MAGAZINE

Give them a reason 

When talking to Rob Star, this issue’s lead interviewee, I found myself a little surprised when he started telling me just how much themed brunches have added to his eight-site pub business. I’ve always seen (completely wrongly) Electric Star Pubs as a bit too cool for that sort of thing – those sites are more about edgy street food residencies and late-night parties.

While the latter is still very much the case, Star tells me that the experiential economy and competitive socialising craze being witnessed across the UK’s on-trade was doing damage to his business. He was watching his weekend afternoon footfall fade in favour of things like mini golf, darts and whatever other activity had been given the most recent technological twist. So, what did he do? He acted. They added themed brunches to a number of sites and leant heavily into Electric Star’s karaoke offer. As you’ll read from page 20, it has worked well.

It is this sort of proactive operating that has become an absolute necessity for pubs and bars. For the main part, modern-day guests need to be given extra reasons to visit venues on a regular basis. Whether you’re a single-site operator or part of a larger group, the fact remains that socialising habits have changed a great deal. When it comes to larger outfits, here’s a good example. Heartwood Inns recently announced the launch of its new ‘Reasons to Visit’ campaign, designed to make every day a reason to visit a local pub. As part of the campaign, each day of the week features a different core moment or offer, combining food, drinks and entertainment, all designed to get people into pubs. Mondays focus on Hub in the Pub, a community-central evening connecting key local groups and charities. On Tuesdays, it’s Quiz & Games Night… the list goes on.

As we (hopefully) say goodbye to what seems like years of rainfall and start to enjoy some spring sunshine, ask yourself: what extra reasons are you giving your guests to visit?

Tristan O’Hana - Editor