Street food, takeaway, plant-based, traditional or haute cuisine, there’s something for everyone. As a business it’s an exciting (& challenging) place to be right now with a potential £3 billion in growth up for grabs between 2022 & 2024.
Branded, or franchised hospitality is set to be the biggest winner. With a move away from eating in, to eating out, returning customers expect their local experience to match the national promise, so brand consistency & relevancy is more important than ever before.
According to Lumina Intelligence - Food & Drink branded restaurant outlet growth is expected to be positive for the first time since 2017. Up 2.3% to a total of 4,067 outlets, aided by more affordable sites and use of the franchise model to enable more ambitious expansion. I witnessed the buzz around food franchises just a few weeks ago at the The The International Franchise Show at ExCeL London with new franchises arriving:
From Korea Korea Agro-Fisheries and Food Trade Corporation had a strong presence introducing to the UK; BB.Q Chicken by Genesis BBQ Global, Jaws Topokki by JAWS TPK, Guljak Toppoki Chicken by Withinfood.Co.,Ltd and Puradak Chicken by Idus Korea Co.,Ltd.
From Taiwan YiFang Fruit Tea Sweden, Milksha UK.
From Turkey Cigkoftem by Niva Food Ltd.
From Thailand Moom Gapao by Moom Management.
From the US Little Caesars Pizza Michael Therrian
From Saudi Arabia Barns Coffee by Mohammed Hashim Al-Zain Est. (Barns Cafe).
From the UK Black Sheep Coffee.
And that's just the tip of the iceberg!
So what gives the edge to savvy, ambitious brands in this highly completive space? Well, having the vision & infrastructure to support your outlets by providing relevant, consistent branded materials that suit your local restaurants, cafeterias, cafés, fast-food joints, pubs, delis, or canteens is a great starting point & has multiple benefits.
Not only will it ensure the customer experience is consistent & the brand promise is delivered, your marketing will be more relevant, more localised & more personalised. By harnessing the knowledge of your local partners, good customer ‘Peter’ will really get that relevant personalised Birthday offer on the 29th & feel like your brand is really engaging with him. It’s a significant edge. The icing on top is your local outlets feel part of your marketing plans, actively raising local brand awareness & increasing the footprint of your national campaigns, offers & promotions.
So how is it done? We discuss that very question in We Are Acuity’s podcast 'Successful Brand implementation & activation in the Food & Beverage sector.' With Simon Esner FIH FIoD 🦾🦻🏼🦿 FIH FIoD, Christopher G. Brown, Rachel McDowell & me available on Spotify and Apple Music.
A recording of the webcast 'Successful Brand implementation and activation in the Food & Beverage sector' is available to watch here. Alternatively you can listen to it as a podcast on Spotify and Apple Music. If you are in Food & Beverage or Hospitality it will be 30 mins well spent.
Or if you'd like to read more about Local Marketing have a look at our blog page "Local Thinking': https://www.weareacuity.com/local-thinking-our-blog
Or get in touch with us today to learn about growing your local business. You can book a FREE 30 minute chat here.