The need to diversify: Coppa Club’s cultivation in the hotel sector
In a discussion with Yishay Malkov, CEO of Coppa Club, he explains the brand’s latest addition in Haslemere, its increasing presence in the hotel sector and why it is important firm’s look to diversify their offerings in the current climate.
Hospitality franchise Coppa Club is expanding its portfolio with a new venue in Surrey that celebrates style in its most authentic form; The Georgian. Opening on Tuesday 26 April 2022, the property reflects the building’s history and architectural element, whilst setting news trends in the streets of Haslemere, near the idyllic Surrey Hills.
What drew the Coppa Club to Haslemere?
Coppa Club has been looking for a site in and around Haslemere for a while now. We love the character and feel of the town but we were holding off for the right property. The Georgian is exactly where we hoped we would be and we can’t wait to give the locals their own clubhouse to enjoy and use everyday.
Why has the operator decided to dive into the hotel market?
Coppa Club has not really dived into it – the hotels in Streatley and Sonning were always attached via the business umbilical cord to the Coppa Clubs on site. Going public accelerated their integration into the company and allowed us to distil our clubhouse proposition with its rooms, event spaces, dining spaces, bars and so on. We’re extremely encouraged by the hotel’s performance and can’t wait to showcase what we can offer in Haslemere as well.
Why is it paramount that firms diversify their offerings?
The world has changed considerably over the last two and a half years and with it, consumers’ needs have changed as well. People expect better quality, value for money and a memorable experience. Good food is no longer enough – operators need to be nimble and attentive and be able to offer more than a one-dimensional product in order to keep up.
Has Coppa Club’s ‘escape-from-home’ ethos proven popular so far?
The Coppa Club concept has obviously been around long before Covid but the pandemic has highlighted the need for offers such as ours and where the wind was blowing as far as consumer sentiment.
A personalised “come as you are, use as you like” offer especially when people are spending more time around their homes is paramount. We let our guests dictate what they want to do, when they want to do it and who they want to do it with and we supply the settings, service, food, drinks and rooms as needed.
Why has the firm decided to cater for a working-from-home audience?
This has always been the Coppa Club’s ethos from the very beginning. It was a gap in the market we recognised a long time ago and decided to find the right concept to fill it alongside other needs we saw in the market.
How much is the new investment costing?
We have invested just north of £2m.
How has Coppa approached recruitment in Haslemere?
We started the process a long time in advance and have diverted a lot of resources to it. We want to contribute to the local economy and offer a wonderful, supportive work environment for anyone who wants to either dip their toes in the hospitality industry or for people who would like to make it their career. We offer amazing opportunities for both especially as we are a fast-growing group.
