In the 1964 comedy Dr. Strangelove, Peter Sellers’s titular character is incredulous after learning about a secret “doomsday machine” built by the Soviet Union as a deterrent to nuclear war with the United States. “The whole point of the doomsday machine,” he posits, “is lost if you keep it a secret!”

The basic idea is analogous to the real world of branded F&B programs: If the customer doesn’t know about it, how can it be successful?

Fairmont appears to have the answer. Their training and execution-focused FAME cocktail program has helped increase liquor sales and elevate customer feedback across each of the 37 properties where FAME is in place. Now in its fourth year, it has outlasted many other visible, front-of-the-house F&B rollouts throughout the industry.

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