When most people think of hotels, they picture plush beds, sparkling lobbies, and perhaps a poolside cabana. But at Indigo Road Hospitality Group, we’ve redefined the way guests interact with hotels by putting food and beverage at the very heart of the guest experience. For us, hotel restaurants are far more than amenities—they’re the soul of the property, shaping not just a stay but an entire lifestyle.
The Restaurant-First Philosophy: A Paradigm Shift
At Indigo Road, we don’t simply open hotel restaurants. Instead, we open restaurants that happen to be in hotels. This mindset might seem like a subtle distinction, but it’s a revolutionary approach in the hospitality industry. By giving each restaurant its own distinct identity—separate from the hotel’s brand—we create spaces that are not just convenient for travelers but beloved by locals, too.
From our perspective, food and beverage (F&B) offerings are more than a component of the guest experience; they are the experience. When guests book a room at one of our properties, they’re not just booking a place to sleep—they’re choosing to immerse themselves in a culinary journey that connects them to the community, the region, and their own sense of discovery.
Why F&B Drives Demand
As travelers, we’ve all been guilty of Googling “best restaurants near me” after checking into a hotel. It’s a search Indigo Road aims to eliminate entirely. Instead of sending guests out into the city in search of a meal, we ensure the dining experience they’re looking for is waiting just steps from their room.
But our commitment to F&B isn’t just about convenience. It’s about driving demand. As our founder, Steve Palmer, often says, “We think people travel based on food.” A destination restaurant can become the reason people choose a specific hotel, city, or region. And the data backs this up—on average, 50% of our hotel revenue comes from F&B. It’s proof that an exceptional dining experience isn’t just a nicety; it’s a necessity for success in modern hospitality.
Redefining the Lifestyle Hotel
“Lifestyle hotel” has become an industry buzzword—an overused term often thrown around without substance. At Indigo Road, we believe a true lifestyle hotel is defined by its food and beverage offerings. A pool and a sleek lobby might check some boxes, but they don’t create a lifestyle. The culture, energy, and vibrancy of a hotel come alive when its culinary offerings set it apart.
Our restaurants are designed to provide more than just meals. They foster genuine connection and memorable experiences, whether it’s the joy of savoring locally sourced ingredients, the excitement of an artfully crafted cocktail, or the warmth of authentic hospitality from our team.
Community-Centric Dining
One of the pillars of Indigo Road’s approach is ensuring our restaurants are as much a part of the local community as they are a feature of the hotel. We believe that a hotel restaurant should never feel like a generic, tourist-focused offering. Instead, it should serve as a gathering place for locals—a spot where residents feel at home and where visitors can experience the heartbeat of the community.
This starts with showcasing regional flavors and sourcing ingredients from local purveyors. Whether it’s Lowcountry seafood in Charleston, heirloom grains in the Carolinas, or seasonal produce in Charlotte, our menus are designed to tell the story of the places we call home.
Beyond the Plate: Creating Atmosphere and Connection
At Indigo Road, we know that a memorable dining experience is about more than what’s on the plate. Atmosphere, service, and emotional connection are just as vital. From thoughtfully designed interiors to warm, genuine hospitality, we create spaces where guests feel a sense of belonging.
As Palmer notes, “The most important thing at Indigo Road is how we make you feel.” This ethos extends beyond the guests to our employees, as well. A positive guest experience begins with a happy, empowered team. Through initiatives like Ben’s Friends—a support group for hospitality workers in recovery—we prioritize the well-being of our staff, understanding that their fulfillment directly impacts our success.
A Commitment to Authenticity
Authenticity is at the core of Indigo Road’s culture, and it’s a non-negotiable aspect of how we operate. “The most profitable businesses are the ones with the best culture,” Palmer says, and we couldn’t agree more. A company’s values must be more than words on paper—they must be lived and demonstrated daily.
For us, that means creating a work environment where employees feel heard, respected, and supported. It also means holding ourselves accountable to the people who make Indigo Road what it is. As Palmer puts it, “If you say you’re a values-based company but you’re not willing to be held accountable by the very people you’re asking to follow, it’s just corporate speak.”
This commitment to authenticity resonates with our guests, who can sense when a business operates with genuine care and intention.
The Future of Hospitality
As the hospitality industry continues to evolve, we believe that prioritizing food and beverage will become even more critical. Guests are no longer satisfied with cookie-cutter experiences—they crave authenticity, connection, and meaning. By placing F&B at the center of everything we do, we’re able to create hotels that are more than places to stay—they’re destinations in and of themselves.
At Indigo Road, we’re not content to simply follow trends. We aim to set them, driven by our belief that a great restaurant can transform a hotel, a neighborhood, and even an entire city.
Final Thoughts: A Passion for Hospitality
Our approach to hotel restaurants isn’t about chasing accolades or breaking records—it’s about creating spaces where people feel something real. It’s about crafting moments that bring people together, spark conversations, and leave lasting impressions.
By staying true to our values, honoring our commitment to culinary excellence, and fostering authentic connections, we’re shaping the future of hospitality, one plate at a time. Because at Indigo Road, we know that the best hotels don’t just have great restaurants—they are great restaurants.
Closing Quote:
“We say the most important thing at Indigo Road is how we make you feel,” Palmer reminds us. And that’s what drives us every day—the chance to create unforgettable experiences through food, service, and a sense of home.