Jovel Chan - Beyond The Breakfast Buffet - MTE HCMC 2023

Beyond the
buffet breakfast:
What it takes for hotels to become
lifestyle F&B destinations
By
FOOD IS A NEW STATUS SYMBOL
The younger generation define who they are by the food venues they visit, the food they
eat and the food experiences they brag about to their friends.
Consumers flaunting their %

Arabica coffee cups as a status
symbol
Pizza 4P’s prides itself on delivering

happiness and sustainability
LUXURY HAS EVOLVED FROM OWNING THINGS TO EXPERIENCES
Unlike a Gucci or Chanel handbag, food is an

accessible social experience that many can
aspire towards.
44% of Millennials have posted a

photo of food or drinks on social
media.
52% of Millennials would rather
attend a food festival than a
music festival.
● Unique or indulgent foods & drinks
● Stunning design and interiors
● Brand values, story and concept
● Social dimension and community
What are the factors driving this new segment of
experience-driven F&B concepts?
#1: THE “EXPERIENCE ECONOMY” DRIVEN BY MILLENNIALS
A study by Harris Group found that 78% of

millennials prefer to spend more money on
experiences than on material things.
● Millennials cherish time spent out-and-about with

loved ones: 69% of millennials feel time spent out with
friends and family is more valuable than nights at home.
● Experiences create irreplaceable memories and

bonding experiences: 77% say some of the best
memories of their life have been made at live events.
● Most (69%) said they believe attending live experiences

helps them “connect better with their friends, their
community and people around the world”.
For Millennials, experiences are about

identity creation.
#2: THE UBIQUITY OF SOCIAL MEDIA IN VIETNAM AND RISE OF “FOMO”
Vietnam was home to 70

million social media users in
January 2023, equating to
72% of the total population.
From Saigon to Bien Hoa and Can Tho,
trendy lifestyle-driven concepts reign
supreme amongst Vietnamese seeking
experiences.
Furthermore, FOMO drives millennials’

experiential appetite: Nearly 7 in 10
(69%) millennials experience FOMO
where life experiences are broadcasted
across social media, the fear of missing
out drives millennials to show up, share
and engage.
#3: THE POWER OF SOCIAL MEDIA INFLUENCERS IN VIETNAM
Young Vietnamese consumers seek role models in Saigon and Hanoi for inspiration.
Thus, their aspirational consumer choices - lifestyle and food - are influenced by them.
Vietnamese Singer Suboi Thao Nhi Le Amandine Phung Lai (eating steak at a
536K subscribers on YT Miss Universe VN Runner Up Model, Lifestyle Influencer Vietnamese beer garden)
592K followers on IG 788K followers - IG 274K - IG Lifestyle and food blogger
110K followers - FB 3.3 million subscribers on TikTok
Every single day, Young Gen Z and Millennial
consumers are bombarded by their peers and
influencers with aspirational lifestyle content
featuring experiential content and components.
No surprise why many are pursuing the same.
So, how can hotels capitalise on these trends?

Leveraging restaurants and
F&B offering to build connections
between guests and the community.
Hotels play host to consumers seeking experiences -
anniversaries, solo travellers, friends and couples experiencing
a new city together. At the core of these experiences are
memories and social connections between people as well as
the local community.
Thus, restaurants in hotels need to switch from focusing on

elevating the status of the hotel (Michelin restaurants etc.)
to experiences that build connections between people and
the local community.
An example is “Capella Curates” - a series of experiences and

cultural activities offered to guests at Capella Singapore as well
as “Coffee Atelier Classes” at the JW Marriott Phu Quoc
talking about Vietnamese coffee.
Building trendy experience-driven
concepts that target locals and
appeal to foreigners
Hotels have access to:
● Prime and central locations

● Panoramic views of the city
● State-of-the-art facilities and equipment
● Generous space.
These are the key factors that differentiate hotels

from independent spaces and perfect building blocks for
creating unique experiential F&B spaces for locals looking
for a unique “escape”.
Such examples include the newly-opened Barson at the

Le Meridien Hotel and Rooty Bespoke and Fusion
Cocktail Bar in the Myst Hotel Dong Khoi.
Experiences to foster social connections or understanding
between each guests and the local community
Ingredients, initiatives
Restaurant concepts Components and personalised
and activities
tailored for the local market that service around bonding
that enable guests to
provide an insight into local Unique dishes in the restaurant
understand and learn
culture and opportunities for to be shared amongst friends
about the local culture
social connections and loved ones or decorative
with experts
spaces
Thank you
If you have questions, please get in touch:
joveleugeniachan@gmail.com

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Beyond the

Consumers ﬂaunting their %

Pizza 4P’s prides itself on delivering

Unlike a Gucci or Chanel handbag, food is an

44% of Millennials have posted a

A study by Harris Group found that 78% of

● Millennials cherish time spent out-and-about with

● Experiences create irreplaceable memories and

● Most (69%) said they believe attending live experiences

For Millennials, experiences are about

Vietnam was home to 70

Furthermore, FOMO drives millennials’

So, how can hotels capitalise on these trends?

Thus, restaurants in hotels need to switch from focusing on

An example is “Capella Curates” - a series of experiences and

● Prime and central locations

These are the key factors that differentiate hotels

Such examples include the newly-opened Barson at the

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