If you missed the last Arena event ‘Hospitality – The Road to Recovery’ with Kate Nicholls OBE of UKHospitality, along with a panel discussion from leading industry figures, worry not. As a leading out of home agency we were there and here are some of my key take outs:
The MCA Restaurant Conference is always a great event, and despite the current times, this year was no exception. Indeed, more than ever there feels a real need for the industry to come together to share learnings and insights in order to help navigate the choppy seas ahead. As most are currently closed or operating only take-away or delivery boxes, I suspect the virtual conference attracted even more attendees than in normal times. The line-up featured a who’s who of the restaurant world and tackled head-on the current issues and concerns about the future. As a leading foodservice agency, we were there to hear the latest, from the horse’s mouth, so to speak.
It is unquestionable that hospitality and foodservice are amongst the industries that have been hit the hardest by the pandemic. Yet many pubs, restaurants and cafes have adjusted with an ‘adapt or die’ mentality of gritty determination that has seen them through two lockdowns and everything in between.
Like many of us, last year I got into the routine of a regular glass of something of an evening to unwind at the end of the working day, or to relax on the weekend. Lockdowns, tiers, lack of social contact, lack of anything better to do in general and working from home, combined with more daily exercise, all gave me a good reason to treat myself of an evening (thank goodness I didn’t have to home school, I would probably have started at 10am!).
As a South African, I can confidently say that food is a big part of our culture. With such a diverse population – we are the Rainbow Nation after all – we are lucky to have such a variety of national favourites that bring together so many cultures and traditions.
While I can’t cover them all, I can share with you some of my personal favourites…
I recently had the opportunity to attend a Q&A session with James Gill, Head of Agency & Channel Team for EMEA at LinkedIn, through the Alliance of Independent Agencies. It’s clear that LinkedIn has transitioned from what was essentially an online platform of CV’s, to the ‘go-to’ place for businesses and professionals to network, publish, share knowledge and consumer news. And with over 720 million members now on LinkedIn, it is a business tool that should not be ignored.
There’s no question that we’re all glad to see the back of 2020, but it’s clear to see we haven’t escaped these ‘unprecedented times’ just yet! I logged onto Lumina Intelligence’s ‘Hospitality in 2021: An Industry Perspective’ webinar where they examined the findings of their recent hospitality and retail leaders survey and sat down to discuss the impact last year had and what it means for 2021. Here’s my top take outs from the session (with data broadcast in December 2020 pre lockdown no3 & Brexit deal):
If you’re anything like me then you’ve probably started the new year hungover and stuffed to the brim with leftovers from Christmas dinner, chocolate, crisps, more chocolate and a whole heap of alcohol! Because of this (and the fact we use ‘but it’s Christmas…’ far too often throughout December), January is the month the majority of us choose to take back the reigns and decide to start our year off right -to be as healthy & active as possible.
It’s fair to say that this year has not gone as predicted, but as we look forward to 2021 and the positive steps towards mass vaccination, Lumina Intelligence shared with us their insights on how this has gone and what might be in store. Here are my top take outs from their comprehensive presentation available to Forum Members:
What’s happened in eating out:
Simplified menus post lockdown 1 with dishes down 21.6% overall. Allowing for Covid safe back of house service, cost management and easy online ordering.
Price increases up 1.9% overall with pubs up 5.2%, whilst chain restaurants were only up 1.2% showing how pubs can justify a higher price point based on their high-quality offer.
Digitisation of menus and service across the board as operators look to implement contactless Covid safe ordering and payment and leverage the market for delivery.
Customisation with 83% (4 in 5) dishes being customisable/adaptable – although these tend to be pizza, burger and Burrito or wraps. This is also where vegan options come into play with customers offered the option to choose a meat free alternative.
Fewer sharing dishes due to the danger of cross contamination. With a drop of 15% down to 3.4% of dishes. Whilst fast food seems to have embraced them with a +229% increase based on at home sharing.
Gluten Free & Veggie/Vegan on the rise with now 1 in 10 mains able to be made gluten free. Whilst 14.3% are vegetarian and 8.3% are vegan.
NPD is in decline understandably as operators look to adapt to highly challenging times, with only 5% of dishes on the menu being new. However, this is only a drop of 2% from 7% last year so some are still innovating and will have used lockdown time to innovate.
Menu Engineering – with menu simplicity signaling a premium establishment. Indeed, shorter descriptions also signal a more fine dining menu. Whilst price points are also telling with round figures indicative of premium establishments with others left digit price anchoring and 99p or 95p endings to entice customers.
Quality of food is the no.1 key consumer decision maker at 28% with a focus on premiumisation and provenance. Equally, instagramable food, high quality drinks and atmosphere also up across 18-24 & 25-35 age groups.
Sustainability may have taken a back seat to safety in Covid times but is still high on the priority list with consumers, with 43% looking for sustainability. So, once safe we are likely to see this important trend re-emerge. Buying and supporting local is also a big trend with 78% believing that supporting local is important or very important. Whilst consumers are also still keen to reduce single use plastics.
Who we dine with has also changed as we see smaller group sizes due to restrictions, more pet friendly options in response to the rise in dog ownership during lockdown, as well as more solo dining.
Outside dining has also offered operators a life-line with 25% more investment in outdoor dining options from pods to marquees or simply patio heaters and awnings.
Experiences have moved in-home, with cocktail making kits and take home drinks on the rise.
