Hilton Hotels & Resorts launched its new dining concept this week in response to traveller demand for healthy, casual dining options. Herb N’ Kitchen, which offers fresh, local gourmet food in an upscale restaurant and convenient culinary market, is now open inside the New York Hilton Midtown, the largest hotel in Manhattan.
“With casual dining on the rise, our guests can enjoy quick, healthy and gourmet food options at value-driven prices,” said Beth Scott, vice-president, Global Product Development, Food & Beverage, Hilton Worldwide. “Herb N’ Kitchen provides a fresh, approachable and gourmet concept that engages guests by offering five integrated zones for the ultimate in customization.”
The five zones are:
- Arrival – a retail-like experience with relevant merchandise in a well-designed display
- Barista – offering quick coffee drinks, pastries, fruit and yogurts
- Oven – offering flatbreads and burgers
- Buffet & Dining Room – healthy options for breakfast in a relaxed environment
New York Hilton Midtown guests can also dine in their rooms via Herb N’ Kitchen’s delivery service.
The new dining concept is Hilton’s response to increased demand from travellers for casual dining options and the shift away from formal dining. According to a recent report from food industry research group Technomic, 85 per cent of casual dining consumers say they visit fast casual dining outlets at least once a month and one third of consumers say they order from the healthy menu more often than they did one year ago at fast, casual restaurants.
Kitchen N’ Herb also capitalizes on the demand for increased transparency by letting guests see their meals prepared, while offering locally-sourced ingredients and fresh packaging.