The EXPO’s long-overdue “Food for Thought” seminar drew in club owners and operators looking to take their food programs, whether existing or in the conception stage, to the next level. Led by Ashley Neave and Jonathan Scallion of US Foods, the duo brought decades of culinary and operational experience to their presentation, where they outlined how clubs of all sizes can leverage food service to not only increase revenue but also create a consistent experience that keeps guests coming back.
From foolproof kitchen solutions like compact combi ovens to ready-made, chef-quality menu items, Neave and Scallion shared practical ways to offer food without heavy investment, emphasizing that profitability doesn’t always mean reinventing the menu. It’s often about consistency, simplicity and smart operations. Even small spaces can become profitable food hubs with the right approach.
In this recap of the “Food for Thought” seminar, discover how to view food service as not just a side offering, but as a marketing tool, a hospitality enhancer and a revenue driver that complements your club’s vision.
Challenges and solutions
When considering food service options, it’s hard to ignore obstacles like tight spaces, limited staff and initial investment costs. But with the tools, technology and support available today, it’s never been easier to offer your customers food.
“I introduced food service to a high-volume, high-end venue in Vegas,” Scallion shared, opening up the seminar with an example of success. “You’d have no idea the food was made by two dudes who spend most of their time in the back scrolling through Instagram. We help make food prep quick and easy. All they have to do is place the food, push a button, plate it after it’s done and push it out.”
Venues that previously couldn’t offer food are now able to use TurboChefs, combi ovens and other commercial appliances that streamline the process, and according to Scallion, the results speak for themselves.
“That venue went from a place that’s all about cocktails and vibes to growing 30–40% in revenue from added food services,” Scallion added. Technology has been the great equalizer, allowing venues to run large-scale programs with minimal involvement. Neave agreed, noting that many business owners underestimate what’s possible in small or unconventional spaces.
“Over the last three or four years, labor has become expensive, and the quality is no longer there,” he explained. “To combat these issues, businesses are implementing standard operating procedures where anyone can put a burger patty in these advanced cooking appliances, press a button and it cooks it perfectly every time.”
Neave has heard every excuse: We don’t have the space. We don’t have the time. His answer?
“I introduced food service to a high-volume, high-end venue in Vegas. You’d have no idea the food was made by two dudes who spend most of their time in the back scrolling through Instagram. We help make food prep quick and easy. All they have to do is place the food, push a button, plate it after it’s done and push it out.” – Jonathan Scallion of US Foods
“You do. With one table and one fridge, I can list six to eight menu items that you can offer guests. You might end up having the best burger in your little town, or the best burger in your city if you do it right. Consistently having hot food available without needing a chef or a kitchen is a game-changer.”
The power of dwell time
Outside of food revenue alone, Scallion emphasized the importance of increasing dwell time: the period customers spend in your club. The longer they stay, the more they spend.
“Here in Vegas, there are a lot of gambling bars,” he explained. “They’re great spots, whether you gamble or not, but their biggest source of revenue is those machines. What I’ve learned from talking to operators is that one of the most important factors is dwell time. So, the idea is, how do we keep customers here longer? Offering food service is one way to increase dwell time, make more profit and if you’ve got the best burger in town, it can drive customers to your club.”
But the real key isn’t just serving food, it’s serving it consistently.“No matter what you’re doing, you need consistency,” Scallion continued. “The food has to be the same every time, because if a customer is excited about something on your menu, you want to make sure it’s the same as last time.”
Calculating cost and return
For operators unsure about whether food service is financially worth it, Scallion broke down the factors that can make or break profitability: waste, labor and initial investment.
“Let’s look into what cuts into your food service profits,” he said. “Waste. Labor. The initial investment, right? You may be unsure about the cost versus estimated return, and that’s where US Foods comes in. We can sit down to look at all of that and run the numbers with you.”
He noted that US Foods uses powerful data tools to help businesses forecast and plan strategically. “We have access to a program called Datassential that tracks food industry data to help us see current and future trends. Utilizing that information can help quantify your ROI and estimate the return on your investment.”
US Foods also provides hands-on support beyond product sales.
“Going in this direction means your staff won’t have the knowledge and experience to make sure the kitchen meets the health department’s standards or to prepare for the opening inspection,” Neave pointed out. “But we do. Our restaurant operations consultant handles all of that for customers and can even do a mock health inspection. It’s free. All of these complementary offers are part of our go-to-market strategy, because at the end of the day, we know that if we can grow your business and help you increase your profits, you’ll be more likely to buy more from us.”
Profitability beyond the plate
While food is often thought of as a separate profit center, Scallion encouraged EXPO attendees to think of it as part of the overall experience. Sometimes, the true value of offering food isn’t in the food sales themselves, but in the extra drink, extra hour or extra visit it generates.
“The whole thing is about profitability,” he said. “But think about how many people come through your club, even on a slow night, and you get one more drink out of them. Even if your food cost is sitting at a loss and you’re pretty much giving it away, if you’re generating revenue in other ways, it’s definitely worth exploring.”
Beyond food service operations, US Foods provides business owners with various resources to enhance their branding and overall presentation.
“All of these complementary offers are part of our go-to-market strategy, because at the end of the day, we know that if we can grow your business and help you increase your profits, you’ll be more likely to buy more from us.” – Ashley Neave of US Foods
“We have vetted partners to help with various aspects of the business, including POS and social media marketing,” Scallion continued. “We also have a menu team made up of five people with psychology degrees that can help design your menu to maximize earnings. There are all sorts of ways you can drive profit.”
By designing menus that subtly guide customer choices toward high-margin items, clubs can increase per-guest spend without raising prices or adding complexity. For those wondering where to start, Neave pointed to US Foods’ extensive library of operational tools.
“We offer 62 pre-built back-of-the-house opening checklists, closing checklists, cleaning checklists and health and safety checklists you can download for free, whether you’re a customer or not,” he said.
These resources, combined with the company’s training and consulting services, are designed to remove the guesswork from launching or streamlining a food program.
Food service as an advantage
The biggest lesson of the “Food for Thought” seminar wasn’t about ovens, menus or even profit margins. It was about mindset. Both presenters encouraged operators to stop thinking of food as an afterthought and start viewing it as an integral part of the customer experience.
As Neave summed it up, “You might end up having the best burger in your city if you do it right.”
Scallion agreed, emphasizing that with the right systems, “you can run really big programs with very little involvement.”
And that’s the new reality: in today’s competitive hospitality landscape, adding food service doesn’t have to mean adding headaches. With the right tools, guidance and consistency, even the smallest venue can turn its kitchen into a profit center that keeps guests satisfied, loyal and coming back for seconds
For more information, visit www.usfoods.com.
