has been a huge shi¢ towards
home working, with some barely
returning to the ož ice and a large
percentage adopting a hybrid
working model. Many of us have
become accustomed to the new
normal with a change in daily
routine such as shopping local
and supporting independent
businesses. Alongside this, much
of the population has adapted
to having a little more personal
space when eating out or wearing
masks in public, thanks to the vast
range of COVID-19 protocols.
However, the pandemic brought a great opportunity for traders
among the street food community. Vendors across the UK
demonstrated their entrepreneurial approach to street food, by parking
up in residential spaces, which quite o¢ en sat outside of any delivery
platforms radius, and feeding locals with good, honest food, all cooked
up with genuine enthusiasm and passion.
Whilst the pandemic brought its own challenges for the industry, most
managed to adapt to the new times and continue trading by diversifying
their ož er through delivery platforms or chilled/frozen meals. When
many workforces returned ahead of relaxation of dining restrictions,
workplace canteens and cafes were still not easily accessible, many
contract caterers struggled to adapt to the intermittent footfall and
therefore did not reopen until restrictions fully relaxed in the summer.
During this time, business parks and ož ices started to see street food
vans parking in the vicinity, giving customers the chance to shop local
and support local vendors.
This concept of street food trucks in place of contract catering or
canteens has remained for many businesses who are leading the way.
A few examples are The National Theatre at Southbank, London in
collaboration with KERB, universities such as Leeds Beckett University
in collaboration with local street food vendors and even pubs who
closed down their kitchens to begin trading from shipping containers or
food trucks in their beer gardens. The success of outdoor dining showed
us that consumers are happy to buy from food trucks at all times of the
year and even dine outside if they have to.
The change in consumer habits as a result of COVID-19 could be the
catalyst for change in traditional contract catering. It may show a way to
either integrate small food truck businesses into their catering options
for diversity and a competitive edge, or use this proven and reliable
concept of food trucks and outdoor kitchens to further utilise indoor
space that a traditional contract caterer would occupy.
Some big names in contract catering have recently turned their
hand to street food, showcasing their talents in the Contract Catering
Magazine Street Food awards with winning chefs from Sodexo, Blue
Apple Catering and The Pantry. A great collaboration between the two
industries and possibly a sign of things to come in the contract catering
sector.
THE HOSPITALITY SPECIALIST’S VIEW
RONAN HARTE, CEO, BAXTERSTOREY
We hope that the current guidance from the Government to work from
home is just a bump in the road and, as soon as we are over it, we can
return to the new normality we were working with within the workplace
catering sector. The reality of the situation is that the economy needs to
keep moving so we expect there to be a message encouraging people to
return to the ož ice wherever possible.
22 FEBRUARY 2022
That, coupled with the fact that we have seen a real drive from
employers to get their teams back into the workplace, means that we
are likely to see more incremental rises in volume back in ož ice as 2022
progresses.
Since the lockdowns have been li¢ ed, sales in our contracts have
been stronger as each week passes. Consumer confidence is growing
and we were seeing some really positive moves from clients who were
increasingly viewing catering as an important part of their business
success.
Outside of London has been strong throughout but the seismic shi¢ s
were being seen across the capital too. A lot of what we do enhances
productivity and collaboration, and clients are seeing this too. As part
of the new dynamics at play, consumers are not just looking for good
food, but the manner in which this is served/delivered is also a vital part
of the mix. We have successfully deployed elements of tech to enhance
the user experience, and really tapped into click and collect, prepay and
pre-order services.
We’ve also seen a real desire from guests to sit in and enjoy our
restaurant spaces. These are
now not only seen as places
where they can enjoy food they
wouldn’t be able to have at
home, but also environments
where they can collaborate and
socialise with colleagues. This
has, to some degree, ož ered a
sense of normality for many.
By focussing on the visual
element of our food and
restaurants, we have seen how
a good dining operation can
act as a central hub for any
organisation. We are essentially
the heartbeat of any business.
This has been evident in the increased introduction of free issue and
discounted food. Clients are investing more into their catering ož er. This
has meant that caterers have been in a position to invest even more in
training, food development and technology.
Despite the obvious challenges the pandemic has brought, I believe
that catering in the workplace has benefitted from recent events
and is now regarded as a key diž erentiator for employers. Given the
hybrid approach taken by some businesses, we are also seeing the
continued success of our ‘BaxterStorey at Home’ product which enables
employees to enjoy our food away from the workplace and on the day’s
they are not at the ož ice.
Ultimately, what we hope to come out of the diž iculties is a removal
of the idea that there is a race to the bottom as far as contract value is
concerned. Clients are recognising the importance of catering more
than ever and we are pleased to see some fantastic examples of
collaboration where both the client and supplier are working towards
each other’s mutual interests.
I’m hopeful that the days of supplier taking most of the risk has
passed and we are in a place where we are all continuing to work
together to ensure that value is achieved across the board.
(i) https://cgastrategy.com/contract-caterers-third-quarter-sales-upyear
on-year-but-significantly-lag-pre-COVID-levels/
Do you have a question that you’d like
answered by the FMJ Clinic?
Email: sara.bean@kpmmedia.co.uk
FM CLINIC
Ronan Harte
Josie Towning
ADVICE & OPINION
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