2017 Marriott RB Strategy Playbook

Strategy Playbook
1
Introduction:
The Purpose of This Playbook
This Playbook is designed to This Playbook explains how

help Marriott effectively the APAC R&B strategy
activate the APAC Restaurant translates into daily
& Bar strategy to become a operations, what these
favorite destination where operations are, and
locals go to meet, eat, and the processes and directions
drink. for property teams to help
develop them.
With this strategy activation
initiative, Marriott wants to
leverage the tremendous
potential of its local property
teams to help it develop a
winning APAC R&B strategy
to move forward.
2
Table
of contents
1 2 3 4
Introduction Vision for APAC Four Steps to Appendices
Restaurants & Bars Successful
Activation
3
Table
of contents
1 2 3 4
Activation
4
Introduction: How To Use This Playbook
WHAT IT IS
This Playbook is a self-contained, comprehensive
toolkit to help local property teams support Marriott in
building its APAC R&B strategy.
WHAT IT DOES
It provides all the necessary frameworks, guidelines
and templates, and describes the processes needed to
generate and capture ideas.
FOR WHOM IT IS
It is designed to support local teams (aka “task force”),
led by the property manager or Director of F&B
5
Introduction: Playbook Methodology
PREPARATION EXECUTION CONCLUSION
Get familiar Two ways of doing it Capture the results

• Read through the Playbook • Conduct a dedicated • Use the templates provided
and make sure you have all workshop (see Appendix 1:
your questions answered Workshop Development and Share your ideas
Execution guide) • Highlight both best practices
Plan time • Alternatively, go through the and areas for improvement
• Set aside time needed to go required steps with your team
through all the steps over a course of several days AND
Form a task force Follow the instructions Don’t forget to thank your team
• Assign roles and • Use templates and best for their contribution!
responsibilities practices for particular
• Appoint the team leader (a activities
senior manager) as
commander-in- Keep the right attitude
chief/facilitator • Be inclusive
• Encourage creativity
Prepare in advance • Don’t criticize
• Print out materials, think • Save filtering for later
about venues and resources
6
Table
of contents
1 2 3 4
Activation
7
Marriott’s APAC
Restaurant & Bar Strategy
To ensure Marriott’s
The detailed
restaurants & bars stay strategy document
competitive in the rapidly comes in
changing industry and the information
pack, please make
consumer landscapes, we sure
developed a long-range you spend enough
strategy for 2016 & beyond time reviewing the
strategy document
before you move on
With your support, we aim to with this playbook
become “a favorite
destination where locals go
to meet, eat,
and drink”. Our global
priority, driven global trends,
requiring local solutions
anchored by
three themes:
• Go Local
• Talent & Entrepreneurship
• F&B Marketing
8
Marriott’s Three
Focus Areas
TALENT & GO LOCAL F&B MARKETING

ENTREPRENEURSHIP
Refine compensation & Embrace and implement Drive social media
benefits, execute talent locally relevant R&B engagement, execute
reviews and conduct training experiences with a clear partnerships and enhanced
and workshops focus and point of view Club Marriott loyalty
9
3 KEY TAKE AWAYS
Talent Go Local F&B Marketing
1. Plan to develop talent 1. Authentic storytelling 1. Reputation comes first
resonates
2. Hire for attitude, train 2. Reward loyalty locally
for excellence 2. It pays to think like a with Club Marriott
local
3. Empower tomorrow’s 3. Marketing is
entrepreneurs 3. Don’t try to be everyone’s job
everything to
everyone
10
Table
of contents
1 2 3 4
Activation
11
Our Four Steps
for Successful Activation
This next part of the Playbook is

all about helping you and your
team understand the processes to
activate the three Focus Areas
described previously. 1 2 3 4
Immerse Explore Generate Plan and
Here is an overview of the four- and Buy- and Ideas and Commit
step process that you will need to in Get Adapt
follow for the three Focus Areas. Inspired
Each step has a dedicated section
where clear guidance and
direction is provided on what you Talent
need to do to compete the step
and progress onto the next one.
Hopefully by the end of this Go Local

assignment you will have created
many outstanding initiatives to
make Marriott’s vision come true! F&B Marketing
12
Each of the Four Steps Has a Specific Objective
Each of these steps plays a specific role in the development

of a winning activation strategy for Marriott.
Because they build on one another, teams are advised to

follow the recommended sequence of steps in order to
maximize the return on their efforts and achieve the best
outcomes.
1 2 3 4
OBJECTIVES Immerse and Explore and Generate Ideas Plan and
BY STEP Buy-in Get Inspired and Adapt Commit
• Provide context • Pull out of the • Leverage the • Build plans to

usual way of knowledge and guide execution
• Clarify their role
thinking ides gained from
in the journey • Create individual
the previous
• Provide alignment with
• Explain process steps
inspiration from the overall
• Answer questions more and less • Develop strategic strategy
• Ensure buy-in expected sources options
• Get into a • Work out
creative mindset concrete
solutions and
how-to guides
13
Our Playbook Provides the Detailed How-To For
Each Step
WHAT YOU NEED TO DO

