Lars Kristiansen Of Oasis Marinas On 5 Things You Need To Create a Successful Food or Beverage Brand
An Interview With Martita Mestey
Surrounding yourself with a talented and dedicated team is crucial.
As a part of our series called “5 Things You Need To Create a Successful Food or Beverage Brand”, I had the pleasure of interviewing Lars Kristiansen.
Lars Kristiansen is the vice president of food & beverage at Oasis Marinas, the nation’s leading marina hospitality and management partner. As an accomplished, visionary leader in the hospitality industry, Kristiansen has excelled in shaping the culinary landscape and guest experience at prestigious organizations like Norwegian Cruise Lines, Hornblower Cruises and Events, Great Wolf Lodge and more. During his tenure at Norwegian Cruise Lines, he spearheaded the opening of the Queen Mary and implemented their Cake Boss partnership. With over 25 years of industry experience, he has played a pivotal role in curating the menus of Oasis Marinas’ upscale, floating cocktail bar, Drift Bar, and upcoming, family style, Mediterranean restaurant, Taste, and is currently working on crafting three new restaurant concepts. Adapting offerings to cater to changing consumer tastes while maintaining a commitment to quality and sustainability, Kristiansen has built the food and beverage program at Oasis Marinas from the ground up.
Thank you so much for doing this with us! Before we dive in, our readers would love to learn a bit more about you. Can you tell us a bit about your “childhood backstory”?
I was born and raised in Norway. While no one in my family had a culinary background, I decided to take a chance on myself and started culinary school at 16. When I turned 20, I really started traveling, which grew my passion for food. Soon after, I started working as a chef at one of the most prestigious hotels in Norway, The Bristol Hotel, which really catapulted my career in F&B. Fast forward through a Navy career, being chosen to cook for the King Norway and a multitude of Director of F&B positions at organizations like Norwegian Cruise Lines, Hornblower Cruises and Events, Great Wolf Lodge and more, I’m currently the VP of F&B at Oasis Marinas. In my current role, I’m expanding Oasis Marinas’ F&B profile through the opening of new restaurants in Baltimore, like Drift Bar, an upscale floating cocktail bar, and Taste, a family style Mediterranean restaurant set to open in 2024.
Can you share with us the story of the “ah ha” moment that led to the creation of the food or beverage brand you are leading?
In expanding Oasis Marinas’ F&B portfolio I knew I wanted to open a variety of restaurants to really elevate the perception of marinas — they can be more than just a place to park your boat, offering high-end amenities like restaurants or bars to create a true travel destination. So the real “ah ha” moment for me occurred when we embarked on the journey of creating Drift Bar. Having been away from Baltimore for a number of years, my perception of the city had become somewhat outdated, resulting in my underestimation of how far the Baltimore foodie scene had evolved. I was pleasantly surprised to witness the remarkable diversity in products, the innovative themes of restaurants and the elevated quality of food offerings. This realization prompted us to take a closer look at the quality of cocktails and the overall excellence of each concept we were developing. We quickly understood that Baltimore residents were true foodies, on par with those in cities like New York, Las vegas and Chicago.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
Mistakes in the culinary world can have serious repercussions, affecting factors like food costs and guest experience, so they’re almost never funny no matter how much time passes! However, one mistake that stands out was one I made while launching a cruise ship with over 5,000 people. Our main course for the night was rack of lamb, a popular dish for the country we were in (England), typically served medium-well done. We specifically ordered portions that weighed 18–22 ounces, but instead received portions that weighed 24–28 ounces. Unfortunately, I didn’t realize the mistake until it was too late, adding 6 minutes of cooking time per lamb rack. As a result, the service wait time for our guests to receive their lamb stretched to an hour and a half, impacting almost 2,500 guests on board!
While this was not a fun experience to go through, I learned the importance of thorough verification and double-checking every detail. It was such a nerve-wracking experience; I genuinely believed I’d get fired, but luckily, that wasn’t the case. The medicine was painful going down, but I truly gained a deeper understanding of the significance of attention to detail.
What are the most common mistakes you have seen people make when they start a food or beverage business? What can be done to avoid those errors?
The biggest mistake I’ve witnessed, especially among first-time business owners, is an excessive optimism about potential returns on investment. I’ve seen many individuals venture into this industry with a misconception that it will automatically yield substantial returns, when in reality, running a food and beverage business is often akin to ‘buying yourself a job.’ Which may not always prove more financially rewarding than working for an established company.
Apart from this, I think the three most common mistakes new F&B owners make are:
- Lack of a clear business model — It’s imperative to have a well-defined business model from the outset. Assess whether you have the necessary funds and consider where these funds will come from and how they will be allocated. Having a clear picture in mind really is the first step to success.
- Failing to stick to a plan — Never be fluid. Going in aggressively and reaching your open target dates helps avoid wasting time and money.
- Relying solely on location — While the saying, ‘location, location, location’ is popular for a reason, relying solely on location to attract customers can be a mistake. If you opt for opening a restaurant in a high traffic location, it’s important to keep in mind that high costs for rent and labor often come hand in hand. On the flip side, starting with a less ideal location may require more marketing effort to drive foot traffic, but it could save you money in the long run.
