Elevating the Ski Experience: Operational Innovations at Mount St. Louis Moonstone

With its stunning views and unwavering commitment to providing a quality experience, Mount St. Louis Moonstone has become an integral part of Ontario's winter sports scene, attracting families and athletes from near and far. Celebrating its 60th year in 2024, the resort remains dedicated to their vision of creating a family-friendly atmosphere with a variety of trails suitable for all skill levels, state-of-the-art snowmaking equipment, and amenities that cater to visitors. Mount St. Louis Moonstone's strategic partnership with Sodexo Live! in 2022 is a testament to its dedication to enhancing food and beverage services, significantly improving guest experiences, and driving revenue growth through innovative operational changes and strong community engagement.

In an effort to continue elevating MSLM's status and cater to the growing demand for premium experiences, Sodexo Live! identified key areas for improvement related to dining operations.

Challenges

• Operational Efficiency: MSLM struggled with streamlining operations, which could lead to delays in service or unmet guest expectations.
• Guest Frustration: Long lines led to impatience and dissatisfaction among guests, negatively impacting their overall experience.
• Lost Revenue Opportunities: While guests are waiting or decide to leave the line, they miss out on purchasing food, drinks, or merchandise, leading to reduced revenue.
• Ineffective Use of Space: Long lines led to overcrowding in certain areas, making it difficult for guests to navigate the resort comfortably.

Key Innovations Implemented

• Cafeteria Redesign: 
  • Sodexo Live! redesigned the space to maximize use of the venue and take advantage of the resort's expansive views. The cafeteria underwent cosmetic and functional upgrades, introducing grab-and-go options to enhance service speed. This replaced the traditional order-at-the-counter model.
  • New heated merchandisers were installed, allowing customers to select fresh, pre-prepared meals without requiring direct contact with staff, promoting efficiency.
• Self-Automated Checkout Stations:
  • MSLM became the first ski resort in Canada to incorporate self-checkout technology with programmed item images and pricing, significantly reducing bottlenecks at the cash register and streamlining the purchasing process. "We used to have two bottlenecks. One was for the food, another one was for the cash hub," said Ray Urban, Sodexo Live! General Manager at MSLM. "Mashgin has helped us greatly increase our speed of service." 
• Elimination of Wait Times:
  • The changes led to a substantial decrease in customer wait times to under 3 minutes.
  • Simplified stations to execute large volumes more quickly, drastically cutting wait times for popular menu items. 
• Shift to Quality Ingredients: 
  • Sodexo Live! transitioned from frozen premade products to more in-house prepared foods, emphasizing freshness and quality.
  • The transformation was enhanced by incorporating local elements to fully engage guests in the region.
• Menu Enhancements:
  • A diverse range of new food options was introduced based on customer feedback and analytics, including:
    • Freshly made Panini-style sandwiches
    • A new "poutine" station offering four different styles of this classic dish
    • An artisanal mac and cheese station with customizable sauces
    • A standalone ramen outlet serving signature dishes, such as bison ramen and a build-your-own ramen bar
    • Over 60 new menu items introduced, enhancing the variety available to guests.
• Demographic Insights
  • To reach guests with a variety of lifestyle preferences, Sodexo Live! introduced new seltzers and lower alcohol and protein-fueled beverages.

Results

• Customer Satisfaction: Following the renovations, customer feedback indicated a 40% increase in overall satisfaction ratings, attributed to shorter wait times and enhanced food variety.
• Increased Traffic Management: The new systems and processes led to a 70% reduction in wait times and service speed.
• Sales Growth: A preliminary review showed a 35.5% increase YOY over budget and an 8% increase in per caps following the implementation of new food options and service enhancements.
• Visitor Engagement: The cafeteria attracted over 2000 additional visitors during peak season days due to expanded offerings, with a notable increase in repeat customers.

With a clear strategy for the upcoming season and a commitment to innovation, Mount St. Louis Moonstone is poised to deliver exceptional service and quality food during the 2025 season, setting a new standard for the ski resort industry.