Retail Safari - Magnify Marketing

Retail Safari for the

Leisure & Hospitality

Industry

Hi, at Magnify Marketing we think it’s good to share.

We have years of experience in the hospitality and leisure industry and have overcome many pitfalls along the way.

As industry experts we want to share our learning with you.

We hope you find this and our other case studies of interest and welcome your feedback.

Thanks for reading

Paul Paul Filler Managing Director

Magnify Marketing

Magnify Marketing Ltd 23 Kimberley Court Tel 0207 625 7328 Kimberley Road Email [email protected] London Web www.magnifymarketing.co.uk NW6 7SL FB www.facebook.com/MagnifyMarketing

Insight……ideas…….inspiration…

They might seem like the holy grail of great

marketing campaigns but if you take the time to

see through the eyes of the consumer now and again you will be amazed at the wealth of

creativity which is out there.

At Magnify we have developed a tool we call

Retail Safari, where we invite clients to a

consumer eye view of all that the hospitality

world in our wonderful Capital City has to offer.

We understand that London is not the be all and

end all of inspiration(New York & Copenhagen

are great if you have the time) but it is so

culturally diverse that it provides a rich starting

point.

The ‘Safari’ is tailored to each client, based on

their specific needs and customer base, but

here is a selection of the ones we feel most

widely showcase the range that is out there.

They are often not the newest (visiting new

venues could become a full time job as they pop up on a daily basis!) but these are some of

our favourites…..

The comments made about the venues are our

personal views from the visits we have made.

Background

Opened in 2012 allegedly on the site where the idea of table tennis (or ping pong as it was first known) was conceived. The venue has around 15 table tennis tables which can be booked in 30 minute slots. Since 2012 the idea has been re-created around the country using old pool venues (anyone remember the Elbow Rooms in their prime!) but for us Bounce remains the Daddy!

Why include it on our Safari?

Because it works in spite of the scepticism. If I had gone to a group of venture capitalists with the idea that we have a large venue with very little external publicity (I walked past it twice on my first visit) which would be filled with table tennis tables and where we would serve cocktails and Pizza - I am not sure how long I would have been talking for before my voice would have been drowned out by laughter. But here it is and by god does it work….It fuses fun sport in a quality bar environment and attracts as many females as males. It has a great energy…which really has to be experienced to be believed…. Because essentially it is a lot of nice people having a good time in a great atmosphere.

What we love

The location in a basement perfectly lends itself to the subtlety of this idea. Not showy and not overt. Despite the basement location however it isn’t dark or dingy (which wouldn’t work for playing table tennis!) instead they use clever lighting to create a quality feel around the tables It offers a premium bar experience and service which is as polished as you will find anywhere in town. It creates a fun customer experience which, operationally, is closely monitored to deliver what I can only imagine are very good numbers!

What to look out for

The POS perfectly fits the environment with a classic retro feel. The fun side is evident throughout with staff using fishing nets to capture rogue balls, a funky clothing line and awesome wall art.

Bounce

121 Holborn, London, EC1N 2TD www.bouncepingpong.com

The Drift

Heron Tower, 110 Bishopsgate, London, EC2N 4AY

www.thedriftbar.co.uk

Background

The 5th opening from the Drake & Morgan team and one

which, in our opinion, totally justifies the coverage it has

been getting. Contemporary, glass based venues are not

unique but Drake & Morgan have side-stepped the

inevitable goldfish bowl feeling with the use of warm woods,

soft lighting and stylish décor - go here and you do not feel

fish like in the slightest…which is ironic as you can become

mesmerized by the biggest indoor fish tank I have ever seen

(so large it is cleaned by divers !)


Because it does epic glass so well. It looks epic and it feels

epic when you are in it. This is a great example of how to

create a luxury environment without luxury price points. A

testament to how the market has moved on…or needs to

keep up!

What we love

The subtle jewel in Drake & Morgan’s crown in the attention

to detail of the detail. It is stamped on everything. This is

something which would be hard for large managed groups

to achieve but it is it’s differentiation and it transcends staff,

environment, presentation…the list goes on and on.


A million things but we love the Moroccan detailing upstairs,

the sea chests and a sales team who leave you feeling very

special with their fantastic care and attention.

East Street food

3-5 Rathbone Place, London, W1T 1HJ

www.eaststreetrestaurant.com

Background

Ok…honesty first - we found this one night by mistake.! It

made us stop, stare, and before we knew it, we were inside.

