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Radisson Blu tucks into ?Super Breakfast? relaunch

Profile Photo By: Steve Shellum
September 11, 2015

Radisson Blu tucks into ?Super Breakfast? relaunch

Radisson Blu is relaunching its Super Breakfast through a new fundraising initiative ? ?Buy a Breakfast, Give a Breakfast? ? in support of the charity partnership with World Childhood Foundation (

Radisson Blu always delivers a 'super' breakfast.

?Everyone knows breakfast is the most important meal of the day ? it?s also usually the final meal a guest enjoys with us before leaving us, so it?s vital it creates a really positive and memorable impression, both of our individual hotels and of our brand,? says Philip Mahoney, vice president food and drinks at the Rezidor Hotel Group.

The group claims Super Breakfast is ?an industry-leading breakfast offer? that has played a major role in Radisson Blu?s brand proposition for many years. It also says the ?Super? part of the title has ?become a benchmark for many of our competitors.?

?Our guests? tastes and preferences continuously change and evolve, so we?ve reanalysed what the sophisticated modern traveller really wants and expects, then re-evaluated what we at Radisson Blu actually deliver, to ensure that, moving forwards, we?re 100 percent satisfying our guests? desires and expectations,? adds Mahoney.

The result, he says, is a ?creative new offering that showcases some careful thought as a deviation from the norm.?

The hyperbole continues: ?It?s designed to be comfortable and to tell a story but it may also take guests on a bit of a journey ? one of enlightenment, unexpected, anticipation, honest and a natural food experience.
?Super breakfast is about perception and how this is shaped by a mix of senses, not just by taste.?

That?s quite a mouthful ? the result of trials with guests of the Radisson Blu Strand and Radisson Blu Royal Viking hotels in Stockholm and at the Radisson Blu EU Hotel in Brussels.

The research produced encouragingly positive guest satisfaction scores and provided the following insights on what guests expected from a great breakfast:
* A real sense of place?? food that represents the locality and season;
* Unbeatable quality?? including great coffee and really fresh orange juice;
* Health considerations?? delicious low fat, low sugar and food intolerance choices are all easy to find;
* Beautiful presentation to stir all the senses?? with gorgeous tableware, linens and subtle scents; and
* The service.

Throughout September ? celebrated as the brand?s ?Responsible Business Action Month? ? Radisson Blu is encouraging guests to taste the new Super Breakfast and also help vulnerable children by taking part in??Buy a Breakfast, Give a Breakfast?.

Funds raised by the initiative will go to the World Childhood Foundation and will be shared between three projects:?Advance, The Way Home?in Ukraine and?SixtyOneThree, based in South Africa.

Radisson Blu estimates that 50 guests in each of its 70 participating hotels can potentially provide 3,500 breakfasts for children who don?t have access to a proper meal.


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