What do pub customers really think about pubs?

Here are some hot-off-the press issues raised which you may find interesting – some good, some troubling…but nevertheless, it's what consumers think, perception is reality.

Pubs in general:

• Consumers are going to pubs less often, blaming high prices (it's cheaper to drink at home), poor service and apathy (can't be bothered…no real reason to visit the pub)
• Consumers love rural country pubs – and many loathe “chained pubs” (chained pubs are the McDonalds or Tesco of the pub industry) despite the fact they recognise most of their shopping and eating out is done in chains. They feel that pubs should be different though – it's an extension of their homes.
• There is a strong belief that pubs simply don't know their customers – they've lost touch. Many were quite vocal in their opinion “if they go out of business, they only have themselves to blame”.
• Consumers seem to be longing for “the good old days” – when the publican knew their customers, when up-andcoming bands played live, when pubs were the heart of local communities. This seems to have been lost, in their eyes.
• Other than leaflets received by some from JD Wetherspoon (“even though it is not my kind of pub, I am quite impressed by their promotions”), no local marketing takes place. We heard several stories of consumers living near pubs but had no idea what was sold or offered in them (climbing frames for kids etc) which they only found out by accident.
• And on the subject of kids, pubs get a big thumbs down from parents wanting to go out as a family.
• Consumers largely do not blame pubs or shops for anti social behaviour (like binge drinking) – they blame either the individuals themselves “they must learn to take responsibility for their actions”, local government (no penalties for being drunk and disorderly) or the manufacturers who market and target young consumers, they say.
• However a number commented on the fact that the atmosphere in pubs can have a tense under-tone. Are pubs doing enough to make pubs places where consumers can relax? Women particularly feel vulnerable “when there are men and alcohol around”.
• The introduction of the smoking ban has been fantastic – it really makes a positive difference, smokers and non smokers say.
• A bad pub can bring the entire area down.

Remember – focus groups are all about getting a range of opinions – we don't know if these opinions are shared by 80% of the adult population or 8%.

Ontrack face to face quant interviews start on 1st May – over 5,000 pub customers will be interviewed face to face with the sole purpose of helping the industry focus more on the needs of customers.

Results will be presented to the trade on Thursday 3rd July, in Central London. Maximum capacity is restricted to 100 to maximise networking (small is beautiful). We haven't even started communicating the date yet properly and over half the places have been snapped up.

To book your place visit www.him.uk.com or contact david.crook@him.uk.com