For anyone who has been on the Khaosan road in Bangkok

you will totally get the environment. If you haven’t been to

Bangkok this is as close as you will get this side of the Indian

Ocean. Simply done with big light boxes , bench seating

and open cooking - if the snow hadn’t been gently tapping

on the window you could be transported to south east Asia -

and not in a old fashioned Thai restaurant way.


I am not giving any trade secrets away but street food is very

popular at the moment (yes really!) What makes it work

around the world, however is fundamentally price. Most of

our so called street food is not reasonably priced and that,

for me, is where it all falls over. This however offers a great

authentic environment and great authentic food quality.

The price s aren’t as authentic as they could be but it’s good

quality and healthy.

What we love

The simplicity, the authenticity and the casual dining prices.

I love Wagamama but this is another good option.


It has a great old fashioned neon sign outside and inside I

love the fact it has signage advertising suits made to

measure for 100 Baht.

Brasserie Zedel

20 Sherwood St, London, W1

www.brasseriezedel.com

Background

The building was formerly part of the Regent Palace Hotel

which opened its doors in 1915 being the largest hotel in

Europe at that time. Grand Hotels were in their architectural

heyday at that time and the Regent Palace Hotel was no

exception. Sadly the 2nd World War took its toll on such

grand buildings but it was restored and redeveloped in 2004

and now boasts the most authentic version of 1930’s

architecture in the country with large scale restaurant, bar

and live music room.


It is simple, great quality Brasserie food. The scale of it (which

reminds us of the Conran restaurants at their peak) gives you

the feeling of being aboard a luxury transatlantic liner - busy

but not rushed. The theatre of restaurant comes to life and

you have a front row seat.

What we love

Scale and multirooms – you can leave your coat in the

cloakroom, go for a drink in the bar, dine in a large opulent

restaurant then take in some live music….all under one

grand impressive roof! Price point wise you are paying Café

Rouge pricing but you are enjoying a big night out

experience. You are not going to have a Hawksmoor steak

here, but then they are not paying £30 for it either so why

should you!


You can start your evening in the top bar which operates like

a traditional French bar before you head down the massive

staircase to a secret world of eating, drinking and music.

Fernandez & Wells

43 Lexington St, London W1F 9A - 5 London locations

www.fernandezandwells.com

Background

These have been cropping up around London for a while

and have some cracking locations. All individual and small

enough to feel personal and inviting. The styling is very

simple and allows the products to do all the talking. They

describe themselves as a “European market stall in an

English setting”. As more and more people in hospitality are

finally starting to understand merchandising – these guys

understand it perfectly - not just right products in the right

place but presented in a way that makes you want to buy…


A great wine list supported with some top quality products

you can graze on. Grazing has become a fashionable

statement with F&W nailing it totally. You don’t want a full

meal but something quality and tasty with a smooth bottle of

red wine….job done.

What we love

The products presented in such a way that your are

rendered powerless not to tuck in! Even when you have

returned to your seat you find yourself going back for more.

I was here with a Head of Marketing for a large pub group

(you know who you are!) and we both agreed that if a pub

could deliver this presentation how much greater sales

would be.


The easy transition from lunchtime on the go to a relaxed

candlelit supper . Not many places entice you for lunch and

then make you want to come back in the evening with

your friends.

Pizza Pilgrim

Berwick St Soho, London

www.pizzapilgrims.co.uk

Background

Some ideas are the result of a group of extremely clever

people thinking outside boxes, pushing envelopes and

having all their ducks in a row. On the other hand, some

superbly brilliant ideas pop out of a group of friends

wondering if you can get a pizza oven in the back of a three

wheel van.! For the record you can!!


We hear a lot about theatre about creating a ‘hook’ to

attract people in. Done well this can engage, entice and

deliver. Done badly and it can confuse and be seen as

downright naff! . What Pizza Pilgrim have done creates a

quality product served in a quirky, practical and fun way.

What we love

Lets be frank….if the product was rubbish these guys would

have packed up long ago and the ‘theatre’ would be

irrelevant. But the opposite is true and these guys are

testament to the fact that you don’t need big swanky

kitchens to serve good food which everyone loves.


This is already capturing a lot of attention and we’d like to

think that Pizza Pilgrims will go onto great things so pop along

and see them in action and when they’re multi-national you

can say you remember when it all started out of the back of

a van!

Magnify Marketing are a customer

communications company that

specialises in the leisure and hospitality

industry. Working with large national

chains as well as leading independents

we offer a consultative service that will

deliver great results for you

Magnify Marketing are a customer communications

company that specialises in the leisure and

hospitality industry. Working with large national

chains as well as leading independents, we offer a

consultative service that will deliver great results for you

www.magnifymarketing.co.uk

Retail Safari - Magnify Marketing

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