Individuality, uniqueness, yeah they are important, but heres the thing, you could be the most individual of places, but if you are only appealing to a select market, you better make sure there are enough people to not only share in your vision, but be loyal enough a customer to pay for it over and over.
Beware of creating a party for one
Theres a new brawler on the block, and its coming out punching.
Well, its not so much a brawler, it is far too pretty for that. Nethertheless it has stepped into crucible, the metaphorical ring, and it wants its reign to be remembered. (See what I did there)
Where is it?
This isn't on the Fulham Road with Chelsea Football Club along side. This is still sleepy ol Broadstairs, what on earth is it doing here?
What is "The Reign Bar and Lounge" exactly?
I start my reviews with the goal of answering one key question. What is it.
Well in fact 2 quesions. Assuming it knows what it is, does it achieve it?
Why is this important? Without knowing what you are, how will you know what you have to do to achieve it?
I am somewhat of a stickler for identity, and knowing what you are is key to unlocking the puzzle which is how to make your hospitality business pop.
So lets get down that rabbit hole and see what wonderland awaits.
Opened in 2019 it sits on the site of a former legendary pub of Broadstairs, The Rose Inn.
The Rose Inn was a place where you could hear the music first, then the laughter. Its customers where a hybrid cocktail of the understated well offs, and the slightly grubby colorful types that woke up and went for their daily commute, pub to pub.
Its closure caused great shock and sense of community loss.
It wasnt just closed and reopened with a different name and identity, the whole building was essentially stripped back to brick and started again to incorporate apartments above whilst retaining a bar.
The first incarnation was Taylors which I admit I never stepped foot in, it didnt last long. Shame I thought, but hardly surprising.
The building is a modern contemporary thing, highly out of character for its surroundings given it sits on a primarily Victorian built and lined road with a bit of Georgian for good measure.
It smacks of a developer that wanted to make something a statement, a bit of bling, and misjudged the opportunity totally, but thats just my opinion.
It stayed empty for somewhile when out of the blue it was being gutted again. Initially under a fair amount of hush.
The first I knew about the Reign Bar was really a local news feature which showed off an opulently decadent interior which had been designed by Lifeforms design.
It really was palacial.
I heard whispers, whispers of the obscene amount of money the new owners had spent on the refurbishment, I wont throw out there the figure I heard, but it was enough to buy a house outright and bear in mind it had only just been renewed, and they only had a lease on it.
Alarm bells rang, my white rabbit nose twitched. I suspected that another person who also had more money than sense was about to get blown up in a Broadstairs firework spectacular?
The reason why it is so risky spending that amount of money is that you better be damned sure it is going to work, and on that point they definitely adopted the attitude, go big or go home.
So what is it, and how are they going to set Broastairs alight, without them being the wick of their own explosive destruction?
My first visit I left very unsure.
As you step inside you are immediately greeted by a waitress at the door. I was just being nosey, a quick pint to get a feel for the place. There was a DJ, it was folk week.
Everyone in this wonderland of the Isle of Thanet knows what folk week is about. Folk music, sea shanties and the like. It's a huge draw, especially for locals from all around to come and be a part of the special atmosphere.
Some pubs opt out of that folking music, and for local rock bands, local bands equal a local following and some will pack out pubs where ever they play... But a DJ playing house music, you gotta be kidding... To my shock and amusement the DJ suddenly scooped up a saxophone, ran outside and started playing along to his track which was pounding out rattling the swinging tankards dangling from the waist of a passing folker.
It was very Ibiza. There was a couple of tables outside who looked like kevin and perry go large.
I look around at the decor, it is like nothing else I've seen this side of London. It is smart, however not as big as you would think, The Rose was a cavernous space, this is a third of the size.
The bar is right in the middle and dominates.
In the front window is a young woman with a baby in a pram. Shes on her own with a glass of something, she seems right at home as she nods to the beat.
A pint is about the £5-6 mark, not ridiculous money now, I look at the menu, wines and cocktails. I shouldnt be surprised given the image, but I am still bemused.
