Helping them choose

specifically at the experience of selecting low and no options in pubs and bars. It found that customers find it very difficult to identify what is alcohol-free (they’re not necessarily familiar with all the names and branding yet) and again, many feel staff don’t have the expertise to help them. What happens in this situation? A huge proportion will default to tap water and the venue loses a sale and a customer (again) has a below-par experience. In fact, when we spoke to them, many publicans themselves told us that they want further advice on how to better display and communicate their low and no range. More than 2-in-3 licensees wanted extra support with how to better satisfy these customers- a great opportunity for brewers to facilitate collaborative growth.

Making changes

So how can we address this ‘accessibility’ and ‘visibility’ problem (or should I say opportunity?) How can we re-engage and connect with drinkers in venues?

Whilst the layout and copy on menus is critical in helping give greater clarity and confidence for customers, there is also obviously a key role for staff to play when it comes to breaking down any confidence barrier and influencing and inspiring a customer’s drink choice. Nothing can replicate the ease at which well-trained and knowledgeable staff can put the customer when guiding them through their selection.

During a recent chat with wine guru, Harry Crowther from Grain to Grape he suggested that operators need to train their teams to talk about drinks in a language that they can relate to. We often make it over-complicated and involve ‘industry jargon’ rather than talking in simple, everyday terms. If staff can relate to the language which we use to describe our fine drinks, then so will the customers.

Stuck in a loop

So, what is the current experience? How do customers select their drinks in hospitality venues? We find that a huge proportion of customers order from a very small repertoire of drinks, again and again.

Are we missing an opportunity here? Surely venues should be making it easy for drinkers to explore and discover new drinks. Through creating the same, well-worn path we inevitably end up leading customer down the same route. We end up in a situation whereby on-trade sales are influenced perhaps most by what consumers are drinking at home and not by what hospitality venues have to offer. We see that 1-in-4 drinkers want to try something new – firstly are we helping these customers on their journey of discovery, and secondly, we should be encouraging this figure to rise higher.

Beer leading the way

If customers are just drinking the same drinks in pubs, bars, and restaurants as they are at home, then it becomes much easier for them to stay at home and not venture out. In 2023 we need to work hard to provide that point of difference for customers - and beer is a great place to start.

Just because a beer is available at a venue does not mean the customer is aware of it, sees it and knows enough about it to consider ordering it.

Venues must recognise the value proposition for customers – if the experience isn’t there then it’s a much easier decision for them to enjoy their experience at home instead of going out. Getting that experience right is key for venues and with a category that customers find so enjoyable, it needs to be dialled up to ensure it’s an experience that they don’t forget.

KAM is a boutique research consultancy, specialising in hospitality and retail, running bespoke and syndicated customer research programmes for both pub companies and on-trade suppliers. Find out more at www.kam-media.co.uk.