Accor bets on bold F&B concepts

A new F&B group signals the shift from hotel restaurants as amenities to cultural, stand-alone destinations

Accor has unveiled Table For, a new food and beverage group designed to position hotel restaurants and bars as destinations in their own right. With its debut venue, Flaminia, opening in Sydney later this year, the initiative reflects a growing global trend: hotels treating F&B not as a secondary amenity but as a core brand driver, creative lab, and revenue engine.

Key takeaways

• From amenity to anchor: Table For aims to transform hotel dining into stand-alone concepts that attract locals as much as hotel guests, aligning with the worldwide shift toward destination-led F&B.
• Culinary-led creativity: The group is investing in chefs, designers, and cultural collaborators to craft venues that feel independent yet operationally integrated with Accor hotels.
• Bar culture as a differentiator: Partnering with Maybe Group mixologists Stefano Catino and Vince Lombardo highlights the rising importance of bar experiences and theatrical service in hotel positioning.
• Scalable but bespoke: While conceived in Australia and New Zealand, Table For is built to deliver adaptable concepts for owners and franchisees in diverse markets and asset types.
• Trend-aligned innovation: The move mirrors broader industry momentum, where hotel groups worldwide are reimagining restaurants and bars as cultural touchpoints, storytelling platforms, and revenue growth channels.
• Momentum in premium f&b: Accor’s recent collaborations with Ennismore and House Made Hospitality reinforce the strategy: pairing global hotel brands with high-profile culinary partners to stay ahead of evolving guest expectations.

Get the full story at Accor