- Written by: Michael Kill, NTIA CEO.
- Full Nightlife Article Newsletter series.
In times of economic pressure and shifting consumer habits, simplicity often becomes a competitive advantage. Yet many businesses may be overlooking an increasingly important opportunity: the chance to go back to basics. Not by cutting corners or stripping things back for the sake of it, but by focusing on what genuinely works — value, clarity, experience, and fairness.
There’s a lot to be said for old ideas that still hold weight. Theodore Roosevelt’s Square Deal, though rooted in early 20th-century American politics, is one such idea that still resonates. Built on the pillars of fairness for workers, consumers and businesses alike, it championed a more balanced and equitable economy. It wasn’t about radical change, but about doing the right thing, consistently. As businesses today navigate rising costs, shifting demand and consumer caution, perhaps it’s time to revisit these principles. Fair pricing, transparent value, and looking after both customers and staff are not just ethical choices — they’re commercially smart ones.
At the same time, we’re seeing the remarkable rise of competitive socialising as one of the UK’s most successful post-pandemic leisure trends. Whether it’s darts at Flight Club, crazy golf at Swingers, or bowling at venues like Lane7, the concept is simple but effective. Offer people an experience that’s playful, nostalgic, and inherently social, and they will respond.
What makes these businesses stand out isn’t that they’ve created a new category. It’s that they’ve positioned themselves incredibly well. They’re not just selling a game, or a drink, or a venue — they’re curating a complete night out. The branding is sharp, the offer is clear, and the customer journey has been carefully designed to delight at every stage.
Perhaps most impressively, they’ve mastered the art of the upsell without making it feel transactional. Once guests are engaged in the experience, they’re naturally inclined to spend more. From premium drinks and food packages to photo booths and exclusive lanes, the higher spend feels like part of the fun rather than an unnecessary extra. This kind of thoughtful upselling is something many businesses can learn from. It only works because the experience feels valuable to begin with — and that’s key.
As we look ahead to the next 12 months, pricing and cost management will become increasingly vital. With inflation still biting and operational costs rising, many businesses will be tempted to pass these pressures directly onto customers. But in a climate where every penny matters, simply increasing prices isn’t a sustainable strategy. Businesses need to be forensic in understanding their cost base, and creative in how they deliver value.
People are still willing to spend — but only when they feel they’re getting something meaningful in return. That might mean bundling services in smarter ways, rethinking pricing structures to reflect true value, or ensuring that higher-margin offers are framed as desirable upgrades rather than hard sells. At the same time, managing internal costs efficiently will be essential — from labour scheduling and supplier contracts to how venues use technology to streamline operations.
Going back to basics isn’t about going backwards. It’s about clarity of purpose. It’s about returning to what makes a business resilient and relevant. The Square Deal teaches us that fairness and long-term thinking matter. Competitive socialising proves that positioning, experience and value win, even in uncertain times.
As we enter a period where consumer loyalty is hard-won and every line of the P&L is under scrutiny, the fundamentals become more important than ever. Perhaps the greatest innovation businesses can pursue right now is not something new — but a better version of the basics they already know.
