On-trade customers in 2011... and beyond.
A lot can change in a year and keeping up-to-date on what’s changing is critical to grow ontrade sales;
» Customers are spending less time in pubs – so you have less time to influence their spend
» They’re increasingly using pubs for food
» But are spending slightly less on drinks per visit
There’s been some exciting changes to our Ontrack programmes too;
- New pub companies included: Lloyds bars, Vintage Inns, Shepherd Neame managed, Real Pubs, Peach Pubs, Marston’s tenanted and an increased, more robust, unaffiliated pub sample
- New ways of analysing the data incl “Pub location” - Town centre v Countryside
- New topics covered incl;
- Paths to drink & food purchases (by category), external and internal
- External influences include social media, review websites, voucher/coupon websites, recommendations by friends & family and more...
- Internal influences include menus, prices displayed, visibility in fridge and on the bar, staff recommendations and more...
- What could pubs do to drive footfall outside traditional trading hours?
- Where have customers been before and where are they going after the pub?
- Pre-loading – does it happen?
- Staff suggestions and up-selling – does it affect purchases?
- What do customers want from a loyalty scheme
- How likely are customers to revisit this pub?
- New in-depth category questions
Contact your account manager or katy.moses@him.uk.com to better understand how you can keep ahead of the trends in UK ontrade.
Source: Ontrack 2011