Pub 'friendliness' top factor for consumers when choosing destination

29-Apr-2012 - Last updated on 11-Mar-2017 at 23:33 GMT

Welcoming: A pub's friendliness is crucial in consumer decision-making

The friendliness of a pub is the most important factor consumers consider when deciding which one to visit.

The survey of 350 people by The Mystery Dining Company found that the quality of the meal experience and the type of clientele the venue attracts also score highly.

Seven out of 10 people expected the same level of service in a pub as in a restaurant and 21% valued ‘personal and memorable’ service.

Consumers are also spending more time researching pubs before visiting as they continue cutting back. Two thirds of respondents would spend as much time researching a pub to visit as a restaurant before settling on somewhere to eat.

“Consumers are carefully evaluating how and where they are spending their money,” said director Sally Whelan. “Pubs need to be aware that punters are also researching to see how their venue compares to others in the same area.”

Whelan believes that the research reinforces the need for publicans to ensure they have a strong online presence. Her top points to include online are a sample menu with prices, getting a sense of the pub’s character across through pictures and testimonials, and using social media.

“It appears customers are demanding even more from a pub in terms of customer service, and this essentially comes down to being made to feel welcome,” said Whelan. “Pubs are about the overall customer experience. Consistency of food is certainly as important as a restaurant, however customers are normally slightly more forgiving about consistency of service.”