Clubs have long prided themselves on their sense of community— yet when it comes to Food & Beverage, many still operate with a service mindset rather than a more hospitality centric approach. Members and guests are often served efficiently and politely, but the experience can feel transactional rather than personal. Functional yet not overly friendly.
Across the wider hospitality industry, in restaurants, cafes, and pubs, success comes not just from great food and drink, but from connection. Guests return because they feel recognised, welcomed, valued and ultimately looked after. The question for Clubs is ‘how can we bring more of that spirit into our own F&B operations?’
What the data tells us
59club mystery testing data highlights three key opportunities for improvement in F&B performance:
- Engaging in Conversation
- Courtesy Checks
- Upselling
On average, only 35% of customers were engaged in conversation within F&B outlets(2025 59club industry average). In comparison, leading hospitality venues view conversation as a non-negotiable. It’s how relationships are built and importantly, it’s what keeps people coming back.
Courtesy checks (checking satisfaction during the meal) are carried out 52% of the time (59club industry average 2025), yet the top three venues worldwide do this 86% of the time. Each missed opportunity is missed feedback for the chef and the kitchen staff. How can they make effective tweaks and changes if nearly 50% of the time, no feedback is being actively sought?
When it comes to upselling, the contrast is even greater: the 59club industry average is 21%, while the best performers do this 100% of the time.
If an average golf club does 30,000 rounds of golf per year and a sales question (can I get you another coffee/would you like a side of fries) is asked 100%, think of the upside. If only 20% of people take you up on this, that’s 6,000 people, from the same number of customers. At a modest £3 per head, that could generate an additional £18,000 in revenue – enough to turn some clubs from a loss making F&B operation to a profit centre, arguably without adding additional costs.
What’s more, our data shows that once conversation is established, staff become nine times more likely to ask a sales-related question and far more likely to revisit the table later. In other words, conversation is the gateway to key to maximising the experience. Conversation builds rapport and rapport strengthens confidence across all fronts.
From transaction to experience
In a restaurant, the best members of staff don’t just take orders — they anticipate needs, offer suggestions, and create moments of delight. A barista doesn’t just make coffee — they greet regulars by name and ask about their weekend.
Club can adopt this same mindset. When a member of staff engages in friendly conversation on arrival, they’re setting the tone for the day. When they check in post-round or post work out, they are showing that they care, making the individual feel valued in the process. When they confidently recommend a special or an extra drink, they’re adding value, not pushing a sale. Selling through service, not the hard sell typically associated with the word ‘Upsell.’
Shifting to a hospitality mindset
To move from service to hospitality, Clubs must empower their teams to connect before they serve. Training, coaching, and measurement all play a role — but the mindset shift is the most important aspect.
Hospitality isn’t about doing more. It’s about being more intentional with every interaction.
Start with one change: make genuine conversation a standard part of every guest interaction. From there, upselling and courtesy checks will happen naturally, and your team will see the benefits — in revenue, member and guest satisfaction, and repeat visits.
Final thought
Clubs have a unique advantage. They already have community built into their DNA. The opportunity now is to unlock that potential through better hospitality.