• Concrete actions you need to take for this step
LIST OF ACTIVITIES
• All activities that are included in this step
ACTIVITIES IN DETAIL
• Activity description
• Materials
• Preparation where applicable
• Instructions
14
Step 1:
Immerse
And Buy-in
15
Step 1: Talent
Go Local 1 2 3 4
Immerse And Buy-in F&B Marketing
As the first step in the process of brainstorming

the ideas for successful activation, you need to put
the team on the same page and make sure they
understand the assignment at hand and the
process.
In this workstream, your task is to make your team

comfortable with the whole exercise and the role
they can play in moving this forward. As the key
part of it, the team will learn about the strategic,
long-term importance of the Focus Areas
development for Marriott.
16
Step 1: Talent
Go Local 1 2 3 4
WHAT YOU NEED TO DO

• Review the materials highlighted in this section to
gain insights in the context and the objectives of
the strategy activation initiative
• Define the process and assign roles

o Set up the task force
o Set aside time for the activities
o Think about other necessary resources
• Share the immersion materials with the team and

make sure everybody is on the same page
o Personal presentations followed by Q&A and
team discussion are the most efficient approach
17
Step 1: Talent
Go Local 1 2 3 4
Activities
For Step 1
1A 1B
Review Capture
Strategy Learnings
18
Activity 1A: Talent
Go Local 1 2 3 4
Strategy Presentations F&B Marketing
Activities Materials Presentation Instructions

How-to
• Marriott Strategy • Read thorough the • Distribute Learning
Presentations Strategy decks and Cards among
(Appendix 2) prepare to participants and
• Learning Cards present to the team instruct them to
(Templates at the • Print out the capture their
end of this section) Learning learnings and
Cards for each questions
participant • Present the Marriott
• Prepare the R&B strategies as
necessary per
venue and Focus Area
equipment • Conclude with a
for presentation Q&A
19
Activity 1A: Talent
Go Local 1 2 3 4
Strategy F&B Marketing
Presentations
Presentations of Marriott strategy for each of the Focus Areas
help understand the importance of this initiative
TALENT &
GO LOCAL F&B MARKETING
ENTREPRENEURSHIP
Attract, develop and Design locally relevant Shift from increasing
engage passionate R&B experiences with a margins to increasing
restaurant and bar clear focus and point of traffic, revenue, buzz and
craftsmen view profit dollars
20
Activity 1B: CAPTURE LEARNINGS
TEMPLATE
TALENT
MARRIOTT STRATEGY PRESENTATION LEARNING CARD
1 1
MY LEARNINGS MY QUESTIONS
2 2
3 3
21
TEMPLATE
GO LOCAL
1 1
2 2
3 3
22
TEMPLATE
F&B MARKETING
1 1
2 2
3 3
23
This is how we did it
Proprietary and confidential. Do not

Enter document title and manual fixed date in this placeholder on the topmost slide master to “lock footer” information 24
distribute.
Step 2:
Explore
and Get
Inspired
25
Step 2: Talent
Go Local 1 2 3 4
Explore and Get F&B Marketing
Inspired
As you begin to think about ideas targeting a specific
focus area, it is particularly important to pull yourself
out of your daily tasks and look outside of your
ordinary scopes: what is going on within the industry,
among customers, and even around the globe.
Exposing yourself to different kinds of inspiration will
help to generate extraordinary, creative ideas.
This section outlines some places where you can start

looking.
26
Step 2: Talent
Go Local 1 2 3 4
Inspired
WHAT YOU NEED TO DO
• Review the different sources of inspiration provided in
this section and assign an area for each member of
the team to go and explore for a period of time (we
suggest 1-2 hours).
• Give everyone the “Capture Your Inspiration”

templates to capture what they were inspired by,
surprised by, and curious about; don’t hesitate to take
pictures or videos to capture your “A-Ha” moments.
• After everyone has had enough time to find their

inspiration, get back as a team to share and discuss.
27
Step 2: Talent
Go Local 1 2 3 4
Inspired
Activities
For Step 2
2A 2B 2C
Best
Ask an Capture
Practices
Expert Inspirations
Dive-in
28
Activity 2A:
Talent
Best Practices Dive-in Go Local
F&B Marketing
1 2 3 4

