Isaac Mayne, head of marketing at Burning Night Group, which operates brands such as Firepit, Bierkeller and The Potting Shed, reveals the latest goings-on behind the business in Inside Eating Out.
Name and job title:
Isaac Mayne, head of marketing
Number of employees:
Changes recently made to the menu:
Changes are made seasonally to ensure we can always have fresh food suppliers and a current and relevant offering. Our executive chef and group stock controller organise these.
Biggest changes over the next 12 months:
The biggest changes we will have in the next 12 months will be the rapid expansion of the business – we are looking at opening up to 10 new sites.
Biggest challenges over the next 12 months:
Scaling the business rapidly while ensuring we can maintain our brand standards.
Takeaways and deliveries:
We do in selected Firepit branches – they’ve gone down very well. We decided to offer this due to our business being surrounded by offices, and we now get a large amount of pre-orders each day from local business staff to pick up on their breaks.
We offer privilege cards to customers – these are free to sign up to and offer customers discounts all year round. We see lots of repeat use.
Marketing your restaurant:
It varies based on location and brand – we use a wide range of marketing tools from PR companies, to social media advertising to guerrilla marketing.
What customers will seek this year:
They’ll continue to seek quality over quantity as well as unique offerings – customers look for more of a total experience now.