With the hospitality sector starting the long slow process towards reopening their businesses this week, it’s time for operators to reassess their offer and think about premiumisation. Director of foodservice & licensed at Britvic, Adam Russell, said although consumers have adapted to the ‘new normal’, they are certainly becoming more eager to return to venues and outlets. In fact, 34% of people suggest they will go back to hospitality outlets once they have received their two inoculations. He also said that premiumisation will be key to enticing visitors back to outlets this summer, with offerings that cannot be re-created at home. With the growing desire, and confidence, in venturing out to hospitality once things are open, it’s important for operators to make that trip out all the more special – particularly given the increase in ‘hospitality at home’ during lockdown.