Case Study
The Spice of Life
Exploring how the UK fell in love with Latin American cuisine with one of its hottest contenders
Erupting onto the backstreets of Bristol, Las Iguanas now operates close to 60 restaurant sites nationwide. Fuelled by a fiery mix of salsas, sauces and spices, Latin American cuisine has since become a national favourite for diners looking for hearty dishes and inventive cocktails – all packed with plenty of flavour. We talk to Lucy Harwood about how the UK's most colourful kitchen puts personality and passion on a pedestal, and how its determination to do things differently has reignited the casual dining scene.
Doing things Differently
How Las Iguanas thrives in a crowded sector
Skull-shaped cups, pineapple glassware, bright tapas bowls and speckled ceramic platters – It could only be Las Iguanas, a veritable fiesta of bold food, and even bolder design! And this bright, crowd-pleasing palate has always been a key part of the restaurant group’s atmosphere – not to mention its success, Lucy Harwood, marketing director, says.
"The ability to cover a whole continent with our menu helps us to stand out in the casual dining market"Lucy Harwood, Las Iguanas
“Latin restaurants and bars are by nature a more vibrant alternative to pizza and burger joints,” she explains. And with today’s more experimental diners always on the hunt for something fresh and exciting, Las Iguanas’ wide remit gives it plenty of scope to stay ahead of the curve: “Today, guests are looking for differentiation, and the ability to cover a whole continent with our menu helps us to stand out in the casual dining market!” Lucy adds.
Tying an inviting selection of warm yellows, avocado greens and seaside turquoises across its décor, glassware and tableware, Lucy knows they can offer Latin food with the personality to match!
Shop now >Standout Style
Carve out your own niche with a distinctive look
Las Iguanas’ iconic style is about much more than quirky colours however – and landing a look that’s entirely one’s own calls for close ties with trusted suppliers.
“We enjoy playing with our tableware and have created a number of bespoke solutions in partnership with manufacturers and suppliers,” Lucy says. “From our artisan pots and wooden boards to our cocktail trunks and fajita stackers, we look for differentiation, quirkiness and fun – along with performance and value!”
But while bespoke can sometimes be better, tableware needn’t be artisan to be artistic. Using bold and modern martini and margarita glasses gives Las Iguanas’ drinks service a stylish feel, and works well alongside its made-to-order crockery pieces, creating a look that’s at once familiar yet entirely its own. And this attention to presentation has paid dividends, helping – in some small way - Las Iguanas carve out its own niche in a crowded marketplace.
Shop now >"...We look for differentiation, quirkiness and fun along with performance and value!”
Lucy Harwood, Las Iguanas
People Power
Investing in your staff always pays off
Looks aside, nothing is more essential to your service than your staff. As the frontline of communication with your customer, they’re the key to managing your guests’ expectations. To expand to a national scale, Lucy explains how Las Iguanas had to focus on training to keep that all important service at a high level.
"We make sure the whole team understands what goes into great hospitality"Lucy Harwood, Las Iguanas
“We recruit around our key pillars of fun, generosity, passion and consistency,” she explains. “And we make sure that our whole team understands what goes into great hospitality, rather than just into great service.”
And incentives aren’t overlooked either. A department dedicated to motivation for the well-performing works as an ample driver of excellence.
“We recognise the best of the best who consistently give great hospitality,” Lucy continues. “Those who go above and beyond are sent on the Race to Rio, an all-expenses-paid trip to the Brazilian capital where they experience vibrant Latin life for real!”
Shop now >Viva la Innovation!
Ride the latest trends to stay ahead of the curve
But it’s not just a dedication to style and service that has set Las Iguanas apart. Its willingness to experiment and embrace the new has also been a key driver behind its impressive expansion.
“We are constantly looking at the guest experience and innovation on our menu,” Lucy agrees. “We’ve just returned from a research trip where we were inspired by some incredible local food.” And it’s such trips that will inform later iterations of its (already expansive) menu.
But its commitment to innovation goes deeper than its menu. With shared and group dining one of its key demographics, the Las Iguanas experience has to be as convenient as possible. “We recently launched a pay at table and app to ease splitting the bill,” Lucy explains. “There are some great tech solutions out there that can make the dining experience as easy as possible for guests.”
"There are some great tech solutions that can make the dining experience as easy as possible for guests"Lucy Harwood, Las Iguanas
But all this aside, Lucy finishes by stressing the importance of getting the right staff. “The best tech will never fully replace great people offering fantastic hospitality,” she enthuses. “Surround yourself with the best people you can!”
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