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A look to the future: guest blog from Simon Stenning

April 2020

 


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“I see greater polarisation between service experience-led restaurants and those using tech, however consumers will need to pay more for the service experience, as capacities are going to be reduced for social distancing measures.”

Foodservice as we know it has changed forever. It’s not just the current closures, or threat of December – eight. whole. months. – until we might be able to join friends and enjoy a cool, bitter pint in the pub.  

As staying in becomes the new (mandatory) going out, it’s the threat of consumers’ habits changing, or a nation becoming more fearful of get togethers and mass gatherings. It’s the operational changes our restaurants, bars and caterers will need to make to ensure their survival. 

Following on from last week’s blog on ‘the new normal’ and learnings our industry will take into the future, we spoke to Simon Stenning – our insight partner – who has taken a look to the future, pondering the business changes he thinks will be more prevalent in the new normal. 

Simon says: “In scenario planning that I have been doing for clients, I have mapped out various ways in which business will change according to consumer behaviour and demographics, the macro-economic drivers, and from a business model perspective.

“The most significant difference is going to be in business models, with the following key changes:


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A need for greater net profit margins

“Hospitality operators will seek greater net profit margins, with anything <10% no longer acceptable (as it has been), recognising that cash generation and greater reserves is important. If a 5% drop in revenue on any given week means that the business loses money, this is not sustainable, so greater resilience and stability will be sought.

A move towards reducing labour costs

“Operators will seek to reduce labour costs if their business is not providing a high level of service experience, by using technology to replace front of house staff. Tech solutions such as www.Checkfer.com which uses beacon technology to allow consumers to order and pay from the table, or in the case with their app for Pret A Manger, enables the scanning of digital shelf labels to process and pay for products without going to the counter. Checkfer is now developing an industry-wide consumer-facing app called OrderPay which will work in all signed-up brands, but delivers an operator-branded experience through beacon technology. These solutions, which negate the need for staff interaction and card payment machines, will be the biggest change going forward.

 

A polarisation between tech led and experience led restaurants

“This will lead to greater polarisation between service experience-led restaurants and those using tech, however consumers will need to pay more for the service experience, as capacities are going to be reduced for social distancing measures.”


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The new normal: a personal view

“I am so looking forward to being able to get out and experience the fantastic hospitality from our industry, and have mapped out the places and operations that I will make sure to visit, from a big steak at Hawksmoor, to a blow-out at MeatLiquor, a bacon naan at Dishoom, and a visit to Giplin Lodge in the Lake District to taste Hrishikesh Desai’s food, along with visits to the restaurants that I had to cancel pre-lockdown – Restaurant Story, Hand & Flowers and J SHeekey (I did have a few celebrations planned!).

“I will have concerns about mass gatherings in busy places, not from a personal fear, but from the worry about a future spike happening before any vaccine is developed and distributed, as a series of rolling lockdowns will be catastrophic for the industry.

The long term trends: purpose & fulfilment 

“And lastly, I have outlined a couple of long term consumer trends from my report on the Future 2030, that are more relevant now – Purpose and Fulfilment – and I will also be living my life with greater purpose towards caring for society and for the planet, and will also be setting out new goals so that I can achieve greater fulfilment from all areas of my business and personal life.”

To book in a free consultation with us on how best to reach customers as you plan for market changes, give us a call on 0208 256 1360 or email belinda@williammurray.co.uk

 

 

Insights & Trends

Arena Networking Navigator is back for 2026

January 2026

We know first-hand that careers in foodservice and hospitality are built on relationships. That’s why we’re proud to be returning for a second year as partners of the Arena Networking Navigator Programme 2026, alongside Arena and Performance Works International. 

Following a successful inaugural year, the programme is back with renewed momentum and a clear purpose: to continue addressing a recognised skills gap among early-career professionals who have not always had access to the in-person networking experiences that are so vital to long-term success in our industry. As the way we work evolves, the ability to form meaningful, career-defining connections remains a critical skill – and one that doesn’t always come naturally. 

Launching in February 2026, the six-session hybrid programme once again blends expert-led online learning with high-impact, face-to-face experiences at two flagship Arena events. The structure is designed to build confidence step by step, ensuring delegates can put theory into practice in real-world industry settings. 

The programme begins with the fundamentals: understanding why networking matters, what makes a strong first impression and how to become a more effective, authentic networker. Delegates then focus on refining their elevator pitch, learning how to break the ice, prepare for events and adapt their approach for in-person and online environments. 

A core strength of the Networking Navigator is the opportunity to practise these skills live. The Arena Futures Live Event provides a supportive space for delegates to connect with peers and industry leaders, while Networking 101 sessions tackle practical challenges such as entering and exiting conversations, steering discussions with confidence, following up effectively and approaching new contacts. 

Preparation for one of Arena’s most prestigious events is another key milestone. Delegates will set clear objectives, rehearse introductions and receive practical guidance ahead of the Arena Savoy Lecture at The Savoy, London. The programme concludes with a graduation ceremony at the Savoy Lecture itself, where participants are invited on stage to receive their certificates. 

Our own Olivia Charles was one of the successful 2025 cohort. Here’s what she had to say about it: “Before joining the Networking Navigator programme, networking felt daunting. The course pushed me outside my comfort zone and helped me realise that most people feel exactly the same. We are all simply there to connect. It shifted my mindset, strengthened my confidence and gave me practical tools to approach people, hold meaningful conversations and navigate interactions with ease. It has been a genuinely valuable experience for both my personal and professional development.”

Priced at £950 + VAT, including attendance at both Arena Futures and the Arena Savoy Lecture, the Arena Networking Navigator Programme is a powerful investment in future industry leaders. 

Head to area.org.uk for details.  

 

Insights & Trends

Trend watch: The fibre opportunity in foodservice comms

January 2026

By Rachel Taylor, managing director, William Murray PR & Marketing

Fibre is becoming the biggest comms opportunity in UK foodservice this year, and one businesses should maximise.

The M&S 2026 Health Trends report highlights fibre’s move into the mainstream: “Fibremaxxing is about strategically ‘maximising’ the fibre in your meals (like swapping white rice for brown or adding chia seeds to your lunchtime salad),” the report suggests.

Consumers are actively ‘fibremaxxing,’ and that creates a clear, timely story for operators and brands.

As a comms specialist I’m watching this because it’s simple to activate and easy to measure. Reformulate for texture and taste, build menu swaps that add clear grams of fibre, and tell the story in plain language.

Do that and you’ll drive trial and repeat visits.

Three quick, practical moves I’d prioritise for a comms strategy:

  1. Make it tangible: Always show grams of fibre per portion and a one‑line benefit.
  2. Lead with flavour: Frame fibre as a taste and texture win, not a compromise.
  3. Share what you doing: Join or lead the ‘fibre’ conversation, using your spokespeople to contribute to trend reports to drive maximum trade media pick‑up on what you are doing – and why.

If your brand can make fibre convenient and craveable, the commercial upside is real, and the comms lift will follow. Have you got the right launch narrative that wins attention ready to go? Can I help?