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, testimonials and top tips from award-winning pub operators, this report is the 'go-to' guide for how to build briliant pub teams and is available FOR FREE if you're a BII member.
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 over 100 publicans and pub employees. 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 or free to BII members.
(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.)
Great teams do not happen by accident. They are shaped by the leadership of every licensee, sharing their clear values and vision for what their pub should be. When we equip people with the right training, we give them confidence, and when we recognise and reward their contribution, we build loyalty – not just with them, but with customers as well.
Steven Alton, CEO of the British Institute of Innkeeping (BII)
What we bring to the table
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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.
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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.