppliers deliveries

Automatized ordering of drinks via receipts and items entered into Micros system

− All beverages (Cocktails, wine, bottles) are referenced in Micros and referenced accordingly with Material Control in enable

automatic ordering

Micros :

This is the system used for recording the orders, which includes costing tables, traceability of offers and corrections by the Floor

Manager

Media :

We issued an open invitation to selected media which has helped to keep the momentum of coverage in the local and domestic

press throughout the first season. Word of mouth within the press has trickled down to individuals. Thanks to our hashtags we

have also been able to follow the evolution of this phenomenon


4. EVALUATION


Restaurant Sky lounge Royal Savoy 17.07.17 /Cost Pondére Carte Sky lounge

N° Group Cost Prix Revient

PV theory if cost à

27%

PV theory if cost @ 29

% Coeff Cost PV actuel cost actuel nb de ventes CA without TVA Total Cost

Names of Dishes Without Tax VAT VAT

3.70 = 27% Sky lounge Dishes

- -

1 The cow that went to Asia 5.25 21.00

20.00 3.70 27.00% 26.00 21.81% 202 4863.0 1'060.50

3 The scottish salmon that went to cinco de mayo 8.80

36.00

33.00 3.79 26.40% 34.00 27.95% 145 4564.8 1'276.00

4 Wild for sashimi & sesame 5.70

23.00

22.00 3.74 26.77% 22.00 27.98% 246 5011.1 1'402.20

5 Sizzling scallops 6.10

25.00

23.00 3.79 26.35% 26.00 25.34% 230 5537.0 1'403.00

6 The féra that swam to Japan 5.50

22.00

21.00 3.70 27.00% 22.00 27.00% 168 3422.2 924.00

7 The inspired Iberico 5.35

22.00

20.00 3.81 26.26% 26.00 22.22% 216 5200.0 1'155.60

8 Pop pop perch 5.70

23.00

22.00 3.74 26.77% 25.00 24.62% 261 6041.7 1'487.70

9 Tuna stole the show 6.75

27.00

26.00 3.70 27.00% 32.00 22.78% 253 7496.3 1'707.75

10 Angus young & the duck 7.05

29.00

27.00 3.81 26.26% 32.00 23.79% 247 7318.5 1'741.35

11 Mad for maki 6.50

26.00

25.00 3.70 27.00% 28.00 25.07% 114 2955.6 741.00

-

5.70 23.09

52410.2 12'899.10 Average Cost in % Théorique (cost 27%) 26.66%

Average Cost en % Effectif Cost pondéré : 24.61%

4. EVALUATION

2/ How have you measured customer satisfaction?

Yes, we have measured client satisfaction.

• TripAdvisor Page with reviews shared during daily Morning Meetings, internally on staff TV, press reviews and monthly

reports

• Also feedback forms for the different F&B outlets help us to obtain feedback from clients who may not wish to take the time

to complete a review online. This can be done anonymously if wished or also with the possibility to follow up by the Royal

Savoy & SkyLounge team

• Organised a closing event of most frequent clients, key media and influencers


4. EVALUATION


Summary: (June, July, August)

SkyLounge Clippings:

- Print: 11

- Online: 5

- Circulation: 397’990

- Unique Visitors / Month: 4’534’719

20 HOTEL ROYAL SAVOY LAUSANNE

Thank You !

best «wow effect » in a luxury hotel · best «wow effect » in a luxury ... presentation 2....

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