Evolve to Thrive

Clubs continue to adapt and evolve their hospitality and its relevance to the communities they serve. With modern leadership, food and beverage (F&B) has emerged as a cornerstone of success, shaping how clubs are perceived both internally by members and externally by the wider public.

Strategic F&B planning is no longer just about serving food—it's about creating a vibrant, memorable experience that fosters a strong community bond and drives long-term sustainability.

Elevating Club Perception through F&B

The quality of a club's F&B offering can profoundly impact its brand image. A club with a well-curated food and beverage programme is viewed as a dynamic and progressive destination, reinforcing its standing as a community hub. An outstanding F&B venue not only satisfies member expectations but also attracts a broader audience, enhancing the club’s reputation far beyond its immediate membership. This positive perception can open doors to new partnerships, sponsorship opportunities, and growth avenues, helping the club to thrive in an increasingly crowded landscape.

Many aspects of club life are uniform across the board (gaming, community facilities, event spaces, etc.) but a unique, strategic food and beverage platform can differentiate one club from another.

The Multifaceted Benefits of a Robust F&B Strategy

When done right, F&B is not just an ancillary service, but a key driver of club success, including:

F&B Case Study: Greenbank Services club

The upcoming re-development of Greenbank Services Club in southern Brisbane is a great example of a forward-thinking club with an evolving food and beverage strategy; setting the foundation for future hospitality success.

Renders courtesy of Altis Architecture

The Lifecycle of an F&B Venue

The most rewarding area of working with proactive clubs is seeing the evolution of their hospitality as they undertake strategic development of their offer to align with key market trends, evolving consumer lifestyles, or changing demographics of the surrounding catchments of the communities they serve.

Like any business venture, F&B operations within clubs go through various lifecycle stages. These stages - growth, maturity, and decline - demand different strategies and levels of investment, leadership, and community engagement.

Club management teams need to assess their venue's lifecycle stage honestly and implement appropriate tactics to ensure long-term success. The evolution of an F&B venue should be guided by strategic decision-making aligned with changing market conditions and member needs.

Growth Stage, Building Momentum

During the growth stage, an F&B venue is expanding its customer base, increasing revenue, and building its reputation. This phase is characterised by innovation, high energy, and a push to establish the venue in the market.

Management teams at this stage should focus on investment in marketing, staff training, and enhancing customer experience. It's essential to remain responsive to customer feedback, regularly refine menus, and adapt to market trends. This stage often involves significant capital expenditure to improve infrastructure or launch new venues.

Whilst this can seem like the exciting period of any venue’s lifespan, getting the offer right is a constant loop of evaluation/feedback, planning and implementation. Refinement is a dynamic process, ensuring that any early-stage impediments to positive experience are quickly rectified.

Maturity Stage, Maintaining Excellence

As a venue enters the maturity stage, it has likely established a stable customer base and consistent revenue. This phase is typically marked by operational efficiency and a high degree of consistency. While this stability is a positive indicator, it can also lead to complacency. The risk is that the venue could become stagnant, losing its edge in the market.

Management teams in the maturity stage should focus on maintaining high standards and finding subtle ways to innovate. Enhancing member loyalty through personalised service, regular performance reviews, and continuous refinement of the offering is essential. The changes here may not be as dramatic as in the growth stage, but even small adjustments, such as menu refreshes or facility upgrades, can make a big difference. Marketing strategies shift towards customer retention and building long-term loyalty while seeking out incremental growth opportunities.

Decline Stage, Navigating Challenges

When an F&B venue enters the decline stage, it may face dwindling revenue, reduced footfall, and a diminishing brand presence. This decline can occur due to several factors—shifts in consumer preferences, market trends, or operational inefficiencies. Management teams must act decisively to turn the tide.

A thorough analysis is crucial at this stage. Management needs to pinpoint the exact reasons for the decline and chart a recovery plan. In some cases, more drastic action, such as a refit of the venue, may be required. Tight cost control and maximising remaining assets are important whilst planning for the next cycle and provide a really important period for preparation and development to lay the groundwork for the next growth phase.

Strategic Evolution for Long-Term Success

Understanding and managing the lifecycle of an F&B venue is essential for the continued success of a club. Each stage - whether growth, maturity, or decline -presents its own challenges and opportunities.

By approaching these phases with clear strategies, clubs can ensure that their F&B operations not only contribute to financial stability but also enhance their role as vibrant community hubs. Effective leadership, candid assessment, and a commitment to adapting to market trends will keep F&B venues evolving and thriving.

To learn more about Future Food’s commitment to Clubs and the value that food and hospitality can bring to your organisation, reach out to us!

“Future Food's expertise in developing a tailored food and beverage strategy for Vikings Group has been instrumental in our success. Their innovative approach and deep understanding of our membership and community needs have significantly enhanced our catering services across multiple locations.

Future Food's recommendations have not only aligned perfectly with our strategic goals but have also driven tangible results. We've experienced notable growth in our catering outlets and have consistently met our projected profit targets since implementing their strategies. Their comprehensive procurement review was particularly impactful, leveraging group buying power and centralising activities to optimise efficiency and cost-effectiveness. This initiative has streamlined our operations and enhanced our overall profitability.

Future Food has proven to be a valuable partner, dedicated to delivering exceptional service and results. Their commitment to understanding our unique requirements and delivering tailored solutions has made a significant difference in our business. I highly recommend Future Food to any organisation seeking to elevate their food and beverage offerings and drive sustainable growth.” — Ron Kent, General Manager, Vikings Group