Inside Eating Out: Burning Night Group

Inside Eating Out: Burning Night Group

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:

600+

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.

Customer loyalty:

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.