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.

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

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