BETHESDA, Md.—In a move to harness the passion of a generation of food and drink entrepreneurs, Marriott International is launching Canvas. The hotel industry program is a global incubator that will help entrepreneurs realize their vision for new food and drink concepts in the company’s hotels. The program builds on Marriott’s entrepreneurial heritage dating back to 1927 when the company’s founder J. Willard Marriott opened a nine-seat A&W root beer stand in Washington, D.C.
The company is inviting entrepreneurs, chefs, bartenders, and artisans around the world to visit www.canvas-startup.com and pitch a food or drink concept for a select group of Marriott hotels, beginning with the JW Marriott Shenzhen (China) and Renaissance Phoenix Downtown. During the next six months, the number of locations will grow to approximately a dozen hotels across the globe. Committees of local restaurateurs, foodies, hotel owners, and restaurant/bar experts will determine which entrepreneurs demonstrate the creativity, savvy, and sound business plans to benefit most from this opportunity. Marriott will kick start the winning restaurant and bar concepts with resources, space, and expert support needed to flourish, while maintaining the autonomy of each winner to fully realize their vision. Upon six months of operations, each concept will be evaluated for success based on popularity and return on investment.
These proofs of concept are the first step in a renewed strategy to position Marriott as a platform for launching locally relevant, distinctive food and beverage experiences. As the program expands, Marriott will be able to attract, motivate, and retain more talent, therefore creating a robust food and beverage idea pipeline. The goal of Canvas is to deliver new and exciting restaurant concepts more quickly than the current hotel industry model.
In addition, Canvas furthers Marriott’s focus on the next generation of customers for whom discovering local culture and cuisine play a pivotal role, both in everyday life and in travel. It is estimated that millennials will comprise half of business travel spending by the year 2020, according to Forbes.
“We believe the key ingredient of Canvas is to marry the best ideas of local entrepreneurs with Marriott’s resources, space, and capital that will transform ambition into action right inside our hotels,” said Wolfgang Lindlbauer, global leader, food and beverage. “Just like travel, food, and drink experiences today are about indulgence and discovery for modern travelers and local clientele alike, to savor, enjoy, and share.”
In a nod to the successful Project Greenlight, Marriott will chronicle the journeys many of the individual winners face as they take their idea from a dream to reality in a series of documentary-style webisodes.
