LOVE Dish 2017
Resorts World Manila
LOVE Dish is anchored on both the Filipinos’ love affair with food and compassion for others. With the help of these celebrities, a special line of original recipes was launched in the menus of its signature restaurants with a portion of the proceeds from sales of these LOVE Dishes going to charity.
INTRODUCTIONIn the wake of the RWM incident on June 2, 2017, there was a need to entice the public to return to RWM with special offers and to boost employee morale. Among these initiatives was the LOVE Dish Project, a CSR-led initiative that provided members and the public with an opportunity to experience the culinary expertise of a select group of celebrities, while allowing them to give back to the community in a unique way.
A portion of the proceeds from sales of these LOVE Dishes went to RWM’s three partner charities: COR Foundation, RWM’s own charitable foundation; Pasay City Social and Welfare Development, an office within the Pasay City Local Government Unit which provides social protection and promotes the rights and welfare of the poor, vulnerable, and disadvantaged members of society; and the Right Start Foundation, a San Juan City-based NGO which provides creative and caring spaces for the poorest children in the community.
FRAMEWORK AND STRATEGYThe LOVE Dish Project had a two-pronged objective:
- To promote & increase the demand of the RWM signature restaurants.
- To further promote RWM’s corporate social responsibility initiatives.
Former MTV Asia VJ Donita Rose, who took a hiatus from the Philippine entertainment scene to study culinary arts and work as a professional chef in various restaurants in the United States, led the lineup of celebrity culinary artists which includes writer, TV host, and blogger Stephanie Zubiri-Crespi; character actress Dimples Romana; showbiz scion Luigi Muhlach; TV and movie actress Meg Imperial; TV and radio host Sam Oh; and singer and theater actor Mark Bautista
Each of them prepared dishes which were further refined by Chef Cyrille Soenen who was RWM’s Director for Culinary Arts and the first and only Maitres Cuisiniers de France (Master Chef of France) in the Philippines. Throughout the duration of the project, marketing collaterals such as tent cards were placed on the tables of each outlet and wait staff were trained to recommend the LOVE Dishes.
ACHIEVEMENT AND IMPACTThe LOVE Dishes were made available at selected RWM signature restaurants from September 21 until December 31, 2017, complementing the regular menu items of each outlet.
By the end of the project period, a total of 3,509 LOVE Dishes were sold by the eight participating outlets, namely Bar 360; Café Maxims; Ginzadon; Impressions; Passion; R Bar; Silogue; and The Terrace. Altogether, the LOVE dishes generated a total of Php 421,281.12 in gross receipts, proceeds of which was divided among the three beneficiaries.
FUTURE DIRECTIONThe LOVE Dishes proved to be instrumental in driving up interest and foot traffic in the participating F&B outlets. A comparison of the total number of dining receipts for the last quarters of the past 3 years of the eight outlets shows a 27 percent increase in customers in 2017 from the previous year, and a 78 percent increase from 2015.
- Year 2015, 558,106 Total Covers (dining receipts), increased 78%
- Year 2016 780,007 Total Covers (dining receipts), increased 27%
- Year 2017 991,228 Total Covers (dining receipts)
With the same mission of empowering its people and help the community, a second wave of LOVE Dish featuring both returning and new celebrities is currently in the pipeline for implementation later this year.
Resorts World Manila (RWM) is the first one-stop, nonstop entertainment and tourism destination in the Philippines currently home to four hotel brands, namely Maxims Hotel, Marriott Hotel Manila, Holiday Inn Express Manila Newport City, and Belmont Hotel. RWM’s Marriott Grand Ballroom is the country’s largest hotel ballroom and three more hotels, Sheraton Manila Hotel, Hilton Manila, and Hotel Okura, are scheduled to open soon.