Solihull Solihull Chamber Patrons
at-home delivery service which is set to become a staple for the restaurant after the pandemic ends. Peel’s, based at Hampton Manor in Hampton-
in-Arden, set up its new venture Peel’s on Wheels, known as POW, just a week after the first England-wide lockdown in March of last year – one of many to set up the venture after being forced to close. Logistics, menus and a new takeaway and
delivery website were set up at speed by Fjona Hill, creative director at Hampton Manor, and Peel's head chef Rob Palmer and is now being overseen by Hampton Manor general manager Craig Newman and Laura Haswell. James Hill, founder of Hampton Manor, also
opened up a new restaurant, Smoke, with head chef Darren Meacham just before the second lockdown. Orders flooded in according to Fjona, who
said that in the first 12 weeks of lockdown were averaging 250 fine dining orders. During the second lockdown, Peel’s expanded
to national delivery with boxes being sent to all corners of the country – even as far as Newcastle.
Fine dining rolled out for deliveries A
By Jessica Brookes
Michelin-starred restaurant has been able to turn fine dining on its head during the health crisis, establishing an
Nearly a year after speedily launching the
dining concept, the restaurant has delivered thousands of fine dining at-home boxes. Despite its success, the restaurant, like many
others impacted by the pandemic, are just breaking even after a year of restrictions on hospitality. The fine dining delivery boxes will remain a
staple at Peel’s and Smoke’s after the pandemic ends, but in-person fine dining will still be at the heart of the restaurants’ hospitality offering. Fjona explained: “The problem with a
Hampton Manor The at-home meals are prepared by Peel’s
chefs, and include three courses with a snack to start. At-home diners are left to construct and reheat the final dishes themselves.
‘We’ve heard from families and parents that the concept actually really helps them to connect and creates a special moment in their homes’
Plus, for every at-home box ordered, Peel’s
sends out an additional box to vulnerable locals for free.
takeaway is that it can be a non-event. But if you are re-creating the fine dining experience in a restaurant in your own home, you look forward to and enter that moment differently. “I think when you have a fine dining meal it is
an invitation to get together and really connect. It's a moment set aside from the everyday where you celebrate each other and that’s what fine dining signifies for people. “Smoke will be open Thursday and Saturday
night for takeaways and Peel’s permanently. We’ve heard from families and parents that the concept actually really helps them to connect and creates a special moment in their homes if they haven’t got the option to go out. “Fine dining is really hard to scale, but
delivery and takeaway gives us chance to scale businesswise.”
February 2021 CHAMBERLINK 59
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