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Hilton Hotel launches fast casual concept

September 24, 2013

Hilton Hotels & Resorts, the flagship brand of Hilton Worldwide, is officially playing in the fast casual market with the opening of Herb N' Kitchen, a new dining concept that infuses fresh, local gourmet food into an upscale restaurant and convenient culinary market, according to a company press release. Now open inside New York Hilton Midtown, the largest hotel in Manhattan, the first Herb N' Kitchen offers locals and travelers healthy fare for breakfast, lunch and dinner; and the choice of restaurant dining at their leisure, meals packaged to take away or in-room delivery for hotel guests, said Beth Scott, vice president, global product development, food & beverage, Hilton Worldwide.

With a shift in the way today's travelers dine, the quick-service segment is moving to the forefront of the hotel experience. According to a recent report from food industry research group Technomic, 85 percent of casual dining consumers say they visit fast casual dining outlets at least once a month and one third of consumers say they order from the healthy menu more often than they did one year ago at fast casual restaurants. Capitalizing on the trend of increased transparency, Herb N' Kitchen invites guests into the dining experience by enabling them to see their meals prepared, while offering locally sourced ingredients and fresh packaging.

"Our guests can enjoy quick, healthy and gourmet food options at value-driven prices," Scott said. "Herb N' Kitchen provides a fresh, approachable and gourmet concept that engages guests by offering five integrated zones for the ultimate in customization."

Herb N' Kitchen provides salads, sandwiches and flatbreads as well as signature specialty items, gourmet treats and main courses. At New York Hilton Midtown, guests can enjoy iconic New York City fare, such as Pat LaFreida Burgers with New York cheddar served on cornmeal Kaiser rolls, house-made sweet Italian sausage and an ever-changing cheese plate from Greenwich Village-based Murray's Cheese, Scott said. Baked in Brooklyn pita chips, Salty Road salt water taffy, Kings County Jerky and Tumbador Chocolate are among the locally made, artisanal offerings available.

Additionally, the self-service model offers diners the flexibility to enjoy different experiences as the space transitions from lunch to dinner to include options such as live-action stations, Scott said. Guests also have the option to enjoy meals in the comfort of their hotel rooms at New York Hilton Midtown via the Herb N' Kitchen delivery service.

"We are honored to feature the first Herb N' Kitchen in our storied property," said Mark Lauer, general manager, New York Hilton Midtown. "As we celebrate our 50th anniversary this year, we continue to evolve our innovative offerings to appeal to the needs of our guests — who now have the flexibility to dine-in, enjoy a meal in their room or take a bite to go as they enjoy the city."

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