More than three-quarters (78%) of Generation Z think that the on-trade needs to make itself more inviting to customers who don’t drink alcohol, according to a Nitro-Generation report from Nescafé Azera.
According to the research, a third want seasonal and interesting non-alcoholic drinks and one in five are looking for iced or speciality coffee.
While 77% visit their favourite watering hole more than once per month (compared to 66% of Generation X), a third believe that pubs are becoming outdated.
More than four-fifths (85%) of Gen Z say they are looking for more from their local, with 56% saying they are more likely to visit if it offered live music and 52% if it offered quizzes. Karaoke (31%) and video games (22%) were also popular.
“The pub industry has been hit hard in recent years, trying to retain regular customers and stay afloat,” says Lynn Little, channel lead at Nestlé Professional. “As such, we wanted to provide the on-trade with a deeper understanding of what the next generation of customer wants from its local.
“For pubs to stay in business it’s important to evolve by meeting changing demands – that’s the key focus of the Nescafé Azera Nitro-Generation report. With expert industry insight and feedback from Gen Z, it’s a priceless tool to any publican.”