When being ‘not-a-brand’ is an order winner

The Inventive Bar Company has just announced a 5% rise in sales and a pre-tax profit increase of 41%. The results, for the six-months to 31 December 2013, saw pre-tax profit increase from £4.7m to £6.7m and catering sales rise by 13%.  This follows on from a reorganisation of the company into three divisions – one of which, Nightjar Bars, is a chain of outlets deliberately unbranded.

This is just one example of operators who recognise that in some contexts having a strong brand can be a disadvantage.   In the pub business, being ‘local’ can be far more important in driving customer throughput.  This also explains why this sector has so many owner operated, independent operations.

This entry was posted in Chap 02 Winning Customers, Sector: Hospitality & Tourism and tagged , . Bookmark the permalink.

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