Hidden gem: Tucked away in a basement in London’s West End, Le Beaujolais has stood the test of time Keeping the Franco-Anglo relationship special L


e Beaujolais is a dining club in a small basement just off Cambridge Circus in London’s West End. I have been a member for more than 40 years and


throughout that time, despite a couple of changes of ownership and direction, it has remained absolutely con- sistent in what it offers its guests.


It’s a members-only operation, founded on the simple principle that there is an appetite for provincial French


ing times, people want their special occasions to be truly special and I believe that ‘more for more’ is a better way to go. People don’t mind spending a little bit more if they’re getting a lot more value for it.


Really building up the service provi- sion, adding little extras to the meal format or the bedroom provision can all make a big difference to the guest reaction. While the provision of inter- course appetisers has been taken a little bit far by some fancier restau- rants, there’s no doubt that interesting canapés with aperitifs and petits fours served with coffee all give the guest a real sense of being pampered. Another important way of making your operation special to the potential guest is to try and refer to their estab- lished preferences. A particular room, a particular preferred meal style, a particular treatment in the spa are all things that can be offered if your data records are accurate. Accurate data as to what people choose and buy can make a huge difference to the incisive- ness of your promotional offers.


ISSUE 1 2012 © cybertrek 2011


cooking as is still found today in La France Profonde. It is a world away from nouvelle cuisine or the pyrotechnics of Pierre Gagnaire. What it consistently offers is a sense of arriving back in a precious corner of the France of our youth and being warmly welcomed, cosseted and pam- pered and indulged with good wines and comfort food. Yet it communicates with its guests extremely simply, and over 40 years has outlasted all its competitors.


Your objective is to do everything necessary to make them choose you above your competitors


Dare to be diff erent Given that you have established a clear style and brand character with your guests, there are times when you can aim for something refreshing. By offering a particular event (maybe a cultural weekend, lecture, games night) you can add a surprise factor to expectations. In my experience, peo- ple like doing interesting things and in the right environment, are happy to get involved in a ‘house party’ format. Presenting a particular set of poten- tial guests with a specifi c invitation to join in an event can be quite tempting. There are very few people who don’t relish being treated as individually important to your establishment. It’s not just one thing, it’s every- thing. The key to standing out is to make sure every aspect of your com-


munication, presentation, service offer and, above all, service delivery is con- sistent with your brand character and the promise you give to your guests. If you get the details about them right, remember their individual preferences and communicate specifi cally relevant offers, they will get the idea that, as far as you’re concerned, they are VIPs. Your objective is to do everything necessary to make them choose you above your competitors. Showing you value their individual custom and are willing to go out of your way to serve them gets you a long way down that road. The mantra of your communica- tion to every potential guest should be that what matters is not ‘the way we like to do it here’ but ‘the way you want it done’. In these times, as in all others, the customer is always right. ●


Read Leisure Management online leisuremanagement.co.uk/digital 65


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76