In association with KP Snacks
Tyrrells supports pubs in mission to rebuild profitable sales
After an extremely difficult and challenging eighteen months for pubs and bars, Britons have now been welcomed back with no restrictions on social distancing or capacity.
The immediate increase in customers will be a great relief to the hospitality industry, and now more than ever we believe it is the perfect time to maximise the sales opportunity and rebuild profitable sales.
As the no.1 supplier of Bagged Snacks in pubs and bars[1], KP Snacks is proud to support the on-trade channel to recover and build momentum with one of its best-selling brands, Tyrrells. Tyrrells is a quintessentially British premium crisp brand that prides itself on producing the best quality premium hand cooked crisps on the market. Consumers are now choosing more premium snacks and trading up, with premium snacks currently worth one fifth of the OOH category[2], so we believe Tyrrells is the perfect brand to support British pubs on their journey to rebuilding and growing profitable sales.
This summer Tyrrells supported British pubs with the launch of an exciting competition offering pubs the opportunity to win one of four £10,000 garden makeovers. The £40,000 pub garden makeover competition saw four lucky winners receive £5,000 worth of Tyrrells branded pub garden merchandise alongside a £5,000 garden makeover donation, to spend on whatever their garden needed most.
Having an attractive outdoor seating area is one of the biggest draws for people as the weather gets warmer with research showing that over half of drinkers (55%) say the pub garden is their favourite place for a pint during the summer. Keeping this in mind and featuring the Tyrrells flagship tagline ‘Tyrrellbly Tyrrellbly Tasty’, the initiative aims to support the On Trade Channel in its recovery and drive sales by helping pubs maximise their outdoor space.
The Pheasant at Gestingthorpe, a boutique-style bed and breakfast and country pub and restaurant was proud to be selected as one of the winners of the Tyrrells Garden Makeover Prize.
Diana Donoghue, owner of the Pheasant at Gestingthorpe on the Essex/Suffolk border, said: "We are absolutely delighted to have received this prize, it is going to make such a big difference to the pub garden. I am planning to have a walkway and garden trail designed so that young families can come and enjoy the wildlife in the garden.
“This competition was perfect as Tyrrells Crisps are well-known as a premium product and sit very well with our own branding at The Pheasant. We are in the country, but we also like to have fun with our customers!”
Matt Collins, trading director, KP Snacks continues: “Brands that consumers trust and recognise and that are highly visible are critical to driving impulse sales and encouraging customers to trade up. Stocking the right range, with familiar brands that are matched to your customer base, is particularly important in driving snacks sales”.
A massive 86% of customers say they would purchase bagged bar snacks, making it essential to stock a range of best sellers. However, 47% of customers say that they currently rarely purchase or never do[3]. Ensuring a core range is available and, importantly, visible to consumers is key to capitalising on this opportunity.
Steve Adam, owner of the Greyhound Inn in Hackforth, North Yorkshire and a winner of the Tyrrells Pub Garden Makeover competition said: “For us at the Greyhound, bagged snacks are displayed prominently behind the bar where our service point is, so they’re generally easy to upsell to a customer who might ordinarily just have taken a drink. Our customers like a quality product and don’t mind paying for it which means we’re able to achieve a good gross profit”.
Matt Collins concludes: “We know 52% of customers[4] purchase snacks on impulse so we are pleased that we can support our partners within the hospitality industry turn these opportunities into incremental snack sales. It’s been a hugely challenging time for pubs and bars and we are really proud that we are able to be part of their journey to recovery and growth.”
[1] Kantar OOH Pubs & Bars Spend 52 w/e 23.02.20
[2] Source: | Booker: 19.07.21 | Bidfood: 17.07.21 | Brakes: 17.07.21
[3] CGA Pub snacking habits survey April 2020
[4] CGA Pub snacking habits survey April 2020
