The average customer will visit 12 – 15 branded restaurants or pubs annually and choose where to visit based on location, pre-conceived knowledge of the brand and its ‘soul’.
“New brands are exciting and become well-rated online but they need to have a soul; a lot of brands in the restaurant space faked it and as the market became more competitive many fell by the wayside,” said Roger Peroyne of Morar Consulting services on a panel of industry experts at the British Hospitality Association’s Tourism Summit 2014.
He went on to say achieving this is multifaceted: “Food is important but you need staff who are friendly and engaging with people and the menu.”
Andrew Guy, chief executive of Ed’s Easy Diner went further by saying it’s essential to hire people with the skills that represent the ethos of a company and quickly get rid of those who don’t.
