Case Study
New to the Neighbourhood
Boasting a clear vision seasoned with a willingness to adapt to customer wants, London’s latest US-inspired venue is bringing a taste of NYC to the masses
Darby’s Oyster Bar, Bakery and Grill, London’s latest NYC-inspired haunt, has a bold mission at its heart: create the quintessential neighbourhood hub. Sitting at the steps of the US Embassy, this culinary hotspot promises an authentic across-the-pond experience – from breakfast right through to dinner. In this edition of It’s On, we talk to Darby’s Emma Underwood to get the inside scoop on what it takes to turn a new venture into a resounding success.
An Exciting Change
Bigger headcount, bigger opportunity
Celebrated for her roles at Stockport’s lauded Where the Light Gets in and Mayfair’s love letter to modern British cuisine, Stem, Emma Underwood, Darby’s newly appointed General Manager, was the smart choice for a service that needed to be rich in personality. And with so much variety on offer, it’s more than the perfect proving ground for her well-honed talents.
"We want to be a place people are drawn to, whatever their need"Emma Underwood, Darby's
“Compared to where I was before, Darby’s is about five times the size!” Emma laughs, “We have so many different facets that cover everything from breakfast to lunch right through to dinner – mainly because we want to be a place that people are drawn to, whatever their need.
“It’s such an exciting change!” she adds.
Shop now >Horses for Courses
How Darby's give each mealtime a unique feel
Thoughtfully designed down to the last detail, Darby’s is a restaurant that’s certain of its identity. Clean white crockery and crystal stem glasses bring a touch of class to their finer dining, while more natural and handcrafted tones lend a warming touch to their more communal spaces and lighter dishes. It’s a delicate dance between class and tone, using tableware and clever restaurant layout to demark each mealtime and frame each experience in a unique way.
"One of our guests has visited three times today!"
“When a diner walks through Darby’s, they’re given a taste of all that we have on offer,” Emma says. “From the bakery and grill, to the chatter of the oyster bar and our regular live music performances, we try to showcase our range and inspire customers to come back for something new.
“In fact, one of our guests has visited three times today already!” she laughs.
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Olympia Canvas Small Rim Plates
Super stylish crockery to bring your dishes to life. Finished in a rustic wheat colourway
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Riedel Nick & Nora Glasses
Classic glassware for a classic cocktail. As glitzy as the drinks you serve in them
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Riedel Bar Collection Rocks Glasses
Sophisticated tipples call for glassware to match. Look no further
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Olympia Canvas Flat Plates
A cutting edge shape meets a classic colourway in a masterclass of crockery design
Shop now >Sharing the Burden
Delegation keeps Darby's fluid, focused and fun
From a freshly brewed morning coffee on the terrace, to a slick evening selection of sumptuous oysters and cocktails, the restaurant morphs over the course of the day with an ease that’s impressively organic. It also boasts a range of in-house talent, including a butcher where meats are cut and cured, a bakery and even its own vermouth brewing facility.
As exciting as all this is, it does, however, present its own challenges. “Working in a smaller operation, you tend to get stuck in with a bit of everything,” Emma admits. “But when you’re handling this many functions, having clear-cut roles is absolutely crucial.
“We have a dedicated team responsible for every section, and it’s that delegation and communication that gets us through."
And it’s not just efficiency this divvying up of responsibility brings: “If our Events Manager wanted to plan anything – from a coffee morning to a big grill, or a live band in the evening – they’d know exactly who they needed to find to get it organized,” Emma explains.
Shop now >"Working in a smaller operation, you tend to get stuck in with a bit of everything... but when you’re handling this many functions, having clear-cut roles is absolutely crucial"
Emma Underwood, Darby's
Customer Comes First
Adapt to your audience to keep them coming back
When looking to deliver an engaging service, there’s nothing more important than knowing your clientele. “Everything is done with the guest in mind,” Emma stresses.
In the case of Darby’s, Emma and co had anticipated two main customer types: a core residential crowd, and a gaggle of office workers from in and around the area. But, as Emma soon discovered, this would be far from reality…
"If you want to succeed, forget yourself and focus on what your customer wants"
“We started seeing a huge share of our business coming from - completely unexpectedly - tourists visiting the embassy to get their Visas,” Emma explains. “We quickly had to adapt to a whole new type of diner – and it’s entirely reshaped Darby’s vision to more easily fit in with the soul of the area!” she says.
And this willingness to adapt to your clientele, Emma argues, is imperative to the success of any restaurant, bar or café: “Being willing to adapt to your guests’ needs is the only way to deliver the quality of service they came for,” she says. “If you want to succeed, forget yourself and focus on what your customer wants."
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