BACK TO WORK IN THE NEW NORMAL
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INTRODUCTION As we write this, the hospitality trade is getting ready to face an uncertain future, and an on-trade which will be very different to what we had pre-lockdown. We wanted to share our thoughts of how to succeed in this new normal and signpost some of the excellent content around the web for helping you rebuild and rebound.
Pernod Ricard UK has been busy over the lockdown period, having innovated and supported the trade with donations to The Drinks Trust, an education programme which ran across Instagram, The BEAT website (www.prukbeat.com) and most notably with 2,000 hospitality professionals taking their WSET L1 Spirits course online. We have also pivoted rapidly where necessary and continue to produce hand sanitiser at the Plymouth Gin and Chivas distilleries. But now it’s time to look forward and work together to rebuild and rebound. Together we will succeed and thrive, so please don’t hesitate to contact us using the details on the final page of this guide if you’d like to go further. This document was curated by;
Daniel I’Anson Brand Engagement & Advocacy Manager
And is supported by David Haworth Managing Director
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James Middleton Channel Director Free Trade
James Bremner Channel Director On-Trade
CONSUMER INSIGHT Let’s start with the consumers. We know that they are likely to have a slow and cautious return to the on-trade. They have learnt to live in new ways in lockdown, getting used to connecting virtually and creating at-home experiences to match the on-trade. What does this mean for on-trade venues? We need to make sure we...
Find ways to make guests feel safe, above and beyond the Government guidelines if possible. Make health and safety central to operations and importantly, visible to guests Make the most of outside spaces where guests will feel more confident socialising Consider broadening your offer to be more relevant to more people at more occasions – e.g. open earlier for coffee and cake to spread out your customers
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Stay top-of-mind and remind guests of the great experiences the on-trade offers to entice them back – we will cover this in detail later in the guide. Reach them in the places they are spending more time (i.e. online video, social, etc.) Explore virtual socialising to keep your brands topof mind and open up new revenue streams (i.e virtual events, ticketed masterclasses, etc.) Think about home delivery - this will continue to grow in importance and guests are now looking for ‘blended experiences’ where they take the best of the on-trade and share this with friends and family at home.
Have a look at some of our favourite home deliveries here… Click here Click here Click here click here
The Food
Standards agency website.
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CATEGORY INFO
What can we learn from the off-trade? Sales are up - Overall liquor sales in the off-trade have grown +19% YoY and continue to accelerate as time passes. Spirits have been the go-to for enjoying bank holiday weekends, overtaking wine on pace of YoY growth over both Easter and the VE Day bank holiday weekend. With boredom running high in lockdown, more people are turning to at-home cocktail creations alongside baking banana bread, whipping dalgona coffees and crying over failed sourdough attempts. They’re trying to replicate the bar environment at home by using cocktails to add interest and theatre to drinking occasions, with over 25% of people using special glasses or cocktail shakers, and over 20% dressing up for the moment of consumption.
Simple cocktails at home have been a winner, as the standout driver of growth has been flavoured spirits, with flavoured gin, flavoured/spiced rum, and flavoured vodka all enjoying over +70% growth during recent weeks of lockdown. The skills people have learned in this period won’t desert them as soon as the on-trade reopens, and over ¼ of people say they’ll continue to hold virtual cocktail hours once we hit the ‘new normal’. There may also however be a new or enhanced appreciation for the effort and skill involved in crafting a really good cocktail, and excitement over the opportunity to try more complex creations when out in bars and restaurants.
Ingredients for two of the most popular cocktails in the UK, the Espresso Martini & Pina Colada have also seen a boost, with Kahlua coffee liqueur growing +104% and Malibu up +74% since lockdown*. * Data taken from Nielsen tracking of COVID19 impact on Alc. Bev. In Western Europe – UK value data for total brands from 22/03/2020 to 10/05/2020 vs. YA
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WHAT TO CONSIDER WHEN PREPARING TO REOPEN UK Hospitality page
sign up here.
