Case Study: Brighton Royal Pavillion Tearooms
Customers discovering Brighton’s historic Royal Pavilion Tearoom don’t always find quite what they expect.
Behind the creative and tempting menu, featuring a host of local food and drink, and friendly service is a clear strategy that has raised the game of catering at this major visitor attraction - with a real boost coming from Fresh Skills for Chefs.
“The training has worked on many different levels for us - all of them directly benefiting the business,” explained general manager Peter Brooks.
Peter and various members of his team attended a tour of Sussex producers, growers and makers; masterclass courses; and a ‘Chef’s Fine Dining and Development Day’.
The Royal Pavilion Tearoom is fully committed to using suppliers within a 30 mile radius wherever possible. Local produce is always highlighted, with suppliers such as butchers and drinks makers named on the menu.
“We have added at least 15 new local suppliers directly thanks to Fresh Skills for Chefs,” Peter said.
“For example, our cheeseboard was relatively limited to local cheddar. After some of my staff went on the local cheese masterclass they returned with new ideas and opportunities and we have really expanded our selection. We have also started serving English wine for the first time.”
Peter’s philosophy of developing a strong team ethic, where staff are encouraged to suggest new menu ideas, to be knowledgeable about suppliers, and engage customers in conversation, has also benefited.
“Staff realise that we are committed to helping their development. It sends out a really strong positive message that you are prepared to invest in people by giving them a full day out of the business to attend training courses. The courses have been exceptional and have given people new skills, knowledge and real enthusiasm.”
The customer experience is also continuing to improve.
“Customers sometimes arrive with a slightly negative view of places like this. They come for a drink, but don’t expect to find such good food, and they sometimes expect it to be something of a ‘rip-off’,” Peter explained.
“We have made use of local produce a real selling point. Customers are genuinely interested and like that we can tell them about where produce is sourced. It is a very personal and not ‘bland corporate’ approach.’
The team also points visitors towards local suppliers’ premises, for example the farm providing apple juice, so they can visit and purchase produce directly as a souvenir of their holiday.
“Both us and suppliers have benefited from the programme. We develop very friendly and productive working relationships and that can only be good for business,” Peter said.
