Rock, Paper, Scissors, Wings: Strategic Thinking in the World of Hospitality

This week Rafa and Hayden take a rest and I tell you how I spent my Wednesday night dying for Bottomless wings at the BrewDog

My recent escapade to BrewDog London, on an ostensibly ordinary Wednesday, transformed into a masterclass in these very principles, albeit through an unconventional lens—unlimited wings and a game of rock-paper-scissors.

Upon arrival with two friends, we encountered a seating conundrum: only tables for two were available. However, true to the spirit of hospitality and resourcefulness, we merged our table with that of a solo diner nearby, instantly transforming a logistical hiccup into an opportunity for camaraderie.

This initial interaction was a reminder of the hospitality industry's core value:

adaptability in enhancing guest experiences

Unraveling Marketing Mysteries: The Wing Inquiry

The intrigue deepened upon noticing an advertisement for limitless wings—a tantalizing prospect, thwarted by the caveat of a 24-hour advance order. My response? A series of inquiries with every new round of drinks, probing into the dynamics of this offer.

Questions like the average consumption of wings, comparative discounts, and tonight's eating trends were my way of peeling back the layers of BrewDog's marketing strategy.

Each question served a dual purpose: satisfying my curiosity and subtly highlighting the importance of understanding customer behavior, a principle that resonates deeply within revenue management.

A Game of Chance and Strategy: Rock-Paper-Scissors

The climax of the evening was a high-stakes game of rock-paper-scissors, proposed by the waiter as a singular shot at the elusive wings. The conditions were simple yet profound: a one-time play, where victory meant indulgence, and defeat meant resignation.

His strategy was as bewildering as it was brilliant; declaring his move in advance, he plunged me into a whirlpool of second-guessing and strategy.

Lessons Learned: The Power of Data and Emotion

This moment was the epitome of hospitality and revenue management wisdom. On one hand, it was a lesson in leveraging data (the statistical equality of choices in rock-paper-scissors) against psychological warfare. On the other, it underscored the significance of understanding biases, predicting competitor moves, and the eternal battle between data-driven decisions and emotional impulses. My choice of scissors, a leap fueled by emotion rather than data, led to a humbling defeat.

Reflecting on the experience, the parallels between this playful encounter and the principles of revenue management in hospitality are striking. The tactics employed by BrewDog—creating unique selling propositions, understanding and engaging with the customer on a personal level, and utilizing data (or in this case, the illusion of transparency) to influence decisions—are the same strategies that drive success in our industry. The encounter was a vivid illustration of the necessity of balancing data with human insight, the power of psychological engagement, and the art of creating memorable experiences.

Embracing the Unpredictable: Insights and Innovations

In a sense, this experience was a microcosm of the broader dynamics at play in hospitality and revenue management.

It's a reminder that, at its heart, our industry is about creating value for both the customer and the business through strategic engagement, understanding the market and our competitors, and leveraging data in ways that are both innovative and human-centric.

And sometimes, it's about embracing the unpredictable, learning from it, and having a good laugh along the way.

Love,

Fabi