May 2020 - Memo

The 100 Day Playbook For Pubs, Restaurants And Cafes

Posted on May 27, 2020March 11, 2025 by

Today we see the launch of the 100 Day Playbook – The ultimate restaurant marketing and communications guide for pubs, restaurants, and cafes looking to relaunch after lockdown restrictions are lifted. Me:Mo caught up with Mark McCulloch, founder and visionary behind the Playbook, to find out a little more about his brainchild.

“At the start of March, I watched the hospitality industry stop in an instant. I made a commitment to the sector from the day I joined YO! Sushi as Head of Marketing in 2009, simply because it is the nicest industry that you could hope to work in. I was told by my then boss that we get paid to make people happy and I firmly believe that. It really is a great industry to be a part of and an honourable job to have.

The weekend before lockdown, UK Hospitality was in a tailspin with everyone asking; ‘What can we do to help?’ From here, I decided to give away my 20 years of brand, restaurant marketing, digital, and social experience, for free. I thought about not getting too caught up in looking into the abyss, but looking beyond it – this is a chapter, not the book.

So, while lots of people were in downtime, I decided to turn my downtime into uptime and share a little inspiration – if that’s not too grand or cheesy a thing to say.

The Monday after we were advised to avoid pubs and restaurants, I recorded a ‘13 tips on what you can do to market to your customers and trade’ video. This was one of the most successful posts I had ever put out, and I soon realised people were hungry to learn and keen for advice.

There will be numerous businesses that don’t have the cash reserves of a larger company and I think it is not always fair that the smaller pubs, restaurants and cafés can’t afford the best brains to help them. I wanted to change that.

My first move was to create a playlist for operators of 27 videos for free to help define brand, develop tone of voice, understand local marketing and increase online visibility.

I have always wanted to write a marketing book but have had a few ‘no’s’ from publishers which put me off. However, given the current climate it felt appropriate to revisit the idea of creating a step–by–step marketing plan that any hospitality business could use for the foreseeable future, for free. I knew that I could not do it alone, I am a brand guy at heart and a generalist, so I needed industry experts to help me go deep into each discipline.

The contents of the book and its authors are:

Research – Katy Moses and Katie Jenkins – KAM Media
Brand DNA – Mark McCulloch – Supersonic Inc
Brand Tone of Voice – Annica Wainwright – 2 Forks
Marketing Strategy – Mark McCulloch – Supersonic Inc and Gabby Kirby
Media Planning – Adam Shoefield and Katie Hodgkinson-Morgan – Smithfield Agency
Local Marketing – Mark McCulloch – Supersonic Inc and Gabby Kirby
PR – Mark Stretton, Kaye Rawlings and Laura Cunningham – Fleet Street Communications
Digital and Social Media – Nat Coombs, Hannah Clark, Rosie Prior – ME:MO Media
Data Collection – Julian Ross – Wireless Social
Feedback / Reviews – Carlo Platia and Julia Platia – Feed it Back

The playbook is a free resource for all operators to help them with restaurant marketing advice until they are back on their feet. We would love it if, should finances allow, people could find it in their hearts to make a donation to Hospitality Action when they download the document as a thank you. I am telling brands that they will be judged on how they acted during the crisis and I am hoping that myself and the team, can look back on this and say that we gave it our all!

I am convinced that the 100 day playbook and the video series will help hundreds of operators get even bigger than they were before.”

Me:Mo Cooks… Brazilian Barbecue Chicken

Posted on May 22, 2020March 11, 2025 by

Today we’re cooking up the ultimate crowd pleaser for summertime suppers – Brazilian barbecue spatchcock chicken. Originally brought to you via the Food Busker, John Quilter and Jamie Oliver, this is the perfect way to up your BBQ game, just in time for National Barbecue Week.

Ingredients:

1 x large free–range chicken
1 red pepper
3 cloves of garlic
10 fresh bird’s-eye chillies (yes 10)
3 lemons
5 tablespoons olive oil
1 tablespoon smoked paprika
2 tablespoons blackstrap molasses

Method:

Make sure you get this recipe going a day before you want to serve – it really benefits from an overnight marinade in the fridge.

