The Restaurants That Have Continued To Flourish Through Lockdown — And How They Did It
Tags: Small Businesses, Business, Restaurant, Lockdown

The Restaurants That Have Continued To Flourish Through Lockdown — And How They Did It Menumise Mar 8·4 min read

On-off coronavirus restrictions have affected all industries and businesses. In particular, the hospitality industry has suffered especially tricky trading conditions as a result of changing rules and guidelines as well as the public’s inclination to leave their houses and eat and drink elsewhere. Restaurants, cafes and bars the world over have had to adapt to new working practices but those who have been unable (or unwilling) to have experienced difficulty.

However, where some fail, others flourish — and a number of hospitality companies have found success with a variety of different approaches. So, who’s done well and how have they done it? Let’s investigate…

Changing Business Practices: Pret A Manger

Sandwich and coffee high street chain Pret A Manger lost 74% of their trade overnight when the UK went into lockdown at the height of the coronavirus pandemic. Relying heavily on walk-in sales from those on lunch breaks in town and city centres, the chain admits it has faced severe financial difficulties and may have to close some of its sites. However, a pivot toward home deliveries using services Deliveroo and Uber Eats has allowed over 300 of its stores to re-open; operating as hubs for delivery orders alongside takeaway service for key workers.

Drive-Thru Services: McDonalds, Burger King, KFC, Starbucks

Whilst originally pandemic restrictions saw drive-thru facilities close, they have for the most part managed to remain open throughout. In particular, this has seen fast food chains laud success with staff redeployed onto drive-thru services. Some chains, such as coffee specialists Starbucks and Costa, who had recently expanded their drive-thru arsenal throughout the country, are enjoying a welcome boost as a result of timely business development.

Delivery Extensions: Domino’s, Papa Johns

Pizza giants Domino’s and Papa Johns have actually increased their marketing spend to fend off an increase in competition through 2020 and on into 2021! Open for both delivery and contact-free collections, both chains have flourished through the pandemic and worked with experimental limited edition menus (including for Christmas and Veganuary) as well as different delivery platforms (including Just Eat and Deliveroo).

Investing in Tech and Marketing: Brewdog

Scottish craft beer firm Brewdog lost a considerable amount of revenue when their bars worldwide were forced to close, but instead the brand pivoted to invest elsewhere. First, they rebuilt their e-commerce store to increase capacity alongside an app for delivery to those local to the bar’s kitchens. Next, they launched marketing campaigns for free packs of beer and a treasure hunt for real gold-plated cans to encourage multi-pack purchases. Online business soared as a result and most bars were able to remain open without having to furlough staff.

Adapting Menus: Fine Dining Restaurants

As lockdowns have continued and the public have been forced to stay at home through occasions they’d otherwise usually have gone out for, a market has emerged in haute and themed cuisine delivered. Renowned restaurants including Nobu, Dishoom and The Cinnamon Club offer heat-at-home options and big-name chefs such as Peter Sanchez-Iglesias, Lello Favuzzi, Simon Rogan and Nathan Eades offer bespoke menus. All help deliver a special occasion fine dining experience at home. Add a nice bottle of wine, some balloons, and voila! Birthdays, anniversaries, parties, sorted,

Launching New Brands: Restaurants With Virtual Kitchens

Widely considered the saving grace of high street restaurant chains, virtual kitchens (also known dark kitchens or shadow kitchens) see existing restaurant kitchens white-label new brands of food for delivery on the likes of Deliveroo, Uber Eats and Just Eat. This allows for brands to extend their delivery offerings, to cater for otherwise unmet market needs and to diversify their practices — without the need to invest in new storefronts, marketing campaigns or fresh food hygiene certification. In most cases, the consumer of the food is none the wiser that it hasn’t come from a specific, dedicated restaurant. Examples of virtual kitchens include American-Italian franchises of Frankie & Benny’s running takeaways ‘Kick Ass Burritos’, ‘Bird Box’ and ‘Devonly Pies’; vegan connoisseurs Erpingham House starting the ‘Vegan Dough Co’ and ‘Chuck Chick’; and Pizza Express launching ‘Mac and Wings’.

There is undoubtedly still a long way to go until the hospitality sector is able to fully recover and return to normal, but for now, it’s promising to see businesses doing well. Adapting existing practices and adopting new ways of working can truly help restaurants flourish — and long may their good business continue!