What does 2021 look like?

After the most catastrophic year for foodservice and hospitality, KAM Media MD Katy Moses explains how you can adapt your business now to satisfy post-corona consumers

Katy Moses, KAM Media

It’s been 10 months since the UK really felt the impact of Covid-19 lockdown measures. The restrictions on socialising, potential financial instability for many and the months spent in our homes have dramatically altered numerous people’s habits and behaviours.

Whatever happens over the next month, things will undoubtedly look very different again in 3, 6 and 12 months’ time. Businesses need plans in place for different scenarios – whether they are open or closed. Those who incorporate the ‘Covid situation’ into their plans rather than simply wait for things to ‘go back to normal’ will be the most likely to thrive in the months and years ahead.

HERE ARE JUST THREE OF THE OPPORTUNITIES THAT LIE AHEAD

1 Hospitality at home

Only 7% of UK consumers were using delivery apps on a weekly basis before this crisis – that figure is looking to be around 24% right now. Consumers were forgiving of new delivery services at first, but operators now need to get professional – competition is fierce and not all will survive.

Operators should consider how they can extend their brand and broaden their customer base. This could include meal kits, retail solutions, gift cards, gift experiences and more.

2 Flatten the (day part) curve

The way we live our lives has changed, offering huge opportunity to maximise footfall during off-peak times. This, potentially, means opportunities for earlier family dinners, or the need to ‘escape’ for a morning coffee, or a workspace for a couple of hours away from home, or brunch/breakfast with friends instead of after-work drinks. Range, offer and comms will need to flex accordingly.

3 Don’t forget to surprise and delight

Safety still needs to be a priority, but we must continue to remind customers what they love about the hospitality experience; the food, the drinks, the perfect serve, the welcoming atmosphere… the list goes on. We’re here to help people enjoy themselves and that won’t change.

FOR A COPY OF THE FULL ‘POST CORONA CONSUMER’ REPORT, FREE OF CHARGE, EMAIL KATY@ KAM-MEDIA. CO.UK