How-to
• Best Practice • Go thorough the • Distribute Think
Materials Best Practices deck Cards among
(Download link in to get familiar with participants and
the following page) the examples instruct them to
• Think Cards • Print out the Think capture their
(Templates at the Cards for each inspirations from
end of this section) participant the examples
• Prepare the • Walk through the

necessary venue Best Practices deck
and equipment to as a team
present the Best • Conclude with a
Practices team discussion
around their
insights and
inspirations form
the best practices
29
Activity 2A:
Talent
Best Practices Dive-in Go Local
F&B Marketing
1 2 3 4
The featured best practices across the Focus Areas include

examples of companies in and outside our industry, which build
relevance by:
TALENT &
GO LOCAL F&B MARKETING
ENTREPRENEURSHIP
• Fostering entrepreneurial • Updating their product / • Going viral on the social
and creative spirit in menu offerings with media
their organizations authentic local flavours • Engaging customers
• Encouraging learning • Providing unique local through sharing their
and development experiences experiences
• Becoming the opinion • Promoting personal • Guerrilla marketing
leader in their area of interaction and techniques
expertise connections with local • Co-creating products
• Connecting with their people and experiences with
employees socially • Highlighting local customers
• Celebrating uniqueness cultural heritage • Signing up users as
of their people brand ambassadors
• Customizing content
based on big data
30
The Best Practice
materials can be
downloaded
from [insert link]
31
Activity 2B:
Talent
Ask An Expert Go Local
F&B Marketing
1 2 3 4

How-to • Interview Notes • Explore your team’s • Provide the
templates with networks to identify in participants with
Thought Starter and out of the industry Interview Notes
Question list experts with relevant templates and instruct
(Templates at the end knowledge in one or them to capture their
of this section) more Focus Areas insights from the
• Set up interview interviews
appointments with the • Conduct the interviews,
identified experts with all the team
• Go thorough the listening in (when
Thought Starter possible)
Question list to get • Conduct a team
familiar with the discussion around their
questions insights from the
• Print out the Interview interviews
Notes templates for the
participants
32
Activity 2B:
Talent
Ask An Expert Go Local
F&B Marketing
1 2 3 4
Expert interviews provide a rich source of ideas and insights,

and help you focus on the following themes across the Focus
Areas:
Talent & Entrepreneurship GO LOCAL F&B MARKETING
• How they recruit • Why it is important to go • What are the success

• Why people join local factors in R&B / What
• What is their strategy for people talk about
• Why people stay
going local • What are the latest and
• Why is entrepreneurship greatest trends in the
important • How they execute this
strategy F&B marketing
• How is entrepreneurship • What are the best / most
recognized and • What are the outcomes
and key learnings from popular online sources of
rewarded information about
going local
• How to enable restaurants and bars
entrepreneurial mindset • Who are the industry
among employees influencers on different
social media
33
Activity 2C: CAPTURE INSPIRATION
TEMPLATE
TALENT & ENTREPRENEURSHIP

BEST PRACTICES DIVE-IN THINK CARD
WHICH BEST PRACTICE EXAMPLES WHY DID YOU LIKE THIS PARTICULAR HOW CAN WE USE THIS EXAMPLE
YOU LIKED MOST? EXAMPLE? FOR MARRIOTT?
34
TEMPLATE
GO LOCAL
35
TEMPLATE
F&B MARKETING
36
TEMPLATE
TALENT & ENTREPRENEURSHIP

ASK AN EXPERT INTERVIEW NOTES & THOUGHT STARTER QUESTIONS
1 HOW DO THEY RECRUIT? 4 HOW IS ENTREPRENEURSHIP RECOGNIZED AND REWARDED?
2 WHY DO PEOPLE JOIN? 5 WHAT IS THEIR SERVICE PHILOSOPHY?
3 WHY DO PEOPLE STAY 6 WHAT DO THEY DO TO REFLECT THEIR SERVICE PHILOSOPHY?
37
TEMPLATE
GO LOCAL
1 WHY IS GOING LOCAL IMPORTANT? 3 WHAT DO THEY DO TO GO LOCAL?
2 WHAT IS THEIR LOCAL STRATEGY? 4 WHAT DO THEY GAIN FROM GOING LOCAL?
38
TEMPLATE
F&B MARKETING
1 WHAT ARE THE SUCCESS FACTORS IN F&B TODAY? 3 WHICH ONLINE SOURCES OF INFORMATION ARE IMPORTANT IN F&B?
2 WHAT ARE THE LATEST AND GREATEST MARKETING TRENDS? 4 WHO ARE THE KEY OPINION LEADERS IN F&B?
39

