The Menu as a Positioning Strategy: Laurent Myter, Group General Manager, The Anam Cam Ranh
/How exclusivity, experience design, and menu architecture turn dining into a driver of resort value
How do you ensure the menu reflects the identity and positioning of your property or brand?
The Colonial is deliberately exclusive (open 3 nights/week, single seating, 24 covers) and its menu is Indochine inspired: Vietnamese-sourced ingredients prepared with classic French techniques. That combination of local provenance, refined technique, and restrained service reinforces the restaurant’s premium, intimate identity within the resort.
How involved are you in menu decisions — and where do you draw the line between roles?
I’m not a chef, so I don’t design dishes. My involvement is strategic and practical: I set expectations for positioning and guest experience, then join the team for menu tastings and final approval. The chef leads creative development; I focus on coherence with brand, service, and commercial targets.
What role does the menu play in driving revenue beyond just food and beverage sales?
The Colonial creates exclusivity and “mustdo” guest experiences that increase overall resort desirability. It supports premium room rates, upsell opportunities (special occasions, private events), and guest loyalty. Additionally, degustation menus and curated wine pairings raise average checks and wine sales.
How do you align menu strategy with broader business goals — occupancy, loyalty, events, or F&B mix?
The Colonial intentionally differentiates our F&B mix, offering fine dining while our other outlets (Lang Viet our Vietnamese Restaurant, Beach Club our comfort food) cover comfort and family needs, so the portfolio maximizes appeal across segments.
As a leader, what do you look for when evaluating a menu for the first time at a new property?
Does it deliver a distinct, memorable experience? Are ingredients traceable and locally relevant?
Is technical execution consistent with the promised positioning?
Can the service model and pricing support the intended exclusivity and yield?
Above all: will guests leave with a treasured memory that reflects the brand?
How do you create a menu that works across different guest segments - leisure, business, local, international?
We accept that one menu cannot please every palate. We cater mainly to leisure international and local. We design a portfolio across outlets: The Colonial offers a curated, hightouch finedining experience for special occasions; Lang Viet and Beach Club deliver approachable comfort for guests across the board. Within Colonial we offer choices and clear descriptions to help diverse guests engage.
What’s one menu decision you’ve made that had a surprisingly significant impact on the business?
Introducing structured degustation menus with optional sommelier wine pairings immediately lifted average checks and wine penetration. Guests appreciate the guided experience and many opt for the pairing. So revenue per cover rose significantly while reinforcing The Colonial’s premium positioning.
