Quality, Econo Lodge unveil major initiatives
The image makeover planned for Quality isn't simply a cosmetic update to a tired logo. The chain just announced Quality Beginnings, a comprehensive breakfast program that represents the latest piece in a five-year overhaul of brand standards.
Quality Beginnings is a buffet breakfast that includes hot foods, cereal and other cold foods and convenience foods bearing Kraft brands. It will be mandatory for new licensees. Training, a feasibility site visit, cabinetry, amenities such as uniforms, buttons and merchandising, small wares and equipment are all part of the turnkey package. Kraft will assist properties with preparation area and breakfast area design and will assist in the training and procurement process.
"We have greatly streamlined the process to make it efficient and cost effective for our franchisees,'' said Pete Jordan, vice president and brand manager.
The complimentary breakfast, which Jordan estimated will cost $3-$4 per occupied room, "is only free if you can't increase your occupancy and rate; that's what this is designed to do."
Earlier improvements include the Quality Sleeper, a 100% satisfaction guarantee, in-room coffee and a new prototype. Together with the new breakfast program, the improvements give Quality enough reasons to focus on its image to the public, Jordan said.
The reimaging "is something we've looked forward to, and now I feel we've earned the right to do it," he added.
The next challenge for Quality, Jordan said, is to raise all properties to the AAA three-diamond level. The chain is singling out hotels not yet there and will work closely with them to raise the bar.
Econo Lodge, also looking to boost its overall quality image, is raising the bar—literally—for its licensees. Minimum passing quality assurance scores are going up, effective July 1, 2001. "This is a keystone of all the other programs going for the brand," VP and brand manager Tim Shuy said.
Econo Lodge will continue to drive home the cleanliness message through its partnership with Mr. Clean housecleaning products and a program to certify housekeepers.
In addition, a new prototype for Econo Lodge and incentives are designed to spur new development for the chain, which is about 75% conversion properties. Shuy says the chain has grown more selective in recent years about the types of properties it accepts.
By Megan Rowe
Managing Editor, E-Hospitality.com