Publicans not meeting customer expectations, new research shows
The Future of Pubs 2014 survey from him! highlighted a significant disconnect between the expectations of pub customers and the products promoted by publicans.
It showed that customers expect their food to be: home-made (50%), locally sourced (49%) and British (47%). However, the publicans surveyed said they are promoting: locally-sourced (45%), home-made (33%) and British (21%).
When it comes to drinks, customers are looking for: locally-sourced (43%); British (37%); and craft beers (33%). But publicans said they promote: cask ales (69%); craft beers (22%); craft cider (19%).
Him! conducted 500 online interviews with pub customers and 300 telephone interviews with publicans and found food plays an increasingly important part in pubs’ business.
“Going out for a meal” is now the third most common reason for visiting a pub (cited by 70% of respondents), behind “a sociable get-together” (76%) or “a quiet drink” (74%).
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The research also showed that “viewing the food menu” was the main reason customers visited a pub’s website (78%), ahead of “finding opening times” (50%) and “reading reviews” (32%).
Daron Gonzales, insights manager at him! said: “More and more, food is becoming a key component for bars and pubs. The future pub, however, must not just offer food but needs to ensure that the produce on offer is in line with current consumer trends and is representative of its local community.
“The great news is that pubs are realising the benefits of catering to more occasions (breakfast, lunch and dinner) and considering food, drink and also events to support and match — the results being a wider customer base, increased visits and greater sales.”
Half of all pubs are planning to broadcast World Cup football matches this summer, according to the Future of Pubs 2014 research, and 36% intend to open later than their current trading hours to show the games. However, the survey found that only 30% of pubs will be running or creating World Cup-themed events or promotions.
