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Norma London: creating a welcoming experience during a crisis

In August 2019 we were introduced to Norma, a vibrant restaurant inspired by the food and culture of southern Italy and northern Africa, situated in the heart of Fitzrovia.

Norma wanted us to help them create the perfect ambience by providing bespoke playlists that would seamlessly flow from day into night. It was essential to curate music that created the right atmosphere for customers, as well as reflecting Norma as a brand. 

We caught up with Liz Reece, F&B Operations Manager at Norma, to find out how Ambie is making an impact on their business, as well as how they’ve been navigating through the Covid-19 pandemic. 

Why is music important to your business? 

It is an intimate restaurant but important we create the right atmosphere especially at the beginning of service before it gets busy.

What challenges have you previously faced with curating your music? 

Previously I have found it complicated when asked to ”download” new tunes or repetitive when you hear the same tracks again and again

Why did you switch to Ambie?

Simple system, great team support, competitively priced, they got the ambience we were looking for very quickly, incredibly easy to set up.

 “Simple system, great team support, competitively priced, they got the ambience we were looking for very quickly”

What Ambie feature do you find most useful for Norma?

That you don’t have to do anything about it. It runs itself!

Since you switched to Ambie, what have been the most and least obvious benefits? 

You can’t attach a ”worth” to it as such but it makes a superb addition to the overall feel of the restaurant.

How have you noticed your team responding to Ambie?

Staff actually love it! When it comes on in the morning when we are setting up they actually turn it up and are often using their phone apps to identify the tracks that are playing, which has to be a compliment!

“Staff actually love it! When it comes on in the morning when we are setting up they actually turn it up”

How has your business had to adjust since Covid-19?

It has been so dreadful and is great to be back. We have reduced covers to ensure social distancing, added screens between tables, and got sanitisers and signage everywhere.

Is it more difficult to create a great atmosphere with Covid-19 restrictions? 

Yes it is more challenging but Norma is lucky because it is quite an intimate restaurant operating with a solid fan base of regulars. We just have to be even more welcoming than we already are and reassuring for guests who might be more nervous and naturally sensitive to their surroundings.

How does music play a role in your business in the midst of Covid-19?

By keeping a positive vibe.

Who might you recommend Ambie for and to which businesses in particular?

Definitely anyone in the hospitality industry.

Do you have any other final thoughts on Ambie that you wish to share?

We have a very mixed crowd at Norma so it was essential to get the right mix of music and Ambie has achieved this exceptionally well.

 

Thanks so much to Liz and everyone at Norma for speaking to us. 

You can book a table at the restaurant now by visiting this link. Trust us… you won’t regret it!

If you’re interested in how Ambie can help your business, contact us here or just give us a call and chat to one of our expert consultants now  – +44203-282-7187



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