The Independent Strikes Back 2020 has changed the Hospitality landscape forever. The Covid19 pandemic was unanticipated and nobody was prepared. Many would agree that the government acted swiftly with generous support measures for businesses and employees during lock down one to preserve employment and bolster the economy.
B
ut with hindsight, and the subsequent second lock
other businesses remain closed or struggling.
down, they either didn’t go far enough or they
The driving factors that seem to be creating these
didn’t have sufficient time to think things through,
increasing upsales occurs when these operators have
or they didn’t really understand the impact of
changed their high street offer to a contactless delivery,
what the restrictions were actually doing to consumer
click and collect service and marry that to a powerful online
spending habits.
presence or marketing campaign. Consumers want to
Whilst this has resulted in both independent and multiple
consume but they want to feel safe. Staying in has become
operators really struggling – not just to break even, but to
the new going out and if no money changes hands, its even
actually be able to trade at all within the law, there seems
cleaner with the added benefit that spend per head online
to be a route map through all of this - specifically for one
is often double what a walk in customer parts with simply
sector in the hospitality sector that has been able to really
because the decision comes from the stomach and not
thrive by adapting their businesses quickly and tuning into
from the wallet. Not only that, online consumers are less
a consumer frequency that unlocks a seemingly unlimited
price sensitive too and are conditioned to accept delivery
lockdown revenue stream.
and service charges as an acceptable part of the contract.
Being able to adapt quickly has never been a strong suit for multiple operators
Before 2020, you couldn’t imagine anyone paying £25 for battered sausage and chips twice and yet with a side
Tier one, tier three, rule of six and all the other localised
order of onion rings, a drink and a wedge of chocolate
restrictions, rules and regulations have left consumers,
cake plus delivery and service charges, this is an every day
confused and operators more than frustrated. The
reality for the small independent shop that has hooked
confidence that came with decisive and supportive
up with an online service provider like Preoday, who take
swiftness back in April has been replaced with uncertainty,
zero commission from the transaction and just a modest
vulnerability and exposure – all of which make businesses
monthly fee to give you a superb online platform that
nervous and reluctant to invest. Having said that, the
knocks the spots off of what the big boys in the business
spending nation still needs to eat, still wants to drink and
are failing to do. Operators are cashing in by cashing out –
socialize, and because of travel restrictions actually has
offering contactless ways to pay is not only king, it’s good
more disposable income than last year.
for the economy too. Once you’ve got your click and collect
So who is cashing in on the new normal?
service and delivery business going and your facebook
Closed facebook groups within the hospitality sector
singing, you’ve future proofed and pandemic proofed your
are reporting stories within the fast food sector of some
operation – and as long as you’re safe distancing in the
businesses that have more than doubled and are even tripling
kitchen and in the shop front, Boris can do the hokey cokey
turnover, and many are opening more sites in a bid to scoop
with the high street…
up more sales in what seems to be a gold rush scenario whilst
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Fastfood Professional • February and March 2021
Just be a good sport and leave the VAT at 5% please mate!
February and March 2021 • Fastfood Professional
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