Technology: The pub of the future

A new piece of research looks at how the pub industry can adapt to future trends and needs. By Phil Mellows

The atmosphere changes at the flick of a switch. Customers order their own entertainment as well as food and drink. A computer may even tell you what they want as soon as they come through the door.

This is one vision of the pub of the future as seen through the eyes of marketing agency Poulter Partners.

Its Pub of the Future research project was a spin-off from its Drink Tank initiative which aims to advise brand owners on getting the edge in the marketplace.

Using a broad range of expertise it picks up on trends in society, consumer behaviour, technology and licensing reform to imagine not only what pubs could be like, but what they should be like to compete effectively for the leisure euro.

"The main difference about this research project is that we really have come at the question from a consumer perspective," said head of Drink Tank Sam Ellis. "The pub industry itself tends to start from what it's already got. We have looked at it on the basis of what people want and what technology is already making possible."

One factor which the Drink Tank has squarely faced up to is the changing leisure habits which mean people are less likely to go out - a phenomenon Sam terms "cocooning".

"Global events have a real effect on what people do," she said. "They are more likely to stay at home after September 11, for instance, as they want a safer environment.

"Also, standards of home entertainment are so high now, it means people need to have more of a reason to go out than ever before."

One solution put forward by Drink Tank is the use of technology to transform the pub and create virtual environments custom-made for individual customers.

"We have used our creative imaginations on this but the technology is already there and we really believe this is the kind of thing pub and bar operators should be thinking about now," said Sam.

"Some of it, such as the growth of chameleon bars, is already happening, but it needs to be taken further. For instance, the whole space of the pub needs to change throughout the day. Fixtures can't be fixed."

Sam insists that it's "not just theory". "We hope this will end up in practical applications the pub industry can benefit from," she said. "Like the 360o rotating fridge, for instance. That is something that ought to happen.

"Consumer habits are changing and it is having an impact now. Pubs must respond or they will lose business."

Technology​

• Visual recognition systems will enable a pub's most valuable customers to be monitored as they arrive activating a personal service with their favourite drinks and music and so on. Also, trouble-makers could be spotted and kept out leaving doorstaff free to greet guests
• LED walls can change the atmosphere at the touch of a button meaning the environment never gets boring and brands could sponsor space by the day
• Order and payment at the table will mean customers can pre-pay and pre-order, reducing staff costs and improving service
• Smartcard technology will identify habitual shopping patterns and target specific customers with tailored promotional activity and loyalty schemes
• The bar itself could become a branding medium through the use of LED counters.

Affluence​

As people become richer they will require more choice and personal service creating demand for "bars within bars"

• Bookable individual entertainment booths could be reserved in advance with people choosing their own entertainment, a film, a football match or pop videos. Premium prices could be charged for a premium service and "exclusivity"
• Mass-produced microwaved meals will be unacceptable to the affluent. The demand for fresh food, cooked to order, will, however, need to be balanced against the heavy costs associated with restaurants. A "mobile chef" might be a solution, offering a limited but high quality range of simple to cook, tasty food
• LED screens and individual entertainment systems could create different moods or entertainments for each booth
• Furnishings will be more flexible and "fixtures" will need to be easily moved to create a larger, open space when required.

Brand diversity​

As brands diversify and become more credible they will begin to be more involved in bar service.

• A bar environment could be created that combines the best of fashion and socialising
• Groovy bits of merchandising could be introduced such as 360o fridges that rotate as soon as stocks run down to a certain level
• LED wall displays could show the latest catwalk shows and new season fashions
• Individual monitors on tables will enable customers to halt the screen show, digitally photograph their face, key in their vital statistics and "try on" clothes in a virtual changing room. Goods could be automatically ordered and delivered.

More choice, less time​

A pub could become a virtual shopping centre where consumers socialise, eat, drink and browse on line. There would be no need to visit shops as everything could be delivered to their car when they are ready to leave.

Adventure​

Consumers increasingly look for an "experience" when they go out. Brand life cycles are decreasing rapidly as customers demand to see the next big thing. Global communication, travel and technology have fuelled the consumer need for excitement.

Let's face it, ball ponds are a bit boring. How could bars capitalise on this sense of adventure?

An edge of town or out of town activity centre would have something for all the family. It would be a cross between a leisure centre, a shopping centre, a theme park, a museum and a bar.

The centre could be divided into zones that appeal to specific age groups:

• Play zone for younger children
• Educational zone sponsored by specific partners, such as National Geographic or a media partner
• Chill-out area for teens who want to listen to music or watch films away from mum and dad
• Internet shopping area
• Bar where you can just sit back and relax in a climate-controlled zone. Themes would change frequently to keep customers coming back.

Chameleon bars​

As licensing laws relax and bars are able to open 24 hours a day, what will licensees do to segment their audience and generate maximum income throughout the day?

Environments could change to reflect the time of day and the mood of the consumer. For example, an outdoor Tuscan scene for breakfast, a Parisian café-bar at midday, a funky laid-back bar for early evening and a high energy club after midnight.

• Furniture will be modular and easy to remove to give more flexibility to the space
• Style of service will change to suit the mood and requirements of consumers
• Sophisticated information systems will be needed to monitor stock levels and automatically re-order. Stock control would be managed by advanced out-of-stock warning systems, automatic deletions and promotions from an on-line menu.

Drive-thru bars​

As people work increasingly long hours and feel the need to "cocoon" staying in is becoming the new going out. But why can't bars capitalise on this opportunity?

Take-away drive-thru bars could be developed where customers can order anything from the bar or menu. Orders could also be placed in advance.

It will be an effective use of many redundant car parks