The De Beauvoir Deli Co. recently opened in our area.
Their website isn't yet operational, but they do have a facebook presence. I'm not on facebook, so I'm not sure whether they have more information available about their organisation - particularly the background and experience of those who run it.
In the absence of any, this review only hazards a guess based on my experience as a customer.
Our time is now
The first few weeks of opening for any retailer is a critical time. It is in that time that customers will form an opinion. That opinion will in turn determine whether they might continue to provide their custom, or not.
In that time I experienced 3 significant issues. Limited opening times, limited stock and poor customer service.
Times, they are a-changing
On their first week I turned up twice, only to find the owner/manager sweeping the floor and offering nothing more than a genuinely apologetic shrug. I had to wait until the following weekend before I could visit.
The problem was that they closed at 7pm, which seemed to me an incredibly shortsighted strategy.
I don't think that I'm wrong in guessing that their target market is the upwardly mobile professional. Location and pricing would support that assessment.
Less than 6 minutes and about 2 miles from the heart of the City, De Beauvoir and the Islington environs around the deli are home to many City professionals. Like myself, (especially when Xfe's not here) many of them will return home of an evening, picking up something en route for dinner at home on their way.
But, as with my own experience, it is unlikely they'll be getting home before 7pm during the week.
I really want to support the shop being a new, good-looking, venture on my doorstep. Especially as an antidote to the Tesco Metro that had opened only a few months earlier and about 500m further down the street.
But I felt incredibly frustrated having made the deliberate decision not to stop in past Waitrose on my way home, and to buy something for dinner from the De Beauvoir Deli Co. instead, only to find it closed.
I couldn't leave a comment on their facebook wall, so instead I phoned the owner/manager (I did ask if he was either and he told me he was, so I don't know which he is; but let's just call him James - it suited his voice) and told him the closing time was probably problematic to their business.
He tended to agree with me - and they do now open until 8pm which means that I am able to catch them before they close when I get home some weekdays.
I'm guessing James had done his research, but hadn't really thought it through sufficiently. In which case he doesn't come from a business background....

Invite me to buy something I don't want to buy
A low and limited stock in that critical opening period suggested a cash-flow start-up problem.
Fresh produce was lacking. Preserves and longer shelf-life products were more apparent. Shrinkage hurts the wallet...
That suggests that James's pockets are not so deep.
I'm even more certain that he is a less sophisticated trader. I wonder how well he was advised (James-you do have a licence to sell off-sales)?
In the current retail market they should have been able to agree a reasonably beneficial rent-free period. I heard (anecdotal only) that they could have had competition for taking up the location. But I think (again based only on anecdotal chat) that the landlord might have made their decision based on longer-term benefits to their estate, based on competition, rather than on short-term financial benefit.
I think that the fitting out may have been done by the landlord (in the current market they should certainly have paid for it), and that James only had to bring in some of the fittings he wanted.
The configuration of the unit seems strange. It is not typical retail - being side on rather than having depth. This offers more zone A retail space, and higher rent and rates. It's sales to ancillary accommodation looks about 3:1.
In any event, stock levels are looking up, but there is still far less fresh stock than a deli (in my experience as a consumer) typically seems to offer.
Know your product, attend the customer
Some 3 or 4 weeks after opening, it is still the service that frustrates me.
I don't have to shop in the deli. But I want to support them. I really do.
Today after waiting to be served....
...and waiting....
....patiently, fume level rising, I started to be served by Ophelia (names have been made up to protect the innocent) when in the middle of serving me, two friends of James asked if they could leave a note they had scrolled on a napkin or a brown paper bag for him (James may have gone head first through a windscreen it transpires - we wish him well and that he has someone to keep an eye on his business) which she took and disappeared off with - leaving me with my chilli jam and bottle of wine.
On the point of walking out.
For the second time in 3 weeks I was contemplating leaving my purchases on the counter and leaving.
Then, insult to injury, the girl who had been serving me came back and abruptly went off to clean up some pâté following an interruption from the other girl in attendance. No apology, no explanation.
This was after, first time around, I had to wait while server 1 was attending to someone, and server 2 went off to speak to someone who had baked produce for the deli. I may not have minded so, had they just taken and come back, but instead there was a long discussion about plates, layout and general howdy-do-dee.
Sometimes service at the De Beauvoir Deli Co. is not a problem. Often it is.
James - take heed. That's sometimes -vs- often in the wrong proportion for success, my friend.
Unfortunately my experience today is not the first time (I've had to wait, and wait while disorganised staff deal with the novelty of working):
- your system for serving while coffee is made and served is particularly poor.
- your staff do not know their produce.
The De Beauvoir Deli Co. have a rather nice Chillean Merlot I rather like. When it wasn't on the shelf one Saturday afternoon (a busy time when sales could be maximised, James) I asked if they had any in stock.
The server told me she didn't even know what it was. So even before she went off to look for it I suspected her efforts would be lacking success.
Get me out of this here fairytale
So far I've spotted 6 different members of staff at the De Beauvoir Deli Co..
James, 2 other guys, 2 girls.
I'm starting to think James may have roped in his chums and/or family. Some are better than others.
Conclusion (solace that I crave)
Is James family of the De Beavoir estate? Perhaps, but on the balance of probabilities I'd say...no.
Deal or no deal?
Two weeks ago my forecast was that James is definitely going to go out of business.
There are, happily, improvements of recent, but I still fear that there is a more likely than not probability that could happen. I hope not though.
Perhaps I should spend a day or two with James, just showing him stuff, pointing things out.
I might not want to contribute financially, but I'd be happy to spend a weekend with him in the deli, delivering strategies and solutions more likely to result in a successful outcome for him.
I'm not Mary Queen of Shops, but I advise retailers and landlords. I've opened 650,000sq ft of retail/leisure in the last 18 months and recent trips to Manchester and Cannes have been retail focussed. So I have a little more than average knowledge.
And in the land of the blind, the one-eyed man is king.












