Crowne Plaza Ignite Programme


IGNITE is a newly designed, comprehensive Food and Beverage programme and a significant change of direction for Crowne Plaza® hotel restaurants in the US. The challenge was to prepare and enable the hotel food and beverage (F&B) colleagues to execute the new programme, recipes and service engagement points.


Create video-based learning and supporting materials across back of house, front of house, service sequence, service engagement, recipe execution and menu knowledge.


 A fresh, aspirational and resource-based learning experience to enable F&B colleagues to understand the purpose of the IGNITE programme, the basic recipe skills and the service engagement points. We created and delivered a series of 8 service films and 24 simple recipe films, with a supporting toolkit of learning materials and assessments. The service films were ‘real-life’, filmed in a Crowne Plaza® hotel demonstrating behaviours, explaining simple step by step processes and staging scenarios.

The recipe-based films were social media ‘tasty’ style – moving away from the typical how-to instructional ‘flat’ filming. The realism we brought to the whole programme ensured that colleagues would recognise the value the programme brings to the brand promise and their hotel’s success by improving their guests’ experience, delivering brand consistency and ultimately increasing revenue.

PROJECTCrowne Plaza Ignite Programme
CLIENTInterContinental Hotels Group

“Having worked on multiple video learning projects with other production firms, Juice has surpassed my expectations. From the outset, I was impressed with their breadth of work and the quality and professionalism of their people and contractors.”

Manager, F&B Training Content | Brand, Food & Beverage