It feels like the perfect day to write a newsletter — it’s Masters Sunday, and this morning I’m teeing it up in one of my favourite events of the year: The Romer Bowl at Littlestone Golf Club.

Littlestone is one of those places that just has something about it; proper links golf, that raw stretch of Kent coastline, and a club that’s quietly been on a bit of a journey these past few years. They’ve invested well — not just in the course, but also in the facilities, with new changing rooms and an overall direction that feels, frankly, exciting. You can sense it in the atmosphere; there’s a really cool momentum.

I’ve always believed that a great golf club needs more than just a good course. Many clubs these days are looking for their thing — their signature dish, their hook. You know the ones: the Sunningdale Sausage, the Pink Jug at Royal Worlington. Something that feels like a ritual, a non-negotiable part of the experience.

Littlestone have nailed this with their Breakfast Muffin.

A few years back, I was down there for a game and one of the guys in our WhatsApp group said, “Make sure you grab the Breakfast Muffin — it’s seriously good.” He wasn’t wrong, it’s excellent. But what’s clever about it isn’t just that it tastes great; it’s fits the experience perfectly.

David Mills, the General Manager at Littlestone, told me something that really stuck. Their data shows that most of their visitors are travelling significant distances to play — typically 35 to 40 minutes, sometimes more. That’s a very different profile from the average members' club, where people might live just down the road and swing by after work or at weekends.

Because of this, the before round experience becomes more important than the after. When you’ve driven a fair distance to get there, you’re early, you’re excited, and you want to settle in with something that sets you up for the day. Post-round? Maybe life gets in the way — most people have responsibilities pulling them home. Families, commitments, a long drive back. Lingering over lunch or a beer becomes less of a draw.

The genius of Littlestone’s Breakfast Muffin is that it’s tailored to this reality. It looks great, it’s tasty, it’s memorable — it just hits the spot for golfers who’ve got a big game ahead. That’s what great hospitality does: it meets the moment.

Very cool, data based evidence meets a memorable F&B experience. Kudos to David and all of Littlestone!

It’s important to try to find the point of difference for your club; but perhaps the answer lies in asking: what fits our experience? What do our members and guests actually need for a great day?

Oh, and one last thing — I’d be remiss if I didn’t mention it. The Guinness at Littlestone is genuinely top drawer. I’m looking forward to a pint afterward… or maybe a Guinness 0.0. Either way, there’s something great about a pint with friends after a proper day on the links isn’t there? That’s all that really matters isn’t it.

Here’s to the start of the season, and many more newsletters like this to come. Thanks for reading 🍻

Quick one — if you’ve not done this yet, my scorecard helps you spot gaps across guest experience, costs, and day-to-day ops. Takes a few minutes and you’ll get a proper report at the end.