Lucky Voice will expand its presence outside London next year, with a site likely to open in Manchester or Birmingham by the end of 2024, managing director Charlie Elek tells MCA.
The social entertainment concept is aiming to double its estate over the next two years and has seen revenue up 10% this year vs 2022. It launched its sixth site on London’s Liverpool Street in February and is close to confirming a new site in the capital, due to open later this year.
“We’ve experienced a lot of success in Brighton,” Elek says, referring to the brand’s only site outside London. “It’s smashing its budget as we’ve entered Brighton’s peak period and given us the confidence to open more outside London.
“We also feel there’s room for more in London.”
Lucky Voice is on the hunt for areas with a consumer mix and strong corporate trade in regional cities.
Large corporate bookings have bolstered sales, particularly in Liverpool Street and Holborn, with the concept also looking to capitalise on drinks-only occasions with an outdoor space scheduled to open at its Liverpool Street site.
The business has also seen spend per head rise across its estate, with refurbishments and an expanded food offer increasing dwell times.
Food and cocktail sales have risen as a result.
“We feel our product, offering, and venues are really strong,” Elek adds. “We gauge consumer needs, but we haven’t changed too much since launching in 2005.”
Changes to the offer include introducing draught beer to leverage after-work occasions at Liverpool Street, which also has an expanded food offer.
While Lucky Voice is responding to consumer needs by amplifying its tech experience and gamifying its software, Elek stresses: “A big part of what we’re about is that the concept isn’t competitive.”
Despite its central London portfolio, changed trading patterns have benefited the brand, according to him.
“For instance, so many people are working from home on a Monday now, and we’ve found that Sundays are so much busier…our Sundays in Holborn are up 400% as a result.
“We know that guests travel up to 40 miles to get to one of our sites, meaning that we weren’t necessarily hit by the slow return of footfall to cities post-Covid. In fact, our venues have thrived in spite of low footfall in certain neighbourhoods…for example, our Holborn venue on Chancery Lane is consistently busy despite the area around the site being extremely quiet.”
Tuesdays, Wednesdays, and Thursdays are also much stronger than before, while the occasion-led nature of the concept has ensured Fridays remain strong.
“The birthdays, stag dos, and hen dos are still happening, so we’re holding up well.”
This has helped Lucky Voice maintain its resilience, along with the rise of the experiential sector, Elek says.
While rail strikes have had an impact, rising sales have helped mitigate the effect, he adds.
In addition, Lucky Voice unveiled a new diversity & inclusion strategy that will see each venue nominate a charity to donate part of the proceeds from sales of its signature cocktail. It has also appointed Stefan Brown to the newly created position of recruitment & retention manager, while introducing ‘blind’ recruitment techniques and joining the London Pride Parade on 1 July.
