Claridges Cooks To Create Database

Anindita Chattopadhyay, New Delhi

Claridges hotel currently offers 60 rooms as inventory with the rest of the rooms currently under renovation. At the moment the hotel is concentrating on food and beverage promotions to maximise revenue generation. Besides, the hotel's management is also using this opportunity to generate databases, which could be used as a marketing tool for future food and beverage promotions. The special food promotion is being held at all the three restaurants Pickwick's, Jade and Dhaba which will continue till September 30, 2004.

"The food and beverage outlets and banquets are doing well after the restaurants were renovated. The banquets section contributes to 35 per cent of the property's total revenue," said Shailender Sobti, manager, food and beverage. Pickwick's is conducting a sizzler promotion with free unlimited helpings from the pasta counter, salad counter and desert counter and free beer food. At Jade, there's a dim sum promotion with complimentary beer and wine, while the Dhaba has a fixed menu on offer. The Sunday-only food promotions, are gradually picking up.

"We are creating a database of people staying in and around Lutyen's Delhi to maximise food and beverage and banquet sales. We want to tap the high profile residents of Lutyen's Delhi through our food promotions," he stated.

In December 2003 and January 2004, Pickwick's made average day sales to the tune of Rs 80,000 to Rs one lakh. "This year we will start the Sunday brunch again in October because it was huge hit last year. Pickwick's is changing its menu. We will retain the USPs like sizzlers, corn pudding and chocolate cake, while adding new items," said Sobti.

The property, he pointed out, is concentrating on conferences, to double banquet sales. "Our marketing team is creating a database of corporates and we are putting pressure on Human Resource development to improve service, which is most important to retain clientele," he added.