Suits are continuing to replace pajamas for breakfast in New York City, as meetings over breakfast prove a cost-effective alternative to business dinners and perhaps even lunches.
Breakfast meetings are "short, sweet, to the point and cost-effective," said Patrick Sullivan, president of destination management company PRA New York. He said the corporate demand for breakfast meeting spaces has been growing.
Victoria Barr, director of sales and marketing at Norma's popular breakfast place, said the restaurant has experienced increasing business demand for all meal periods but, most particularly, for breakfast meetings. "We have learned from our clients that they find improved attendance for their meetings as their guests can come directly from home to the event without the risk of distraction when going to their offices first," she said.
"New Yorkers work in a very high-paced environment. People want to get up, get dressed, go out for breakfast and be done with all the business discussions by noon, so they will have the whole workday ahead to accomplish as much as possible," Sullivan said.
Breakfast meetings are most appealing for local companies trying to attract clients and investors, Sullivan said. Travelers from other parts of the country are more likely to meet over lunch or dinner. That more New York-based companies are shifting preferences to breakfast meetings is logical, Sullivan said, as people want to save time and spend evenings with their families. Meetings over breakfast are more accessible and, generally, more cost-effective than dinners, and perhaps lunches, depending on the venue.
Most hotels have some sort of breakfast offerings for corporate clients. However, breakfast meeting space and food in hotels can be pricey. "Breakfast in hotels is usually not much cheaper than lunch or dinner. Sometimes, it's even more expensive than lunch," said Anthony Napoli, president and CEO of Briggs Red Carpet Associates.
According to BTN's 2006 Corporate Travel Index
(BTN, Feb. 20), an average New York City breakfast of two eggs with meat, toast, orange juice and coffee averages $17.33 per person in restaurants. The price difference, if compared with lunch, is quite moderate: an average NYC business lunch costs $23.04 per person. When it comes to dinner, which is about $46 this year, the financial advantages of holding breakfast meetings are evident.
Karen Shackman, president of independent meetings management firm Shackman Associates International, said, "An average New York City breakfast costs $16 or more, and the service fees are usually very high. In order to save money, companies often tend to move their morning events out of the hotels to the nearby diners and restaurants."
In addition, a lot of companies are seeking unique meeting space in lieu of traditional meetings in hotel conference rooms (see story, page 18). Last year, PRA New York held a number of original, catered breakfast meetings, in such venues as the Whitney Museum, the Museum of New York and in Gracie Mansion. PRA also combined an official business breakfast and a picnic on the water for one client by holding a meeting on The Zephyr, a luxury yacht, while cruising the Hudson and East rivers around Manhattan.
According to Shackman, the corporate demand for breakfast meeting spaces and services has changed not only quantitatively but also qualitatively.
"The nature of food that corporate clients want to see on their tables for breakfast has changed. Today, companies are looking for more healthy breakfast food: yogurts, fresh fruit and low-calorie muesli instead of heavy traditional meals," Shackman said.
Today, breakfast food has acquired a popularity that overrides the morning hour. Norma's, the restaurant on the ground floor of the Parker Meridian Hotel, located on 57th St. between 6th and 7th Aves., offers a breakfast menu until 3 p.m.
Norma's does not take reservations, but Barr said Norma's has plenty of corporate customers: "We enjoy a diverse business base from both domestic and international clientele. The hotel is particularly popular with the major entertainment, financial, legal and fashion industries."
Norma's can accommodate a group of up to 240 people in its spectacular Estrela Penthouse, overlooking Central Park and the Manhattan skyline.
"Our penthouse is extraordinarily unique, and when coupled with our newly renovated state-of-the-art function rooms clustered on the hotel's third level, meeting planners can enjoy the high level of personalized service for which the hotel is known," Barr said.