NWTC’s new strategy brings 9% like-for-like sales uplift
New World Trading Company has also announced the appointment of a new creative agency, Natural Selection, to implement a brand refresh
Register to get 1 more free article
Reveal the article below by registering for our email newsletter.
Want unlimited access? View Plans
Already have an account? Sign in
Bar and restaurant operator, New World Trading Company (NWTC), has seen a 9% improvement in like-for-like sales across the last four quarters, following the appointment of a new leadership team and a renewed focus on The Botanist brand.
Amber Wood, managing director of NWTC, said: “We’ve spent the last year consolidating our brand offering to focus on The Botanist. Our guests have told us they are passionate about our botanical interiors and we are using this as an opportunity to double-down and amp up botany across our whole offering, including food and drink.
“We’re obsessive about listening to our guests – whether it be our extensive data gathering or traditional research. As a result, we’re step-changing the amount of innovation we are introducing in 2025 and couldn’t be more excited about our upcoming brand refresh.”
She added: “We’ve built a solid foundation of operational stability which has culminated in a 9% like-for-like sales swing across the last four financial quarters. It’s really encouraging to see the hard work of all of our teams starting to pay off and we’re now in a strong position to continue the growth in our existing sites, along with new site openings, including Bournemouth next month.”
Antony Doyle, the former operations director of Loungers, joined NWTC in June 2024 as its group operations director. He said: “We’ve spent a lot of time and energy on improving the offer, with a strong focus on our foundations of natural hospitality, amazing food, innovative cocktails and live music.”
NWTC has also announced the appointment of a new creative agency, Natural Selection, to implement a brand refresh.
Kate Lister-Clancy, marketing director of NWTC, said: “There’s nothing more important than listening to our guests. We call them ‘Botanistas’ and they are at the forefront of our mind in every decision as we innovate our new menu, new brand look- and-feel and new customer journey.
“Our new menu is our biggest ever change. We’re putting botany at the heart of our offering with fresh, vibrant dishes and an update to our Famous Hanging Kebabs, giving guests more choice and customisation. The brand refresh has been an energising journey and the whole business is really excited for the launch.”
The Botanist is expected to launch its new Spring/Summer 2025 menu on Wednesday 23 April.
