I’m a big fan of concepts that live and breathe their “story”. Yesterday I had the honour of being a judge for the Restaurant Marketer and Innovator Awards (the conference and awards ceremony are in January- I can highly recommend attending, drop Jill at Propel an email to reserve your space – firstname.lastname@example.org.) The judging was held at the brand, spanking new Mrs Fogg’s near Liverpool Street in London.
Mrs Fogg’s is an extension of the Inception Group-owned Mr Fogg’s, and focuses on the story of Mr and Mrs Fogg and their journey from India to Britain, and London specifically.
The argument goes that in order to move people out of their living room and into pubs and bars, you need to be offering something that they can’t get in that living room; as we all know, this is one of the reasons craft beer has had such a resurgence. When we question customers as to what is important to them when choosing a pub/bar, atmosphere is always at the top of their list- and with some demographics, even above price, and in my mind, atmosphere is dramatically affected by design.
At Mrs Fogg’s, the attention to detail is second to none- from the nautical-themed memorabilia attached to the downstairs ceiling with a fisherman’s net to the luxury velvet-lined side booths that resemble the “cabin” that Mr and Mrs Fogg travelled in to reach these here shores all the way from India.
Staff wear traditional dress- which not only adds to the atmosphere, but they seem to really enjoy wearing it. We know from previous research that 40% of pub/bar customers like staff to wear uniform. (40% don’t care and only 20% don’t like it)
And did I mention the loos? Long time readers of this blog will know that clean toilets are my bug-bear. Well, these aren’t just clean, but fascinating, with doors with bugs, feathers and other curiosities inset. Stunningly clean and something to creep you out (in a fascinating way) whilst you pee- what’s not to like?!
In summary, Mrs Fogg’s is a great place to have a drink and a biryani after a set of long meetings in the City of London. Go for the atmosphere, the on-brand theme, the fantastic service and the splendid loos.
And one more chance to see what KAM got up to last month- a short film exposing all our hopes and fears. And some Dad dancing; have you met Blake yet? If not, get in touch, he’d love to meet as many of you as possible to talk all things research and content creation!
Tonight a quiet night in with the kids, after a client lunch which could possibly be a ‘little’ boozy, and then tomorrow I’ll be taking my Grandma out for a curry and on to a gig- Los Pacaminos, which does seem like an unusual night to have with one’s Grandmother, but there we go, welcome to the Moses family.
Sunday I’m training for my Vietnam Bike Ride and prepping for what is shaping up to be a super-busy coming week!
Enjoy your weekend,
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