89% of London restaurant owners plan to recruit in 2010

25th February 2010, 12:21pm

Despite recent challenges, confidence among restaurant owners is high with 89% saying that they intend to either maintain staffing levels or even increase them in 2010, with the majority (57%) expecting to see an increase in their takings.

These are the latest results from Business Link in London's Restaurant Barometer, the largest survey to date of over 300 London restaurants.

The Barometer shows the real resilience of London's restaurant sector. Coming out of one of the worst recessions in recent history, the restaurant sector is holding its own and looking forward with optimism to prospects for 2010.

Although performance overall stayed at about the same level in November and December 2009 compared to the previous year, remarkably 30% of restaurant owners actually reported an increase in customer spend.

January came with yet more challenges, traditionally a difficult month for trading, the increased pressure of snow and poor weather conditions meant the ability of businesses to adapt was tested again. Several of the restaurant owners polled said they began the month of January with a full or nearly full bookings list and following the bad weather they were left with cancellations.

Ashley de Safrin, business adviser for the Hospitality Sector at Business link in London said: "Despite a slow January, prospects are looking up for the restaurant sector. 2010 should give rise to increasing trade through more targeted marketing and innovation by restaurant owners."

In January over half (54%) of the restaurants polled offered promotions to boost business, including happy hours and discounted menus as well as special offers and loyalty schemes.

Consumer confidence appears to support the optimism of restaurateurs. The barometer asked consumers about their predictions for eating out in 2010 and an overwhelming 83% expect to eat out the same amount or more often than they did in 2009.

Ashley added: "Reviewing marketing plans and the use of promotions in 2010 will be vital to success within the restaurant sector. In particular websites are a cost-effective way to reach customers and increase bookings."

"In the latest survey we specifically asked restaurant owners about their online presence and an encouraging 72% have a website for their business. However this does mean that over a quarter of restaurants have yet to develop a web presence to both promote their business and take online bookings."

"Success in 2010 will be about innovation and development. For example, the 2010 World Cup is fast approaching, restaurants will have the perfect opportunity to be inventive. Creating themed menus around dishes from participating countries could be one way to make the most of increasing trade."

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