distribute.
Step 3:
Generate
Ideas and
Adapt
41
Step 3: Talent
Go Local 1 2 3 4
Generate Ideas And F&B Marketing
Adapt
Now that you and your team should have found
several, if not many, sources of inspiration, it is
time to start reflecting upon what you have
learned and adapting that learning to generate
ideas that will transform how the Focus Areas are
activated.
This section outlines how to run effective

brainstorm sessions to complete the Blueprint
Templates for each Focus Area.
42
Step 3: Talent
Go Local 1 2 3 4
Adapt
WHAT YOU NEED TO DO
• Put all the work that captures or reflects your
inspirations on the walls (Inspiration template, photos,
etc.) this will serve as the basis and reference point
for group brainstorm.
• Use the process outline on the next pages to conduct

the brainstorm.
• Use the Blueprint Templates on the following pages to

capture your creative ideas.
43
Step 3: Talent
Go Local 1 2 3 4
Adapt
Activities
For Step 3
3A 3B 3C
Brainstorm
Align on Capture
To
Brainstorm Ideas in
Generate
Process Blueprints
Ideas
44
Step 3A: Talent
Go Local 1 2 3 4
Align on Brainstorm F&B Marketing
Process
Below are the step-by-step guidelines for the brainstorm
process:
SET UP RUN SYNTHESIZE
• Assign a facilitator • Set the ground rules: • Get each participant to

responsible for keeping time, • Generate as many ideas quickly present their idea
setting the ground rules, and as possible back to the rest of the group
collating and grouping the • One idea per post-it • The facilitator groups the
ideas when participants are note presented ideas together in
presenting back • Capture the core idea in the Blueprint templates by
as few words as Focus Area
• Give each participant a pen
possible
and lots of post-it notes
• Set the group a time limit
• Print out Blueprint templates
(approximately 30 minutes
for one session)
• Tolerate and encourage bold
ideas
• Do not criticize or discuss the
pros/cons of ideas during the
session
45
Step 3A: Talent
Go Local 1 2 3 4
Align on Brainstorm F&B Marketing
Process
Overview of the Blueprints by Focus Area that your team will be working in:
1 3 4
THE WHAT, HOW AND WHERE OF TALENT
LOCALIZE YOUR R&B EXPERIENCE POSITIONING STATEMENT
MANAGEMENT
2 5
THE IDEAL MARRIOTT R&B EMPLOYEE MARKETING ACTIVATION
46
Activity 3B: Talent
Go Local 1 2 3 4
Brainstorm To Generate F&B Marketing
Ideas
There are different deliverables for each Focus
Area. Below are the objectives for each Blueprint
Template:
TALENT &
GO LOCAL F&B Marketing
ENTREPRENEURSHIP
1. Think about What, 3. Work out concrete 4. Develop ideas for R&B
How and Where of ideas of a local concepts:
Talent Engagement: concept to fill the • Define target
• Guiding principles blueprint (5-6 audience
for talent concepts in total) and
create a mood board • Describe the
acquisition, concept and how it
development and describing:
is different form
retention • Ambiance & music competition
2. Flesh out the R&B direction
5. Build an actionable
Talents We Are • Menu & signature Marketing Activation
Looking for: dishes strategy:
• Develop persona of • Service standard • Set clear goals
the ideal Marriott • Promotions
F&B employee • Devise the
winning
marketing 47
Activity 3C: CAPTURE IDEAS IN BLUEPRINTS
TEMPLATE
THE IDEAL MARRIOTT R&B EMPLOYEE

YOUR TASK Create the employee persona that Marriott should be looking for
THINK ABOUT •1 What kind of •2 What do they value at •3 What motivates them?
personality are we work?
looking for?
JOT YOUR
IDEAS HERE
48
TEMPLATE
THE WHAT, HOW AND WHERE OF TALENT MANAGEMENT [1 of 2]

YOUR TASK Generate ideas to improve Marriott’s talent management
THINK ABOUT •1 JOB RESPONSIBILITIES •2 ONBOARDING

What responsibilities can we add or subtract to How can we use the onboarding process to
make the role more entrepreneurial and encourage and inspire creativity?
aspirational to new talent?
JOT YOUR
IDEAS HERE
49
TEMPLATE
THE WHAT, HOW AND WHERE OF TALENT MANAGEMENT [2 of 2]

YOUR TASK Generate ideas to improve Marriott’s talent management
THINK ABOUT •3 TRAINING 4 CREATIVE •5 RETENTION

ENVIRONMENT
What type of training can help our How can we inspire employees to be What can we do to retain the top
staff become the “ideal more creative? (think about physical performers other than salary raise?
employees”? environment, process, events)
JOT YOUR
IDEAS HERE
50
TEMPLATE
LOCALIZE YOUR R&B EXPERIENCE [1 of 2]

