Retail Safari for the Leisure & Hospitality Industry
Hi, at Magnify Marketing we think it’s good to share. We have years of experience in the hospitality and leisure industry and have overcome many pitfalls along the way. As industry experts we want to share our learning with you.
We hope you find this and our other case studies of interest and welcome your feedback. Thanks for reading
Paul
Paul Filler Managing Director Magnify Marketing
Magnify Marketing Ltd 23 Kimberley Court Kimberley Road London NW6 7SL
Tel 0207 625 7328 Email paul@magnifymarketing.co.uk Web www.magnifymarketing.co.uk FB www.facebook.com/MagnifyMarketing
Insight……ideas…….inspiration… They might seem like the holy grail of great marketing campaigns but if you take the time to see through the eyes of the consumer now and again you will be amazed at the wealth of creativity which is out there. At Magnify we have developed a tool we call Retail Safari, where we invite clients to a consumer eye view of all that the hospitality world in our wonderful Capital City has to offer. We understand that London is not the be all and end all of inspiration(New York & Copenhagen are great if you have the time) but it is so culturally diverse that it provides a rich starting point. The ‘Safari’ is tailored to each client, based on their specific needs and customer base, but here is a selection of the ones we feel most widely showcase the range that is out there. They are often not the newest (visiting new venues could become a full time job as they pop up on a daily basis!) but these are some of our favourites….. The comments made about the venues are our personal views from the visits we have made.
Bounce 121 Holborn, London, EC1N 2TD www.bouncepingpong.com Background Opened in 2012 allegedly on the site where the idea of table tennis (or ping pong as it was first known) was conceived. The venue has around 15 table tennis tables which can be booked in 30 minute slots. Since 2012 the idea has been re-created around the country using old pool venues (anyone remember the Elbow Rooms in their prime!) but for us Bounce remains the Daddy! Why include it on our Safari? Because it works in spite of the scepticism. If I had gone to a group of venture capitalists with the idea that we have a large venue with very little external publicity (I walked past it twice on my first visit) which would be filled with table tennis tables and where we would serve cocktails and Pizza - I am not sure how long I would have been talking for before my voice would have been drowned out by laughter. But here it is and by god does it work….It fuses fun sport in a quality bar environment and attracts as many females as males. It has a great energy…which really has to be experienced to be believed…. Because essentially it is a lot of nice people having a good time in a great atmosphere. What we love The location in a basement perfectly lends itself to the subtlety of this idea. Not showy and not overt. Despite the basement location however it isn’t dark or dingy (which wouldn’t work for playing table tennis!) instead they use clever lighting to create a quality feel around the tables It offers a premium bar experience and service which is as polished as you will find anywhere in town. It creates a fun customer experience which, operationally, is closely monitored to deliver what I can only imagine are very good numbers! What to look out for The POS perfectly fits the environment with a classic retro feel. The fun side is evident throughout with staff using fishing nets to capture rogue balls, a funky clothing line and awesome wall art.
The Drift Heron Tower, 110 Bishopsgate, London, EC2N 4AY www.thedriftbar.co.uk Background The 5th opening from the Drake & Morgan team and one which, in our opinion, totally justifies the coverage it has been getting. Contemporary, glass based venues are not unique but Drake & Morgan have side-stepped the inevitable goldfish bowl feeling with the use of warm woods, soft lighting and stylish décor - go here and you do not feel fish like in the slightest…which is ironic as you can become mesmerized by the biggest indoor fish tank I have ever seen (so large it is cleaned by divers !) Why include it on our Safari? Because it does epic glass so well. It looks epic and it feels epic when you are in it. This is a great example of how to create a luxury environment without luxury price points. A testament to how the market has moved on…or needs to keep up! What we love The subtle jewel in Drake & Morgan’s crown in the attention to detail of the detail. It is stamped on everything. This is something which would be hard for large managed groups to achieve but it is it’s differentiation and it transcends staff, environment, presentation…the list goes on and on. What to look out for A million things but we love the Moroccan detailing upstairs, the sea chests and a sales team who leave you feeling very special with their fantastic care and attention.
