Open Qualifying: When F&B Becomes Part of the Story

Yesterday, I found myself on the bag at Final Qualifying for The Open Championship. Not in my usual capacity as an F&B consultant, but as a caddie for one of our Kent County players, Jack Lee.

Now, before you wonder if I've completely lost the plot and abandoned talking about food and beverage... stick with me. Because what I experienced yesterday crystallised everything I believe about hospitality in golf.

The world's biggest stage

Imagine this: Royal Cinque Ports, one of the world's great links courses, set up by the R&A to Championship standard. Wind howling across the fairways. Tour professionals like Ian Poulter and Erik van Rooyen mixing with ambitious amateurs and aspiring professionals. This wasn't just golf; this was The Open Championship qualifying, as high-stakes as it gets outside the majors themselves.

Jack didn't make it through, sadly. But that's not really the point of this story.

What I'll remember in ten years' time

Here's the thing about experiences that matter: the details fade, but the feelings remain.

I won't remember Jack's exact score. I won't recall every shot he hit. But I'll never forget the sense that, for a few holes, he was genuinely in contention. I'll remember watching this incredibly prepared, methodical young player… someone who's represented England at under-18 level and now plays Division I golf at Coastal Carolina, go about his business like the professional he's destined to become.

And crucially, I'll remember how welcomed we felt throughout the entire day.

When hospitality gets it right

Royal Cinque Ports has spent recent years focusing heavily on experience, and yesterday proved why that effort and investment matters. Under the leadership of James Leah, Charles Moloney, and their entire team, nothing about the day disappointed.

The food was excellent, no corners cut, no "it'll do" mentality. This was an offering befitting of a club hosting The Open qualifying. Nicky and the entire team looked after everyone brilliantly; players, caddies, spectators... it didn't matter who you were.

We sat at lunch just tables away from Tour Players who've competed on the world stage for years. The atmosphere was electric, but never overwhelming. Everyone felt they belonged.

The F&B lesson hiding in plain sight

Now, I know what you're thinking: "This sounds lovely, but my members aren't qualifying for The Open."

But here's where it gets interesting...

Royal Cinque Ports wasn't just hosting an event yesterday; they were creating an experience that players, families, and spectators will remember for years. The golf was the headline act, absolutely. But everything else – the welcome, the service, the quality of food, the attention to detail – that's what transformed a golf competition into something genuinely special.

Your club might not host Open qualifying, but you're creating experiences every single day. Every meal service is someone's Saturday lunch with friends. Every corporate event is someone's chance to impress a client. Every junior's post-round burger could be the memory that keeps them coming back to golf for life.

Breaking bread, building memories

Yesterday reminded me why I'm so passionate about what we do. Food and beverage isn't the main event at a golf club – the golf is. But get the hospitality right, and you become part of people's stories. Get it wrong, and you can undermine even the most spectacular golf.

Breaking bread together is as old as humanity itself. It might seem simple – welcoming people, serving good food, staying true to your Club's character. But when it's done properly, like it was yesterday at Royal Cinque Ports, it becomes the foundation upon which all the best golf experiences are built.

Your club's qualifying moment

Every day, your club has its own "qualifying" moments. Members deciding whether to renew. Visitors choosing where to book their next society day. Families determining where to celebrate special occasions.

The golf will always be crucial, but the hospitality experience? That's often what tips the decision.

What's your club's most memorable hospitality moment? I'd love to hear about the times your F&B operation helped create lasting memories. Share your stories in the comments below.

And if you're wondering how your current F&B operation stacks up against the best practices I see across the industry, why not take our quick Success Scorecard? It'll give you a clear picture of where you stand: hospitalityingolf.scoreapp.com