YOUR TASK Develop a plan of how to localize R&B experience at your property
THINK ABOUT •1 EMPLOYEES •2 AMBIENCE

Uniforms | Service standard | Interaction style | Furniture | Design | Light | Music
Tone of voice
JOT YOUR
IDEAS HERE
51
TEMPLATE
LOCALIZE YOUR R&B EXPERIENCE [2 of 2]

YOUR TASK Develop a plan of how to localize R&B experience at your property
THINK ABOUT •3 PRODUCTS •4 PROMOTION

Signature dishes | Menu | Special ingredients | Promotions | Partnerships |Pop-ups | Sponsorships
Seasonal, local sourcing | Food décor |Storytelling | Social media
JOT YOUR
IDEAS HERE
52
TEMPLATE
POSITIONING STATEMENT
YOUR TASK Formulate the Positioning Statement that captures the essence of the brand
THINK ABOUT •1 WHOM WE WANT TO •2 WHAT MAKES US •3 WHAT OUR BRAND IS

ATTRACT DIFFERENT ALL ABOUT
Target Audience Differentiating Attributes Positioning Statement
(keep simple and to the point – 2 sentences
max.)
JOT YOUR
IDEAS HERE
53
TEMPLATE
MARKETING ACTIVATION [1 of 3]
YOUR TASK Define 3 big marketing goals for the next 3 months
THINK ABOUT WHAT GOALS OUR MARKETING INITIATIVES SHOULD ACHIEVE
JOT YOUR •1 GOAL •2 GOAL •3 GOAL

IDEAS HERE
54
TEMPLATE
YOUR TASK Recommend improvements in key touchpoints
THINK ABOUT HOW SHOULD THE NEW POSITIONING AFFECT THE FOLLOWING AREAS:
1 MENU 2 SERVICE 3 AMBIANCE 4 OPERATIONS

JOT YOUR
IDEAS HERE
55
TEMPLATE
YOUR TASK Devise marketing initiatives for the new positioning
THINK ABOUT •1 SOCIAL MEDIA •2 EVENTS •3 ADVERTISING •4 PR

Social Media Pop-up | Partnerships Online | Print | Radio | Press | Sponsorships |
Campaign | Launch Outdoor | Guerrilla Celebrities &
Influencers
JOT YOUR
IDEAS HERE
PROVIDE
TIMELINE
56

distribute.
Step 4:
Plan and
Commit
58
Step 4: Talent
Go Local 1 2 3 4
Plan and Commit F&B Marketing
Your team has done a great job generating and

capturing and finalizing a richness of ideas for
improving within the Focus Areas.
Congratulations, you are almost there!
Now the only remaining thing for you to think

about is how to implement your ideas. This final
step is about building the plans that will guide
implementation of initiatives and create individual
alignment with the overall strategy.
59
Step 4: Talent
Go Local 1 2 3 4
Plan and Commit F&B Marketing
WHAT YOU NEED TO DO

• All team members fill out My Personal Action Plan
templates for their specific role to make the strategy
happen in each of the Focus Areas.
• Specifically, they answer the following questions:

o What are the improvement goals in this Focus
Area?
o What initiatives can help achieve these goals?
o How these initiatives will be executed?
o Who will lead them?
• Each person will spend 5 minutes to discuss their

action plans and openly express his/her commitment
towards realizing the APAC R&B Strategy.
60
Activity 4A: BUILDING Talent
Go Local 1 2 3 4
INDIVIDUAL ACTION PLANS F&B Marketing

How-to
• My Action Plan • Print out My Action • Distribute Action
templates Plan templates for Plan templates
(Templates at the every team member among participants
end of this section) • Go thorough all the and instruct them
blueprints that you to work individually
filled with ideas in a and fill them in
team setting • Conclude with a
team discussion of
individual Action
Plans
61
Activity 4A: BUILDING INDIVIDUAL ACTION PLANS
TEMPLATE
TALENT: MY PERSONAL ACTION PLAN

YOUR TASK List the 3 biggest challenges at your outlet for Talent Management
1
THINK ABOUT Now, think about your initiatives

DESCRIBE IT BUILD IT OWN IT
Name the initiative; describe how it can What are the key steps to implement? Who is going to lead and support it?
address your challenge What resources are required?
Initiative 1
Initiative 2
Initiative 3
62
TEMPLATE
GO LOCAL: MY PERSONAL ACTION PLAN

YOUR TASK List the 3 biggest challenges at your outlet for Go Local
1

Name the initiative; describe how it What are the key steps to Who is going to lead and support
can address your challenge implement? What resources are it?
required?
Initiative 1
Initiative 2
Initiative 3
63
TEMPLATE
F&B MARKETING: MY PERSONAL ACTION PLAN

