‘We’re reviving the business power hour lunch’: Restaurants see popularity of quick dining rise this year

A few decades ago, the business lunch was an integral part of the deal process.

The long, often alcoholic, meals became a regular part of work in the City of Media, but a shift in work culture saw them quickly fall out of fashion.

The pandemic sounded the final death knell.

The hospitality industry struggled with the effects of working from home and then faced a cost of living crisis, which led to a drop in customer numbers.

Now we are seeing some growth spurts as more people return to the office and business lunches become more popular again.

Figures from Opentable show that the number of lunchtime restaurants in the UK has increased. Between January and June, there was a 9 percent increase at noon and an 11 percent increase at 1pm, compared to the same period last year.

Laure Bornet, vice president of international growth at Opentable, said: ‘The increase in lunchtime dining in the UK compared to last year highlights the impact that flexible working can have. For example, people may be getting together for business lunches more often, eating out more often during their lunch break or opting for special lunch deals more often.’

‘We are bringing back the business lunch’

Andrew Gray, who founded Plume wine bar in Covent Garden six years ago, has also seen an explosion in lunchtime options.

The bar has seen an increase in interest from customers looking for both business and pleasure, with a third of them now returning for regular business.

‘We have a mixed demographic of people coming here. You have city workers and lawyers from Chancery Lane, theatre goers, shoppers, local residents… also hospitality industry.

“People come to feel something. They come to say that this makes me feel better than at home.”

Or better than the office. Plume hopes to capitalize on the return to the office by trying to revive the business lunch break.

‘Now that people are going back to work, we are trying to come up with a fun idea: let people enjoy a cozy, vibrant lunch instead of going to the Pret.

‘Fun is great in what they do, but how do we get people to the table in a fun, relaxed atmosphere so they can get away from the office for a while?’

Plume founder Andrew Gray launches Power Hour business lunch deal for £14

The company has responded by reintroducing a “power hour” lunch, which runs Monday through Friday from noon to 3 p.m.

The deal, which costs £14, includes a sandwich or flatbread with chips or a salad and a glass of wine.

Plume promises to serve all dishes within an hour. If service takes longer, customers will receive a free glass of wine.

Rob Wade, Head of Nutrition at Plume, said: ‘There has been a noticeable shift among the younger demographic, with a preference for moderation in alcohol consumption and a trend towards lower alcohol lunches.

‘However, there is still great appreciation for a premium cocktail or a glass of wine with lunch.’

A return to the office is no guarantee that customers will flock to Plume or any other restaurant, but a £14 lunch with a glass of wine may be more appealing than spending the same amount on a sandwich, chips and a drink.

Rob says: ‘Price-wise, we’ve been quite generous.

“We’re part of the community, we want this to work, we want people to discover us.

‘There is no magic sauce to selling cheap tasty food, for us it just works as a total package…’

Andrew accepts that habits have changed since the pandemic: ‘People are critical, but they are spending more… It’s very location-specific. You have to be very reactive now, think creatively… people don’t want boring things.’

Other restaurants are employing similar tactics. For example, high-end restaurants, which have been hit particularly hard by the cost-of-living crisis, are offering lunch specials at discounted prices.

Pavyllon at the Four Seasons Hotel, which has one Michelin star, offers a ‘five courses in 55 minutes’ menu during the week for £55.50.

Angela Hartnett’s one-star restaurant Murano serves two or three courses for lunch, and claims it can be served in under an hour.

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