Customers today have endless choices in their repertoire when deciding where to dine out. Understanding what is important to customers is essential to ensure acquisition, retention and improved frequency. For the pub sector, does it hinge on providing exceptional value for money, being in a convenient location, or having an extensive range of drinks?

A generalised perspective – Where do they find the most value?

According to the recent consumer survey conducted in April 2023, valuable insights have been gained regarding the key factors influencing the average pub-goer’s  decision-making process in selecting a dining  establishment, as well as their likelihood of returning. By comparing the findings from April 2023 to those of July 2022, several noteworthy trends emerge:

• The top three factors that significantly impact a pub-goer’s decision remain consistent: the quality of food, good value for money, and affordable prices.
• Factors such as a diverse selection of drinks, family-friendly environments, and loyalty card schemes are perceived as relatively less important by pub-goers, consistently ranking towards the bottom of the list.
• Promotions have experienced a positive shift in their ranking, climbing two positions from the 10th
  to the 8th spot, surpassing considerations such as brand reputation and availability of car parking.

These findings underscore the importance of prioritizing food quality and delivering a positive dining
experience in order to attract and retain customers within the pub industry. Although customer spending is being squeezed, there is an appetite for continuing to go out and enjoy great food. Inflationary pressures are forcing pubs to adjust prices which means delivering excellent food, service and ambiance must be a priority for pubs.

Brand specific preferences – Budget friendly diners vs. premium diners

While gaining insights into the preferences of the average pub-goer from an industry-wide perspective is valuable, it is even more insightful to focus on the preferences of diners at your pub.

To delve deeper into this matter, we can compare the prioritization of various key purchase criteria of groups of diners at two distinct establishments: Pub A, renowned for its affordability, and Pub B, acclaimed for its premium offerings.

• Diners at Pub B place considerably higher importance on excellent service and convenient car parking facilities. These factors appear to be key considerations for those
  seeking a top-tier dining experience.
• Conversely, the diners at Pub A, who appreciate its budget-friendly nature, exhibit a greater emphasis on promotions and a conveniently accessible location.

By contrasting the importance rankings of these two groups of diners, we gain valuable insights into their respective priorities. This information equips pub owners and managers with the knowledge needed to tailor their offerings to meet the unique expectations of their target clientele.