1. H Y A T T O ' H A R E
GROUP NPS SUCCESS: ANIME CENTRAL
FOOD TRUCKS
BACKGROUND:
Anime Central is an annual group that Hyatt Regency O’Hare hosts. These customers are
VERY young, cost­sensitive, AND social media savvy. NPS scores have been hit hard by
these guests in recent years, so we decided to take a more wholesome approach to make
them happy, raise their scores and do what we’ve never done before!
DETAILS:
This group's major complaints surround around food & our restaurants. While we set up
cash food stands and the Food & Beverage team tries to alter menus, the cost of items are
still rather expensive and the guest still conceives everything as a ‘hotel restaurant’ or
‘hotel food’ and they’re never happy. We reached out to several food truck vendors, and
asked them to park in our back lot to provide alternative meal options and snacks (they’re
HEAVY snackers) during off­restaurant hours.
We recruited a several trucks over the weekend, scheduled the trucks during off hours so
as not to compete with our restaurants, set up signage and tons of social media promotion
via Facebook ads, a Facebook event page, and twitter as this group is very into social
media.
RESULTS:
The food trucks were WILDLY successful! Each truck ended up staying extra late each
evening or until they were sold out and couldn’t replenish and mentioned they served
around 2,000
­ NPS Scores were up from 45 in 2015 to 65.8 in 2016.
­ Weekend food & beverage restaurant numbers were up several thousand.
­ 141,000 facebook users were reached
­ 10,000 fans viewed our event page
­ 3,100 engaged that in our conversations that weekend on Facebook alone