Case study
Butcombe Group
Using customer research to challenge assumptions
The Challenge
Butcombe Group – the award-winning pub, inn and brewing business with 120+ venues across the UK and Channel Islands – has grown rapidly over the last decade. But growth brings complexity, and the team wanted to be sure their offer was still delivering for customers, not just for their brand vision.
They wanted answers to some big questions:
- Who is the Butcombe pubs and inns customer today – and how do we influence their journey?
- Are we maximising reach, footfall and spend from current customers?
- What kind of loyalty scheme actually drives visits – without damaging margin or brand equity?
Our Approach
To help answer these questions, KAM delivered a robust programme of qualitative and quantitative research. This included face-to-face exit interviews with Butcombe customers. In addition, three in-venue focus groups were held to capture deeper qualitative feedback, featuring a mix of customer types. Fieldwork took place throughout February 2025. To give the findings broader context, we also drew on KAM’s nationally representative Plan to Plate tracker – a dataset of 1,000 interviews with UK adults – allowing Butcombe to benchmark their insights against typical pub-goer expectations across the country. The research explored everything from drinks menus and loyalty triggers to perceptions of staff and venue setup, giving Butcombe a clear and honest picture of what truly mattered to their guests.
The Outcome
The team didn’t sit on the results. They acted – quickly. Here’s what’s already changed:
- Expanded their no & low offer – from one option to five, including a new Butcombe West Coast IPA
- Refreshed their drinks menus, improving appeal and variety for drinks-led visits
- Launched brunch across the estate to increase morning footfall and frequency
- Improved venue layout and comms to help customers understand whether each site was food- or drinks-led
- Evolved their loyalty strategy and created clearer propositions around value, based on actual guest sentiment
- Enhanced app functionality to streamline service and free up team time for more human hospitality
And their already strong team feedback? Reinforced in the research as one of the brand’s biggest assets. Guests trust them, rate their recommendations, and keep coming back.
“We’ve built a fantastic business – but getting that outside perspective was crucial. KAM helped us see what we were doing right and where we could do even better. We’ve already made big changes off the back of the research – and we’re not stopping there.”
Jason Perfect, COO, Butcombe Group
Who we help
Brands
As a brand or supplier in the dynamic world of UK hospitality and food service, staying ahead of trends and consumer preferences is crucial. We offer tailored insights and strategic guidance that enable you to make informed decisions, seize emerging opportunities, and create products that resonate with your target audience.
Operators
In the fast-paced world of hospitality and food service operations, delivering exceptional experiences while optimising efficiency is paramount. KAM provides you with the insights and strategies needed to streamline your operations, enhance guest satisfaction, and achieve sustainable success.
Service Providers
As a tech company, agency, or service provider, your role in the UK hospitality and food service sectors is pivotal. KAM Insight offers comprehensive insights that allow you to develop innovative solutions and strategies that cater to the evolving needs of your clients.