Exclusive look at Leila Lily’s rebrand: Meet the creatives behind it

WHY WAS THE DECISION MADE TO REBRAND? 

Anna Anderson – Marketing Manager: “Due to a difficult time caused by post-COVID and the cost-of-living crisis, the finance team at our Head Office put together a team to work on a project addressing some issues we face in the hospitality industry.

“From this, we undertook market research in the area, visited local competitors, completed customer surveys, and researched industry trends. The outcome was that our offerings, venue layout, and price points weren’t right for the demographic we wanted to attract, so a relaunch was the best decision.”

WHAT IS THE MISSION OF THE REBRAND?

Alice: “We want to move away from Leila Lily’s being known as an ‘occasion venue’ where you only go to celebrate something significant. We want to be a destination in the city centre where you can pop in for a bite to eat at lunch or a coffee with a friend.

“Financially, we understand circumstances have changed, and we need to adapt our offerings to cater to our customers and remain competitive with other venues in the city. The venue has so much potential, we just needed to make some integral tweaks to ensure we appeal to a wider audience.”

WHAT INSPIRED THE REBRAND?

Marcella Swindell – Leisure Operations Manager: “We need to give customers what they want. After looking at market trends and listening to our customers, we designed the small plates and new menu with the customer in mind. Seasonality and local produce are much more important to people these days, and our new menu structure ensures our offering is on trend.”

ARE THERE ANY CHANGES TO YOUR ICONIC COCKTAIL MENU?

Anna: “We have simplified our drinks menu to suit all customers. From design to content, all our drinks can be seen on one menu, giving options to every kind of customer. The cocktails have also been simplified to 12 classics and 12 signatures, so you can stick to what you know or try something created by our in-house bartenders.”

HOW HAS DINING AT LEILA LILY’S IMPROVED? 

Richard Swindell – Group Executive Chef: “Menus were becoming old-fashioned with heavy prep days incurred by chefs. New fresher and more seasonal options have given us very competitive pricing structures with less prep time, reducing overheads. There is now a fantastic new afternoon tea offering, again with seasonality and freshness, alongside finger buffets to suit all budgets for bigger parties and functions.

“With summer approaching, we wanted to create that Mediterranean feel of alfresco dining. With our new terrace to be showcased later in the year, we felt a lighter menu would be ideal, running alongside our small plates, fish dishes, and salads.

“Our new lunchtime offerings include 3 small plates for £16, 2 courses for £18, and 3 courses for £24, designed to be served quickly without compromising our high standards. Not only that, but we have added wine pairings to our new à la carte menu to elevate the customer’s experience further.”