retail safari - magnify marketing
Post on 10-Mar-2016
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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 Tel 0207 625 7328 Kimberley Road Email paul@magnifymarketing.co.uk London Web www.magnifymarketing.co.uk NW6 7SL 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.
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.
Bounce
121 Holborn, London, EC1N 2TD www.bouncepingpong.com
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
chains as well as leading independents
we offer a consultative service that will
deliver great results for you
Magnify Marketing are a customer communications
company that specialises in the leisure and
hospitality industry. Working with large national
chains as well as leading independents, we offer a
consultative service that will deliver great results for you
www.magnifymarketing.co.uk
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