Partnerships have emerged to pivot in these challenging times including Biff’s Kitchen and Punch and Yo! Sushi and Co-op in order to diversify revenue streams.
Healthier lifestyles as a trend has been amplified by the current crisis with 6% of all out of home meals involving a vegan dish. Ingredients such as Seitan and of course Gold & Green Pulled Oats offering great tasting vegan options. Whilst lighter and low and no alcohol have driven a number of NPD launches in the drinks market, notably Guinness 0.0. and Hard Seltzers like Keepr’s, as consumers look for alternatives to alcohol or high sugar fizzy drinks.
Delivery has continued to do well and is likely to remain a habit the UK keep long after Covid. The good news being that research indicated that it won’t cannibalise eat in but rather grow the market as the main alternative is seen as staying in and cooking. Good news for those operators who have invested in pivoting as they will want to get the most from their investment longer term.
Meal Kits have also seen a boom with restaurants offering an at home experience either direct or through platforms such as Dishpatch. Often proving so popular they sell out in minutes, as seen with Honest Burger kits.
Other trends we are seeing include heat and spice continuing as well as classic and indulgence as consumers may eat out less but chose to indulge when they do.
Of course, Covid has put pay to some trends as restrictions and the focus on Covid safe service and hygiene mean there is less experiential dining, we have more time but limited social interaction and can no longer use reusables like keep cups.
Opinion is divided amongst industry decision makers as to how 2021 will go with a possible no deal Brexit, 39% are positive whilst 47% expect a deterioration next year. With high unemployment and Brexit, matched with a lack of clarity over possibly supply chain implications, 2021 will bring its own challenges. On the positive side operators expect to benefit from pent up demand however this may well be dampened by a further drop in consumer confidence.
But hopefully as the industry comes back online in 2021, we’ll see opportunities around both the Euros and Olympics, especially if we have another hot summer allowing for outside screenings. It would also be great to see the return of things like spirit festivals at pubs and more experience-based events when it is safe to do so.
For those of you who haven’t heard of Food Service Circle, it was set up this year in response to the impact of Covid on the contract catering world, in order to help front line teams. It counts amongst its members pretty much all contract caterers operating in the UK and has the following mission: “Our aim is to build a new community which is free to join for all those displaced in the food service market due to the Covid-19 pandemic and the devastating affect it has had on our industry.”
POV: you have just spent your Friday night recreating a recipe you found online. You’re super proud of it and want to show it off to all your Instagram followers and post it in the family group chat so you go to take a photo of it… You look at the photo, then the dish, then the photo again and realise the photo really does not do it justice.
In previous years, the night of the Cateys would see me dashing home from the office to quickly get changed into my glad rags and ‘doll myself up’ as best I could on a quick turn-around. Then I’d head up to town by train and cab, arriving in time to enjoy some pre-dinner bubbles and mingle with the gathered throng at The Grosvenor House Hotel, whilst admiring the always stunning ballroom below. This year however was (as most things have been) somewhat different. Rather than a little black dress I was in my working from home uniform of smartish top and gym gear below the waist. Instead of bubbles I had my trusty water bottle and instead of The Grosvenor House I was sat at my kitchen table-come-office in front of my laptop.
As a leading integrated food and drink agency we often get approached by TV production companies looking for food brands to take part in their programmes. However, when the call came earlier this year the production company on the end of the line was not only interested in working with some of our clients, but also with Jellybean. The question was posed…would you be open to coming on the show as a food marketing expert to give your opinion on a range of ads and different recent food marketing trends?
There’s no doubt eating certain foods affects how we feel on a physical level. From the bloating of bread to a face-freshening glow bowl, our gut is highly sensitive to different ingredients and either loves us or loathes us for what we feed it.
I was recently asked by The Grocer magazine to feature in an article about how lockdown and CV-19 has impacted the way buyers and sellers do business. As an agency, like everyone else, we have had to adapt and pivot during these strange times. Together with our valued clients we have been able to navigate through unchartered waters and find new ways of working and new ways of selling. In the feature I discuss many of the strategies and examples of things we have been doing to help our clients find their sweet spot and achieve success with their virtual sales pitches and marketing campaigns.
I can’t imagine when Kate Nicholls accepted the role as CEO of UK Hospitality, the association tasked with representing and lobbying Government on behalf of the hospitality industry, that she thought that anything could be worse than Brexit. But then Covid happened and in order to preserve the education of our nation’s children, hospitality has effectively been sacrificed not once but twice. Cue months on end of Tweeting, letter writing, lobbying, ministerial meeting and generally fighting for the support to keep hospitality businesses and their associated supply chain going during these (yes I’m going to say it) unprecedented times.
Many of us think we only speak one language, the language our mothers used to sing us lullabies, the language we were taught in school, the language we use to communicate with friends, colleagues and loved ones. But there is another language we are all fluent in… the language of food.
Like many of my fellow beans, I consider myself to have a well-rounded palate and a decent set of taste buds. So how (especially with my penchant for Indian takeaways) have I completely missed Pakora?
Plant-based is so much more than just a trend now. It is a well-established industry and lifestyle for many, which is growing across all sectors, with numerous innovative retail products releases and vegan meals launching in big-name fast-food restaurants. I recently attended a webinar which explored the current trends in the plant-based market. Hosted by Fi Global Insights, industry experts across Europe, they shared insightful studies, discussed the current trends, and suggested ways in which we can tap into the current trends. Here are my top 10 takeaways from the webinar:
