Hospitality Brands – Are Consumers Craving an Infusion of Personality?

Whether it’s brunch, lunch, going out out, or a night away - the cost-of-living crisis might not be putting the brakes on social outings, but it is making consumers far pickier. So, what does that mean for hospitality brands? Well, the menu has to be nothing short of spot on - that’s a given but go beyond the menu and that’s where the magic lies. We are perhaps still making up for all that staying-in in recent years, so prioritising social time is still important, but with less disposable income around going out needs to be worth it.

For starters, the challenge is to make it onto the ‘let’s go there’ list. In a crowded marketplace how do you do that? For my money it’s about creating an experience that is unique and ‘effortlessly’ infused with the character of that brand. 

The outrageously popular Gail’s is a cracking example. They are expanding at pace, opening new sites here, there, and everywhere across the UK, outside their London heartland. Whilst you can always tell you’re in a Gail’s each one has its own vibe drawn from the building it’s in and the local community it serves. So, it feels like ‘your Gail’s’ not ‘Gail’s from London who is deigning to grace us with its presence.’

Gusto Italian has the same approach, thoughtfully tuning into that what people find comforting in a ‘chain’ is a consistent quality standard. But always with a local flavour – from fresh, locally sourced ingredients to the environment and service style. Every Gusto has its own unique characteristics, driven by a local management team who thrive in a business that offers genuine responsibility and autonomy. My local Gusto Italian in Knutsford is a failsafe for a family birthday. Menu to suit everyone (even the most awkward), feels special, amazing service and an environment that suits a little celebration.

These are national businesses. But very much local brands; each creating a sense of place and belonging that resonates with guests. This is clearly no mean feat. Too much autonomy and you lose the efficiencies. Too little and you lose the character. But in a sector that’s never been more cluttered, or noisy, if you want to make it onto the ‘let’s go there list’ and stay there it’s worth thinking about.

Hospitality brands who aren’t picking up on this, may well end up only trading profitably at peak times, when their audiences can’t get into their local independent. Perhaps it’s because (unlike Gail’s or Gusto) they haven’t truly nailed what their brand essence is all about or they are still working to a head-office driven ‘manual’ approach to customer experience. Or both?

In a nutshell, consumers are about as savvy and choosy as they can possibly be right now and hospitality businesses need to consider what they can do beyond providing good food and service. It’s time to tap into the power of personality; creating experiences that are unique, authentic, and infused with the character of the people who run them. By doing so, they can stand out in a crowded space and create a loyal customer base that keeps them thriving even when times is tough.