From bartender to world champion

NOORDWIJK – Arjan de Ridder, manager at Beachclub O, has won the Global Renaissance SABRE Restaurateur Award 2015. He introduced a completely new style of management, resulting in lower labour costs and an up-sell increase for Food & Beverages of almost 20%.

De Ridder is the successor of Koen van der Plank, who won SABRE last year. This years winner made possible, what few people expected; bringing Beachclub O to an even higher level! De Ridder introduced the 'Blue Ocean Strategy', bringing a whole new sales concept for the menu. Gone are the days that restaurants only use a standard menu and fully rely on their guests' wishes.

The 'Blue Ocean Strategy' focusses on what type of food and beverages are promoted, depends on a list of external circumstances. Every day the team takes into consideration a number of statistics, such as the weather forecast, beverage inventory levels and guest demographics. Also, the staff attendance varies daily, based on the outcome of this system. The Blue Ocean Strategy has not only led to a dramatic cut in costs, but a considerable increase in sales as well.

This years' SABRE winner explains: 'It all started by examining how much we sell on each separate item. Each day we select the products that we want to promote, whether it is an aperitif, glass of wine or a piece of apple pie. I figured that an increased sales performance of 15% should be possible. And it was. Thanks to the analytics we are able to sell more to the guests than they originally intent.

From now on, De Ridder can call himself Global Renaissance SABRE Restaurateur Award winner. And this gives him the privilege of taking a trip to the United States, where he will have the opportunity to dine in the house of J.W. Marriott himself. Together with all the other worldwide winners of the various categories. Not a bad achievement for somebody who was enjoying his bartender job merely eight years ago. The winner uses the opportunity: 'I want to thank my amazing team. They have done a wonderful job. If you are interested in joining our team, don't hesitate to contact us!'

It was Jaap Liethof, managing director of Hotels van Oranje, who recognised the talent of De Ridder eight years ago. Liethof praises De Ridder for his achievement. 'The Blue Ocean Strategy is also unique, because at Beachclub O, we can always offer a mix of services. Inside the building a wedding celebration can take place and we have the facilities for holding seminars for up to 1,000 people. At the same time, the terrace can be used by beach visitors. In this way we continuously build up a solid client base.' It is without a doubt that, with the Blue Ocean Strategy, De Ridder will forever change the way of operating for the hospitality industry.