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- Tasks: Lead global F&B strategy to enhance guest experience and drive revenue growth.
- 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 roles with proven commercial turnaround success.
- Other info: Opportunity to lead innovative projects in a dynamic, global environment.
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 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
✨Network Like a Pro
Get out there and connect with people in the 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 turnaround stories. Share specific examples of how you've driven revenue growth and improved guest satisfaction – it’ll make you stand out!
✨Be Ready for the Interview
Prepare for interviews by researching Merlin’s current F&B strategies and thinking about how you can contribute. Be ready to discuss your approach to menu development, pricing strategies, and tech implementation. Confidence is key, so practice your pitch!
✨Apply Through Our Website
Don’t forget to apply directly through our website! It’s the best way to ensure your application gets seen. Plus, it shows you’re genuinely interested in being part of the Merlin team. Let’s make it happen!
We think you need these skills to ace Vice President, Commercial F&B
Some tips for your application 🫡
Show Your Passion for F&B: When you're writing your application, let your enthusiasm for the Food & Beverage industry shine through. We want to see how your experience aligns with our vision for enhancing guest experiences and driving revenue growth.
Be Specific About Your Achievements: Don't just list your responsibilities; highlight your successes! Use numbers and examples to demonstrate how you've improved commercial performance in previous roles. We love data-driven insights that showcase your impact.
Tailor Your Application: Make sure to customise your application for the VP Commercial F&B role. We’re looking for someone who understands our unique challenges and opportunities, so reflect on how your skills can specifically benefit Merlin Entertainments.
Apply Through Our Website: We encourage you to submit your application through our website. It’s the best way for us to receive your details and ensures you’re considered for this exciting opportunity. Plus, it’s super easy!
How to prepare for a job interview at Merlin Entertainments - Corporate
✨Know Your F&B Strategy Inside Out
Before the interview, dive deep into Merlin's current F&B offerings and strategies. Understand their menu development, pricing strategies, and how they enhance guest experiences. This knowledge will help you articulate how your vision aligns with theirs.
✨Showcase Your Commercial Acumen
Prepare to discuss specific examples of how you've driven revenue growth and improved guest satisfaction in previous roles. Highlight your experience with CAPEX programmes and how you've successfully implemented new concepts in multi-site environments.
✨Demonstrate Data-Driven Decision Making
Be ready to talk about how you've used data to inform your decisions in F&B operations. Discuss any technology stacks you've managed, like POS systems or digital menus, and how they contributed to operational efficiency and guest satisfaction.
✨Engage with Stakeholders Effectively
Since this role involves influencing across global matrix organisations, prepare to share your strategies for managing multiple stakeholders. Discuss how you've built high-performing teams and navigated complex negotiations to achieve commercial success.