How casual dining chains can regain relevance in 2019

As we enter the Christmas period, casual dining restaurants do well out of all the merrymaking and office parties. But the big chains know that despite the seasonal rush, it’s been a bad year for the sector and they need a vision for 2019.

Let’s face facts — the restaurant trade is an incredibly tough business to be in. Low margin, easily replicated, perishable supplies, victim to the vagaries of fashion and how much disposable income customers feel they have. Maybe Brexit-inspired staff shortages and rising food costs, higher business rates and increased competition are contributors to the difficulties — but we don’t think they’re the major driver.

Many casual dining chains have expanded at a reckless rate, replicating the same footprint time and time again like a machine with total disregard for the changing needs of their diners. Sadly, it might be too late for those that are already taking the radical action to shut down their restaurants. But what can be done to restore focus on the customer, and for the dining chains to become relevant again?

In part, the “branded” casual dining sector was created to provide customers with a consistent experience whichever branch they go into. It becomes an issue when restaurant chains don’t deliver that consistency, because then they undermine their whole reason for being.

And, what kills chain eateries is people. Too many at-scale restaurant companies think they’re in the food business. But they’re not, they’re in the people business!

At Albion, we’re passionate about the casual dining scene. So much so, that we’ve pulled together our thoughts on what the industry should do to remain relevant and we’ll be sharing these insights in a series of posts.

In summary — casual dining restaurants need soul, a great brand story and fantastic people.