F&B strategy of Crowne Plaza Bruges

Growing people is essential

Every meal tells a story, and at Crowne Plaza Brugge, it is a story of innovation, hospitality and sustainability. Kim Casier, F&B manager at Crowne Plaza Brugge, leads her team with a clear mission: to provide a seamless and memorable experience from breakfast to dinner. In conversation with HotelVak, she shares her views on some aspects of the industry.

What sets Crowne Plaza Brugge apart from other hotels is the combination of an accessible brasserie and high-quality event catering. "We have our PlazaCafé, which is open every day with a changing lunch menu and a classic menu for tourists and regulars," says Casier. "We also cater for large banquets and seminars, with our chef giving free rein to his creativity." This combination makes for a varied offer that focuses on both the everyday guest and the business customer. 

Green seminars and deliberately prepared buffets

Sustainability is an increasingly important theme within the hospitality sector, and Crowne Plaza Bruges is actively responding to it. "We notice that companies are becoming more conscious of food waste and are wondering how to organise a greener seminar," says Casier. This translates into concrete measures such as limiting giveaway material, more efficient stock management and conscious choices in the composition of buffets. "We want guests to notice that we are making efforts, without feeling they are lacking anything," he says.

Local sourcing is also a focus, although not always obvious for a large hotel. "We actively seek partnerships with local producers, but consistency in delivery and pricing remains a challenge," Casier clarifies. Nevertheless, the hotel continues to look for ways to incorporate local ingredients into their menus.

Between tradition and technology

Despite the rise of technological solutions in the F&B sector, Crowne Plaza Brugge is sticking to a traditional approach for now. "We still do everything ourselves - from stock management to orders. That gives us more control," explains Casier. Nevertheless, they are open to innovations such as digital menus and more advanced stock management systems. "A big technological switch has an impact on the whole team, so we are looking at it step by step."

If Casier could shape the future of her department, she envisions a revamped PlazaCafé with a more modern look and innovative solutions. "I strongly believe in a concept where people eat together, without the distraction of phones. Long tables, shared dishes and a focus on seasonal ingredients - that would be my ideal restaurant."

International experience as a source of inspiration

Casier not only built her career in Belgium, but also gained international experience. She had the privilege of working for Alain Ducasse, one of the most renowned chefs in the world. "The way he works out different concepts and values professionalism greatly influenced me," she says. "What I took away most of all is the emphasis on hospitality. Everyone should feel welcome, no matter what segment you work in."

Tips to keep hospitality staff on board

As in many sectors, staff retention is a hot topic. "It is a huge challenge not only to keep people on board, but also to keep them motivated," says Casier. "Training and advancement opportunities are essential in this respect. We want to grow our staff and give them a reason to stay loyal to the hotel."

For those aspiring to a career in the F&B sector, Casier has some valuable advice. "Being a good leader is essential. You not only have to be operationally strong, but also have an eye for your team," she says. "Keep constantly questioning yourself: are we doing well, are we following the trends, and how can we improve?"

She also recommends continuing training and being open to new ideas. "The sector is changing rapidly, so keep learning and developing. And above all: show passion. Hospitality is all about experience, and when your team feels that, it radiates to the guests."

With a clear vision of sustainability, innovation and hospitality, Crowne Plaza Brugge remains committed to a strong and forward-looking F&B strategy.