What Can You Do to Keep Them Coming Back?

Themed events remain the most popular—but why not incorporate some new initiatives to enhance tradition?

by Tom McIntyre (editor@clubandresortbusiness.com)
May 2008
 

A  n interesting study, the Dining and Social Activities Private Club Marketplace Survey, was recently completed by the McMahon Group. Here are a few findings that caught my eye, and some homemade ideas of my own:

• 80% of today’s clubs are “family” oriented. While this is encouragingly high, the number must continue to climb for clubs to grow.
• 33% of surveyed properties had a “men’s grille.” My guess is this number was much higher a few years ago.
• Only 16% had a separate dining area for “family dining.” Why so few? If 80% of the clubs surveyed are “family” oriented, how are they accommodating the family?
• 26% of the clubs surveyed had a formal “coat and tie” policy. Casual and comfort foods play an important role in your members’ lives outside the club. If you have this policy, you may be turning away potential revenue.
• 70% had annual F&B revenues exceeding $1 million (25% of those surveyed had more than $2 million). I’m amazed at how so many food brokers and suppliers drive by clubs in pursuit of the large “chain” or independents down the street. Why not tap into their knowledge base to become a more competitive player?
• 66% break even or lose money on the overall F&B department (89% lose money on their a la carte offerings). With soaring fuel costs affecting everything from farming to distribution, costs are being passed onto you. Now would be a good time to scrutinize costly ingredients and entrées on your menu that simply don’t make economic sense.
• Not surprisingly, themed events like Mother’s Day, Easter Brunch and Family Christmas parties remain the most popular. But how about incorporating some new initiatives to enhance tradition? The Food Network has opened up a whole new world of “wannabe chefs”—and kids, in particular, have palates that are much more diverse today, making them incredibly experimental. (My first attempt at eating calamari was when I was 30; my kids can’t get enough of it.) And I’ve also found that when kids help with the cooking, they eat what they prepare. So why not hold a “kids’ chef night” at your club? Buy an impinger oven and have a “make your own pizza” night. You could do the same with pasta or quesadillas; in all cases, you’ll be serving highly profitable menu items, and lowering food costs.

As a regular practice, you should now have two kids’ menus—one with traditional chicken wings and fingers, pizza, fries and PB&J, and another that’s portion-controlled, to let kids eat what their parents are having if they want. Offer a four-ounce fillet with a prawn, side salad and Shirley Temple, and watch your satisfaction scores soar.
• 42% of private clubs have no reciprocal dining programs with other local clubs. Why not? While some members may enjoy their experiences elsewhere, you will likely attract more non-members who prefer your operation as well. Beyond that, the competition will elevate your staff’s performance; in effect, you’ll be getting a free focus group from your own customers, who will quickly let you know what they want you to offer going forward.

Perhaps my comments reflect how I’m guilty of seeing my club through my eyes only. I have four kids, and finding the time to enjoy my membership is more and more difficult with all of the growing time constraints. But I think I’m probably pretty typical of a lot of club members these days—and if your club has members like me, you need to make it easier for us to get involved. What better way to do so than with food, beverage and good company?