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VENUES What you need to know and do…
Tickable list from Food.Gov.UK LINK Insight from independent operator – Megs Miller, FAM bar
Insight from large multiple operator – Clint Ghent, Revolution Bar Group
LINK
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Letter from Kate Nicholls CEO UK Hospitality
Hospitality businesses have been one of the hardest and most visibly hit by the virus. One of the first acts by the Government to mitigate the spread of Covid-19 was to encourage people to avoid pubs, bars, restaurants and nightclubs, followed by a mandatary closure of premises. One of the early narratives of the news cycle was the closing down of people’s local pubs and restaurants and the very visible hit that hospitality venues around the UK were taking.
The announcement of Government support was pretty swift. In order to mitigate the impact of the lockdown, it announced the roll-out of the Coronavirus Job Retention Scheme, grants for hospitality businesses, access to loans and a business rates holiday. This was a historic package of support that would be unimaginable under any normal circumstances. It is a measure of the how desperate the crisis is that this unprecedented level of support is not going to be enough to save every business and job in the sector. Attention is now turning towards the reopening of the sector. At the time of writing, Government guidelines for the reopening of bars, pubs and restaurants is imminent. Continued support from the Government is going to be needed if the sector is to be expected to reopen safely and successfully. Some businesses have struggled to access loans and many businesses have been excluded from the grant scheme because the premises in which they do businesses has a rateable value greater than £51,000. Arguably the biggest threat to the successful reopening of the sector is the current impasse over rents. As things stand, when 24th June comes around, many businesses will not be able to pay. We have lost an entire quarter’s revenues to COVID-19 and the prospects for trading from July to September look severely limited. Social distancing measures and expectations of low consumer confidence are going to see businesses trading at a fraction of capacity. Fiscal support is now the only option if we want to avoid business failures. We have written to the Government warning that, unless financial support is forthcoming, the reopening of hospitality businesses after months of lockdown will be at risk. We have suggested the possible introduction of tax credits to incentivise rent waivers, property bounce back bonds to cover lost revenue form the closure period, and the introduction of a furloughed space grant scheme. We have also reiterated our willingness to work with all parties to help deliver an equitable via facilitated negotiations. The reality is that all parties are going to have to share in the pain, otherwise there will be no resolution to this stand-off, and that helps nobody. Calls for the Government to address the current two-metre social distancing rule have grown. Our own research shows that opening with the rule in place would see many venues operating at around 30% capacity, which would be completely unviable for almost every business. Reducing the distance to 1 metre would allow businesses to operate at around 70% capacity, which might allow them to at least break even. If the science shows that 1 metre social distancing is safe, then reducing the required distance would be a great bonus for many businesses and significantly safeguard jobs. Kate Nicholls (writing on 11.06.2020) Twitter
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VENUES FURTHER READING Get in the know.
LINK
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STAFF
Government help
LINK
MIND resources
LINK
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CONSUMERS
BREWDOG ALBERT'S SCHLOSS
CGA reports
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MENUS
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MENUS
IDEAS TO MINIMISE CONTACT
Collins app from Design My Night
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DRINKS MAKING
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Batched & Bottled: Cocktails to make ahead.
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WHAT TO DO WITH YOUR SOCIAL MEDIA
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SOCIAL MEDIA CHECK LIST STEP 1 -
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STEP 7 -
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TRAINING
here
here
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WWW.BARSMARTS.COM
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here.
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WHAT NEXT?
We hope you have found this guide useful – it’s a fast-moving situation, and this reflects our best hypothesis of how to succeed in the new normal, but the truth is that no-one really knows the definitive answer on how things are going to pan out. The best we can do, is to harness the skills and mindset that makes this industry so fantastic to work in. Stay positive, agile and ready to adapt as the hospitality scene evolves. If you’d like to speak to someone at Pernod Ricard about working with us in your venues, please contact newnormalguide@pernod-ricard.com and we will direct your enquiry to the most appropriate person.
Thank you for reading!
Thanks to the PRUK team notably Laura Morisot, Emily Coward, Miren Somers, Maddy Trembath, Mo Brownridge, Phil Lethbridge and James Bremner for their contributions to compiling this guide. Thanks to Megs Miller from FAM, Clint Ghent from Revolution Bar Group for their contributions. A donation was made to The Drinks Trust on behalf of external contributors.
Instagram: @prukbeat/ 23
www.prukbeat.com
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