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Stir it up magazine October 2017

OCTOBER 2017 5 CUSTOMER PROFILE The Ethos Vegetarian cuisine is a huge food trend right now – and one London restaurant is leading the way in terms of innovation. Located just off Oxford Street, Ethos opened three years ago offering self-service vegan and vegetarian dishes from around the world within a pay-by-weight concept. Kyle Creamer, sales and marketing manager, explains: “When we set up the restaurant there weren’t many restaurants in London which were completely vegetarian and offered this many options. “Our customers have really embraced the idea. Instead of choosing just one dish, they can try a selection. We offer around 30 hot and cold dishes, all global cuisine, so they can mix it up and tailor it to suit their tastes and appetite. There are lots of different components so it makes your meal more interesting.” Dishes include vegetarian Scotch egg, Japanese miso glazed roasted aubergine, Thai sweetcorn fritters, and chickpea and coconut curry. Many of the dishes on offer are gluten-free and dairy-free dishes and everything is labelled with allergen information. “That’s a huge thing for some customers and people come to us because they know they can rely on us having a big range of gluten-free dishes,” adds Kyle. “We use a lot of Country Range ingredients, such as the Country Range Chickpeas in our curries and to make hummus. They’re really great products and very consistent.” Birch trees nestle amongst the beautiful white interior to create a fresh and wholesome feel – the perfect setting for the venue’s regular yoga brunches. “It’s like a forest,” continues Kyle. “It’s all about the visuals. The venue is really beautiful and the food displays look incredible.” The majority of customers are flexitarians, who maybe eat meat or fish once or twice a week. A recent survey of 1,500 customers found that 75% are women aged 23-39, many of whom are corporate businesswomen or who work in fashion and PR. A takeaway service is also offered and the restaurant makes full use of all day parts ensuring a busy flow of customers throughout the day. An à la carte breakfast menu is offered Monday to Friday serving gluten-free pancakes and all types of eggs; lunch is 12noon-3pm six days a week and Sunday brunch from 11am-5pm. Dinner is 5pm until late. To fill the traditionally quiet 3pm-5pm slot, Ethos offers vegetarian and vegan afternoon tea at a cost of £20 per head, or £26 with a glass of Skinny Prosecco. Information about events and new dishes is communicated to customers via Instagram. Kyle explains: “We get a lot of tourists and people who seek us out via social media. We have 21,000 followers, mostly in London, and we upload pictures of dishes and events every day – it’s the easiest way for us to show someone a new dish.” Instead of choosing just one dish, we offer around 30 hot and cold dishes, all global cuisine, so customers can mix it up and tailor it to suit their tastes. 80 covers Ethos statistics: dishes available 30cold 100% meat-free 80% vegan £17-£20 £12-£15 Average cost of lunch Average cost of dinner hot & 30 desserts on offer -40 FOR HEALTHY DINING


Stir it up magazine October 2017
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