Stonegate’s new app will help it increase frequency and understand customer behaviour “better than ever before,” according to managing director Helen Charlesworth.
Charlesworth was speaking during a panel session hosted by MCA contributing editor Peter Martin during the Peach 20/20 Leaders Summit last week.
The new digital platform, MiXR, will connect customers to Stonegate’s entire 850-strong managed estate, allowing them to find and book venues and receive loyalty rewards.
“We’re excited about what MiXR will do for us,” Charlesworth said.
Fellow panellist Ed Devenport, CEO of Incipio Group, also discussed tech innovation in hospitality, adding: “Tech is very fragmented in our sector, but definitely improving.
“It’s ultimately adding value to the offering and consumer experience.”
JKS Restaurants people director Sunaina Sethi and San Carlo Group MD Marcello Distefano were also part of the session.
“We’re still playing catch-up on tech,” Distefano said. “It’s important to have interaction or elements of traditionalism, but tech has been amazing for the industry.”
With each panellist representing a multiconcept business, the session also explored the strengths of different formats.
“We don’t have all our eggs in one basket,” Charlesworth said. “Multiple formats play to our strengths.
“The 18-25 late night market is particularly tough, but pubs with food are doing well.
“We’re losing some frequency – people are coming out less but spending more. They want a more premium experience.”
The session also explored changing consumer habits and people culture in the wake of the pandemic and cost of living crisis.
“Post-Covid, staffing was an issue…we had a retention rather than recruitment problem,” Charlesworth said. “It was a pivotal moment for us, where we looked at our policies, processes, and agility as an employer.
“Now we have the lowest turnover rate we’ve ever seen.”
Stonegate’s bar-to-boardroom training programme, combined with reduced working hours and weekends off, has helped it retain staff, according to Charlesworth.
“Brexit was a big lesson for us all,” Distefano said.
Sethi added: “Hospitality needs a combination of a transient workforce and careerists. Internal progression is key.
“Our brands vary significantly; we historically treated it as one big company with a centralised function. Now we focus on the challenges and growth areas on an individual level for each restaurant.”
