Sign In

The future of hospitality: Raising the standard at Ascot

While going to Ascot is an unforgettable experience regardless of the season, there is little doubt about the jewel in the crown for the famous Berkshire racecourse – Royal Ascot in June. The poster you pass as you walk towards the stunning Grandstand proudly shouts that Royal Ascot is “Like Nowhere Else”. A bold claim, but one that Ascot Racecourse back themselves to deliver against.

More than 35,000 guests enjoy Ascot’s fine dining during Royal Ascot week, attracted by the combination of internationally revered chefs and innovative menus. The team at Ascot know that the quality of the food is important, but it’s not enough. Ascot continues to drive innovation in their approach to service and customer experience.

RaymondandPhilThis year Ascot has announced it is partnering with two-star Michelin chef Raymond Blanc. The legendary chef patron of Belmond Le Manoir aux Quat’Saisons in Oxfordshire is working with staff at Ascot to ensure the food is not the only Michelin-star element delivered in their restaurant experience.

Hospitality at venues such as Ascot is dominated by temp and casual staff, meaning quality and consistency can be a real challenge; one that Ascot recognises and is tackling head-on by investing in staff training, under the experienced eye of one of the best in world, Raymond Blanc.

Speaking at the launch of the 2016 Royal Ascot menus, he said of the unique approach: “All of my working life, I have strived for excellence and providing our guests with the best possible experience. I am delighted to be working with the brilliant Ascot team to raise the bar even higher. I believe that the guest’s experience is as much about the service as it is the food.”

Ascot has an impeccable record when it comes to innovating its offering to enhance customer experience. One of which is to reduce the capacity in some enclosures, potentially taking the hit on ticket revenues, but being brave enough to acknowledge the importance of positive customer experience in a race-goers decision to return, or even upgrade next time.

Upgrading to fine dining is popular, with some Royal Ascot restaurants sold out already. There are several destinations to choose from, each with their own individual flavour.

The broad range ensures there is a choice to suit all tastes and budgets for both private and corporate guests

Raymond Blanc will be hosting the Panoramic Restaurant during Royal Ascot, a restaurant that boasts stunning views of the course. At the opposite end of the Grandstand is On5, to be hosted in June by another two-Michelin-star chef Phil Howard.

Outside the Grandstand, Royal Ascot offers differing ways to entertain in areas including The Royal Ascot Village where guests are treated to a four-course lunch, afternoon tea and Pimms. Similarly, The Furlong Club offers a more relaxed dining experience with an elegant private bar area and decking overlooking the home straight. Perfect for cheering home the winners, while sipping champagne.

The broad range ensures there is a choice to suit all tastes and budgets for both private and corporate guests. Royal Ascot is the perfect platform for socialising and entertaining. With the enhancements that the Raymond Blanc relationship will bring, the team at Royal Ascot are confident in raising the standard once again in 2016.

Ascot’s unique approach to fine dining and service, the chance to dress up and the opportunity to witness a world-class sporting spectacle, really does make Royal Ascot like nowhere else.

Visit ascot.co.uk for more information or call 0844 346 3000 to discuss your hospitality requirements