One of the core amenities of limited and select-service brands is complimentary breakfast. Guest satisfaction surveys consistently rank these breakfast buffets as highly popular, which is not surprising on at least three counts.

First, guests get to eat as much as they like, sampling as many menu options as they choose.

Second is the financial aspect. For value-conscious consumers—families especially—the fact that the cost is built into the room rate is tremendously appealing. Just consider the hefty cost of taking the family of four or five for a sit-down at the full-service restaurant around the corner—and that’s not including the tip.

Third is convenience. It’s in the building and, if you’re in a hurry, you can be in and out in a half-hour or less. Conversely, if time isn’t an issue, you’re welcome to linger over that second cup of coffee.

Consequently, it’s also not a surprise that brands compete aggressively on the quality and appeal of their breakfast offerings. In fact, in a crowded lodging sector, brands view a successful breakfast product as a form of competitive advantage. As hotel operators looking to attract and retain guests to the brands we manage, we heartily support these efforts.

One brand we manage is rolling out prepared-from-scratch omelets. Another is introducing a line of healthy, nutritious items, including shakes. With his brand’s blessing, one of our enterprising general managers has begun offering ramen noodles, a popular breakfast choice with his Asian guests. Finally, one brand is making grab-and-go bags available to guests checking out before the regular breakfast service begins each morning.

As with so many other aspects of managing hotels, guest satisfaction is paramount, at breakfast as well as the rest of the day.