Reinventing Ourselves, Again!

Highland, a 132-year-old historic landmark, has survived and thrived this long, not by resisting change, but by embracing it. Unlike the frog in the slowly boiling pot, we know when to jump.

As we now find ourselves in the midst of the Great Resignation, labor shortages, and what looks like pending Stagflation, once again we are forced to embrace change by making various adjustments to our operations, including the redesign of the club’s menu, pricing, and hours of service, to reflect the needs of our members better. 

The marketplace has a way of clearly signaling perceived value and priorities by what it is willing to support. For the past six months, we have experienced sparse lunch attendance, especially by our younger members who have expressed their desire for expanded service hours so they can eat when they are hungry, and have options for simpler, quicker, and less expensive meals like sandwiches instead of gourmet entries, vegetarian over meat dishes, with emphasis on the social and communal aspect of lunch over the meal itself.    

In light of the above, we want to reinvent and expand our hours of food service to offer what our members want, and need your help to figure out what that is.

While implementing significant changes can be risky and difficult, if we do not embrace change, we become victims of it. So please take a few moments to help us by responding to this Survey so you can have a say in the future of your Club.
— Sina.