Seven Dials Market turns three: evolution as a tool to not only survive, but thrive
Julia Wilkinson, Restaurant Director at Shaftesbury
First published in Propel, on 16 December 2022
2022 signifies three challenging yet ultimately triumphant years of Seven Dials Market, which sits at the heart of our West End village, Seven Dials. But what does this anniversary celebration consist of? Central to it, is the market’s dynamic evolution over a succession of unparalleled, testing times for the hospitality industry. Whether it be the pandemic, hospitality staffing crisis, the economic challenges or the seismic shifts in consumer dining habits over this period, KERB’s Seven Dials Market has not only weathered the storms, but has come out fighting, delivering something truly successful year after year. Looking back now, it’s sometimes hard to believe that Seven Dials is still KERB’s first and only bricks and mortar location so far.
Unpacking some of this success, a few key themes emerge, namely: incubation, community and partnership. Since its launch in September 2019, Seven Dials Market has fast become a hub for 45 independent, pioneering traders, many of whom have gone on to further expansion through their nurturing relationships with Shaftesbury as a landlord, and KERB as operators. KERB founder Petra Barran and CEO Simon Mitchell share parallel values with Shaftesbury; we both want to find and incubate emerging F&B concepts, giving them the support they need to flourish.
The likes of Club Mexicana, the vegan Mexican street food trader, for instance, has gone on to take a stand-alone bricks and mortar restaurant in Carnaby’s sought after Kingly Court following their success at Seven Dials Market, highlighting the brand’s success across, and investment in, Shaftesbury’s portfolio. Similarly, original Seven Dials Market trader, Truffle Burger have gone from strength to strength, now operating five venues across London and selling over 323,986 dishes (162,089 sides and 161,897 mains) from Seven Dials Market since their launch in September 2019. There have also been over 4.4 million visitors to the market over the past three years and upwards of 2.36 million this year alone, a huge testament to Seven Dials Market’s status as an international F&B destination, that maintains a local, welcoming feel, positioned at the heart of our carefully nurtured community.
April 2022 saw the launch of Cucumber Alley, formerly a retail space, delivering a new dessert hub for London’s best and brightest food traders. This launch heralded in new era for Seven Dials Market, where the focus shifted from survival (during the pandemic) to thriving (post-pandemic). Despite this shift, a focus on community has remained constant. Throughout its operation, Seven Dials Market has provided a community venue where friends and colleagues can connect, as well as re-connect post pandemic. This is testament to the market’s offering, its ability to adapt and its resilience; not all central London food halls have successfully relaunched following the height of Covid-19, whereas Seven Dials Market has been able to curate its offering in line with the symbiosis of selected pioneering operators, whilst also diversifying its customer base. With Seven Dials Market, KERB has set a precedent to inspire and push F&B boundaries whilst complementing the surrounding Seven Dials dining offer, which is a culmination of a conscious community that puts creativity, innovation and authenticity at the forefront.
Core to Seven Dials Market’s success is also the notion of partnership, on a number of levels. There is the obvious relationship between KERB and Shaftesbury, but also the inter-trader partnerships and synergy between other Seven Dials tenants. For instance, Donmar Warehouse, who also occupy part of the historic former Thomas Neal’s Warehouse, is able to benefit from Seven Dials Market’s extensive F&B offering, proving the complementary nature of occupiers across Seven Dials. It is also highly appropriate, that through the successful and respectful re-purposing of a historic listed building, food use has returned to the former fruit and vegetable warehouse at Seven Dials Market. Partnership with KERB has ensured key features, such as the original mosaic tiling throughout Cucumber Alley, has remained a constant, providing a nostalgic link to the past whilst driving Seven Dials Market into the future.
Seven Dials Market’s three-year anniversary also happens to coincide with KERB’s wider 10-year anniversary and Shaftesbury’s 36th year. The success of the market through evolution therefore proves the value in collaborative experience, insight and perspective, and the ability, when the right mix is struck, for such pioneering initiatives to not only survive challenges, but thrive for years to come.