Cronulla RSL’s Refreshed F&B Offering Leads to Revenue Boom

Bonfield restaurant, formerly known as Watergrill, has not only ushered in a refined dining experience at the Club, but it has also brought a fitting recognition of a local heroine, the late Beryl Bonfield.

The Cronulla RSL Sub-Branch Life Member joined the Australian Imperial Force in 1941 and was appointed to the Australian Army Nursing Services from 1941 to 1947, with postings in Palestine, Egypt, New Guinea, Borneo and Japan, providing nursing care to the wounded. She was later the founding Matron of Sutherland Hospital.

Bonfield restaurant is the centrepiece of Cronulla RSL’s recent revamp of its third level, which also features an expanded private dining room, sunroom and deck.

Adding to the enhanced appeal are new furnishings, flooring and a specially curated wine list predominantly featuring a selection of NSW wines.

“We wanted more of a restaurant than a bistro feel, and by elevating the food and the service we also wanted a wine list to match,” says Cronulla RSL Operations Manager Bradley Bishop.

“We of course still have the house wines, but our next ‘step up’ on our wine menu features many products that you won’t see at bottle shops.

“The heavy focus on NSW wines was a strategy we decided to align with the renovation, which involved six months of work with a hospitality consultant. They have also supported us previously with our cocktail list at the Deck cocktail bar and it’s really helped to enhance our food and beverage offering.”

The carefully curated menus — coupled with the fresh furniture and modern finishes — has proved an instant hit, with the Club recording strong revenue growth since the launch in August.

“People come here expecting more than just your typical club experience, so having products to align with that was the goal and we’ve definitely been successful. We’ve seen the overall wine volume increase by 30 per cent on average, with revenue up 50 per cent,” says Bradley.

“The last time we had a refresh of our offering would’ve been five years ago, so we were due for a change — and the new look and feel has given people a reason to come in and check it out.

“Our target demographics range from 18 years to over 100, so we need to be a lot of things to a lot of people, so having a solid foundation of good products, amazing service, great furnishings and excellent atmosphere set the standard for success.”

And it bodes well for the traditional busy Christmas and New Year period, although the Club knows not to expect the same level of sustained growth.

“To be 30 per cent up has been great, but there’s still only so many people we can fit into the Club!” says Bradley.