Making a namefor themselves
Rocket, Orbital, Juniper, Tuna, Snapper, Steam - these were just some of the names considered by the team behind what was eventually to become the Blue Bar Café. At the time, the name "Blue" was just an also-ran.
In a burst of brainstorming, proprietors Andrew and Lisa Radford decided that Blue was the title they wanted. It conveyed a different feel to that of the Radfords' first venture, the more upmarket Atrium, a point which was essential as the two operations are housed in the same building.
That was the explanation from Andrew Radford and the Blue Bar Café team at Caterer & Hotelkeeper's recent open day, sponsored by American Express. Different targeting was critical to the new venture if the Atrium was not to be adversely affected. This included details such as using paper serviettes, how the telephone would be answered, the choice of furniture, whether coats would be taken away on arrival or hung up next to the tables, and whether tables could be booked in advance.
Susan Duncombe, national account manager for American Express, the sponsor of the event, confirmed that the Radfords' decision to target a different audience to that of the Atrium, while retaining the quality the latter offered, was an astute one. The Radfords had a clearly defined marketing plan, had done their research, and the results, with the first two months' trading being 121% higher than anticipated, spoke for themselves.
