It is hard to overstate the impact that Covid has had on our approach to safety, both in the workplace and during our leisure hours. Masks and hand sanitizer, social distancing and the frequent washing of hands have all become the norm in our society and rightly so. Habits, once acquired, usually take time to shake off so operators should continue their excellent work in keeping their venues safe for the foreseeable future.
Any venue that has outdoor space would do well to make that space as all-weather as possible. After the smoking ban can into force, many hotels created luxury outdoor areas for their cigar-smoking clientele, extending their stay and increasing their spend by making them comfortable even if they had to be outside. In the aftermath of this pandemic, pubs, bars and restaurants would be wise to do the same.
Celebration: time to catch up on what we've missed out on
During the first lockdown in March, many operators focused on providing customers with standard food as we tried to keep things as normal as possible. By the second lockdown, people were instead looking to the hospitality industry to provide special treats to lighten the gloom. In the first half of 2021 at least, it is likely that going out for a meal or a drink with friends will be a rare event worth celebrating rather than part of people’s regular routines. Operators can create that sense of occasion through special food and drink options on their menus or focusing on sparkling wines and three-course meal deals. By adding adding fun extras and exceptional service into the mix, operators can not only increase the customer spend per visit, it will likely also increase the frequency of those visits.
“Going out used to be seen almost as a refuel,” says Amit Joshi, co-founder of The Jones Family Project, which has two sites in London. “What people ate and drank was determined by how they felt at the time. Now it’s more of a palaver. You have to sit outside, there can only be six of you. The minute it takes more thought or effort, it has to then be something that you want to do. You’re going to spend more money on it and treat it like a treat. People feel lucky to be going out. So we try to make every day special. The day before lockdown, we gave each table takeaway cocktails. The specialness of going out will come back a bit.”
Staying healthy will be a priority for customers, even while out
The pandemic saw considerable changes in people’s eating habits – whether it was the explosion in baking or the desire to eat more healthily to combat the inertia of staying at home all day. With this in mind, healthier options alongside indulgent treats would be advisable additions to the food menu.
It certainly felt like alcohol consumption increased during the lockdowns and, after a year as stressful as 2020, it is unlikely that many people will be getting into Dry January or Sober October and will instead try to retain some Christmas spirit.
However, 2020 also saw a concerted effort by people to look after their diet, something that will likely continue to occur in between the celebratory splurges. A non-alcoholic mocktail range that focuses on health rather than abstinence would work well. Superfood cocktails will brighten up cold winter days, but will also provide people with the ingredients to stay healthy, while delicious but healthy takeaway dishes should also prove popular.
Regardless of what happens in 2021, delivery and takeaway could become a significant revenue driver for operators in the long-term. Not only does delivery enable kitchens to cater for more people than a venue could hope to hold, it is also another way to connect online with a wider audience, as technology and online traffic continue to grow in usage and sophistication. The service that the on-trade has offered in 2020 will stand it in good stead to continue bolstering sales through delivery in 2021.Delivery & takeaway (yes, again)
Pubs, bars and restaurants were quick to adapt during the first lockdown to switch their offer to allow customers to collect and take away their food or arrange to have it delivered. This approach was replicated during the second lockdown as people, increasingly tired of cooking every meal at home, opted to have special meals delivered, or receive luxury dishes that were 80% made and needed only a little effort to ensure a fabulous dinner.
Customers are more used to using technology
Whether it was online delivery, social media or new apps, venues had to embrace technology in a bid to keep in touch with their communities during the various lockdowns and Tiers. In 2021, operators can now use these technologies and the skills that they’ve developed around using them to better promote their venues, sell their food and drink, and connect with customers. Advances have been made over the last year and people are increasingly comfortable using tech, so this year operators should embrace this and get more tech-minded.
“We introduced an app which has been fantastic to sell a wider range of drinks and food,” says Thornhill. “The trends we have grasped here have been more technology-focused.”
Staying healthy will be a priority for customers, even while out
The pandemic saw considerable changes in people’s eating habits – whether it was the explosion in baking or the desire to eat more healthily to combat the inertia of staying at home all day. With this in mind, healthier options alongside indulgent treats would be advisable additions to the food menu.
It certainly felt like alcohol consumption increased during the lockdowns and, after a year as stressful as 2020, it is unlikely that many people will be getting into Dry January or Sober October and will instead try to retain some Christmas spirit.
However, 2020 also saw a concerted effort by people to look after their diet, something that will likely continue to occur in between the celebratory splurges. A non-alcoholic mocktail range that focuses on health rather than abstinence would work well. Superfood cocktails will brighten up cold winter days, but will also provide people with the ingredients to stay healthy, while delicious but healthy takeaway dishes should also prove popular.
