Press Release
July 17, 2001
MILWAUKEE, WI and HORSHAM, PA -- Baymont Inns & Suites, a leading mid-priced segment hotel brand, announced
today that it has retained LRA Worldwide to design and implement a customized brand assurance program to measure
and enhance all aspects of the brand's performance as a basis for improving guest satisfaction, brand loyalty and
hotel profitability. LRA Worldwide is a leading global provider of specialized quality assurance, brand performance,
customer satisfaction and related consulting services.
``During the past two years, we have successfully transitioned our brand from the economy to the mid-market segment,''
said James Abrahamson, Baymont Inns & Suites president and chief operating officer. ``Our focus has been on
upgrading properties, enhancing our product offerings and service levels, and installing new marketing programs
and systems. We now are ready to implement the sophisticated tracking and systems necessary to measure our performance,
which will help us enhance our brand integrity and performance.''
Abrahamson said that LRA will provide leading-edge training and associate development programs to allow Baymont
to continue improving service to help the company achieve its goal of being best in class in the mid-priced segment.
``This program goes beyond the standard checklist approach many hotel brands use today,'' he said. ``We use performance
measurement as a proactive tool and a training resource. Rather than catch associates doing something wrong, we
strive to make it right the first time.''
``Our goal is to help Baymont ensure consistency and excellence in product and service delivery through a comprehensive
brand assurance program,'' said Robert Rush, president and CEO of LRA Worldwide. ``We are creating proprietary
programs to more closely align the brand's culture and corporate values with Baymont standards, training initiatives,
performance measures and reporting systems in the field. Baymont's clear objective is to become best in class in
its category, and these processes will help Baymont achieve that goal.''
As part of the program, LRA Worldwide and Baymont will deploy a multi-dimensional performance measurement index
called the Baymont Balanced Scorecard, which will aggregate all key Baymont hotel performance measurements and
cross-reference them with financial performance. Abrahamson noted that the scorecard will give the brand a total
picture of both the individual property and the system as a whole. ``Accurate performance data will enable us to
provide appropriate guidance to our own general managers and franchisees and enhance the brand experience at all
levels for our guests,'' he said. ``The scorecard also will allow us to track and reward superior performance and
target training to areas where individual properties need the most help.''
LRA Worldwide is a leading global provider of specialized quality assurance and brand performance consulting services
to the hospitality, travel and senior living industries. With corporate headquarters in suburban Philadelphia and
regional offices in London and Singapore, the company provides products and consulting services to many of the
world's leading lodging industry brands. For more information, visit the company's Web site at www.lraworldwide.com.
Baymont Inns & Suites is a division of the Milwaukee-based Marcus Corporation (NYSE: MCS). The company currently
operates or franchises 185 Baymont Inns & Suites in 30 states and seven Woodfield Suites. The company's movie
theater division includes 482 movie screens in the Midwest and a family entertainment center in Wisconsin. Its
Marcus Hotels & Resorts division owns or manages 11 hotels and resorts across the United States. For more information,
visit the company's Web site at www.marcuscorp.com.
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Contact:
Media:
Daly Gray
Jerry Daly or Carol McCune, 703/435-6293
or
Investors:
The Marcus Corporation
Doug Neis, 414/905-1100