Let’s imagine that someone reading this interview has an idea for a product that they would like to produce. What are the first few steps that you would recommend that they take?
The first step I would recommend they take is to formulate a clear concept plan for the product and design exactly what you want to create and bring to market. Once you’ve conceptualized the idea, conduct a thorough market analysis where you ask yourself if there is a demand for your product and whether or not the market can sustain your venture. For example, you may have an idea for an ice cream shop, but if you have 10 ice cream shops on the block then yours needs to either have something extremely special. And if your product doesn’t have a unique-factor, it’s best to conceptualize a new idea. Finally, develop a comprehensive business plan that encompasses various aspects of your venture. This can include menu content, financial considerations and operational details. For the business plan, it’ll be important to consider questions like: How will you finance your venture? What is your initial budget? How long can your business sustain itself financially without outside investments or loans? What provisions will you make for contingencies?
Many people have good ideas all the time. But some people seem to struggle in taking a good idea and translating it into an actual business. How would you encourage someone to overcome this hurdle?
This is a common hurdle for a lot of people, as a person may have a great idea but may not be a proficient businessperson, so I think the first step would be to honestly assess your commitment and skill set. At that point, if you find you lack the certain skills or knowledge, there’s no shame in seeking assistance. You can either seek out partners that complement your skill set or seek advice from individuals who have the relevant expertise.
There are many invention development consultants. Would you recommend that a person with a new idea hire such a consultant, or should they try to strike out on their own?
It really just depends on the person’s skill set and experience level. If you think hiring a consultant will be beneficial, I’m all for it but there are important things to consider. It’s important to clearly define your objectives and timeline for the project. Most importantly, look for consultants who have a proven track record, are punctual, possess the necessary qualifications and demonstrate honesty in their billing practices. If they check all of those boxes and you’ve clearly outlined your objectives — go for it.
What are your thoughts about bootstrapping vs looking for venture capital? What is the best way to decide if you should do either one?
When it comes to choosing between bootstrapping and seeking venture capital, the decision should be tailored to your specific financial situation and business aspirations. If you aim to operate a single standalone store or restaurant and can comfortably sustain the business with your own financial resources, pursuing venture capital funding may not be necessary. However, if you have aspirations of owning multiple F&B locations or have other plans of significant expansion, you may want to pursue venture funding. If you do decide to move forward with venture capital funding, it’s important to remember that the business is tight today. A good rule of thumb to remember is you need 120 seats per owner, so if your restaurant has 4 owners, the location will need to be big, fitting close to 400 seats.
Here is the main question of our discussion. What are your “5 Things You Need To Create a Successful Food or Beverage Brand” and why?
The key elements to create a successful F&B brand are:
- At the heart of any successful brand is a high-quality, unique and appealing product. For example, when curating the menu for Drift Bar, we focused on creating a variety of tapas-style dishes that combined coastal flavors with a unique twist.
- A well-structured business plan is essential for guiding your brand’s growth. It should outline your goals, target market, financial projections, and operational strategies. Having a solid business plan not only helps you stay on track but also attracts potential investors or partners.
- Surrounding yourself with a talented and dedicated team is crucial.
- Adequate funding is necessary not only to launch your brand but also to sustain it during the initial phases when profits may be limited.
- Location or Accessibility: While a prime location can be advantageous, accessibility is equally important. If you’re not in a high-traffic area, consider alternative ways to make your brand accessible to the community. This could include online ordering, convenient parking, or grab-and-go options.
Can you share your ideas about how to create a business that people really love and are ‘crazy about’?
Creating a business that people truly love and become ‘crazy about’ in the F&B industry can be challenging. Today, I feel like people are truly crazy about pizza, asian and maybe coffee. If you don’t own a pizza shop, coffee shop or asian restaurant, I still think this is possible as long as you define a clear and compelling value proposition. Additionally, ensure you are consistently delivering on your brand promise, whether its exceptional service, high-quality ingredients or a unique dining experience.
Ok. We are nearly done. Here are our final questions. How have you used your success to make the world a better place?
I have used my influence to create small, positive changes that have the ability to create a lasting ripple effect on our overall culture. This includes hiring people with disabilities, such as those with hearing or speech impairments. For our newest restaurant, Taste, set to open in 2024, we have eliminated stemless wine glasses to make the dining experience more accessible. We also plan to invest in custom cutlery designed specifically for individuals with disabilities, ensuring that everyone can enjoy their meal with ease.
You are an inspiration to a great many people. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger.
Today, DEI and ESG are super popular among many organizations, but rather than just using these terms as marketing tools or buzzwords, I am personally committed to building a future with these initiatives at the core of everything I do at Oasis Marinas. We’re super excited to be partnered with Living Classrooms, a nonprofit that engages children, youth and adults through unique and interactive learning environments to build stronger communities for all. We really wanted to do more than just talk the ESG and DEI talk, and I implore other executives to do the same.
Thank you for these fantastic insights. We greatly appreciate the time you spent on this.
Lars Kristiansen Of Oasis Marinas On 5 Things You Need To Create a Successful Food or Beverage… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.