London’s heart has started beating again

By Julia Wilkinson, Restaurant Director, Shaftesbury
Published by Propel & CoStar, 26th April 2021

What a difference a day makes.  From deserted, silent streets to the hubbub we have all missed for too long, the West End was roused last Monday from its forced hibernation literally overnight and it was a joy to behold.

The sounds of laughter, of friends, family and colleagues reconnecting, resonated wherever I walked through Carnaby, Soho, Chinatown and Seven Dials last week, and it had the same effect on everyone.  It made us all smile and, for the first time in a while, feel like life is good again.  Or at least, is getting there.

People are genuinely pleased to be back, and it is not just the customers, enjoying their first restaurant, café or pub visit for several months.  Every operator I spoke with was excited to be doing what they love once again.  Every single one.  While not forgotten, or remotely behind them yet, the financial and operational challenges of the past year have become a little easier for those that were in a position to re-open with access to al fresco dining.

Landlords and local authorities have also worked hard to do all they can to support business in practical ways, from the provision of more seating – there are now over 3,000 external covers in the case of Shaftesbury’s portfolio  – and the welcomed relaxing of some licensing rules to encourage an al fresco way of life.

The vast majority of visitors understand what is needed of them as individuals too, in terms of social distancing and other behaviours, to make the experience a safe and responsible one for all West End stakeholders.  From the evidence from my time in the West End so far, a new workable normal is quickly emerging and central London is getting back to doing what it does best: beating hard for the whole of the capital.

But the big question is, where next?  We have the anticipation of re-opening of indoor dining in just a few weeks, which for some will be the first time they welcome back customers as not everyone had access to sufficient outside space to make it work financially at the first stage.  Beyond that, the most anticipated date remains 21 June, when the industry remains hopeful that unrestricted trading will be possible, being the watershed moment for many operators to finally trade fully and profitably.

In reality, however, the industry still needs so much more.  The West End needs so much more.

Crucially, we all need clarity from the government on fundamental structural issues – business rates, rent moratoriums and online sales tax for retail; on operational questions – vaccine passports, licensing and long-term, integrated al fresco dining; and behavioural – when can office workers return with confidence and in significant numbers, and at what point will the green light go on for international tourism?

Without having certainty on these issues, the initial relief and fervour of re-opening will be harder to sustain.

And from everything we are seeing and hearing, the West End is ready to recover.  There have been a number of new operators signing for space already, many of whom are new to London and seeking a flagship presence.  There are also existing brands diversifying, in some cases turning an offline business or dark kitchen concept into customer facing bricks and mortar sites.  Start-ups are seeking space for new ideas, while previously unavailable prime locations are more accessible than they have been in decades, with the loss of often tired branded sites creating fully fitted (and therefore lower capital expenditure) opportunities for a new wave of hospitality entrepreneurs.   The market is gaining momentum at a pace that matches the evident consumer desire to return.

All that is needed is an extra shot of adrenaline from the government to allow plans to be finalised and for the recovery we have begun to enjoy to be sustained.  After all, every city needs a strong heart and London’s is emphatically the West End.