If I had not been in love with hospitality already, 2020 would have certainly been the year to fall in love with it. This might sound odd, but I have a friend who went into the financial sector during the 2008 global recession and said that there is nothing like a crisis to help you discover a passion for something. I get that now. 

I’m telling you all this not because I get commission on Pret Dinner sales, but because their approach so far is such a brilliant example of the adaptability of the industry, and what’s even more important, because it is indicative of the speed of change that we should expect to see over the next few months and throughout 2021. In a matter of only 6 months, Pret have diversified their sales channels, reached a new target market, and repositioned (at least temporarily) their daytime appeal. Bravo!

Simply refusing to accept the new reality and waiting for change will not do for this industry. Brands will need to “go” to where the customer is (currently at home watching the Crown) and will need to maximise opportunities and tools as and when they present themselves. And whilst this won’t be possible for everyone, understanding how the market works and what the future might hold will help in making these fast decision and we are here to chat them through with you, if you like.

Images: Sourced from Pret.com