The topic of Food & Beverage in clubs is shrouded in misconception. As a result, clubs are prone to become stuck in the "F&B Trap" which we define as rigid adherence to the belief that a club is healthier if it makes a profit in F&B than if it shows a deficit in F&B. Club Benchmarking data shows the exact opposite to be true and the goal of the Club Benchmarking whitepaper presented in this session is to demonstrate those facts, with a case study of Monterey Peninsula Country Club (MPCC) in Pebble Beach, CA, as our case in point.