By Nicola Knight, head of Away From Home Insight at IGD
At a recent panel I chaired for the launch of our Away From Home (AFH) insights service, we brought together experts from across the hospitality and catering industry to discuss how businesses are adapting to a rapidly shifting AFH market.
Despite cost pressures and some sluggish recovery, the tone of the conversation was optimistic. Innovation, responsiveness, and value creation came through as strong themes, underpinned by experience, technology, and data.
Joining me were Spencer Craig, founder and CEO, Pure; Stewart Down, business owner, Black Bear Burger and 20ft Fried Chicken; Harry Ridley, head of technology, Levy UK & Ireland; and David Marazzi, venue director, Levy UK & Ireland, O2 Arena.
Tech is key to better experiences
With consumers increasingly seeking memorable experiences, the panel agreed that tech has a vital role to play in delivering more than just food.
As David Marazzi put it: “At the O2 we’ve got a ready-made customer base, but they’re in London, one of the centres of culinary excellence in the world. We’ve got to use tech and data to optimise all our outlets. Hospitality is not just opening a restaurant and providing a good meal, it’s a whole package.”
Harry Ridley highlighted how Levy is using technology to address operational pinch points at the O2 and other stadium venues: “We obsess about the challenge and the problem that we have, which is mainly queuing – massive peak demand within five to seven minutes that we need to try and handle as well as we can, to the highest quality that we can.”
He mentioned leveraging frictionless stores as well as AI scanning and tracking.
“We can also use technology to review operations, and that’s the key thing that we need to remember – technology is great at driving volume, driving throughput, driving orders but if you can’t fulfil those orders, we’re letting people down and they’re queuing twice.”
Diversifying channels and formats
Operators are moving beyond traditional formats. Spencer Craig explained how Pure has expanded its food-to-go business into travel, workplace delivery and wholesale.
I also pointed out the growing relevance of vending, accelerated by contactless habits. I think there’s such a big place for vending – and a greater acceptance since the pandemic.
Harry agreed: “Having the ability to transact in your own way is really important.”
He also noted that digital screens offer opportunities beyond transactions: “You can tell a story on screen, such as sustainability or where a product comes from.”
From an independent’s view, Stewart Down shared that a value-led proposition continues to drive footfall: “We’ve got a mix of both QSR and dine-in restaurants, and we’re actually seeing a contradiction to some of the other players in the market. We’re seeing strong growth from both sides of the business. We hit a sweet spot in terms of delivering a really great quality product, but at value. And I think that’s what the customer wants these days.”
Data driving decisions
Across the discussion, it was clear that data is becoming a competitive advantage – whether through advanced systems or frontline feedback.
David shared how data helps Levy adapt to different audiences at the O2: “Data is really important to us to plan ahead and decide what products to sell.” He gave the example of a Billie Eilish show, describing it as a “completely plant-based, sustainability-driven tour”.
What’s next?
Looking ahead, we discussed the potential impact of GLP-1 weight loss drugs like Ozempic and Wegovy. While it’s early days, some operators are seeing shifts, such as smaller portions and more sharing-style meals. We’ve just done some fascinating research into this rapidly evolving area and will continue to track how it is impacting consumer behaviour.
In a market still under pressure, the panel showed how operators are finding new ways to create value through tech, better experiences, new formats, and data-led thinking.
The winners in AFH will be those who focus on experience, test new models, and ground their decisions in data.
