CASE STUDY - INTERCONTINENTAL
CLIENT: Intercontinental Hotels Group plc
BRIEF: “Define the future of IHG’s luxury and boutique F&B business”.
IHG identified an opportunity to better define, and potentially re-invent their approach towards F&B for these two key brands; InterContinental Hotels and Hotel Indigo, in a way that not only improved the performance of this business line, but also drives the awareness and perception of the brand.
STRATEGY: We carried out an in depth audit of the European estate for each brand to identify the issues and get a clear understanding of what needed to be done in order to fully answer the brief. The next stage was to fully develop the concepts and philosophy for the F&B of each brand and this was achieved working with WhatIf? Innovation. Also as part of the solutions we advised on the Organization Structure for F&B Europe as well as marketing, training and implementation management.
RESULTS: The project is now in full implementation with the InterContinental in Berlin and Hotel Indigo Kensington being the first hotels to have a complete overhaul of their existing F&B outlets.