Why you should start leveraging cross-industry partnerships.

Hey Hot Potatoes,

Welcome to the latest edition of the Hot Potato Newsletter. This week, we explore how hospitality brands can leverage synergies with other industries like fashion, drinks, and retail to drive growth, revenue and reach new audiences.

In today’s email: The overlooked potential of cross-industry partnerships in hospitality.

Fashion Meets Food: A Recipe for Brand Visibility Success

Source: Monocle

Hospitality brands are gaining visibility by partnering with well-known fashion brands, creating a unique blend of cool style and tasty service.

Key Points:

• Brand Visibility Boost: Collaborating with fashion brands can significantly elevate a hospitality brand's profile.

• Customer Engagement: These partnerships create memorable experiences that encourage repeat visits and become popular talking points among peers, who then recommend others to experience them firsthand.

• New Markets: These collaborations offer customers novel ways to engage with both industries.

We loved the recent Monocle and Gucci brand activation for London Fashion Week, where Gucci took over Monocle's coffee shop for a month. They had branded coffee cups, awnings, and other merchandise, attracting the attention of LFW fans, influencers and those in search of that aesthetically pleasing coffee snap.

Drinks and Doughnuts: A Matcha Made in Foodie Heaven

Source: PerfectTed

PerfectTed and Crosstown Doughnuts are demonstrating how strategic partnerships can enhance product offerings and visibility.

Key Points:

• In-Store Innovation: The collaboration has allowed Crosstown to introduce new and exclusive matcha latte recipes that reflect their doughnuts. This helps them do something different and stand out in a competitive market, giving customers another reason to visit the store.

• Marketing Maximisation: When two brands combine forces, they can amplify creativity while also splitting the marketing costs. They’re currently offering £1 Matcha Mondays between 10am-2pm, helping to attract new customers. PerfectTed have also been dropping ‘Green Cards’ around London, offering the lucky few who find them free Matcha and Doughnuts for 3 months! Keep an eye on their socials for more info 👀

• Social Media Amplification: Collaborative social posts allow both brands to reach new customer profiles. Two audiences are better than one, right?

• Expanding With Less Risk: PerfectTed not only is expanding its reach to retail and hospitality venues, but by sharing a premises with Crosstown, it brings their brand to life with reduced capital outlay. A win win for everyone!

This partnership highlights the power in cross-industry collaborations to create new and exclusive products, drive more revenue and accelerate growth. If you fancy a matcha with a twist of doughnut, check out their site details in Marylebone here!

Retail Meets Hospitality: The Sauce to Success

Source: Hypebeast

The collaboration between Morleys and Heinz showcases how retail and hospitality can come together to create new revenue channels and introduce new customers to the brand.

Key Points:

• Exclusive Products: Limited-edition offerings have proved successful. On the initial launch in 2023 the sauce sold out, prompting them to release the sauce again this year. Now it is stocked nationwide in Tesco and Ocado, what a way to get a chicken shop’s name in supermarkets!

• New Audience Reach: Morleys is accessing a broader customer base through this partnership, reaching those who might not have visited their shops. On Heinz’s socials, the collaboration went viral, racking up over 20k likes and 400k+ views, big engagement!

• Experiential Marketing: This collaboration brought about a pop-up at The Standard Hotel, giving both Heinz and Morleys’ loyal customers another reason to interact with (and love) the brand.

This collaboration illustrates how creative partnerships can lead to new revenue streams and deeper customer connections. Their pop-up last summer at The Standard Hotel took it one step further, offering an exclusive menu, including Morley’s Fried Chicken Sauce with believe it or not... caviar.

So, we’ve explored how joint partnerships can provide significant benefits for hospitality brands, such as increased brand awareness, fresh perspectives, bold tastes, memorable customer experiences and the all important growth in revenue.

Perhaps think about what brands and industries you could strategically align with that will unlock big benefits for your business.

Subscribe to this weekly newsletter to stay updated on all things hospitality!

Next week, we will explore dark kitchens… are they a pandemic fad or here to stay? Stay tuned to find out.

Bon Appetit,

Max

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