Called the "Perfect Start Breakfast," the new program includes high-quality, branded food products, new food presentation layouts, and special items like a new "PerfecTouch" beverage cup by Dixie Cup(R) that turns cool with cold beverages and warm with hot beverages. The program will be implemented at all Hampton hotels by the end of summer 2001.

"Hampton was the first major hotel brand to introduce and popularize the free breakfast," said Phil Cordell, senior vice president-brand management. "Throughout the years, we have expanded and upgraded our breakfasts, but this is by far the largest modification of our complimentary food and beverage offering."

"This new breakfast program is the most well done I've ever seen for a franchised brand," said Bill Scatchard of Creative Concepts, a consultant to a number of lodging brands for food and beverages offerings. "We have seen significant improvements in guest satisfaction scores at every hotel where we've tested components of the new breakfast program."

A major element of the program will be a renewed emphasis on food presentation. The new program will offer Hampton franchisees six different, professionally designed, themed breakfast packages with improved eye appeal and efficiency. The themes include Holiday, Country Home, Collegiate, Cape Cod, Corporate and Autumn.

Themed packages include props like baker's racks, sports paraphernalia, holiday symbols, user-friendly coffee and juice dispensers, color-coordinated baskets lined with decorative cotton napkins, and other items that add eye appeal and character to the breakfast presentation.

New layouts are designed to improve traffic flow to help guests serve themselves more easily and efficiently. For example, oatmeal is placed in closer proximity to hot water and bowls.

"People eat with their eyes, too. How a meal looks is nearly as important as how it tastes," said Mark Kaestner, Hampton director of product and service development. "We want all guests at Hampton to start their day with a more enjoyable breakfast experience that is appealing to the eye and the appetite, whether they're business travelers rushing to start a week-long road trip or leisure travelers enjoying a family reunion over the weekend."

In conjunction with this new breakfast rollout, Hampton has established new relationships with nationally recognized brands, food suppliers and vendors to create specially designed quality foods and products.

For example, upscale baker Sara Lee(R) has created the unique "Hampton Cinnamon Roll by Sara Lee," available only at Hampton hotels. Hampton also will be using the new PerfecTouch cup by Dixie Cup(R), a patented container that enhances the guest's tactile sensation of "cool" and "warm" beverages.

Including new products and presentation, Hampton's new breakfast program also includes a training component that stresses the importance of making each guest's breakfast experience a memorable and enjoyable one. Hampton believes that the role of "Breakfast Host" is pivotal to making the morning meal experience a positive one through friendly and efficient service.

Hampton is part of Hilton Hotels Corp., recognized internationally as a preeminent hospitality company. The company develops, owns, manages or franchises approximately 1,900 hotels, resorts and vacation ownership properties.

Its portfolio includes many of the world's best known and most highly regarded hotel brands, including Hilton(R), Conrad(TM), Doubletree(R), Embassy Suites Hotels(R), Hampton Inn(R), Hampton Inn & Suites(R), Harrison Conference Centers(R), Hilton Garden Inn(R), Hilton Grand Vacations Company(R), Homewood Suites(R) by Hilton, and Red Lion Hotels & Inns(R).