To make the marinade, chop and char your red pepper under the grill until the skin is black and blistered – you want that delicious smoky flavour. Once the pepper is blackened, place in a bowl covered with clingfilm for ten minutes – this makes that fiddly job of peeling the skin, that little bit easier.

Skin the garlic, trim the chillies and add to a food processor along with the pepper, lemon zest and juice, oil, paprika and boot-strap molasses – blitz until fairly smooth. A handful of parsley always goes nicely at this stage, too. Your kitchen will smell epic at this point, deliciously zesty!

Now it’s time to spatchcock the chicken, that means removing the backbone and trimming the wings and legs. If you’ve never done this before, here is a handy step-by-step. This can be a little intimidating but, just remember the trick to this is confidence and a very sharp knife.

Place your chicken in a baking tray and smother in the marinade, make sure every crevice is covered in the sweet and smoky sauce and lay to rest overnight.

Once you’ve fired up your barbecue, cook the chicken over indirect heat on the barbecue for around 60 minutes, depending on the size of your chicken. This also works well roasted in the oven and flashed over the barbecue to finish.

All that’s left to do is get stuck in! Serve with a crisp green salad, Salsa Verde and a cold beer. Cheers.

For the full video, head to Food Tube and get your taste buds tingling! And, keep an eye on Food Busker’s Instagram to see what other treats he’s cooking up.

The Importance Of Marketing During Lockdown

Posted on May 18, 2020March 11, 2025 by

It has now been more than two months since the government ordered businesses to close and we entered a new, strange, environment of uncertainty. Understandably many operators continue to be consumed by very practical and valid concerns such as financial aid and retaining staff, as well as considering what the future might hold. However, it’s really important that business owners are looking at different re-opening scenarios and building plans to drive as much revenue as soon as is feasible. Although it may feel counter-intuitive to invest in marketing and social media at this time, there are a number of reasons it’s a crucial component for businesses even at a base level.

Keeping customers engaged

Hospitality is a competitive sector that operates with marginal profits, therefore it’s really important to stay front of mind with customers to ensure they are visiting from day one of re-opening. In the absence of being able to physically engage with customers coming through the doors, this can to be done via awareness campaigns activated through relevant marketing channels.

There has been so much fantastic innovation coming from the sector that we can be proud of, from revenue driving initiatives such as development of delivery kits and e-gift vouchers through to less sales driven work such as sharing consumer friendly versions of recipes to remind customers of the business USPs. These are all fantastic examples for keeping customers engaged with a brand and to remind them of why they were a customer in the first place.

Keep comms open to reassure your customers

We know the public are feeling worried by the threat of COVID-19 and the mixed messages being sent out by a myriad of different sources. It’s really important, at this time, to continue to reassure customers. In particular, when thinking about phased reopening customers will want to know the additional health and safety precautions being taken by an operator. Different channels should be considered here to communicate the work you’re doing to ensure you follow good hygiene, such as be having clear signage onsite as well as sending newsletters, creating flyers to accompany delivery orders, and of course promoting through social media channels.

Customers will also want to know when you’re going to re-open and what this might look like. If you are planning to launch takeaway ahead of restrictions being fully lifted, or perhaps planning a menu change, this is all really important to communicate to your customers so they know what to expect when they are able to visit you again.

Consider the content you’ll post and adapt to make it work for you

Normal social media content strategies should be considered and revised to suit the current climate. We’ve found that a lot of our clients want a more open two-way dialogue with customers than ever before. Social content asking how customers are feeling is great, but this time can also be used to help shape decisions by asking customers questions such as what they would like to see on future menus.

Further to this, content that is usually used for marketing and social media might not feel relevant, such as posting about interiors, and operators should be mindful to this. Evergreen content that can be used, such as images of menu items, should be adapted to the here and now and could include notes on takeaway, recipes, and upcoming menus for example.

As a portion of the public find themselves furloughed, social media usage in particular has grown and there is a unique opportunity here to make customers feel heard while simultaneously gathering intel to strengthen operations around re-opening.

