Getting the price right in pubs

Price isn’t THE most important thing to pub customers, but it plays a significant part in their decision process.  Ensuring the ontrade has a positive price image is obviously key to attracting customers.

Grammy nominated singer songwriter, Will Francis, has written an inspiring pub anthem “Pubs Hold The Answer” in support of 5% VAT for the hospitality industry (have a listen here willfrancismusic.com).

Francis explains, “an extensive study by Jacques Borel, who successfully lobbied for a 5.5% VAT for the hospitality industry sector in France (creating 21,000 jobs in its first year), suggests up to 320,000 jobs could be created here in the UK under a similar scheme. 5% VAT would lead to more people eating and drinking in a supervised environment, encourage more tourists into the country and represent a highly cost effective method of job creation.”

Find out how sensitive customers are to pricing, and what part it plays in both their outlet and food/drink choice with our pub/bar customer tracking programme, Ontrack – new 2011 results out now.