Last week we were fortunate to attend KAM Insight’s Leased and Tenanted Spotlight, an opportunity to hear first-hand from Publicans and pub companies about the challenges they are facing going into the next twelve months.
Undeniably, the 20s have, so far, not been a lucrative start to the decade. With many still reeling from the impact of covid, to now be in the midst of a cost of living crisis whilst facing new business rates from April, it’s a difficult period, and it’s clear we need to pull together to make sure pubs continue to thrive.
Becoming a Publican is rarely a lifestyle choice these days, with KAM revealing that 53% state their principle motivation is running a profitable business. Now, more than ever it’s important for them to actively drive in customers, upsell, and increase dwell time. But how can brands help?
Creativity is an important tool for Publicans. Whether it’s putting their pub on the map as a proper good night out, THE place to eat, or simply somewhere that brings the community together, it’s key that they are able to identify their niche, and own it. We heard from a Publican in Burnley who ran her very own Pub Oscars for her regulars, putting down a red carpet and offering a glass of fizz on arrival, the locals were awarded prizes for ‘Best Dressed’, ‘Most likely to be found in the pub on a Tuesday’ and more. It was a roaring success. Something brands (and their agencies!) are good at, is being creative. We heard that pubs are crying out for POS to help them celebrate events. Of course, they’re handed plenty for the Six Nations and the Euros, but they’ve got a full year to fill with events. From Chinese New Year and Burns Night to Bank Holidays, there’s plenty to celebrate. There’s certainly the demand for these events, but there’s not always the budget to support them with bespoke materials and get the word out. That’s where brands can look at stepping in, find an event they can own and working directly with pubs to create something special. It's important to consider the kind of pub that works for what you have in mind. Wet pubs will not have the same criteria as a gastro-pub for example, nor the same clientele.
Times are changing, and pubs are continually fighting to stay relevant. Dine-in meal deals and the wide range of takeaways now available at the drop of a hat are having an impact on the way people choose to treat themselves. What can pubs offer that’s different? Some of the pubs we heard from were installing garden games such as crazy golf and boules. Experience matters, when purse strings are tight, a night out has to more than just a few pints down the pub. So if you can play a game, take part in a quiz or have a bite to eat then that’s ensuring you stay at the same venue all night.
Events were resoundingly popular, driving footfall, but the truth is that the day before and after the event results in reduced trade. We must support our pubs with ideas that are relevant to them. Perhaps they have a jam-packed event schedule, but need help in those quieter times. Would they like to host a hungover brunch with a range of non-alcoholic revival cocktails, or delicious flavoured coffees? Can brands help design the cocktails and marketing materials? Point is, we don’t know what the challenges are unless we listen. One size does not fit all, and just as a pub needs to find its niche, so does a brand. What’s your occasion and how can you own it on the pub scene?
Emma McClarkin, CEO at BBPA said pubs will need to “learn to unlock growth without investment”. Pubs cannot all be all things to all people, but there is always a story to tell. The door is open for brands to start playing a leading role. After all, if pubs are struggling, so will alcohol and soft drinks brands. Let’s put pubs on the agenda for 2025, as a sector that is willing to embrace change and creativity, it’s a no-brainer.