YOUR TASK List the 3 biggest challenges at your outlet for F&B Marketing
1

Name the initiative; describe how it What are the key steps to Who is going to lead and support
can address your challenge implement? What resources are it?
required?
Initiative 1
Initiative 2
Initiative 3
64
Table
of contents
1 2 3 4
Activation
65
Appendix checklist
1. Workshop Development and Execution guide
2. Marriott Strategy Presentations

2a. Talent Strategy presentation
2b. Go Local Strategy presentation
2c. F&B Marketing Strategy presentation
66
Appendix 1:
Workshop
Development
And Execution
Guide
67
Marriott Strategy Activation Workshop: What It Is
The Strategy Activation Workshop
concept was designed as a team session,
packed with interaction and exchange of
ideas.
It is a unique and intensive co-creation

experience, typically spanning over 1-3
days.
It is a way for the teams to get away

from the “business as usual” and
immerse in the creative thinking to arrive
at ideas that stand out.
68
Strategy Activation Workshop: What It Does
REMOVES PROMOTES FACILITATES ENGAGES EDUCATES

teams from collaboration the process of leaders and about the
daily routines, and divergent generating their teams importance
usual working way of winning around and role of
environments thinking activation strategic activation
and hierarchies initiatives challenges initiatives
69
Strategy Activation Workshop: What You Need To Do
PLAN DEVELOP CONDUCT
• Decide on the workshop • Define the agenda • Ensure full team

format • Decide what exercises / commitment
• Set aside necessary time activities you want to • Eliminate distractors
• Define the participating include • Keep positive attitude
team • Prepare the materials • Give every idea a chance
• Assign team roles • Think about the venue • Capture all results
• Think about required • Sign up external experts • Have fun!
resources you want to participate
70
Strategy Activation Workshop: Sample Agenda
Based on Strategy Activation Workshop in Bangkok Illustrative
Day 1: Go Local Day 2: Talent Day 3: Marketing

Go Local Strategy presentation Talent Strategy presentation F&B Marketing presentation
Introducing the Focus Area Introducing the Focus Area Introducing the Focus Area
Gallery Walk & Discussions Gallery Walk & Discussions Gallery Walk & Discussions
Getting inspiration from the best Getting inspiration from the best Getting inspiration from the best
practices in localization practices in attracting and practices in positioning and
developing talent promotion
Go Local Field Trip (Optional: Lunch & Learn Exercise Google Quick-Fire Search
Black Box Cooking Challenge)
Learning about talent management Identifying the online sources for
Immersing in local specifics best practices at local R&B R&B information
Guest Speaker Guest Speaker Guest Speaker

A renowned local chef speaks A local entrepreneur shares best An F&B influencer (e.g. a popular
about the importance of going practices in talent management food blogger) talks about key
local success marketing factors
Teamwork on Blueprints Teamwork on Blueprints Teamwork on Blueprints

Localize Marriott R&B concept Work out ideas to develop a winning Produce tangible positioning ideas
talent strategy and create a marketing activation
plan
Key takeways of the day Key takeways of the day The Pledge
Building Personal Action Plans 71
Appendix 2:
Marriott
Strategy
Presentations
72
distribute.
Talent strategy
74
We put people first “It is more important to
hire people with the
‘’Take care of associates right qualities than with
and they will take care specific experience’’
of the customer’’ - J. Willard Marriott -
75
Hire the right leaders
- Lead from the heart and
care about the people around you -
76
Attract Talent
Acquisition
School Alliances
Apprenticeship
Relationship Recruiting
Social Media
77
Retention
Talent Branding
Competitions
Compensation Benefits
Incentives
SM Promotion
78
Development
Train – Coach – Grow
Creative Environment
Opportunities
Voyager
Academy
Training
79
distribute.
GO LOCAL
STRATEGY
Embrace and implement locally
relevant R&B experiences with a
clear focus and point of view
81
Food Quality - Taste panels
Beverage programs-
signatures
Breakfast 4.0
ADD Buffets 2.0

How we are
Executive Lounge Standard
Going Local
Menu Frame Work - ADD
Restaurant & Catering Audits
Partnerships
Sustainability
82
FOOD QUALITY
83
84
TASTE PANELS
85
Taste panel form sample
86
Breakfast 4.0
87
BUFFET STANDARDS
88
ADD MENU FRAMEWORK
89
Food Safety Standards
Food Safety Management Programs
Go Live March 31, 2017
Forms on Platform
Kitchen Assurance Checklist used for Self Audit
90
Sustainability
Locally sourced produced
91
?
?
| FRESHLY SQUEEZED JUICE
WHAT 3 THINGS HAVE THE

