The company operated in the most challenging part of the hospitality sector during the pandemic with extended lockdowns on its premises. It innovated during that time launching its ‘Pub-in-a-Club' concept to open some of its sites.
The business was bought out of administration at the end of 2020 by the Nordic nightclub group, which operates 130 bars and clubs in Norway, Denmark and Finland.
The judges were impressed with the work that the company had done during lockdown to develop the business. There is a renewed focus at the company of focusing on the experience and the journey of the customer.
Rekom has invested heavily in marketing focusing on using data with its new ticketing platform, allowing it to understand its customers better. Every large site within the business also now has its own marketing manager. Marketing has become more sophisticated and experiential showing what a great time people are having on site rather than pushing discounts or drinks deals.
Judges were also impressed with the company’s approach to responsible retailing with it reviewing its drinks pricing and ending drinks discounting.
Rekom also focused on developing its strategy towards its staff with more focus on recognising employees with initiatives such as employee member of the month.
The company also has a strong responsibility policy to protect its customers. Rekom has a “We Care” policy across its venues which ensures there are ambassadors keeping guests safe with taxi escorts for anyone vulnerable to make sure they get home safely. There are also inhouse medics, welfare rooms with phone charging, free drinking water and anti-spiking devices.