Analysing flea markets as part of ‘Rainer’s Bavarian Grill without the oil’ growth strategy
The difficulties for us as a up market food stall operator are complex but justifiable when we look back.
London’s markets are not typical of what we see in continental Europe.
The majority of these markets have certain characteristics. Here you can find the usual junk-shops selling clothes and souvenirs but also a great variety of fruits and vegetables at very reasonable prices and lots of junk food stalls that can be described as provisional at best.
But, having said that, ‘Rainer’s Bavarian Grill without the oil’ is not really a good fit in these places as we need to draw quality footfall to our specialist food trailer.
The difficulty is as far as I can see that the urban and suburban areas are lacking of local small-scale producers, micro-businesspeople, those that could have a stall to showcase their goods to draw in a good crowd of visitors or, as I call it, quality footfall.
In addition, once a certain level of quality stalls have been identified at these markets, others will become suddenly aware of the potential and the situation could change for the better.
Ways of encouraging quality stallholders by the market management still need, I believe, to be better defined, while the market forces capable of triggering a virtuous cycle of synergy are not clearly identified yet and so are not available, as they should be, in the short term.
It’s a popularity matter: Once a good standard of these flea markets has been attained the ratings go up and e.g. you will see Walthamstow market mentioned next to Portobello Market on the ‘i love markets’ webportal (see http://ilovemarkets.co.uk/londons-best-antique-and-flea-markets/).
A brief analysis provided by Stefan Schenkelberg, co-owner of Gourmet Express Mobile Catering’s signature trailer Rainer’s Bavarian Grill