Goldfinch Hotel taps into food festivals for recovery growth

Food festivals, apart from highlighting the culinary expertise of a restaurant, hold more significance for 5-star hotels and resorts as they help in marketing other facilities of the property.

Successful hotels are not islands unto themselves, partnering with neighbors or others in the area is a popular way to offer something different for guests and draw in locals, as well as build on consumers’ quest for local flavour. Hotels are using this strategy to great effect when it comes to food and beverage.

Goldfinch Hotel in Mumbai has been organising a lot of food festivals at their Banjara restaurant. While The Grand Trunk Road food festival has just ended, the hotel has announced “10 ka DUM,” to promote their dishes in one offer.

The food festivals, apart from highlighting the culinary expertise of a restaurant, hold more significance for 5-star hotels and resorts as they help in marketing other facilities of the hotel apart from just food. Such food promotions are used as a marketing tool to keep a hotel or restaurant on top of a customer’s mental and emotional recall, thus enabling that hotel or restaurant to become a vibrant F&B destination in the city while also using patrons’ visits as an opportunity to highlight other offerings of the hotel.

“The food festival becomes a talking point on all fronts, guests talk about it and the hotel’s social media handle promotes it. Patrons look forward to experiencing something new and more walk-ins are also seen in the restaurant during the festival,” commented Subhadeep Datta, general manager, Goldfinch Hotel Mumbai.

The property witnesses at least a 30 percent increase in footfall during such festivals. For the Grand GT Road festival, inspiration has been to take guests on a culinary sojourn along with one of Asia’s oldest highways, where one could relish traditional fare from Chittagong and Kolkata to Kabul via stopovers at Amritsar, Delhi, and Allahabad.

“We are expecting a good footfall at the food festival. With the reducing number of covid cases and the fact that more and more people have got vaccinated, guests have regained confidence to step out of their homes, especially in hotel brands that are known for their strict adherence to hygiene,” Datta added.

The hotel is nearly back to doing pre-Covid business volumes. Datta states that the hotel expects to see a continued rise in terms of bookings and footfalls during the coming festive and year-end season.

Though food festivals are revenue-centric and organised to add to incomes, they also enable the chefs and culinary staff to explore more ideas and experiment with unusual cuisines which are not found on the regular menu.