Expert Insight


How is the Hospitality Industry Coping with The New Normal?


The phrase ‘new normal’ is almost old news now, as businesses around the UK and across the world continue to adapt to the latest guidelines on social distancing and business protocol following the Coronavirus pandemic.


For many, a summer that was previously fully booked with events, weddings and gatherings have been brought to a standstill by the virus. The impact has been felt across a wide variety of businesses and with no real blueprint to work to, businesses large and small have had to react rapidly for the interests of their business’ survival.


The introduction of the furlough scheme has meant many businesses have managed to retain staff members whilst still bringing in some form of income. However, for the events and hospitality sector, the Coronavirus has brought about a period of great challenge, as well as opportunity.


The guys at The Evergreen Agency share their findings after speaking with three hospitality directors who have revealed their insight and advice into how they plan to adapt and react post pandemic.


In this article, we discuss how the Coronavirus has impacted businesses first-hand, with business owners across the catering and entertainment sector providing both insight and advice regarding how they have had to adapt and how businesses can follow suit.


Utilise the time wisely With events cancelled and travel limited, businesses that have had their summer bookings postponed are facing a shift in focus compared with their original work routine.


8 September 2020 www.venue-insight.com


Tom Bronock, Director at The Cocktail Service highlighted how this time has enabled the company to refine its business strategy by utilising avenues they would have otherwise never considered: “From a company perspective, this time has allowed us to refocus and analyse our business. We all tend to get caught up in the daily whirlwind so it has been really positive for us to take a step back and look at where we can improve.


Beyond our marketing, we have also sought to pivot some services to the digital space through online masterclasses and the launch of our creative studio for drinks brands. We are really excited about TCS Studio as it perfectly fills a gap in the market and allows us to exercise our creativity and experience in the drinks industry for new and established drinks brands.”


Meanwhile, Alex Head, Founder of Social Pantry, said similar, commenting; “We have had to change the business model to adapt and overcome the challenges our industry is facing. Capacity at all of our sites has been reduced by more than 50% due to social distancing so we needed to make up for this by diversifying how we generate revenue.


We have been facilitating delivery from all sites as well as a grab and go offer. This meant reviewing the menus, production and pricing. We have used the time to reassess our business position and look at where we can improve. It is a good chance to do some ‘housekeeping’ for example, getting the website and SEO in order.”


What can other businesses learn from this?


The Coronavirus, as impactful as it has been, also provides a pivotal opportunity for the industry to review their current services and offerings to emerge stronger and more versatile


than before. Something felt with true resonance across the events and hospitality industry is that the industry will bounce back, stronger than ever before. Businesses who have or are using this time to think creatively to offer an exciting or unique service will put them in fantastic stead to lead in the industry when normality begins to return.


Adapt and engage Andrew Howard, Head of Marketing at Blackpool Grand Theatre, found that as a community, the theatre’s rapid response to lockdown and the immediate closure was illuminating and reassuring.


Commenting on the positives takeaways the pandemic has spotlighted, Andrew commented;


“We were up and running in 24hrs to operate the administration (box office, admin, HR, finance…). We were organised, employees felt secure and they knew what was happening at every stage.


The virus has concreted an understanding that we provide an invaluable service and incredible support for many people we engage within the community. Additionally, it gave a stronger foundation to the departments working together and a more horizontal thinking – how various aspects will affect other people.”


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