Management at Bill’s Restaurants described the company as being in a “real sweet spot” earlier this year owing to the fact that it now has nearly 80 stores and a strong pipeline of growth at a time when many competitors are offloading sites.
Location can be brand-specific and offer-specific, but for Bill’s it is all about being where the customer is and that has led it to venture into places that typically wouldn’t have matched its profile before.
This includes more leisure-oriented areas and roadside locations, where it knows there is a mass of people wanting good food and service any time of the day.
Underpinning all this is a kitchen environment conducive to producing good quality food, quickly and consistently, which is where Ron Lento comes in.
The former Whitbread and Wagamama man is in charge of ensuring that innovation runs through its set-up and earlier this year spearheaded a review of its kitchen estate to ensure its sites are sufficiently equipped to cope with its future growth plans.
The task of revaluating its kitchen estate, understanding the platforms it uses and making sure the proposition is right for the future is no mean feat, but it is vital to the chain’s ongoing success.
Company: Bill’s Restaurants
Address: 2nd Floor, 15 Greek Street, London, W1D 4DP
Tel: 0207 439 8649
Focus: All-day restaurants
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