Take opportunities to revise strategies

For operators who have no revenue stream currently, or indeed an active working team, this downtime is at least a good opportunity to work on a future marketing strategy alongside other business components that fall to the bottom of the pile during normal operations. This is a key time to analyse who your target audience is, does this match your actual audience? If not, how do you get from A to B? What are the key USPs of your business, and are they being communicated to your audience? What marketing channels are being used and to what effect? There is a rare pocket of time here for operators to sit back and take stock, and consider what needs to be changed in the future.

The Premiumisation Of Takeaway: Me:Mo Chats With Nobu

Posted on May 15, 2020March 11, 2025 by

Nobu London has been an iconic part of Mayfair’s dining scene since it first opened in 1997. It was the first European location of the now global Japanese restaurant and hotel group, started by chef Nobuyuki Matsuhisa and actor and producer, Robert De Niro. Nobu has gathered a global following and loyal customer base throughout the years with their Black Cod Miso topping the list for the ‘must eat dishes in London’ time and time again.

As with all the hospitality sector, Nobu’s business model is being tested by the current landscape and they are finding ways to innovate and adapt. We caught up with Nobu’s PR and Marketing Manager, Alex Goode, on how the premium brand launched its first delivery service in the UK.

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So Alex, we are all really excited to see Nobu is now available for delivery in London, but with this being a totally new venture for Nobu, and one you had to bring to market in a matter of weeks, you must have felt some challenges?

From a purely practical side, the implementation of new systems into the restaurant took a few days to perfect. We had to make sure all the tech was working, tickets were printing properly, and the team were familiar with using the different delivery apps.

Apart from that, our main priority was making sure the restaurant was fully adapted to allow drivers and customers to safely collect their orders, while keeping a safe social distance from each other and our team.

Ensuring the quality of the food is maintained during the delivery journey and arrives to the customer as they would expect it to was another consideration for us.

An in-restaurant Nobu experience is so unique because it can be incredibly bespoke, particularly when diners order directly from our sushi chefs. We have already had a lot of bespoke requests for delivery orders, from dishes and drinks, to delivering to particular areas outside our delivery catchment.

I guess that’s been one of the main obstacles from premium restaurants when considering delivery, pre-coronavirus. How have you managed to overcome the logistical challenges?

We have adapted the way many of our dishes are presented and packaged to ensure they arrive completely fresh and in great condition, including serving dressings, sauces and toppings on the side.

We are in constant communication with our delivery partners and customers, taking on board their feedback and maintaining a strong relationship with them. If a customer requests a bespoke order, they are always personally contacted to explain what is and isn’t possible and supported by one of the team to try to find a solution.

What can customers expect from The Nobu experience at home?

Customers can order all their favourite Nobu dishes and make the most of a selection of classic Nobu flavours, from salads to hot dishes and sushi.

We’ve chosen a variety of Nobu dishes that we know our regulars love, but that will also suit Nobu novices who may have never been to the restaurant before, or who haven’t been for some time.

We have a range of sake, Champagne, wine and beer also available so people can complete their meal without needing to order from more than one place, and enjoy some beverages they’re unlikely to be able to order elsewhere, including premium sake made just for us.

Nobu London is available on Deliveroo and Supper, Wednesday to Sunday from 5:30-pm to 9pm. Pre-orders and click and collect are available through both platforms. Dishes start from under £10

Full menu can be found here: https://noburestaurants.com/london-old-park-lane/take-out/

DIY Home Kits: Brands Bringing A Little Bit Of Restaurant Life To Your Lockdown

Posted on May 7, 2020March 11, 2025 by

With lockdown bringing the majority of the hospitality sector to its knees, we are so proud to see innovation within the sector being developed at breakneck speed. With jobs at risk and customers to keep engaged, the industry has pulled together to generate some income in the short term and, who knows, maybe a lasting new business venture. We’ve seen makeshift delis popping up in neighbourhood restaurants, our favourite pubs opening their wine cellars for takeaway and, the latest in the lockdown innovation, build-your-own home recipe kits. Here are a few of our favourites to look out for.

