Seaby described the landscape as a “VUCA world”—volatile, uncertain, complex, and ambiguous. He emphasised that the ability to adapt quickly is now critical: “Technology and investment in systems continue to support businesses in being agile, enabling them to adapt whilst also driving efficiencies.”
Tackling Stock Management at Scale
One of Whitbread’s biggest operational challenges was managing stock across its expansive estate. With hundreds of sites, varying menus, and the need to manage both food and drink efficiently, manual systems were falling short. The result? Wasted time, inconsistent performance, and profit leakage. To meet its goals for efficiency and consistency, Whitbread needed a modern, unified approach—one that could reduce waste, tighten stock control, and maintain the guest experience across every site.
Enter Crunchtime: Centralising Operations
Whitbread partnered with Crunchtime to roll out a centralised stock management platform across its restaurant brands. This system has become the backbone of back-of-house operations—from menu planning and allergen tracking to forecasting and reporting. “Using Crunchtime, we upload all product information, allowing us to quickly and accurately identify allergens and guest communication needs when developing new dishes,” Seaby explained. The platform ensures each site carries the right amount of stock to meet demand—without over-ordering. This not only cuts waste and frees up storage but also supports a more reliable, seamless dining experience.
Smarter Decisions with Data
Crunchtime’s real-time insights allow Whitbread to make faster, more informed decisions. Teams are no longer reliant on gut feel—data now drives daily operations, from stock orders to menu performance. “With Crunchtime, we ensure we have just enough stock to meet guest needs without overstocking, freeing up space to maximise room potential while still delivering a seamless food and beverage experience,” said Seaby. By anticipating demand patterns and aligning stock with actual sales, Whitbread minimises waste and enhances profitability—without compromising service. "Crunchtime removes guesswork from daily operations. Data-driven decision-making ensures we deliver better products to our guests and maintain full menu availability at all times."
Reporting and Forecasting at Scale
Advanced reporting tools have enabled Whitbread to refine forecasting, reduce food waste, and control costs more effectively. “Crunchtime’s back-of-house technology has improved reporting, enhanced stock availability, reduced waste, and given us greater control over costs with actionable insights at scale,” Seaby noted. These capabilities have helped Whitbread stay ahead of trends and adapt quickly to changing guest preferences and seasonal fluctuations. “Data tells us how the business is performing, how guests are behaving, and whether our plans are working. We use guest insights, loyalty data, bookings, sales, and stock information to guide most of our daily decisions,” he added.
Designing Inclusive Menus Without the Complexity
Today’s diners expect menus that cater to a range of dietary needs—but not at the expense of simplicity. Seaby stressed the importance of designing for inclusivity: “It’s not always about adding more complexity. Guests just want their needs met. For example, accommodating a guest with celiac disease can influence a whole group’s decision to dine with you. The halo effect is significant.” Technology plays a key role here, from QR code-accessible allergen data to systems that streamline compliance and planning behind the scenes.
Balancing Tradition and Innovation
The pub sector is diversifying—from traditional drink-led venues to food-focused and experience-driven models. “We’re seeing everything from bottomless brunches and themed nights to pubs specialising in craft gins or rotisserie chicken. Value is still hugely important, but there’s growing demand for low- and no-alcohol options, particularly from younger guests,”
Seaby said. While customer-facing tech varies by location, Seaby emphasised that robust back-of-house systems are essential for scaling operations effectively: “Technology can’t be one-size-fits-all. In some pubs, order-and-pay-at-table works perfectly, especially in city-centre bars. But in more traditional pubs, the experience is about seeing a familiar face at the bar. Back-of-house tech, however, is now vital—it brings efficiency, cost control, and better reporting.”
Growing With Purpose and Consistency
Whitbread is growing strategically, with plans to expand Premier Inn’s footprint while optimising its restaurant offering: “We announced our Accelerating Growth Plan last year. This will increase the number of hotel rooms in the UK while optimising our food and beverage offer. We’re converting over 100 restaurants, selling some to build 3,500 new room extensions, with a target of 97,000 rooms by 2029.” Robust systems like Crunchtime are essential in maintaining brand consistency, quality, and efficiency at scale.
Key Takeaways for Hospitality Operators
The webinar offered practical guidance for operators navigating a fast-changing landscape:
Seaby summed it up perfectly: “The foundations of strategy must be built around delivering value for the guest—great service, great products, and great price. Ultimately, you want every guest to leave happy and wanting to return.”
Watch the full webinar for more insights: