Room Service: Nightfood Wants to Sweep Through the Hospitality Industry With Sleep-Friendly Midnight Snacks

Image provided by Nightfood

The following post was written and/or published as a collaboration between Benzinga’s in-house sponsored content team and a financial partner of Benzinga.

The hospitality industry, as is common in many industries, can be subject to a strong case of “keeping up with the Joneses” — so to speak. When one major brand sets a new standard, it can soon end up sweeping through the industry like wildfire. No hotel wants to be left in the dust when it comes to providing a good experience for their guests, especially in the mid-market and up-market sectors.

Take, for example, the so-called bed wars.  Not long ago, Westin — now owned by Marriott International Inc. MAR — replaced its standard, run-of-the-mill beds with custom luxury mattresses dubbed “The Heavenly Bed.” These beds represented a significant upgrade from those that graced the average American hotel room at the time and within six years after their introduction, almost all major hotel brands — from Wyndham Hotels & Resorts Inc. WH to Hyatt Hotels Corp. H — filled rooms with their own variation of a luxury mattress.

The CEO of Westin at the time, Barry Sternlicht, realized that hotels are in the business of selling sleep. And as the world has become more aware of the necessity of good, quality sleep, this belief has only become stronger throughout the industry. This sentiment has led the snack company focused on healthy sleep, Nightfood Holdings Inc. NGTF, to pursue a growth strategy with hotel lobby shops at its core.

Nightfood calls their snacks “sleep-friendly”, meaning they won’t interfere with a healthy night’s sleep. This is important, because some of the most popular nighttime snacks are reportedly cookies, chips, and ice cream, which contain lots of calories and sugar, and can cause disrupted sleep.

Nightfood reports that it has recently landed a deal with a major international hotel brand to stock its ice cream pints in hundreds of its locations starting this winter, and the company hopes to be in 7,500 hotel locations by this summer.

Just like the bed wars, Nightfood hopes that sleep-friendly snacking will quickly move from being a pleasant surprise in a subset of hotels to being an expectation for guests throughout the industry.

Nightfood believes hotel distribution will introduce night-snacking consumers across the country to the upstart brand, resulting in stronger supermarket sales and more rapid consumer adoption of the category of night snacks.

And perhaps most importantly for Nightfood, the company believes that this kind of category adoption will enhance its long-term valuation at a time when global consumer goods companies like Mondelez International Inc. MDLZ,  Hershey Co. HSY, and Unilever N.V. UL are actively snatching up acquisitions in new consumer categories.

Because hotels are actually in the business of “selling sleep”, focusing on the hotel vertical could be a very wise choice for Nightfood. If you’re interested in learning more, check out Nightfood’s website at nightfood.com.

The preceding post was written and/or published as a collaboration between Benzinga’s in-house sponsored content team and a financial partner of Benzinga. Although the piece is not and should not be construed as editorial content, the sponsored content team works to ensure that any and all information contained within is true and accurate to the best of their knowledge and research. This content is for informational purposes only and not intended to be investing advice.