91%
of customers say the quality of staff and service is very important when choosing a venue.
86%
of pub customers say staff can make or break their pub experience.
74%
of employees say better training would positively impact the customer experience.
58%
of licensees say they regularly end up doing tasks their teams could handle with better training.
Pub Roadmap: Creating Pub Superfans
Including exclusive research from KAM, case studies and testimonials from award-winning pub operators and top-tips from brands such as Brakes, this report is the 'go-to' guide for how to deliver on what the pub customer wants in 2026 and beyond and turn them into superfans!
Topics include:
- Building brilliant pub teams: Recruit, onboard and retain great people who deliver exceptional customer experiences.
- Training that drives results: Practical ways to build confidence, improve consistency and free up managers' time.
- Creating memorable customer experiences: Discover how motivated teams deliver better service, stronger loyalty and increased spend.
- Leading with confidence: Actionable advice, real-life case studies and proven strategies to help your pub thrive.
Research methodology consisted of an online survey of 1,000 nationally representative UK adults (18 years+), who have visited a pub at least once in the last 12 months and 97 BII member publicans. Research was conducted in February 2026.
The 46-page report is available now for £595 +VAT which also includes 12 months access to the KAM Knowledge Hub
(Your ‘Access All Areas’ subscription will auto-renew every 12 months. You can cancel the next auto-renewal payment for your subscription at any time during your subscription term by logging into your account and going to your profile.)
Our nation’s pubs are a unique part of our nation’s heritage and highly valued by their communities. Equally, it is clear that over recent years, pub customers have significantly changed their expectations of what a great pub experience is for them. To ensure pubs remain a place for everyone they must continue to evolve. We are proud to work with KAM on this Pub Roadmap – Creating Pub Superfans, to bring you the latest insight to successfully develop your pub businesses and create long term Superfans.
Steven Alton, CEO of the British Institute of Innkeeping (BII)
What we bring to the table
-
Tailored Research
Gain access to cutting-edge research and data-driven insights, including global online panels, targeted customer research, face-to-face, focus groups, and more. Quantitative and Qualitative methodologies tailored specifically to your objectives.
-
Knowledge & Expertise
Let us take the strain and provide an independent view. With combined expertise across hospitality, research, insights, and marketing, our team will provide insight-led recommendations for you and your business to drive purposeful change.
-
Consultancy with a Twist
Say goodbye to dry, uninspiring insights. We spice things up by providing consultancy services that are both informative and engaging. Our experts work closely with you, analysing your unique challenges, and crafting ingenious strategies.
-
Actionable Solutions
We help you turn these insights into actions. Base your future marketing, operations, brand and product strategies on what your customers want and need. Put research and insight at the heart of your strategy.