Giving people a "quality" experience is essential if you want to generate repeat business, says Allan Tudor, on-trade sales director of Interbrew UK. "Retailers also need to be aware that the quality threshold is forever moving upwards as consumers become more quality-conscious and their choice of leisure options grows. "A growing number of retailers are now taking this message on board and seeing the commercial benefits it can deliver." Interbrew UK research proves that consumers in a range of outlet types will vote with their feet, either not ordering the brand again or going to a different outlet, if beer quality is poor. The research highlights the crucial role of quality in the leisure experience:
Up to 65% of people will reject a brand on the basis of quality
82% of consumers claim to know a good pint from a bad one
An average of 33% will not return to the outlet if given a bad pint
50% think a pint out of a branded glass is better It also shows that consumers are prepared to pay more for quality: 44% are willing to pay more for a consistently goodpint and 37% are prepared to pay more for a product in a branded glass. Quality can be affected by many different factors: l Staff pouring a pint incorrectly
The wrong amount of gas/temperature/speed through the lines l The wrong nozzle
Low rate-of-sale, which means you are serving "ageing" beer
Dirty lines and the wrong glassware Research shows that using branded Stella Artois glasses plus "Perfect Serve" training impacts on the way consumers relate to the outlet:
Perceptions of the outlet's quality increase (by 22%)
Perceptions of the product increase (+22%)
Perceptions of the brand image increase (+13%) Interbrew UK's aim is to establish the branded glass, which is always a feature of Continental dispense, as an "icon" of quality in the on-trade. How to ensure product quality The key points are:
Examine product delivery and storage
Train all staff to pour and serve beer correctly
Use glass rendering/branded glassware and frosters
Always serve NRBs (non-returnable bottles) cold
Use Renovate (a detergent/sanitising powder) to ensure glasses are spotless
Check that all products have sufficient rates of sale to ensure they are in top-quality condition when served
Implement the correct technical standards: clean lines; clean cellar; and clean, branded glassware every time.