Quality is important at every level: smiling, efficient service makes the experience of buying lunch a pleasurable one — even in a queue — where customers can relax and look forward to their meal. And the increasing requirement for allergen free ingredients and dishes is not the problem for Vital Ingredient that it is for many other outlets, opening up a significant and growing market for it.
It is also clear that Vital Ingredient has plenty of room for expansion — if it can find the right property: Paul comments that patience and perseverance is necessary with the present shortage of suitable properties, whilst some of the rents proposed are simply too high to be sustainable. For the future, and whilst continuing to seek to square feet of sale as area in an outlet, Vital Ingredient may be looking further afield: perhaps outside Central London, even in transport hubs or shopping centres — but only if and where they can use the model that already works so well.
Content — the menu, the food on display and sampled, and customer satisfaction as evidenced by revenue and outlet growth, all demonstrate that Vital Ingredient is getting its offering right.
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