In 1973 my father Brendan realised a long-held ambition and opened his first butcher shop having started his training at just 13. And as you can imagine, quite a lot has changed since then, writes Barry Kerrigan, Managing Director of Kerrigan’s Craft Butchers.

For starters, my father passed Kerrigan’s Craft Butchers on to myself and my siblings – a legacy we’re proud to continue on his name, with the same passion and gratitude he had. We’ve had our ups and downs since stepping into his shoes – after all there’s been a recession, and a pandemic, and we’ve grown to now have five outlets and a thriving online business servicing Ireland and the UK.

Kerrigan’s Craft Butchers

However, the business of butchery has changed. Once visited multiple times a week, consumer trends and technology have created an environment that is increasingly difficult for brick-and-mortar businesses – the traditional high-street butcher shop included. Only those who embrace the change and innovate will remain.

We focused on three primary areas to help guide our new approach – consumer trends, investment in technology, and product development.

The consumer has to be at the heart of what we do if we are to continue to connect with customers. We know we have the expertise and experience to deliver quality, but we also know that how people shop has changed. We’re now competing with the big retailers – the convenience of being able to pick up your meat with the rest of your groceries.

With that in mind, we’ve ensured that our Kerrigan’s Craft Butchers in-store experience is distinct and differentiated. Any one of our butchers will be able to advise our customers on the provenance of our products, the best cuts for specific recipes, cooking tips and so on. We’ve found that people appreciate our knowledge and interactions – and this has helped us build up a loyal customer base. Our newest store combines the quintessential butcher shop experience with the contemporary aesthetic and ambience of an upmarket neighbourhood deli. This premiumisation, and a focus on more than meat to provide quality products that cannot easily be accessed elsewhere, has elevated the Kerrigan’s Craft Butchers in-store shopping experience.

Whilst our investment in-store is something we intend to continue, we’re acutely aware that online shopping has redefined our business opportunity, particularly with the even greater uplift since the pandemic. In fact, our investment in online has unlocked a completely new demographic for us and extended our reach to Northern Ireland and Great Britain – both now key markets.

Online allows us to easily package up our offering and target various audiences and varying demands from the convenience shopper, to the healthy-minded, to those looking for a little slice of luxury, and of course in today’s economy those looking for value. For instance, we tapped into the fitness industry with our healthy convenience meals. We also now stock a range of Treager grills – it’s really about understanding demand and responding quickly. Committing the time to identifying these viable product development opportunities has transformed our operations.

And whilst we know that another challenge is probably just around the corner, we’ve built a certain confidence through experience that no matter the climate, we can and will adapt.