AGA Member Spotlight: John Griffiths, Founder of Outbound Kitchen
With over 20 years of culinary leadership in luxury, single, and multi-unit operations from New York to San Francisco, John’s culinary achievements have been recognized in over 40 publications including The New York Times; James Beard Foundation; The Michelin Guide; and The San Francisco Chronicle. John was instrumental in the successful growth of RH Hospitality’s $55M+ restaurant platform across North America. As an avid outdoor athlete, John realized there were people like him looking for those rare experiences at the nexus of food and adventure. So he launched Outbound Kitchen, to create bespoke food and beverage solutions that deliver authentic experiences for outdoor hospitality guests and operators.
Q: Tell us a bit more about why you started a company in the glamping industry.
Around 2017, I was asked to help with an article that explained simple tips for people to improve their cooking in the outdoors, just the average, motivated camper. The article, unbeknownst to me, was for the New York Times. So there I was one Sunday on the cover of the Food Section. It was quite the accomplishment for a chef, but pretty far from the Michelin caliber kitchens I called home. For years the article gave me a fun hobby, I got free gear, a little money, and a fun weekend in mountains.
One of the shoots was near the Auto Camp on the Russian River here in California. I had never seen anything like it, but, nothing connected professionally at that point. Fast-forward to the Pandemic. I had just been laid off (I was Culinary Director for Restoration Hardware's hospitality division) and during that first summer, we traveled and stayed at a some glamping sites and dispersed hotels along the way. I started to recognize there was something there, so many people, and nearly every group was confused about how and where to get good food. Everyone was willing to spend money for the food, they just hadn't planned for it. After that summer, I began consulting and business was great, but I noticed that the calls weren't coming from the big cities. My friends/colleagues had relocated from Chicago NYC, SF etc, to smaller cities in the mountain west, Aspen, Jackson Hole, St George, Salt Lake etc. Doing these restaurant/hotel projects put me even closer to many outdoor hospitality operations.
Finally, it hit me on a weekend stay near Jackson Hole. When I looked at the number of and type of cars in the parking lot. I thought "this place wasn't competing with the campground down the road... it was competing against the hotel in the resort center". And these guests didn't WANT to cook after a long adventure filled day in the sun, they HAD to cook...But, I thought, did they? I've spent the last 20 years developing F+B programs across the US, most recently for the top luxury lifestyle brand in North America. With my passion for farm to table cooking, my love for outdoor adventure, and my extensive network of chefs, hospitality professionals and purveyors, I knew I was uniquely suited to contribute to this burgeoning sector.
Q: Tell us a bit about where your glamping business is today? Where do you see your business in the future?
Currently, Outbound Kitchen designs, develops and manages F+B programs for glamping, destination, experiential, and dispersed hospitality operations across North America. We partner with operators that seek distinction, authenticity and connection to their local community and food suppliers to create F+B programs that amplifies the vision of the property.
In the future, we see increased demand for more authentic experiences in outdoor hospitality and for those that encompass more and more of the features of fine hotels, not least of which is exceptional F+B offerings. We believe travelers seek outdoor hospitality over hotels because they desire a closer connection to their destination..an immersive experience. And we hope to continue to educate operators and owners in this industry at the real impact that quality F+B can have on their business as well as dispelling the fear of installing or operating such programs.
Q: What are you most excited about within the glamping industry moving forward?
Growth and the diversity of experience. Unlike modern hotels and brick & mortar resorts, there really is no limit to potential creativity when developing a property. The views, natural environment, and experiences available are really limitless and ultimately that uniqueness is what attracts customers to outdoor spaces. We feel bespoke F+B can amplify that expression of place by building off those unique attributes and location. F+B can be as simple as locally made retail foods for guests to take home, or consume on site, meal kits loaded with locally raised meats and vegetables ready for the open grill, experiential dinners hosted by local chefs, even full-service restaurants offering local and regional food and drinks that truly capture the region's identity.
Q: Do you have any advice for those that are just starting out?
Iterate. Experiment. Whatever you want to call it. The big advantage glamping operators have over large hotel groups is being nimble and quick-reacting. Try simple things, see how they work, keep what works. Start small and listen to your customers. When it comes to food do the same. Don't be a convenience.... be a reason! That's why your customers will eat and spend more time on your property. That will build memories. No one ever looked back at a place they vacationed and said, oh yea, l can't wait to go back to the place where we could get a frozen pizza microwaved in the lodge.
