Product Owner F&B Systems
24 properties in Europe, United States & Asia
Pipeline: 40 locations by 2024
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CitizenM is in a class of its own. The fast-growing hotel chain is all about delivering an unparalleled guest experience.
‘A new breed of hotel for modern travellers’, Tosca Eggenhuizen, Product Owner F&B Systems, says about citizenM.
What’s different is their approach to operations. Rather than working in departments, citizenM is set up horizontally to match the way guests naturally interact with a hotel.
The staff’s duties, for example, aren’t limited to one specific area, such as the kitchen. Ambassadors, as they are called, assist the guests in every aspect of their stay, from check-in to cocktails, breakfast and everything in between.
When the focus is guest experience, employees must be able to dedicate their full attention to the people staying at the hotel. CitizenM doesn’t want staff worrying about admin or spending hours on counting stock and checking F&B purchases.
What makes citizenM stand out even more is the blistering pace of their expansion. In the last seven months alone they rolled out Apicbase to 16 properties spread out over 3 continents and trained over 300 people.
"We quickly saw a significant improvement. Apicbase ensures we never miss out on the details that really impact our bottom line", says Tosca Eggenhuizen.
‘We were preparing for rapid growth’, Tosca says. ‘We had to bring F&B performance under control.’
When businesses scale, inefficiencies tend to scale with them. The trouble was, Tosca had no solid data to go on.
‘I was trying to reconcile data from invoices, purchase orders, emails and trying to retrace the purchasing behaviour of our hotel teams’, she remembers. ‘And in the end, we barely got any actionable insights because there were so many variables.’
‘We realised that if we wanted to meet our expansion targets, we should focus on automating F&B management and not spend so much time trying to make sense of Google Sheets.’
Firstly, Tosca wanted to unburden the hotel teams from time-consuming admin. ‘They should be able to focus on the guest experience.’
Secondly, she needed to reduce the margin for error. ‘With so many people working in F&B operations, it was difficult to keep track of who did what.’
Thirdly, HQ needed access to actionable data. ‘We manage all properties centrally. Clean data allow us to continuously improve processes and catch errors before they spiral out of control.’
Finally, new software needed to be able to cope with the rapid pace of expansion, while seamlessly integrating with citizenM’s tech landscape, and F&B vendors.
We asked Tosca Eggenhuizen what the impact has been so far of using Apicbase.
‘We quickly noticed big improvements’, she replied.
The speed and quality of service is very high. And they're so eager to learn and improve. That's truly great. It really is a super valuable relationship where we both grow.
CitizenM hotels is able to grow rapidly, manage operations centrally and unburden hotel staff by deploying five Apicbase modules.
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