Patty&Bun

Operating through three of its nine London sites meat-lovers favourite, Patty&Bun, is the latest to join the restaurant comeback trail. For all those that have been glued to Instagram of the past weeks, our guess is that’s pretty much everyone will have seen the swathe of influencer elites knocking up this quarantine creations, including Emma Louise Connolly, Truffle&Egg and London Food Boy. Bring the Patty&Bun experience to your own home with the ‘Ari Gold’ cheeseburger, the ‘Smokey Robinson’, and epic vegan options, too.

Pizza Pilgrims

Get your pizza in the post from London legends, Pizza Pilgrims. No pizza oven? No problem – you can now get your dough fix in a frying pan thanks to Pizza Pilgrims and their #PizzaInThePost. Check out their 15min IGTV for a mouth-watering ‘how to’ in the latest foodie trend that is taking the national by storm. Each kit makes two Neapolitan pizzas with their signature sourdough base – a perfect Friday night feast.

HonestBurgers

Enjoy Honest at Home. The not-for profit home kits from Honest were so popular, when it launched there was so much demand it crashed the site, seconds after the ballot opened.

Not only was each kit a delicious treat, the proceeds of each went towards three worthy causes:

–Landworkers Alliance to provide safety gear for farmers to get back into production

-Trussell Trust a nationwide network of food banks for those really in need

-Hospitality Action financial and emotional support for hard hit hospitality workers

If you missed out on the first Honest drop then fear not, they have released step-by-step recipes for recreating your own Honest experience at home, including their infamous Rosemary Salt. Time to put the apron on.

Ombra

‘In order to sustain ourselves and our community through these unprecedented times, Ombra has adapted to become your local Pastificio and deli, enabling you to recreate the experience at home.’

Since the beginning of lockdown, fresh pasta has been arguably the most in-demand commodity and neighbourhood Hackney hangout, Ombra has been extruding, rolling and shaping pasta to satisfy the masses.

As well as an extensive and mouth-watering takeaway menu, Ombra is fully stocked in Italian deli veg boxes, wines, and general provisions.

Lily Vanilli

Flourless chocolate cake mix, for those with a sweet tooth! This deliciously decadent mix is the perfect thing for a celebration or just a little self-love. The flourless chocolate cake is a tricky one to master but with Lily Vanilli’s expert know-how you’ll have the perfect bake in no time. What better way to wile away the hours?

Influencers We’re Loving During Lockdown

Posted on May 1, 2020March 11, 2025 by

Whether you’re working at home or just bored at home, there’s one thing that we all have in common – we have a lot more time on our hands and our hours of screen time are climbing.

From foodie to fashion to fitness, the influencer world is more active than ever publishing home workouts, recipes and, quite frankly, anything they can cobble together from the comfort of their couch, which is resulting in us being surrounded by more content than ever before. For those, like us, that are keeping busy by scrolling the screen, we’ve put together our top five influencers to spend some quality time with.

Miguel Barclay:

Foodie favourite and author of the One Pound Meal cookbook series Miguel’s recipes, cooking tips and frugal food philosophies have never been more relevant, particularly when everyone has more time than ever to get into the kitchen but are operating on tight budgets. Above and beyond the recipes, Miguel is hilarious and much needed light relief in these dark times.

Alice Tate:

‘Documenting adventures big and small’ Alice, working as European PR Manager for Hoxton Hotel, is an authority on wanderlust with effortless style. Her account is a calming and unpretentious source of inspiration from recipes to travel tips, running advice, all sprinkled with a little positivity. Her recommendations are always simple but unique and interesting.

Raven Smith:

The ultimate East London hipster and trendsetter, Raven Smith can be found writing his regular style column for The Sunday Times Style as well as contributing occasional opinion pieces for British Vogue, renovating his East London haunt, and terrorising his long–suffering husband on Instagram. His wit, sarcasm and never–ending stream of memes are sure to give you a bit of a light-hearted lift. If you can bear to tear yourself away from the screen, check out his first published book, Raven Smith’s trivial Pursuits.

Georgia Levy:

Of course we’ve got another food account in here, who do you think we are? Recipe developer at our favourite fresh produce supplier, Natoora, Gerogia’s account always helps to answer the eternal question; ‘What are we having for dinner tonight?’. Her recipes are hearty, simple and always mouth-wateringly presented. A little something to get the taste buds going.