Summary
The Bonefish Grill and Crowne Plaza Paramus pairing is currently something of an anomaly in New Jersey's hospitality world. Less than a decade ago, hotel and restaurant chains were frequently joining forces as cobranding partners, says [Dick Williams]. But now it is more common for hotels to develop their own restaurant brands, he says. "That seems to be more the trend than co-branding with a restaurant," says Williams.
For Shaner Hotels, the State College, Pa.-based owner and manager of Crowne Plaza Paramus, and OSI Restaurant Group, the Tampa, Fla.-based parent company of Bonefish Grill, bringing together the two chains was a match made in hospitality heaven. A hotel that chooses not to operate its own eating establishment can partner with a restaurant either by signing a licensing agreement to become a franchisee of a restaurant chain, or by leasing the space to a third-party restaurant operator, he says.See the full content of this document
Extract
Hotel, Restaurant Co-Branding Goes Against the Grain
IN MAY, a new Bonefish Grill opened at the Crowne Plaza Paramus, replacing Max's Café, which the hotel had run and managed. For Shaner Hotels, the State College, Pa.-...
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