Two F&B outlets outside the clubhouse at Oklahoma City Golf and Country Club in Nichols Hills, Okla., are doing so much volume that the club had to hire a Sous Chef specifically to oversee those parts of the operation.
For obvious reasons, most clubs focus their culinary efforts on the dining experiences offered inside the clubhouse. That’s not to say the halfway house or the pool snack bar are less important, but most clubs usually don’t see a significant impact to the bottom line courtesy of their turn stand.
THE GOAL: Elevate the member dining experience in two satellite outlets at Oklahoma City Golf & Country Club. |
Except at Oklahoma City Golf and Country Club (OKCG&CC) in Nichols Hills, Okla., where two outlets outside the clubhouse—The Shack and The Dive-In Diner—are doing so much volume that Executive Chef Mark Brown, CEC, CCA, AAC, needed to hire a dedicated Sous Chef specifically to oversee those parts of the operation.
It all started about two years ago, when OKCG&CC, which does $5.6 million in annual F&B, decided to repurpose its halfway house, The Shack.
“The space is unique because it has its own small parking lot,” says Brown. “It’s always been popular with golfers, but we noticed more members using it for to-go orders and also younger members and even teens coming to hang out there in the evenings. Inside we can seat about 20, and outside on the brick patio we can seat another 30.”
For as long as Brown can recall, The Shack didn’t have a written menu. The outlet served typical turn-fare like hot dogs, sandwiches, chips and other packaged snacks. If a member asked for something and the staff could make it, they did. But Brown saw more possibility.
So the club installed a fryer, created a logo and purchased branded packaging like clamshells and to-go bags emblazoned with the new logo. Brown wrote a dedicated menu, adding a few dishes he knew would be popular with families and younger members, like burgers, fries and all-day breakfast (view the menu here).
“We adjusted the hours to stay open a little later, and launched in January of 2015,” says Brown. “We were shocked at what happened.”
Historically, Brown explains, The Shack would do about $8,000 in sales during the month of January. But in January 2015, it produced $16,000 in sales. And the pace continued every month thereafter, culminating with a total lift of 75% in sales from 2014 to 2015.
“Members love to come to The Shack, especially members with young kids and teenagers,” says Brown, who also reports a similar lift from the club’s newly renovated Dive-In Diner.
As part of a $7 million, three-year phased renovation plan, OKCG&CC recast its pool and snack bar with a custom-designed, 1950s diner concept complete with a soda fountain and hand-dipped milkshakes. Custom LED lights and neon signs frame the ceiling, while a collage wall showcases the history of the club’s pool.
The menu (view here) features everything from fresh tomato gazpacho and fish tacos to burgers, wraps and salads. But this renovation isn’t all about looks. Operationally, the club was able to relocate the kitchen to not only open up the space, but also get food to members faster and more seamlessly.
“It has a pass-through window, much like a traditional diner,” says Brown. “Before, the kids never wanted to stay in the dining area. Now it’s comfortable and approachable, and they can hang out. The food comes out quickly. There are iPads for them and even a 70-inch, flat-screen TV. It feels like a resort.”
The Dive-In Diner is posting similar numbers to The Shack, too. “In 2014, we did $208,242 at the pool,” says Brown. “In 2015, we did $266,548.”
View a 360° tour of The Dive-In Diner here.
INSTANT IDEA This year at the CMAA conference in San Diego, Tara Iti garnered an Idea Fair first-place blue ribbon again by featuring “Woodie,” the portable pizza oven that it created using a classic 1937 International pickup truck. “At Tara Iti, members expect luxury service in a modern, yet classic manner,” reports General Manager Matthew Guzik, CCM. “So we are always thinking outside of the box—and in this case, outside of the pizza box, to be able to exceed our members’ expectations.” The club’s roving pizza truck was renovated and retrofitted to accommodate a portable, wood-burning pizza oven that can now be transported to provide on-the-spot hot pies on the golf course, in the chef’s garden, at the beach or at members’ homes. “Woodie” is also being used for community fundraisers for local schools and the local surf club, staff appreciation parties and member events, Guzik reports. “It’s another creative way to enjoy our spectacular scenery in a rustic and memorable manner,” he says. |
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