Not only have we grown from 32 member venues to over 4,500, but demand from the hospitality industry has enabled us to extend our work into new sectors with our programmes now including Cafes, Universities, Cookery Schools and Suppliers.
As we approached this milestone year, the Directors along with the SRA re-examined our business strategy to provide a clear path and direction for our next five years. As part of this strategy we looked at how the market has changed, our role within that, future trends, and the feedback that we’ve received from members regarding what the SRA can do to support them best. One of the key pieces of feedback was a desire for us to engage more with consumers so that they in turn would choose SRA members when they eat out. Whilst this had always been a goal for the SRA, equally we knew we needed to reach a critical mass with a nationwide spread for consumer engagement to be successful. As we approached our 5th birthday, we knew we’d reached this point.
Whilst we’d built an enviable and trusted reputation within the industry, we’d only been able to touch on getting the message out to consumers. The brand strategy had emphasised the need to engage with and inspire consumers and we therefore needed a brand name that resonated. Rather than being part of an association, we wanted them to feel part of a movement. It was essential that consumers felt motivated by the call to action and empowered to respond and a new consumer-facing name was a vital part of the delivery to a completely different audience. The new brand enables us to focus on the consumer benefit of choosing sustainable venues, plus providing opportunities to hear about events and offers at our members and to join our campaigns on key issues.
We’re not losing the SRA, as that will remain the member association to which you are all connected. What we’ve created is a new brand, a consumer champion under which we will run all our consumer campaigns, and all existing consumer facing marketing materials will be rebranded from the end of the year. This will include window stickers, logos for menus etc., so your Account Managers will be in touch to discuss these logistics in more detail.
It’s been a mammoth journey, but we are extremely proud of what we have achieved. We’ve developed a clearly defined brand strategy and personality, chosen a name and created a dynamic and bold brand identity. The process involved talking to both members and consumers to get ongoing external feedback.
We’re excited to announce that all will be revealed at our 5th Birthday party on 7th September. Invites have already been sent to all members and if you haven’t already registered your interest, please do it soon as we’re almost at full capacity already.
See you there for a night of revelations and celebrations!