The Magic of Food

Our new Associate Lindsey Butler explains the importance of good F&B retail and hospitality at Christmas

Christmas is a magical time of year, and nowhere is this more evident than in the world of food and beverage retail and hospitality. Few people understand this better than Lindsey Butler, whose career has spanned over 25 years at some of the UK’s most prestigious retailers, including Fortnum & Mason and Selfridges.

Lindsey’s journey began on the shop floor at Fortnum & Mason, carving smoked salmon and selecting cheese boards for customers. "I just loved it. I loved food, everything about food," she recalls. The festive season, in particular, left an indelible mark. “If anybody’s going to do Christmas, it’s Fortnum’s. Everything was Christmas – from the music to the displays. It was a magical experience to be part of.”

Her time at Fortnum & Mason saw her rise to the position of Food Buyer for Grocery, Tea & Coffee, Chocolate, and Confectionery. During her tenure, she played a pivotal role in redesigning the split-level Food Hall, with a particular focus on chocolate and confectionery displays. It was also here that Lindsey honed her expertise in creating Christmas ranges that balanced stock management with customer delight. "It’s all about shopability," she explains. "Making sure key items are accessible and easy to add to the basket without even thinking about it."

From Fortnum’s, Lindsey moved to Selfridges as the Grocery Buyer, where she brought her passion for innovation to life. "It was all about finding new brands and giving them a platform," she shares. This included launching now-iconic brands like Joe & Seph’s Popcorn and introducing Popchips to the UK market. Lindsey’s approach was always deeply collaborative, working closely with producers to refine packaging, pricing, and presentation.

“I’ve always believed in building strong relationships with suppliers and the shop floor teams,” she says. “They’re the ones who make your department work. Their feedback is invaluable, and when you take the time to engage with them, it shows in the customer experience.”

Her commitment to excellence didn’t stop at retail. Lindsey also ventured into hospitality, helping to launch three restaurants at Liberty of London, each with a distinct style and customer base. Whether consulting on menu creation or creating festive displays, Lindsey’s passion for food and the stories behind it have remained central to her work. "Food is so emotive," she says. "It brings people together and creates memories. That’s what makes it so special, especially at Christmas."

How to create magic this Christmas: Use STARS

Lindsey’s wealth of experience has distilled into a clear formula for success, especially during the festive season. The SS+A STARS framework outlines the key pillars to focus on for creating a memorable customer experience.

• S: Story – Where the Food Comes From
  The provenance and authenticity of food are more important than ever. Customers want to connect with the stories behind their purchases, whether it’s a family-run producer or a product crafted with generations of expertise. "Sharing these stories builds trust and loyalty," Lindsey explains.

• T: Team – The Importance of Engagement
  Your team is the face of your business. Ensure they are educated about the products and understand their stories. "Engaged staff who can share their knowledge with customers make all the difference," she says.

• A: Ambience – Using the Senses
  Create a sensory feast for your customers, from festive scents to carefully curated displays. "Christmas is about more than products; it’s about the feeling you create when someone walks into your store or restaurant," Lindsey advises.

• R: Recipients – Pricing and Range
  Offer a range of products that cater to different budgets. "Good, better, best is a great approach at Christmas," she suggests. Make sure your pricing reflects the value and quality of what you’re offering.

• S: Systems – Are You Set Up for Success?
  Preparation is key. From stock management to merchandising, everything must run like clockwork. "The last thing you want is wastage post-Christmas," Lindsey warns.

The heart of the festive season

Lindsey’s career exemplifies the magic of food and beverage retail and hospitality at Christmas. By focusing on the story, engaging your team, creating a sensory-rich environment, offering the right products at the right price, and ensuring seamless systems, businesses can deliver a festive experience that customers won’t forget.

"Christmas is a unique time of year," she says. "It’s not just about selling products; it’s about creating memories and making people feel special. That’s what makes it magical."