The “Pub Roadmap” report, collaboratively developed by KAM and the British Institute of Innkeeping (BII) and supported by Brakes, serves as a comprehensive guide for publicans aiming to attract new guests, deliver exceptional in-pub experiences, and cultivate enduring customer loyalty. By analysing both consumer and publican feedback, the report outlines strategic approaches across three pivotal areas: attracting customers, enhancing their in-pub experience, and securing a return visit.
How can pubs attract customers in the first place?
Bringing customers through the door is the first challenge for any pub, and the report highlights the key factors that influence initial visits. A staggering 72% of customers say that friendly and knowledgeable staff are a primary reason for choosing a venue. First impressions matter, and ensuring staff are well-trained and welcoming is a fundamental step in attracting new visitors. Atmosphere also plays a crucial role, with 68% of respondents stating that a warm and inviting setting significantly impacts their choice of pub. Cleanliness remains a non-negotiable, with 61% of pub-goers prioritising hygiene and well-maintained facilities when deciding where to go.
Beyond the basics, a diverse and appealing drinks selection is essential. The report reveals that 43% of pub-goers now actively seek non-alcoholic alternatives, demonstrating a shift in drinking habits. Meanwhile, 58% of consumers say they are willing to pay more for premium and craft beverages, indicating that quality is just as important as variety. Pubs that offer a strong, well-curated selection of drinks—both alcoholic and alcohol-free—are better positioned to attract modern consumers.
Pricing is another factor that influences footfall. While 76% of customers expect pub prices to rise, only 51% say they are comfortable with those increases. This marks a notable decline from 80% in 2022, indicating that while customers understand rising costs, they are becoming more price-sensitive. To counter this, pubs must ensure that their offerings represent good value for money by maintaining high standards in food, drink, and overall experience.
Online presence is also critical in drawing in new customers. The report reveals that 57% of pub-goers check online reviews before deciding to visit a venue, making platforms like Google, TripAdvisor, and social media crucial to a pub’s reputation. Positive reviews can significantly influence potential visitors, while a lack of reviews or negative feedback can deter them. Encouraging satisfied customers to leave reviews and promptly responding to feedback can strengthen a pub’s appeal and credibility.
Delivering a Phenomenal Experience
Once customers have walked through the door, the focus must shift to providing an exceptional experience that keeps them engaged and encourages longer visits. The research underscores that a pub’s success hinges on the overall experience, not just the product. A well-run pub should make guests feel valued, comfortable, and entertained.
Staff play a vital role in this. The report highlights that a motivated and well-trained team directly correlates with customer satisfaction. Given that 68% of pub-goers cite friendly service as one of the most important factors in their choice of venue, investing in staff training and morale is not just beneficial—it’s essential. One publican featured in the report noted, “Your team is your best asset—if they feel valued, they pass that positivity on to the customers.”
Community engagement also enhances the in-pub experience. The report finds that 62% of customers are more likely to return to a pub that is actively involved in its local community. Hosting local events, collaborating with nearby businesses, and supporting charities can create a sense of belonging and encourage guests to see the venue as a key part of their social lives.
Technology is increasingly shaping the customer experience. The data reveals that 54% of pub-goers use apps or websites to check menus and book tables before visiting, demonstrating the importance of a strong digital presence. Social media also plays a crucial role, particularly among younger consumers, with 63% of them saying that a pub’s online activity influences their decision to visit. Operators who embrace digital tools to enhance convenience and engagement are more likely to thrive.
Keeping Customers Coming Back for More
Turning a first-time visitor into a loyal superfan requires consistent quality and emotional connection. Superfans are those who visit regularly, spend more, and actively promote their favourite pubs. However, while 44% of pub-goers consider themselves loyal to a particular venue, only 17% would actively recommend one, highlighting an untapped opportunity to strengthen customer relationships.
Creating memorable experiences beyond just food and drink is a powerful way to build loyalty. The report identifies a shift in consumer expectations, with more customers seeking unique and immersive experiences. Hosting beer tastings, quiz nights, and live music events can set a pub apart and provide customers with compelling reasons to return. Pubs that prioritise experiential offerings will likely see higher engagement and increased spending.
Emotional connection is also a key driver of long-term loyalty. One publican quoted in the report stated, “People don’t just come back for the drinks—they come back for how you make them feel.” This highlights the importance of personal interactions, remembering regular customers, and creating a sense of belonging. Customers who feel a connection to a venue are far more likely to return and recommend it to others.
Social media plays a crucial role in building and maintaining this emotional connection. The report finds that 48% of customers engage with their favourite pubs online, whether through following updates, engaging with posts, or participating in digital promotions. Pubs that foster a sense of community online—by responding to comments, sharing behind-the-scenes content, and interacting with customers—can create a stronger bond with their audience, increasing loyalty and repeat visits.
Loyalty schemes can further enhance retention, provided they offer genuine value. The report notes that customers are far more likely to engage with loyalty programs that provide personalised rewards rather than generic discounts. Tailoring promotions to individual preferences can make customers feel valued and incentivised to return.
Ultimately, fostering pub superfans requires more than just good service—it demands a strategic approach to delivering exceptional experiences, providing value, and building emotional connections. Publicans who understand and respond to these evolving expectations will be best positioned to thrive in an increasingly competitive and rapidly changing landscape.
You can download the Pub Roadmap report here or if you’re interested in accessing more of our hospitality research in general then take a look at our Knowledge Hub (lots of free insight!)