Who is going to keep this place afloat? I finished my drink and fell into the next pub.. Well I tried, it was packed in appreciation of a folk band.
I began to understand more when I popped in a second time with my wife for a drink and we bumped into a couple my wife knew. They were sat with wine on Ice, we joined them, and the bottles fell like the nursery rhyme.
I get it.
It is different, it does offer something you will not find anywhere else around here and if you have a couple of quid then you would not think twice about peacocking around here.
The problem with Broadstairs is that despite its higher house prices, and assumed greater wealth per head, it is still a retiree magnet, and it doesn't matter how much money they have, those people still shop at Asda.
Please forgive the sterotype, but this is marketted to the yummy mummy/ladies that lunch. If they were standing in front of the dragons on The Dragons Den, asking for investment, this would be their pitch.
Somewhere nice, somewhere safe, somewhere fitting of their fake Louis Vuitton handbag (no one can tell the difference, right?)
More so, it is somewhere that it is okay to pop a bottle of Prosecco for brunch.
The food options are sub £10 for some scrumptious sounding plates, not too big, not expensive, totally counter acts and justifies the £24 starting price for some bubbles (again not ridiculous by any pub price) Be careful though, the most expensive is a sobering £490.
There are coffees and mocktails for the kids too (the big ones that drive that is)
Cocktails sweep up the inbetweeners throughout the day, staying south of £10 they venture the right side of agreeable.
Spirits are priced strongly... Sod it have a cocktail then... Gotcha!
Evenings are more of the same, couples popping in before or after a meal, weekends full of young money splashing cash like a cast from Made in Chelsea.
This was never going to be everyones cup of tea.
A few doors down you will find pubs absolutely packed full of pot bellied, real ale drinking, pork scratching eating, wellie wearing retired doctors, lawyers and lords no doubt about it, Broadstairs is full of em.
Money doesnt buy atmosphere, money doesn't guarantee success.
Delivering a unique level of standards or product to an abundant market is where you must sharpen your focus, or you will be as effective and penetrative as a penguin selling ice to an Eskimo.
Spending this amount of money on this place, which only sells drinks with a side of light lunch was a huge gamble.
If this was high end bar with a pop up kitchen by a phenomenal chef which would attract well heeled customers from far and wide, okay that would make more sense, but its not.
When I say high end, I mean it has to be punching well above any other restaurants locally, by a mile.
The competition is so strong. A good restaurant in Broadstairs are 10 a penny, and they disappear quickly. The people with money, the ones you think will be your market are notoriously tight.
Like I said.. This isnt on The Fulham Road.
I cant decide if it is missing its opportunity, or by denying it they are limiting their risk...
HOW DOES IT SCORE
1) Is it to the expected standard?
If you are in the market for luxurious surroundings, high end drinks service then this is your jam. ONE STAR
2) Does it do something that you have always wanted to try?
Its and out and out wine and cocktail bar, with a few fancy light bites. Its offering will not float everyones boat but still deserves credit ONE STAR
3) Is it fairly priced?
On balance for its offering, its about right, that said you wouldnt want this to be the bar you get stung with a round at. ONE STAR
4) Cleanliness, including customer toilets
Outstanding ONE STAR PLUS ONE BONUS STAR
5) Service
It is their USP however it falls short when busy ONE STAR
CONTRIBUTING EVIDENCE
A) Does it have a clear and relevant identity?
From its name to its soft furnishings, it oozes class. Is it relevant? Thats a different question.
B) Does it stand out for quality and standards?
Yes but to a very inconsistent clientèle.
C) Is there areas of the business that someone else does better?
In its class it is on its own, but is their enough feathers in its cap to survive all year around..
D) Does it diversify?
Light bite menu ensures it stays true to what it is, but once you set yoyrself to this standard, theres alot of gaps they ignore.
E) Will customers return without hesitation?
If its your thing, there is no where else to compare. So yes people will return, but many wont even step foot through the door.
How long will this Reign last for? I cant decide.
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