A whole new world

Operating 24 sites around the UK, multi-award winning hospitality business New World Trading Company (NWTC) has further expansion plans for 2019

Launched in 2011, today NWTC splits its stable of bars and restaurants into seven brands: The Botanist, The Florist, The Oast House, The Club House, The Canal House, The Smugglers Cove and The Trading House.

United by the common themes of live music, world-famous cocktails, ales and ciders alongside local cask, and food inspired by the deli, rotisserie and grill; the sites are also distinctly individual in décor and theme.

The story began with The Botanist brand. Now with 17 locations across the UK and further openings planned, visitors to The Botanist can expect antiquities and trinkets hanging from the walls, and resident ‘botanists’ crafting unusual concoctions such as the Velvet Green cocktail, which is boosted with a botanical elixir found in plants. A wide food menu covers all occasions and each location offers a different range of masterclasses in cocktails, private hire rooms and other interesting offerings.

Alongside The Botanist, NWTC’s newest brand concept is The Florist. Already established in Bristol and Liverpool and with an opening in Watford planned for 2019, The Florist draws on The Botanist’s approach of creating interiors that engage all the senses, but this time using the fundamental principles of floristry. The menu even features a floral touch with its signature lavender honey and sunflower loaf.

To further help future proof the business and address the needs of a wider variety of customers, NWTC launched a selection of standalone ‘House’ venues: The Trading House in London, The Oast House in Manchester, The Canal House in Birmingham and The Club House in Liverpool. Each offers its own unique venue, and draws inspiration from a variety of sources – for example, The Canal House, located on the site of the former James Brindley pub, was influenced by the life of James Brindley, one of the most notable engineers of the 18th century. With The Engine Room on the ground floor and The Residency upstairs, it is also a 135-cover restaurant with three private dining rooms.

Customer rewards
Showing the degree of flexibility in NWTC’s approach is The Club House situated in Chavasse Park within Liverpool One. Described as ‘a slice of the Hamptons in the heart of the city’ The Club House resembles a New England mansion, with a menu that offers everything from bar nibbles to deli favourites; meats cooked on the rotisserie and grill, as well as a selection of pies.

Also located in Liverpool is The Smugglers Cove in Albert Dock. As one might expect from a nautical leitmotif, The Smugglers Cove focuses on rum, with over 150 different varieties on offer and even a Rum Room offering visitors a unique dining and drinking experience, as well as theatrical masterclasses with resident experts.

What’s more, for those who love NWTC’s aesthetic and want a taste of it at their own event, they can call on the services of The Wanderer. Based on the body of an iconic Citroen HY van discovered in the South of France, NWTC have lovingly created a vintage mobile pop-up bar, which can travel to almost any location in the UK. The Wanderer is available for weddings, parties and corporate soirées, and hire of The Wanderer can include engaging and knowledgeable bar experts, curious cocktails, world ales, and even live music if required.

It is clear that NWTC doesn’t take an orthodox approach to its business, and this extends to its strategy for customer loyalty. Recognising the value of creating a foundation of guests who return time and again to its venues, NTWC created the My New World App, which, upon becoming a member, turns five per cent of future spend into My New World credit. As a result members build up a loyalty balance, which can be spent at any of the NWTC locations in the UK. Members can also book a table, get directions, purchase gift cards and have access to a world full of other benefits, too.

The value of loyalty and rewards also extends into the human resources side of the company, where NWTC believes in the value of building out the business with staff who share the company’s values, are experts in their area and can deliver unrivalled customer experiences.

Additionally, each staff member is welcomed into one of its six ‘Tribes’. Tribes celebrate the attributes that make each team a success and reward people for their team spirit, personal development, and achievements. Fellow Tribe members compete against other Tribes throughout the year in challenges, events and daily competitions to earn points, win prizes and be crowned champions, all communicated through a unique ‘Tribes app’. Staff are also presented with a book of benefits, and receive comprehensive training in a range of transferrable skills. This entire philosophy aims to unite everyone who works for NWTC, make them feel connected and part of something amazing.

The results that NWTC’s management team has garnered from the creation of Tribes speak for themselves – it was declared one of the Sunday Times Best Companies to Work For in both 2017 and 2018. Other accolades for the wider business include a place on the Sunday Times Fast Track 100 companies and The Times 100 Best Companies in 2017; winner of the Best Use of Technology at the Retailers’ Retailer of the Year 2017 and Best Brand/Concept at The Publican Awards, too.

In the eight short years since NWTC was founded, the business has concentrated on finding and developing the right brands in the right locations offering consumers the right menus and service. Further pursuing its aim for the NWTC brands to become a leading player in the UK casual dining industry, multiple new openings are planned for 2019, with funding in place to assist this growth. This programme will lead to an increase in staff numbers to over 1500, and 30 sites in the portfolio – NWTC is already actively looking for the right individuals needed to propel its success to even further heights.