The operator first introduced the app, which allows users to discover nearby venues, access exclusive deals, skip queues and redeem points for rewards, across its managed estate in November 2023.
Since then, it has been downloaded 1m times, with 62% of users aged between 18-34, and seen more than 500,000 drinks sampled through the app as well as £1.8m in points redeemed.
Stonegate has partnered with a range of brands including Diageo, Heineken, Asahi and Coca Cola to offer exclusive deals through the MiXR app, which are then promoted via the MiXR digital screens in its venues.
Recent promotions on the MiXR app included a partnership with Asahi during the Euros 2024, which saw participating venues experience a 13% average sales uplift.
Significant value
The campaign distributed 58m MiXR points, rewarding loyal guests and encouraging repeat visits throughout the tournament.
The group said MiXR has “transformed on-trade guest engagement” across its portfolio of more than 700 managed venues, including well-known brands such as Slug & Lettuce, Be At One, Popworld and Walkabout.
It added the app, which sees users offered a free drink when they download and register along with a range of seasonal missions and perks from selected partner brands, has driven “significant increases” in footfall and in-venue sales.
Stonegate CEO David McDowall said: “MiXR is revolutionising the way our venues connect with guests, offering a personalised experience that keeps people returning to our pubs, bars and venues.
“Reaching 1m downloads and 500 venues with screen media coverage at such pace is a testament to the platform’s success and the significant value it brings to both our guests and partner brands.”
According to a survey of MiXR app guest survey conducted in July this year, 72% of the 7,231 respondents reported their order had been influenced by content displayed on MiXR screens in venues.
Investing wisely
Looking ahead, Stonegate has shared plans to improve and innovate the app, with MiXR set to introduce a bespoke student area within the app, allowing targeted campaigns through university email verification with partner UniDays.
Stonegate director of media and loyalty Jessica Cooke said: “We are constantly striving to improve and innovate, and now, we want to push even further.
“Our ambition is to continue to grow the UK’s biggest retail screen media network and increase MiXR app awareness and engagement.
“By investing wisely in this technology, we can create highly targeted audiences to deliver more personalised experiences for our guests, drive premiumisation in our guest’s product repertoire, and generate incremental revenue through advertising impressions.
“Adopting a retailer’s mindset ensures that MiXR will continue to grow and offer unmatched value in the hospitality sector for our guests and brand partners alike.”
