On-trade bars and restaurants near peripheral Olympic venues could be under-prepared for the spike in sales and disruption associated with the Games, says distribution business Vivas.
The company is consulting with customers to organise flexible delivery options and to suggest ways of maximising business opportunities during the summer Games, it said, contacting everyone lying within the Olympic Route Network (ORN).
No non-Olympic traffic will be allowed to use these areas from 6am to midnight while the Games are on, with Vivas promising ‘bespoke coping mechanisms’ to help ease the situation.
The company’s initial findings suggest that customers located near the Olympic Park in Stratford, East London, are best prepared, but those around the peripheral venues ‘could be caught out’.
Vivas marketing manager Henry John said flexibility would be the key to smooth operations. ‘The majority of our customers, especially the smaller operators with limited storage, rely on daily deliveries, so operating an effective delivery system will be crucial to their smooth running,’ he continued.
‘We are also expecting last-minute orders from customers experiencing unforeseen spikes in alcohol sales once the Games are under way, as it is so difficult to predict the impact they will have at this stage.’
Suggested promotional drivers include sharing platters with wines from medal-winning countries and competitions to win glasses of fizz when Team GB wins gold.
The ORN will affect Stratford, Greenwich, Earls Court, Horse Guards Parade, Hyde Park, Lord’s Cricket Ground, Wimbledon and Wembley, as well as Eton Dorney, the Lee Valley White Water Centre, Hadleigh Farm in Essex, Weymouth and Portland, with further cities involved in the Olympic football tournament.