Abstract
Clubs are created and exist to meet the needs of the members. In particular, food and beverage (F&B) is critical to all clubs because all members use the amenity. Private club members utilize the F&B amenities several times a week, which presents multiple challenges for the clubs. Additionally, clubs have a limited number of F&B staff to serve members, resulting in operational issues that are not apparent to the members. This case study aims at understanding the challenges and issues with F&B operations and developing strategies to increase member satisfaction in food and beverage. The study takes the students through the F&B dilemma facing a private country club to develop marketing strategies for improving member satisfaction.
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