Sept. 8, 2021

Rethinking Hotel Food & Beverage: Joseph Szala, Vigor Branding

Rethinking Hotel Food & Beverage: Joseph Szala, Vigor Branding

Joseph Szala is the Managing Director at Vigor, a restaurant branding and marketing agency based in Atlanta.

Hotel F&B can be a puzzle. Declining capture rates, downward pressure on menu prices and lack of investment in the interior design have ensured that most hotel restaurants remain uncompetitive guest amenities rather than inspired destinations that draw in guests and surrounding locals.

The last 18 months has demanded re-thinking and re-evaluation of every aspect of the hospitality industry - and your hotel restaurant is certainly in that bucket.

But with limited resources and in many cases, lack of desire, knowing where to start can be so difficult that it actually limits any forward progress.

On this episode, Joseph brings some best practices and philosophies from the independent restaurant world that will undoubtedly help you prioritize your long list of tasks when trying to reinvent your hotel restaurant.


About Joseph

Joseph Szala founded Vigor, a restaurant branding strategy and design agency in 2003. Since then, he’s led the charge for over 200 restaurant brands across the country. He founded Grits & Grids, the number one website dedicated to sharing design and branding for restaurant, beverage, and hospitality brands. Joseph also serves as host to the restaurant branding podcast, Forktales, where he converses with industry leaders on current hot button topics facing the restaurant world.




Brooklyn Dumpling Shop:

Borne Restaurant Market Reporting: