Robinsons to segment pub estate into six trading styles

Among the segments will be a number of pubs currently being identified as “beer shrines”, which might have access to a broader cask range and craft ales. Other categories will focus on food or a wet-led offer.

“It involves looking at where the growth is in the market and making sure our pubs put the emphasis on those areas of the business,” said marketing director David Bremner.

Since joining from Leicester brewer Everards, Harrison set in train some significant changes including a review of the role of the business development managers (BDMs) to enhance the support provided to licensees. Two people have joined the head-office team to give retail marketing support to BDMs, alongside a development chef and a specialist in digital marketing and social media.

Robinsons reported an 86.1% rise in pre-tax profits to £3.4m in 2012, a period in which the company lifted its pub disposal rate.

Turnover increased 4% to £56.1m. Robinsons sold 17 pubs for £2.3m, at a profit of £1.7m, compared to six disposals at proceeds of £1.6m and a profit of £1.2m in 2011.

Chairman Peter Robinson said the “appalling” summer weather had a “serious effect” on its North Wales pubs. Despite this, own-beer sales grew slightly in the year.

Robinson said that “continued difficulties” in the tied trade meant rental income increases on review have been “modest”.

Rental allowances were stable at £900,000, with rental income also stable at £6.6m.