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- Tasks: Lead and define global F&B strategy to enhance guest experience and drive revenue.
- Company: Join Merlin Entertainments, a leader in world-class theme parks and hospitality.
- Benefits: Competitive pay and the chance to shape the future of F&B in entertainment.
- Why this job: Transform F&B into a high-performing function and make a real impact on guest satisfaction.
- Qualifications: 15+ years in senior F&B leadership with a proven track record in commercial success.
- Other info: Opportunity to lead innovative projects and build high-performing teams globally.
The predicted salary is between 72000 - 108000 £ per year.
Merlin Entertainments operates 16 world-class resort theme parks and LEGOLAND parks globally, each with extensive in-park and hotel Food & Beverage (F&B) offerings. As Merlin continues to grow, F&B has been identified as a major strategic opportunity to increase in-park spend, strengthen guest loyalty, and enhance the overall visitor experience.
We are seeking a VP Commercial Food & Beverage to define and deliver Merlin’s global F&B strategy. This executive leadership role will transform F&B into a high-performing, insight-driven commercial function that significantly increases revenue per capita, EBITDA, and guest satisfaction across all resorts.
Key Responsibilities- Define and lead the global F&B commercial strategy across Merlin’s resort theme parks and hotels.
- Drive menu development, pricing and promotion strategy, concept creation, and capital investment planning to maximise commercial performance.
- Lead the development and deployment of the F&B technology stack (POS, stock systems, mobile ordering, digital menus, reporting) to improve throughput, accuracy, and guest experience.
- Shape operating models and partner strategies across both insourced and outsourced environments.
- Negotiate and manage high-value commercial partnerships and contracts, ensuring alignment with commercial KPIs and concept roadmaps.
- Mobilise Regional Managing Directors and Operational VPs to execute the strategy with pace, consistency, and measurable results.
- Deliver large-scale CAPEX programmes and new F&B concepts across the global estate.
- Build and lead high-performing specialist teams, embedding data-driven decision making and continuous improvement.
- Senior commercial leader with extensive multi-site F&B experience in large hospitality, leisure, or retail environments.
- Proven track record delivering commercial turnaround and revenue growth in complex organisations.
- Strong expertise in menu engineering, pricing strategy, and concept development.
- Experience delivering large-scale CAPEX programmes and new concept rollouts.
- Skilled at influencing across global matrix organisations and managing multiple stakeholders.
- Highly data-driven, accountable, and commercially focused, with the ability to lead transformation and cultural change.
- Senior F&B Leadership: 15+ years leading multi-site, high-volume F&B, hospitality, leisure or QSR operations with full commercial accountability.
- Commercial Turnaround Success: Proven ability to materially improve RPC, margins, labour ratios, guest KPIs and unit-level P&Ls.
- Menu, Pricing & Concept Expertise: Strong experience in menu engineering, tiered product ranges, brand/IP-aligned concepts, annual pricing cycles, dynamic pricing and promotional frameworks.
- Tech & Data Leadership: Business ownership of POS, stock systems, digital menus, mobile order/kiosk, reporting tools and unit-level P&L reporting.
- CAPEX & Operating Model Delivery: Track record delivering new F&B concepts, major CAPEX programmes, and implementing unified operating models with SOPs and P&L accountability.
- Global Influence & Team Leadership: Experience leading transformation in complex matrix organisations, negotiating major contracts, and building high-performing cross-functional teams.
Pay Range Competitive
Vice President, Commercial F&B in London employer: Merlin Entertainments - Corporate
Contact Detail:
Merlin Entertainments - Corporate Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land Vice President, Commercial F&B in London
✨Network Like a Pro
Get out there and connect with people in the F&B industry! Attend events, join relevant groups on LinkedIn, and don’t be shy about reaching out to folks who work at Merlin or similar companies. You never know who might have the inside scoop on job openings!
✨Show Off Your Expertise
When you get the chance to chat with potential employers, make sure to highlight your experience in multi-site F&B operations and any successful turnarounds you've led. Share specific examples that demonstrate your ability to drive revenue growth and enhance guest satisfaction.
✨Be Data-Driven
In today’s market, being data-savvy is key! Prepare to discuss how you've used data to inform menu engineering, pricing strategies, and operational improvements. This will show that you’re not just a creative thinker but also someone who can back up decisions with solid insights.
✨Apply Through Our Website
Don’t forget to apply directly through our website! It’s the best way to ensure your application gets seen by the right people. Plus, it shows you’re genuinely interested in joining the Merlin team and contributing to our exciting F&B strategy.
We think you need these skills to ace Vice President, Commercial F&B in London
Some tips for your application 🫡
Show Your Passion for F&B: When writing your application, let your enthusiasm for the Food & Beverage industry shine through. We want to see how your experience aligns with our vision at Merlin and how you can contribute to transforming our F&B strategy.
Be Specific About Your Achievements: Use concrete examples to highlight your past successes in multi-site F&B operations. We love numbers, so include metrics that demonstrate your impact on revenue growth and guest satisfaction. This will help us see the value you can bring to our team.
Tailor Your Application: Make sure to customise your application to reflect the specific requirements of the VP Commercial F&B role. We’re looking for someone who understands our goals and can articulate how their skills and experiences make them the perfect fit for this position.
Apply Through Our Website: We encourage you to submit your application directly through our website. It’s the best way for us to receive your details and ensures you’re considered for the role. Plus, it shows you’re serious about joining our team!
How to prepare for a job interview at Merlin Entertainments - Corporate
✨Know Your F&B Strategy
Before the interview, dive deep into Merlin's current F&B offerings and strategies. Understand their menu development, pricing, and promotional tactics. This will help you articulate how your experience aligns with their goals and how you can contribute to enhancing guest satisfaction.
✨Showcase Your Commercial Acumen
Prepare specific examples of how you've successfully driven revenue growth and improved commercial performance in previous roles. Be ready to discuss your experience with CAPEX programmes and how you've led teams to achieve measurable results in complex environments.
✨Demonstrate Data-Driven Decision Making
Merlin values a data-driven approach, so come prepared to discuss how you've used data analytics to inform your decisions in F&B operations. Highlight any tools or systems you've implemented that improved efficiency and guest experience.
✨Engage with Stakeholders
Since this role involves influencing across global matrix organisations, think about how you've successfully managed multiple stakeholders in the past. Prepare to share strategies you've used to negotiate contracts and build partnerships that align with commercial KPIs.