The new challenge for the pub landlord
As pubs increasingly try to be all things to all people, new research suggests that it is in carving out a specific niche that the pub landlord best positions for venue on high returns.
The latest research on British market trends from research firm, The Montel group, shows significant disparity between demographics of customers. Older drinkers see a more traditional pub experience, and an increasing millennial customer base are looking for more unconventional features.
Millennials are particularly likely to view pubs as all round leisure experiences and are receptive to new and more unusual forms of entertainment. The difficulty for landlords will be to cater for these open minded pub goers while also meeting the needs of the traditional patrons.
We are seeing a lot of pubs put a new spin on familiar ideas, some have harnessed a sport that has certainly never been traditionally see in pubs – while others have become known for board games or vintage video games, blurring the line between the pub and the arcade.
One commonality standing out in Mintels latest survey is the paramount importance of good quality food.
The company claims that as many as 87% of respondents, young and old, insist that high quality food is now important to them on their pub visits. Further data shows that the key area emerging in the food and beverage cuisine is Vegan.
Whilst TV football has been a mainstay of the pub for decades, choosing a different sport and sticking with it as well as throwing into the mix technological upgrades like projectors and table based ipads, can help create a unique interpretation of brand for any given location.
Some pubs have also tapped into mixed martial arts, American football or wrestling. All nighters showing sports are increasingly popular, and events like Super Bowl can help in drawing in customers who might not usually watch sport in a pub.
To capture the minds and wallets of younger patrons, innovation isn’t just desirable for publicans – it is now a necessity.