Meet Simon Allison, Head of Marketing at Inception Group — a collection of twelve London venues (Bunga Bunga, Cahoots, Mr Fogg’s, Barts & Maggie’s) that focus on offering unique and memorable experiences.
Over the past six years marketing initiatives that have gone viral include sending a cocktail into space, sending a couple around the world in the footsteps of Mr Fogg while drinking gin, and finding a new ‘owner’ for their bar in Soho. He’ll be talking about all that and more in the Marketing for Pubs & Bars panel on opening day (Wed 25 March), in our new Pub & Bar Keynote Theatre.
What restaurant & pub operators do you particularly admire and why?
Currently, Big Mamma Group. They have genuinely made a huge splash in a crowded market in London, they take risks and have fun. That’s to be admired and something I think we all need to remember to do!
What do you think is the key for operators to successfully compete against their competitors?
I think we always need to take risks. If it seems like it hasn’t been done before within our industry or feels potentially risky then it is worth exploring. The industry moves at such a quick pace, with greater competition and demands of consumers, it’s only by breaking boundaries and thinking in different ways that operators can compete and grow.
What do you see as the key casual dining trends for 2020?
The demand for experiences within dining and/or drinking has consistently grown but so have the options/quality for guests. I think guests are now really looking for enhanced experiences, that are delivered from start to finish.
Brexit 2020: What are the implications for the casual dining sector?
I think the impacts of Brexit are there for all to see and some have already been seen. The only benefit that seems to be happening, for now, is increased number of tourists coming to London.
What’s your bestselling dish / drink right now?
Our consistently biggest-selling cocktail is the Vera Lynn (Tanqueray Nº TEN gin, cloudy apple juice, pear purée, ginger, elderflower, lime and black pepper) at Cahoots. Named after Dame Vera Lynn, it has the Britishness, nostalgia, an Instagrammable appearance, and is delicious — a winning combination!
What’s the most rewarding aspect of your job?
Many! Success is what makes it so enjoyable, venues performing well and growing, brands becoming established, recognition in terms of awards, and the development of talented colleagues who go on to have further success.
And the most challenging?
It’s relentless. It does seem at times that it’s harder to take a step back from the speed of it all and consider the bigger picture, as it’s something of a treadmill going at an ever-increasing speed!
What does the next 12 months have in store for your business?
We opened our most recent venue, Cahoots Ticket Hall & Control Room, in late 2019. So, we’ll be establishing that business while looking at our older businesses (8-11 years old) to ensure that they stay relevant and refresh the offers where needed.
There is further expansion/venues planned. Plus, we are also looking forward to adding to existing experiences that we offer (such as terrarium making, pizza making, tipsy teas, Murder Mystery events, an Italian Job experience across London, immersive bingo nights, explorer talks, gin safaris, etc) with new experiences such as gin cruises, bootlegging experiences and our most immersive experience yet.
Can you tell us a bit about your much-anticipated session at Casual Dining 2020?
Time will tell! I think something that I can bring to the table is how much our group has been and, in the future, will be led by offering unique and memorable experiences to guests. As a marketing department, we have also taken some great risks with some outlandish brand activations and ideas, most of which have led to commercial success, so (potentially) that will be discussed too.
Who or what inspires you to be even better?
Being very competitive!
What’s the best advice you’ve ever been given?
I have been given so much and wish I had listened to a bit more of it. Things I try to keep in mind are:
- The difference between hospitality and service
- We should constantly aim to do less but better
- If it can’t be explained in one short sentence, a prospective guest is never going to get it!
See Simon at Casual Dining 2020
Marketing for Pubs & Bars Panel: 10.30am in The Pub & Bar Keynote Theatre on Wednesday 25 March.
Featuring:
- Simon Allison, Head of Marketing, Inception Group
- Anna-Marie Mason, Brand Marketing Director, Mitchells & Butlers
- Jenny Mcphee, Head of Brand, The Alchemist
- Ann Elliott, CEO, Elliotts Agency (session chair)
