The increased need for competitiveness and profitability has caused casinos to examine their business structure, leading to the discovery of the role played by beverage and food sales. A survey conducted among the casinos in the US reveals that food and beverages are becoming a game changer, contributing more than 20% to the profits made by casinos. This has led to an increased focus on food offerings and services, including the renovation of food courts and restaurants and bringing in more renowned restaurateurs.

The most important aspect of these changes is the need for casinos to double down on their services related to food as a sure way of enhancing customer experience. Food and food service has indeed been shown to increase the attractiveness of a casino. The implication is that doubling down on the food service has the potential to not only enhance the profitability associated with food sales, but also indirectly contributing to profits from gambling.

These profits, however, are not so easy to claim. Casinos in Canada do not offer free drinks, but instead impose very high charges on both the meals and drinks offered within casino premises, so customers have very high expectations. Casinos are forced to comply or lose competitiveness.

Casinos that have managed to meet these expectations have maintained and bettered certain standards. First, the casinos do not allow their employees to accept tips from customers. Tipping has a way of causing variation in customer service because it creates an expectation that may either lower or raise the employees’ motivation and delivery. The casinos train their staff and especially waiters on how to pre-empt and respond to customers’ needs without embarrassing or creating any discomfort to customers. Lastly, they constantly examine and work on improvements based on the feedback and ratings provided by customers.