Late-night, wet-led brand operators, such as Inventive and Atmosphere, are turning to their food operations to increase revenue with one chain planning a 25% sales increase over the next six months, writes Lesley Foottit.
Inventive Leisure, the Revolution Vodka Bar operator, has ploughed £25,000 into researching where to go next with its food offer across its 66 UK bars.
It has also spent in the region of £500,000 on redesigning interiors to be more dining-friendly, such as replacing furniture, changing chairs and tables to make it “more attractive and versatile”.
“Traditionally, research among customers has scored food highly, but people have a perception of Revolution being a wet-based, evening bar,” food operations manager, Ioan Eyton-Jones, said. “We haven’t maximised our potential in food yet and have identified it as an area for growth.
“We are a successful brand in terms of wet business, but we want people to identify with us as a food brand, within a strong wet base. We are looking to grow the food business in a radical way.”
Eyton-Jones said it became a major target six to eight months ago with the plan to “take elements of affordable dining in experience combined with really good prices”.
The chain, which is currently 91% wet-led, is expecting to see an increase in food sales of 25% within six months at the company.
Research has included looking into street food, Mexican and Latin American dishes, plus visiting Borough Market in London for ethnic inspiration and Las Vegas for the best burgers, as well as healthier foods.
The next menu hitting sites on 17 April will include calorie and other nutritional information for the first time. The top 10 healthy dishes on the menu will be highlighted.
In February, Nathan McManus, who has worked as a development chef for KK Fine Foods, started as the group’s new head of food development. Food sales are up around 11% since he joined the company.
The company has also invested in a food training centre in York where eight to 10 kitchen and senior members of staff will be trained each week in delivering food in line with company standards.
Atmosphere is upping the appeal of its three Modello outlets for daytime visitors. “We are looking at encouraging people in during the day,” said food development consultant Nicole Strachan. “We also want to attract different types of customers like young mum, families, couples and people on work breaks. The sort of food in Modello is quick lunchtime food, deli boards, sharers and tapas. We want to encourage social eating as well as drinking and we have tried to evolve the food offer as that is where we see the market going.”
Strachan said the company’s 18 Chicago sites were less food focused, but “where possible in the right locations” Atmosphere would also try to increase food sales.
The Modello in Bedford that recently opened following a £1m refurbishment is so far trading well. “We are looking to see how Bedford trades and so far the signs are very god,” said Strachan. “We were aiming for 40% food sales and have reached 50%.”
Atmosphere is looking to acquire or convert more sites to the Modello brand.
