Star ploughs £60k into coronation weekend

Research by the pub arm of Heineken has found 65% of British pubgoers are interested in the King’s Coronation with three quarters of these open to celebrating it in the on-trade.

Some 71% of those not intending to watch the coronation are open to visiting a pub during the bank holiday weekend. One in three of those surveyed intend staying local for the coronation and one in five may travel to London.

There will be three bank holidays – Monday 1 May, Monday 8 May and Monday 29 May – plus the King’s Coronation on Saturday 6 May taking place in the same month and Star Pubs & Bars will have £60,000 worth of Coronation Day marketing materials “to help licensees create atmosphere, drive footfall and boost sales”.

PoS packs

The pubco is also offering 60% off personalised bank holiday PoS through its dedicated ordering platform with the first 100 pubs to order receiving free bunting.

The packs feature bunting and a choice of bank holiday poster and tent card designs that can be reused for different bank holidays.

The coronation kits, worth £50 each, will also include a Grenadier Guard standee cut-out for customers to take selfies with at licensee’s sites.

There are also top tips on maximising the weekend including recommendations on the best products and perfect serves.

Saturday will be key

Star Pubs & Bars retail marketing director Cathy Olver said: “Sunday was the best trading day of last year’s early May bank holiday weekend – accounting for more than 50% of the weekend uplift.

“However, with the coronation taking place on the Saturday, our research has revealed that day and evening will be key trading times this year followed by Friday evening. Trade will be further boosted by the extension of opening hours to 1am over the weekend. In addition, almost a quarter (23%) of pubgoers are anticipating visiting the pub more than once during the weekend.”

She added food deals will be important and beer and wine will be the most popular choices of drinks during the weekend followed by cocktails and cider.