Changes in the Pub Market : Have you allowed for them in your marketing plan??
| INCREASE IN NEW PUB OWNERS | |
| “The amount of pubs changing hands last year was more than double that of the previous year as the sales market improves. Forty six premises changed hands in 2014, compared to just 20 in 2013. The 130 per cent increase was the busiest year for transactions in the sector since 2006, the Irish Independent reveals.” Hospitality Ireland Feb 2015 | |
| “Close to €40m worth of pubs and restaurants have been sold or are at sale agreed at present, in the latest sign of renewed interests in the hospitality sector.” Business Commercial Property March 2015 | |
 CHANGE IN PUB OFFER – FOOD IS BECOMING MORE PROMINENT |
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| Drinks are not even the most important product in many successful Irish bars nowadays.Up to 60% of the revenues at Johnnie Fox’s comes from food and 40pc from drink. Customers will drive to a pub in an out-of-the-way place for a good meal, but don’t do the same for a drinking session. Life Food and Drink, Sept 2014. There’s a demand for authentic and artisan products in the pub – Generation Z (those born in the mid-90s to the present) are looking to pubs and restaurants to bring to life experiences to share and which demonstrate their individual nature. After ‘selfies’ food ranks among the top hashtags on Instagram. The pub should offer food designed for photography, recognize repeat business and leverage being ‘the local’. James Hacon in an article for Drinks Industry Ireland, April 2015 | |
| INTERNATIONAL INVESTORS | |
| Clearly some investors see that there is a pot of gold in the Irish pub trade. The British chain JD Wetherspoon announced this week that it is spending €100m on 30 pubs in Ireland. Life Food and Drink, Sept 2014 | |
| MULTIPLE OFFERS – FLEXIBILITY | |
| Go-ahead publicans have shown that it is possible to survive by giving customers what they want, making their drinks and food more interesting and less predictable, and offering entertainment. Life Food and Drink, Sept 2014 | |
| INTERNET AGE AND 18-24’s | |
| The pub should make use of proven, not gimmicky technology and should offer charge points and WiFi as a matter of course. Where Generation Y (born in the early 80s to mid-90s) grew up in a strong economy and used textbooks, Generation Z (those born in the mid-90s to the present) grew up in a time of recession and learned digitally. Where Generation Y will share personal information willingly, Generation Z is concerned about privacy and unlike Generation Y, doesn’t let technology rule their lives. Where Generation Y tends to be very brand focused, Generation Z is ‘anti-advertising’.James Hacon in an article for Drinks Industry Ireland, April 2015 |
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