
13Hostmore • Annual Report 2021
Strategic report
Chief Executive Q&A
After the unprecedented trading
period that has been the COVID-19
pandemic, what key opportunities
lie ahead for Hostmore’s brands in
2022/23?
We’re looking ahead at the coming
year with an optimism built on
financial strength. Significantly,
the existing moratorium for
rent arrears expired in March
2022. Hostmore has engaged
constructively with its landlords
and the vast majority of its sites
are either fully paid up with no
rent arrears or are the subject of
a rent concession agreement with
the relevant landlord – which we
suspect is not the case for much of
our sector.
Market casualties may offer
up site or business acquisition
opportunities.
Excitingly, our full strategic
transition to our 4D model
(see pages 5 and 6 for more
information) will consolidate our
brands’ offerings into a relevant,
forward looking experience for
our customers, providing growth
through multi-channel revenue
generation.
Fridays is a brand and
experience that has certain
characteristics connected to it.
What’s changing and what’s
staying in 2022 and beyond?
It’s impossible to ignore the iconic
nature of the Friday’s brand,
synonymous with quality, fun
and flair. Many brands can only
dream of this level of recognition,
so we are of course very proud
of it. These values remain at the
heart of what our customers will
experience. We want to recapture
the sense of “that Fridays feeling”,
where our bars are a go-to choice
for our customers.
And we’re achieving this. Our
per head spend has increased
in 2021 and we sit very
comfortably in the UK’s casual
dining marketplace which is
only growing post COVID-19.
Our growth will be underpinned
by a diverse demographic of
customers. We remain strongly
identified with the young
adult market, whilst our menu
development and delivery
products are also bringing the
family and older adult market to
our brand.
Let’s also not ignore our venue
portfolio, the breadth and spread
of which is a vital feature of
our brand’s penetration and
reach. Wehave 88 venues
nationally, with supply chains
well established to serve our 4D
strategy across all regions. With
almost 600 casual dining sector
site closures anticipated in the
post COVID-19 fallout, our ability
to augment our presence in new
towns and locations is very real.
And we’re carefully plotting our
new site openings for 63rd+1st
across the UK, as we focus on
affluent, university-led urban
markets to grow the business for
this exciting and differentiated
casual dining and bar experience.
As Hostmore likes to state “a
whole lot more” indeed...
What is your assessment of the
casual dining market in the UK
and how will Fridays stand out
from the pack?
Well, let’s look at some numbers
and metrics to paint a picture here.
The UK casual dining market
size in 2019 was £10.7 billion.
The average weekly customer
spend across the market was
£25,000 per venue. At Fridays
it was £49,000 per venue. We’re
already spend generative and, as
previously stated, this is growing
on a per head basis.
Yet it’s no longer only about
in-store spend. The takeaway
and delivery market has seen
51% of the UK’s consumers
actively starting to use these
services, or continuing to do so
more frequently. Venues now
understand that their brand has
to be digitally active and their
products physically transportable.
We’re no different and in fact,
we’re taking a lead in delivery
partnerships, digital consumer
loyalty programmes and online
retails sales of some of our most
iconic products such as our drinks
and menu favourites.
This is how the sector is evolving.
Our brands, notably Fridays, are
at the heart of this change.
I must close with reference to
what underpins our success,
past and future.
Our three key pillars of quality,
relevance and simplification,
applied by an outstanding
management and executive team
supporting all our venues and
staff, will ensure the passion
and brand pride that has been
so hard earned in the UK since
1986, means our restaurants
are the go-to venue for quality.
We continue to work towards and
beyond this ambition.
£25,000
UK average
weekly spend
per venue
£49,000
Fridays average
weekly spend
per venue
51%
of UK consumers using
takeaway and delivery services
on a frequent basis
£10.7
billion
value of UK casual
dining market