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Changing consumer needs
The pub industry is constantly changing, as are the demands of the consumer. It is essential for us as a pub company to understand the needs of our licensees’ customers.
We actively support the Interbrew Market Report – a guide to who is drinking what and where they are drinking it – outlining all the trends in the licensed trade.
We have also undertaken a survey of our estate to give us more information about our pubs. Our estate was broken down into categories like basic local, premium dining venues and city local. By ‘segmenting’ our estate like this, we can compare similar pubs and share best practice.
For example, we may have two pubs which fit into the basic local category, which are in the same type of location, have the same population and serve the same beers but are 300 miles apart. If a new idea is introduced at one pub which works very well, we can then suggest it to another pub and show them the impact it has had on a similar business.
Of key importance to us in understanding consumers is the role played by our suppliers. With such a large supplier base we have access to a wide range of new ideas, products and consumer insights. We actively encourage our suppliers to deliver innovative solutions, new product concepts and service improvements. We constantly seek to improve the whole pub experience in line with the changing tastes of our licensees’ customers.
We recognise that this type of information needs to be constantly updated and communicated and that it forms a key part of our communications strategy. |
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