Every now and then, a chart goes viral and for a fleeting moment a good graph hogs the limelight. That is what happened recently, when a chart about love hit our feeds. You might have seen it. It documented the ways in which people met their potential spouses over the past 100 years.
Back in the 1930’s introductions through family topped the list, but as time went on and familial structures evolved, the influence of friends and co-workers increased, pushing family introductions down to fourth. In third place were bars and restaurants – which in the 1990’s accounted for over 1 in 6 encounters between future partners. Fast forward to 2007 and a new player entered the game. The world of online dating began to dominate, overtaking the On Premise and rapidly grew, to the point that it now dwarfs all other ways in which we meet partners.
Which begs the question, in a new world in which connections are happening digitally, what is the role of the On Premise? A sector which has, for centuries, existed purely to facilitate in-person interactions is potentially at risk, given that this is increasingly occurring virtually.
In practice, this has fundamentally altered the role of the hospitality sector and shifted the focus away from bringing people together into the very core of the sector itself; being taken care of and having a good time, or, put simply, hospitality and experience. Encase this core with a sense of human connection and socialisation and it creates something far more powerful than any digital platform can.
In fact, one may argue that this sector, more than most, has already embraced (and benefited from) the new world of virtual socialising. Those best-in-class hospitality experiences no longer solely live in the present moment, but instead are shared, amplified and augmented, utilising the exact digital platforms and social media sites that, on first glance, seem an existential threat.
And it is in this context in which some of our top operators are thriving. Here in the UK, two London-based operators have caught the eye for their superior delivery of hospitality experiences.
Behind the likes of Mr. Fogg’s and Cahoots, Inception Group (with a mission statement of ‘creating unique and memorable experiences’) have curated venues that give consumers a reason to come and visit. The venues are themed (from a 1950’s power station to a Margaret Thatcher-inspired 80’s nightclub), but the vibes are authentic, encouraging connection, either in-person, or to post to social media.
Incipio Group similarly promotes a sense of escapism and fosters unique, authentic experiences that will resonate both in-person and online. With a tag-line of ‘escape the ordinary’, their objective is to ‘curate beautiful spaces with vibrant atmospheres for great times’ through the likes of secret gardens and all-too-instagrammable rooftop oases.
But in my hometown of Manchester, another exceptional operator is taking a different approach. Permanently Unique run the fabulous (and very insta-famous) Tattu and Fenix venues; luxurious, elegant and modern drinking and dining experiences that hold just as much appeal with serious foodies as they do for the Tik-Tok generation looking for some social kudos.
Their latest opening, Louis, is exactly what you would expect from a hospitality operator at the top of their game right now, with the experience dialled up once again amid a classic New York Italian-American theme, incorporating live music, tiered seating and, of course, the all-important social media-friendly décor.
But here comes the twist. Louis operates a no-phones policy. No snaps, no uploads. Regardless of how delectable the PB&J Old Fashioned looks, you aint taking a picture. Want to record the big band and jazz covers? I’m sorry. And no, you can’t video the exclusive trolley service, ‘designed to elevate your dining experience to new heights of sophistication and pleasure’.
Why is this? Well it is to keep a sense of authenticity. To ensure that those hospitality experiences are pure, are lived in the moment and are a genuine escape. It allows for a much-needed disconnection from the virtual reality in which much of us live. Ironically, it allows us to connect.
Of course, the need for consumers to use the channel as a way to document experiences on social media will remain, but don’t be surprised to see more venues following suit and providing offline, disconnected, authentic, in-the-moment experiences
To learn more about CGA’s REACH survey and other sources of consumer insights for suppliers and operators across global markets to support your global strategies, click here or contact Charlie Mitchell here.
Originally published in Global Drinks Intel Magazine
