In an increasingly competitive hospitality industry, numerous establishments are exploring new and captivating family-friendly restaurants and sports bar offerings to entice and maintain their customer base. Hotel proprietors, in particular, are eager to form alliances with well-established franchises in order to enhance their overall financial performance.
Jeff Krivoshen, the Managing Director of Four Points by Sheraton in Yuma, AZ, has witnessed first-hand the impact of taking a chance on a unique concept when opening his first dual-branded restaurant and hotel travel destination—a Boston’s Pizza Restaurant & Sports Bar franchise inside his company’s new Marriott-franchised property.
As with all new things, implementing this innovative concept came with its own learning curve. So, why did he decide to do it, and how has it turned out for him?
The Decision to Open a Sports Bar Franchise in His Hotel
Jeff began his career in hospitality about 20 years ago as a general manager of a hotel that his extended family still owns and operates. Since then, they have grown their portfolio to 12 franchised hotels and have branched out into full-service offerings that include restaurants, conference spaces, and spas.
When it came time to open this new hotel, Jeff had been exploring his own options to offer his guests a full-service restaurant on premises. He knew that the hotel and restaurant would be interdependent, so he wanted to invest in a strong brand that would not only complement the hotel but also stand on its own merits.
As an established hotelier, he was excited to try this dual-branded concept with a brand he grew up with back in Canada: Boston’s Pizza Restaurant & Sports Bar.
The Benefits of Brand Recognition
Seeing as Jeff was already familiar with the Boston’s brand, he believed his new hotel would be the perfect space to open one.
“I recognized that there was nothing that had the ‘pizza twist on a sports bar’ in Yuma. Boston’s is a hallmark brand in Canada, so I already knew they had the very high-quality food and the extensive menu I was looking for,” he explained.
To combat the misconception that hotel restaurants are only for hotel guests, Jeff made sure to have exterior signage for the restaurant, as well as a separate entrance.
“It is set up in a way that is welcoming to those driving down the street. They don’t even have to come in through the lobby to visit the restaurant,” he explained.
In fact, Jeff attributes this to the success he has already seen since opening in mid-May.
“The prominent Boston’s name is what differentiates us,” he added. “When people see that it is a franchise brand, it assures them that it is more than a ‘typical hotel restaurant,’ and they are more likely to try it over an unknown brand with a smaller footprint.”
The response from the community has surpassed all expectations, and he is confident that his new hotel and restaurant will only continue to grow. Every day, Jeff’s Boston’s location is seeing more new faces and inviting back the “regulars.”
“It was hard to predict what the response would be like, and it has far exceeded anything we could have imagined,” Jeff stated. “We realized right away that we had to add to our team to keep up with how busy we were, and that’s a good thing!”
Adding Convenience and a Fun, Bustling Atmosphere for Guests
Sometimes, guests want to relax at the hotel without being cooped up in their rooms, especially after many had been social distancing for so long. The restaurant and sports bar provides for laid-back entertainment without them even having to step foot out of the door of the hotel.
“Whether you want to come downstairs to a fun and relaxing atmosphere after a long day or order room service, there are so many options and guests will know that it’s all of great quality,” Jeff explained.
He went on to describe how impressed guests are with their wide selection that goes far beyond the delicious signature pizza.
“Some of our most popular menu items are also our appetizers — our wings and artichoke dip, and our pasta options as well,” he said. “Everything that comes from the kitchen has been well-received, and there are so many people walking out with boxes because of the large portions and tremendous value we offer.”
Boston’s caters to all sorts of guests (and taste buds)- from their cocktails, wraps, soups, salads, burgers, sandwiches, seafood, steak, ribs, chicken, and desserts to their gluten-free and vegetarian options.
The Possibilities Are Endless
Boston’s is for families, adventurous individuals, and business professionals alike, and there are so many options. Guests can order room service from the Boston’s menu, and the restaurant has its own outdoor patio. Additionally, it is adjoined with a Vegas-style outdoor pool with cabanas for poolside service and offers 6,500 square feet of meeting space and conference rooms, where Boston’s offers guests an extensive catering menu.
Since opening just over a month ago, Jeff’s location has already seen major success- nearly doubling all the initial projections! Jeff credits his team and the Boston’s corporate team for helping make his opening process so smooth, especially when opening during the pandemic.
“Boston’s has huge potential to continue to make inroads in the U.S., and I would not hesitate to recommend them to hoteliers who are looking to go into a full-service offering,” said Jeff.
