News for the Hospitality Executive
Shaner Hotels Continues Restaurant Co-Branding Initiatives
With Bonefish Grill Opening in Crowne Plaza Paramus
STATE COLLEGE, Pa - June 19, 2008 - Building upon its successful track record of co-branding with national brand restaurants adjoining its select service hotels, Shaner Hotels and OSI Restaurant Partners, LLC have announced the opening of a new Bonefish Grill located in Shaner’s full service Crowne Plaza hotel in Paramus, NJ.
“Since our opening, our guest count has been at maximum levels every
night,” said Arun Joshi, Managing Partner of the Bonefish Grill inside
the Crowne Plaza Paramus.
Other Shaner co-branding joint ventures, such as its partnership with Starbucks at its full service Marriott Pittsburgh City Center hotel, have proven successful. Shaner is also currently partnered with Bonefish Grill’s parent company, OSI, with an Outback Steakhouse at Shaner’s multi-hotel Williamsburg Square complex in State College, PA.
“While other hotel restaurants break even at best, we are now able to generate a positive ROI for this space within our hotels as a result of these co-branding relationships,” said Robert Spraker, Director of Sales and Marketing for Shaner. “Additionally, these efforts serve to create an all-in-one destination for our guests, enhancing their overall experience, while providing higher mid-week guest capture to the restaurants as well.”
Shaner is currently evaluating additional restaurant opportunities for its newest hotel projects currently under development. “Shaner is executing on an aggressive growth plan that includes existing restaurant parcels next to our new Courtyard by Marriott properties in St. Augustine, FL and Mechanicsburg, PA.,” said Plato Ghinos, Sr. VP of Development for Shaner.
Privately-held Shaner owns and manages diverse holdings in lodging,
investment, energy and professional services.
UK-based InterContinental Hotels Group PLC (IHG) owns a portfolio of well recognized and respected hotel brands worldwide, including Crowne Plaza® Hotels & Resorts. www.ihg.com/media
A unit of OSI Restaurant Partners, LLC, the Bonefish Grill® restaurants are recognized nationwide as the “Fresh Fish Experts.” Their polished, casual seafood dining experience embodies a commitment to excellence in food, service, décor and value. www.bonefishgrill.com
|Also See:||Basic Concepts of Co-Branding, With Examples from the Hospitality Industry Could Co-branding Improve Your Bottomline? / Peggy Yip / Canadian Lodging Outlook - July 2005 Year-to-Date|
|Branding and Repositioning Food & Beverage - the case for outsourcing partnerships / Arthur Andersen / Summer 1998|