BIGGEST IMPACT
ON BEVERAGE QUALITY?
| GREAT QUALITY ICE
|MEASURE ALL INGREDIENTS
93
Beverage programs
Wine / Spirits / Beer
Compliance 80%
94
COYLE AUDITS
95
DASHBOARD COYLE
AUDITS
96
PARTNERSHIPS
97
distribute.
F&B 2017: VISION
TO ENHANCE MARRIOTT INTERNATIONAL’S F&B REPUATION IN APAC, AS THE

FAVORITE DESTINATION WHERE LOCALS EAT, MEET AND DRINK.
99
Agenda
1 BE DIFFERENT: 2 BE
#SOCIALBYDESIGN:
RESTAURANT
POSITIONING DRIVE ENGAGEMENT
3 TELL YOUR F&B STORY: 4 F&B LOYALTY:

DRIVING
RELEVANT CONTENT, REVENUE
LOCAL, PR
100
RESTAURANT
POSITIONING
RESTAURANTS ARE’NT THE ONLY GAME IN TOWN.
CONSUMERS ARE SPOILT FOR CHOICE.
102
DEFINE YOUR RESTAURANT POSITIONING.
1 VENUE DNA
DIFFERENTIATE:
2 GUEST DNA
TARGET AUDIENCE:
3 COMPETITION DNA
COMPETITOR ANALYSIS:
CUISINE DEMOGRAPHICS STRENGTHS
DESIGN INHOUSE/LOCAL WEAKNESSES
DESTINATION CHANGING GUEST DEMANDS TARGET SEGMENTS
103
POSITIONING IS FOUNDATIONAL TO THE
COMMERCIAL SUCCESS OF YOUR BUSINESS
Develop content and marketing plan
Marketing
Drive spend premiums
Revenue Positioning Sales
Communicate venue story and

competitive advantages
Operations
In venue experience
104
F&B MARKETING:
#SOCIALBYDESIGN
1. Know your objective & target
2. Create engaging content
3. Activate Online to Offline
# SOCIALBYDESIGN
106
Social Content Calendar
#SOCIALBYDESIG
N
107
Drive direct
restaurant bookings
& reviews on social.
APEC, CHINA TRIPADVISOR, DIANPING, ZOMATO
Restaurant Reviews + Bookings
Chefs, Offers, Memorable Experiences
# SOCIALBYDESIGN
108
1. Social comes first.
2. Social is not free.
3. Social is a dialogue.
# SOCIALBYDESIGN
109
F&B MARKETING:
TELL A GREAT STORY
(CONTENT, PR, LOCAL)
How do people know your F&B story?
Fans,
Followers
Advertising,
Reviews,
Recommendations, Ratings
Referrals
#THEF&BSTORY
111
“People eat with their eyes”
1. Food photography.
2. Culinary videos.
3. Engaging presentation.
#THEF&BSTORY
112
MEMBER FOCUS: F&B LOYALTY [CM + Portfolio]
NEW MEMBER ACQUISITION MEMBER REWARDS & RECOGNITION
113
114
Club Marriott
115
TLC > 25000+ Members
APPOINTED VENDOR IN INDIA
USD 10 Million
contribution
Rs 25000 + / Per
15 Year relationship with the Brand Member spends
and the teams
200+ people on
the project
Card Marketing
from 18 locations
> 30 participating hotels in India and
100+ in APAC
MEMBERS BY CITY
CITY CM MEMBERS EDM MEMBERS TOTAL
MUMBAI 7843 1519 9362

PUNE 2922 1963 4885
HYDERABAD 1989 2347 4336
BENGALURU 1860 2144 4004
GURGAON 0 3519 3519
NAGPUR 0 451 451
DELHI 1206 0 1206
CHANDIGARH 2143 0 2143
KOLKATA 2064 0 2064
GOA 1771 0 1771
BHOPAL 1513 0 1513
AHMEDABAD 1186 0 1186
AGRA 510 0 510
JAIPUR 429 0 429
KOCHI 194 0 194
RAIPUR 30 0 30
TOTAL 25660 11943 39835
INTEGRATION PROCESS
Launching
Engaging with the
Finalizing and Signing Engaging of Club Member
current teams and lifting
the Agreements with with the Marriott at Communication
them to TLC to run the
the Hotels Hotels legacy EDM on cross benefits
EDM program
hotels
1. Agreement is 1. Reconciliations 1. TLC Introduction Target by June July 1

