By Professor Peter Jones MBE: Breakfast in Hotels: A Wake-Up Call for the Industry.
My recent article on the importance of breakfast in hotels struck a chord with readers, especially on social media but not in the way I anticipated. An outpouring of responses from industry professionals has revealed a stark contrast between the expectations and the reality of hotel breakfast services.
Professionals who travel widely have cited figures such as 60% – 70% of hotel breakfasts being poor, and that the organisation and support are key failures with little obvious supervision.
So where is it going wrong?
Staffing Issues
Respondents pointed out that breakfast service is often relegated to casual staff rather than experienced personnel. As one professional noted: “Breakfast is seen as the least important meal, so we tend to put our least experienced staff there.”
Lack of Culinary Expertise
Contrary to assumptions, it’s common for hotels not to put trained chefs on breakfast. Instead, kitchen assistants with minimal culinary training are frequently tasked with breakfast preparation. A senior chef commented: “I’ve seen too many hotels cut corners by using pre-made items and unskilled staff for breakfast service.”
Insufficient Supervision
The absence of senior supervision during breakfast hours was a recurring theme in feedback. One quote highlighted: “Morning shifts often lack proper oversight, leading to inconsistent quality and service standards.”
Underestimating Impact
Many respondents emphasised that poor breakfast service does more than just harm reputation, it significantly impacts repeat business. “We learned the hard way that a subpar breakfast experience can negate all other positive aspects of a guest’s stay.”
Missing Opportunity for Distinction
Several professionals noted that hotels often fail to recognise breakfast as an opportunity to showcase their food service ethos and culture. “A well-executed breakfast can set the tone for the entire property’s approach to hospitality.”
The Way Forward
This feedback underscores the need for a paradigm shift in how hotels approach their breakfast service. Investing in skilled staff, proper training, and senior supervision for breakfast could yield significant returns in guest satisfaction and loyalty.
Moreover, elevating breakfast to the status of other meal services could help hotels differentiate themselves in a competitive market. As one industry consultant put it: “Hotels that treat breakfast with the same care and attention as their dinner service are the ones that stand out and keep guests coming back.”
Considering these insights, it’s clear that the importance of hotel breakfasts goes far beyond what my initial article suggested. It’s not just about offering a meal; it’s about setting the stage for the entire guest experience and showcasing the hotel’s commitment to quality and service.
I thank H&C News readers for their valuable input, which has provided a more nuanced and realistic view of the challenges and opportunities in hotel breakfast services. This dialogue serves as a wake-up call for the industry to reconsider and potentially reinvent its approach to the most important meal of the day.
