Last month’s Allegra Strategies’ Restaurant Leader Summit coincided with the release of their Project Restaurant 2013 Report on the branded restaurant market, and the two combined to provide many valuable insights for the UK’s restaurant market operators and suppliers. But what of launch activity?
The first session of the Summit ‘set the scene’ with, in particular, an outline of the Report findings, and was succeeded by fascinating presentations from Martin Morales of Ceviche and Jerry Goldberg of Clockjack Oven.
Ceviche – Pop-up to Permanent
Listening to Martin Morales, one understands the success of Ceviche: his enthusiasm and ability to build a team must have driven the transformation from supper club (to test the cuisine and concept) to pop-up to restaurant – to international brand in the making.
Amongst Martin’s views and insights (not always easy to implement!):
- Love your product, and make it world class
- Get your timing right (did Ceviche ride on the back of incoming Peruvian culture, create it, work with it?)
- Know your stuff: calculated risk not gamble
- Use digital communications (social media) to create awareness
- Hire true believers and enjoy the business with them and your customers
- Build a real ‘team’
- Keep innovating: communications, food, drinks…
- Share one message, one vision, one mission
Applying these principles has taken Ceviche from Pop-up to Restaurant in quick time – and look what else they’re up to:
- Book (illustrated above) with its own pop-up restaurant promotional tour : 10 places, 3 countries, sold out before it began
- Launched Peruvian Catering service
- Pop-ups appearing at events nationally
- Record label!
- Range of Chilli Sauces
- And – importantly – support for the Amantani children’s charity in Peru
A whirlwind of activity. Coming soon: a new restaurant in Shoreditch.
Clockjack Oven – Turning theory into reality
In contrast, Jerry Goldberg described the very different thinking and process behind the launch of Clockjack, where the rotisserie is at the heart of the operation, as they seek to deliver the best tasting and most succulent, lovingly prepared rotisserie experience in London and beyond.
- London provides intense competition: lots of high quality innovation
- Where is a ‘good place’ to be in the restaurant business? Needs universal appeal, to be suitable for any occasion, mid-pricing, and the food should be difficult to produce at home.
- The rotisserie is central to everything Clockjack does: one universally popular dish – rotisserie chicken – prepared expertly and sourced carefully to deliver a great quality meal. Rotisserie cooking creates the best tasting and most succulent chicken, so only the rotisserie is used.
- The rotisserie satisfies on universal appeal, a single focus, and product superiority
- Sourcing great chickens is vital: slow growing, good welfare, high quality feed, ideal breed…
- Preparation: from the soft herb marinade through to the home made sauces when served
- Need to build a good team to deliver (this was a theme from almost every speaker at the Summit)
And the reality after six months of trading?
- Clockjack is a new concept for London: continual evolution and improvement is essential in light of customer feedback and response
- Already, changes have been made to the variety of sauces, the gravy, the takeaway service, even the menu descriptions
- However, must retain the clarity of vision that ensures that the concept is not compromised
- Execution of detail is vital: it’s the little things that can cause problems
- Expect the unexpected: vegetarian option introduced in order to enable groups to eat at Clockjack
The context: the UK’s Branded Restaurant Market
With an expected turnover of £16.4bn in 2013, this market is set for accelerated growth, and changing market dynamics include:
- Branded/managed pubs, forecast at £7.6 billion turnover (for 2013) across 8,488 establishments with annual growth of 6.0% in sales and 3.1% in outlets, are well placed to benefit from this propensity to eat out informally throughout the day. Foremost here is JD Wetherspoon, leading the way with differentiated, quality, value breakfast options
- Branded fast food, valued at £4.5billion turnover across 5,343 outlets, delivering annual growth of 5.7% in sales and 4.1% in outlets, is also in a strong position to benefit from all-day dining. Leading brand McDonald’s continues to go from strength to strength, not least due to its all-encompassing menu available all-day and, in many cases, through the night
- Branded full-service/casual restaurants are at a relative disadvantage. Growth in 2013 is robust with turnover of £4.3 billion across 3,896 establishments, representing annual growth of 6.3% in value and 3.7% in outlets. However, it will be harder to maintain growth and win consumer share as the market evolves
- Breakfast: the inability to successfully offer a fast, quality breakfast menu will hamstring many of the leading casual brands. Casual brands are already under pressure as their key day-parts, particularly lunch, face intense competition from the widening eating out market
To see H & C News’ article on the Report click here