Learn a lesson from Apple's Genius Bar

Last month in London's bustling Covent Garden, Apple opened its 300th and largest store. I've no doubt it will be another fantastic success.

Apple's incredible profits continue to rise each quarter; it posted record revenue of $15.7bn and a net quarterly profit of $3.25bn in July, and its innovative products continue to sell in their millions, despite competitors offering good alternatives.

Why, in an economic downturn, with numerous industries struggling, are consumers happy — even desperate — to part with more money for the latest iPad, iPhone or Mac?

Apple's success lies partly in its ability to give its widening consumer base exactly what they want. Some would argue it understands what consumers want before they know themselves.

Its high-quality, innovative products are user-friendly and boast an instantly recognisable design. Apple also offers great customer service in its in-store Genius Bars to help aficionados develop their Apple skills. To top it all, it does what it does very quickly and efficiently.

The Apple experience proves that especially in austere times consumers want quality, trusted brands, value for money and great service.

I believe as an industry we can learn from this model — and now is the perfect time to react to reap big rewards.

Technology isn't the only industry to weather the economic storm. Research shows that almost 19 million consumers still want to eat out regularly.

And in pubs, food sales are beginning to overtake drinks' sales. Why then does our industry continue to obsess with beer, when the consumer is looking for more? Giving consumers what they want is critical.

Let's think more creatively and evolve. Consumers want a wide choice of great brands. They want the most popular brands they recognise and trust — those brands they see and buy elsewhere. It's no different in pubs. Customers also want value for money, so it's crucial we don't miss an opportunity to deliver. If food is selling well, offer more linked deals with drinks to encourage that additional sale, and boost the overall spend per visit.

Quality is about guaranteeing consistency in everything: offering great brands and well-sourced food, served perfectly. Great service, a warm welcome and efficient, helpful staff will encourage people to stay and entice them back.

Apple will continue to win customers, and is no doubt already planning its next move. Some pubs are already a few steps ahead, but we can always get more customers through the door — so surely we should be thinking, "What shall we do now?"

Dave McNulty is Coca-Cola Enterprises trading director — on premise​