East Street food 3-5 Rathbone Place, London, W1T 1HJ www.eaststreetrestaurant.com Background Ok…honesty first - we found this one night by mistake.! It made us stop, stare, and before we knew it, we were inside. For anyone who has been on the Khaosan road in Bangkok you will totally get the environment. If you haven’t been to Bangkok this is as close as you will get this side of the Indian Ocean. Simply done with big light boxes , bench seating and open cooking - if the snow hadn’t been gently tapping on the window you could be transported to south east Asia and not in a old fashioned Thai restaurant way. Why include it on our Safari? I am not giving any trade secrets away but street food is very popular at the moment (yes really!) What makes it work around the world, however is fundamentally price. Most of our so called street food is not reasonably priced and that, for me, is where it all falls over. This however offers a great authentic environment and great authentic food quality. The price s aren’t as authentic as they could be but it’s good quality and healthy. What we love The simplicity, the authenticity and the casual dining prices. I love Wagamama but this is another good option. What to look out for It has a great old fashioned neon sign outside and inside I love the fact it has signage advertising suits made to measure for 100 Baht.
Brasserie Zedel 20 Sherwood St, London, W1 www.brasseriezedel.com Background The building was formerly part of the Regent Palace Hotel which opened its doors in 1915 being the largest hotel in Europe at that time. Grand Hotels were in their architectural heyday at that time and the Regent Palace Hotel was no exception. Sadly the 2nd World War took its toll on such grand buildings but it was restored and redeveloped in 2004 and now boasts the most authentic version of 1930’s architecture in the country with large scale restaurant, bar and live music room. Why include it on our Safari? It is simple, great quality Brasserie food. The scale of it (which reminds us of the Conran restaurants at their peak) gives you the feeling of being aboard a luxury transatlantic liner - busy but not rushed. The theatre of restaurant comes to life and you have a front row seat. What we love Scale and multirooms – you can leave your coat in the cloakroom, go for a drink in the bar, dine in a large opulent restaurant then take in some live music….all under one grand impressive roof! Price point wise you are paying Café Rouge pricing but you are enjoying a big night out experience. You are not going to have a Hawksmoor steak here, but then they are not paying £30 for it either so why should you! What to look out for You can start your evening in the top bar which operates like a traditional French bar before you head down the massive staircase to a secret world of eating, drinking and music.
Fernandez & Wells 43 Lexington St, London W1F 9A - 5 London locations www.fernandezandwells.com Background These have been cropping up around London for a while and have some cracking locations. All individual and small enough to feel personal and inviting. The styling is very simple and allows the products to do all the talking. They describe themselves as a “European market stall in an English setting”. As more and more people in hospitality are finally starting to understand merchandising – these guys understand it perfectly - not just right products in the right place but presented in a way that makes you want to buy… Why include it on our Safari? A great wine list supported with some top quality products you can graze on. Grazing has become a fashionable statement with F&W nailing it totally. You don’t want a full meal but something quality and tasty with a smooth bottle of red wine….job done. What we love The products presented in such a way that your are rendered powerless not to tuck in! Even when you have returned to your seat you find yourself going back for more. I was here with a Head of Marketing for a large pub group (you know who you are!) and we both agreed that if a pub could deliver this presentation how much greater sales would be. What to look out for The easy transition from lunchtime on the go to a relaxed candlelit supper . Not many places entice you for lunch and then make you want to come back in the evening with your friends.
Pizza Pilgrim Berwick St Soho, London www.pizzapilgrims.co.uk Background Some ideas are the result of a group of extremely clever people thinking outside boxes, pushing envelopes and having all their ducks in a row. On the other hand, some superbly brilliant ideas pop out of a group of friends wondering if you can get a pizza oven in the back of a three wheel van.! For the record you can!! Why include it on our Safari? We hear a lot about theatre about creating a ‘hook’ to attract people in. Done well this can engage, entice and deliver. Done badly and it can confuse and be seen as downright naff! . What Pizza Pilgrim have done creates a quality product served in a quirky, practical and fun way. What we love Lets be frank….if the product was rubbish these guys would have packed up long ago and the ‘theatre’ would be irrelevant. But the opposite is true and these guys are testament to the fact that you don’t need big swanky kitchens to serve good food which everyone loves. What to look out for This is already capturing a lot of attention and we’d like to think that Pizza Pilgrims will go onto great things so pop along and see them in action and when they’re multi-national you can say you remember when it all started out of the back of a van!
Magnify Marketing are a customer communications company that specialises in the leisure and hospitality industry. Working with large national Magnifyas Marketing a customer communications chains well asare leading independents company that specialises in the leisure and we offer aindustry. consultative service that will hospitality Working with large national chains as well asresults leadingfor independents, we offer a deliver great you consultative service that will deliver great results for you
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