High street and community pubs are falling short with their customer service standards compared to food-led destination outlets, research has found.
Benchmarking data from The National Skills Academy Hospitality showed customer performance levels at destination pubs were 79 per cent.
However standards at community pubs were rated as 73 per cent and high street venues 72 per cent, based on visits to around 200 outlets in 2009/10.
The hospitality industry average for customer service standards is 75 per cent, based on the academy's benchmarking study, while research shows venues should be aiming for at least 90 per cent to retain and win new customers.
David McHattie, chief executive of the National Skills Academy Hospitality said high street and community pubs must focus more on their overall offer.
"As these pubs cannot compete with supermarkets price-wise, and cannot compete with the destination pubs on food, their point of differentiation must be the overall experience on offer," he said.
"They need to demonstrate personality in spades - pubs with personality are part of our heritage and bringing back this personality will be a key element in driving loyalty, recommendation and growing customers and sales."
Other findings showed:
• Just 15 per cent of pub and bar visitors will actively promote venues to friends and colleagues
• High street and community pubs scored 74 per cent and 74.5 per cent respectively for staff skills, compared to 81 per cent in destination pubs
• Destination pubs scored 79 per cent for personality, compared to 72 per cent in community pubs and just 70 per cent in high street pubs