4 Ways Restaurants Are Monetising Amidst A Pandemic
Hospitality: the industry of evolution, innovation, and change.
One that satisfies the core needs of human existence (if we’re being philosophical), directly impacts the economic health of every postcode (feel free to fact check us on that), and one that’s currently faced with one hell of a challenge: ‘The Rona’.
Amidst the closing, re-opening, and closing again, we’ve been inspired by the industry’s quick-witted, rapid approach to shift their business models and create new streams of revenue to keep the wheels turning for their restaurants and brands. After all, they say ‘Necessity is the mother of innovation.’
From Fine Dining to Delivery
Old news for some, and a whole new operation for others. Fine-dining restaurants have made overnight changes to their complicated menus, organised branded packaging for reliable transport, introduced user-friendly ordering methods, and contactless delivery protocols. While the newly introduced operations have proven challenging and miles away from the experience once offered at the restaurants, the opportunity for sales and re-hiring of staff presents itself as a win-win for restaurants, employees, and consumers. Meal Kits, Heat-to-Eat, and (Enter Restaurant Name Here)-At-Home concepts have been the best new thing since traditional take-out with restaurants deconstructing their favourite dishes, packaging the ingredients with instructions, and delivering them to their customers. With more time spent at home, these establishments offer both the inside scoop on their staples and an activity to bring people together over a meal; the very core of hospitality itself.
Restaurants that are killing it:
…& that you should support
Mortimer House Kitchen | Hame by Adam Handling | Simon Rogan at Home | Wild Rabbit | Northcote | Flat Iron | Davies and Brook at Claridges | The Cinnamon Club | Lyle’s Provisions Menu Box | Elystan Street | Galvin at Home | The Grill at Home from The Dorchester | The Butchers Tap by Tom Kerridge | Hide | Jean-Georges At The Connaught | Le Chocolat Alain Ducasse | Ceviche | XR by Xier
E-Commerce +Merchandising
An old concept that’s been re-invigorated and utilised more than ever before by restaurants in the last year. With branding and merchandising going hand-in-hand, restaurants that adequately invested in their branding are taking things to the next level and offering branded food products, clothing, cooking tools, and groceries to their customers. Effective merchandising will offer the restaurant yet another source of income, marketing, and a way to stay in the game as the industry adapts to a new way of delivering hospitality.
Killer Merch + Online Shops:
Lake District Farmers | The Quality Chop House | Ottolenghi | Cornerstone | Restaurant Story
Masterclasses
With Zoom being the saviour of connection for 2020, chefs are taking note and offering their gastronomy knowledge in more ways than just a memorable meal. Private masterclasses delivered by the chefs themselves in both group and private settings have had massive success, and with good reason. As yet another way to connect with their clients and fans, chefs are taking the opportunity to broaden their income outlets and make a footprint on the newly innovated digital approach to hospitality while humanising the experience with their personal presence.
Where to Learn a Thing or Two:
From ‘MasterClass’:
→ Alice Waters, ‘The Art of Home Cooking’
→ Thomas Keller, ‘Cooking Techniques I: Vegetables, Pasta, and Eggs’ +
→ ‘Cooking Techniques II: Meats, Stocks, and Sauces’
→ Massimo Bottura, ‘Modern Italian Cooking’
→ Dominique Ansel, ‘French Pastry Fundamentals’
→ Gordon Ramsay, ‘Cooking I’
→ Wolfgang Puck, ‘Cooking’
→ Gabriela Camara, ‘Mexican Cooking’
Others:
→ Pétrus by Gordon Ramsay
→ The Jamie Oliver Cookery School
E-Books
With a few extra moments on their hands, chefs are taking advantage and sharing their stories and recipes via E-books. While we love a hardcover as much as the next person, the benefits of E-books take the trophy when it comes to sustainability, searchability, portability, and costability (that’s not a real word, but let’s run with it.) With more and more self-confessed foodies looking to cook up restaurant-quality food and some just getting familiar around the kitchen, chefs are increasingly relinquishing the secrets to their success through E-books. Although publishing an E-book comes with its own set of steps and budgets, the publishing process is free! Learn more about self-publishing here.
Some of our favourites:
The Skills Monica Galetti | Ottolenghi Flavor: A Cookbook | Cook, Eat, Repeat: Ingredients, Recipes and Stories | The Book of St John
Written by: Alla Malina, Creative Director @ Food Story Media
Photography by: Nathan Snoddon, Founder @ Food Story Media