WIP and hand-over 2. Signing 30th
2. Target March / from GMS Agreement
April 2. Target May 1st 3. Movement of
3. Partially offices to hotel
Participating premises in some
Agreement to cases
also be done 4. Finalizing new
now. offer, Price etc
5. Collaterals
6. Training
BEST PRACTICES
Focus on Member Special offers
DRIVING FOOD & BEVERAGE REVENUE
MEMBERS SPECIAL MEMBERS MEMBERS DAY

NIGHT
BEST PRACTICES
Promoting New restaurants, New Menus, New Chefs
NEW LAUNCHES
New Restaurant Launch Members New Menu launch Restaurant Re- launch
Exclusive Preview Fun and excitement amongst members Members Exclusive Preview
SECONDARY MARKETING ACTIVITIES
Ongoing
Ongoing Offers Other Revenues
Communication
• Post Package calls to invite the new • Promotional E-newsletters (Spouse E • Room Offers for hotel / cluster
Members to use their card >> followed Mail IDs respond better)
• Packages
by a show around • Hotel Website with offers and
interactive content • Health Club and Spa memberships
• Birthday and Anniversary calls / E-
mails. • Invite Members / Non-members for • Leads for banquets / conferences /
hotel events corporate rates
• Non-Usage / Feedback E-mail / calls
• Promotional Calls • Push one restaurant on each call –
Restaurant of the fortnight
ROADMAP TO CUSTOMER FACING APP

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Strategy Playbook

This Playbook is designed to This Playbook explains how

PREPARATION EXECUTION CONCLUSION

Get familiar Two ways of doing it Capture the results

TALENT & GO LOCAL F&B MARKETING

This next part of the Playbook is

Hopefully by the end of this Go Local

Each of these steps plays a specific role in the development

Because they build on one another, teams are advised to

• Provide context • Pull out of the • Leverage the • Build plans to

WHAT YOU NEED TO DO

As the first step in the process of brainstorming

In this workstream, your task is to make your team

WHAT YOU NEED TO DO

• Define the process and assign roles

• Share the immersion materials with the team and

Activities Materials Presentation Instructions

Proprietary and confidential. Do not

This section outlines some places where you can start

• Give everyone the “Capture Your Inspiration”

• After everyone has had enough time to find their

Activities Materials Presentation Instructions

• Prepare the • Walk through the

The featured best practices across the Focus Areas include

Activities Materials Presentation Instructions

Expert interviews provide a rich source of ideas and insights,

Talent & Entrepreneurship GO LOCAL F&B MARKETING

• How they recruit • Why it is important to go • What are the success

TALENT & ENTREPRENEURSHIP

TALENT & ENTREPRENEURSHIP

1 HOW DO THEY RECRUIT? 4 HOW IS ENTREPRENEURSHIP RECOGNIZED AND REWARDED?

2 WHY DO PEOPLE JOIN? 5 WHAT IS THEIR SERVICE PHILOSOPHY?

3 WHY DO PEOPLE STAY 6 WHAT DO THEY DO TO REFLECT THEIR SERVICE PHILOSOPHY?

1 WHY IS GOING LOCAL IMPORTANT? 3 WHAT DO THEY DO TO GO LOCAL?

Proprietary and confidential. Do not

This section outlines how to run effective

• Use the process outline on the next pages to conduct

• Use the Blueprint Templates on the following pages to

SET UP RUN SYNTHESIZE

• Assign a facilitator • Set the ground rules: • Get each participant to

THE IDEAL MARRIOTT R&B EMPLOYEE

THE WHAT, HOW AND WHERE OF TALENT MANAGEMENT [1 of 2]

THINK ABOUT •1 JOB RESPONSIBILITIES •2 ONBOARDING

THE WHAT, HOW AND WHERE OF TALENT MANAGEMENT [2 of 2]

THINK ABOUT •3 TRAINING 4 CREATIVE •5 RETENTION

LOCALIZE YOUR R&B EXPERIENCE [1 of 2]

THINK ABOUT •1 EMPLOYEES •2 AMBIENCE

LOCALIZE YOUR R&B EXPERIENCE [2 of 2]

THINK ABOUT •3 PRODUCTS •4 PROMOTION

THINK ABOUT •1 WHOM WE WANT TO •2 WHAT MAKES US •3 WHAT OUR BRAND IS

THINK ABOUT WHAT GOALS OUR MARKETING INITIATIVES SHOULD ACHIEVE

JOT YOUR •1 GOAL •2 GOAL •3 GOAL

1 MENU 2 SERVICE 3 AMBIANCE 4 OPERATIONS

THINK ABOUT •1 SOCIAL MEDIA •2 EVENTS •3 ADVERTISING •4 PR

Proprietary and confidential. Do not

Your team has done a great job generating and

Congratulations, you are almost there!