11 October 2024

Five Things to Expect from the Future of Pubs

As the pub landscape continues to evolve, there are a few key trends shaping the way your visitors dine and socialise in these beloved venues. From the rise of experience-led visits to a growing focus on sustainability, the future of pubs looks set to offer more variety, innovation, and excitement. Here are five things you should expect to see in the coming years.

1. Rise in experience-led visits

More and more customers are looking for unique and memorable experiences when they visit a pub. Gone are the days when a simple meal and drink were enough, because today’s pub-goers want something special. Themed nights, live entertainment, and interactive dining are becoming increasingly popular, with 30.4% of dinner occasions now driven by experience-led dining. This shows a clear shift towards pubs that offer quality and atmosphere alongside their menu.

What does this mean for you? To attract this growing segment of the market, think about ways to enhance the experience for your guests. Consider hosting themed nights, bringing in live music, or even creating seasonal events that target specific age groups and demographics, keeping visitors coming back for something new and exciting.

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2. Increased spend per visit

While fewer people are heading out to pubs as often, those who do are spending more. In 2024, pub spending hit £12.4bn, marking a 9.3% increase from 2023, with the average spend per person now sitting at £11.76. This tells us that when people do visit pubs, they are willing to pay extra for a premium experience.

What does this mean for you? Take advantage of this by focusing on premium offerings, engineering your menu and upselling where possible. Whether it’s gourmet dishes, high-end beverages, or exclusive specials, make sure your menu and service reflect the higher spend and provide the extra value customers are looking for.

3. Focus on health and sustainability

With increasing consumer interest in health-conscious and sustainable dining, pubs that offer organic, locally sourced ingredients and cater to dietary requirements like gluten-free, vegan, and dairy-free options are set to attract more customers. People are becoming more aware of environmental issues, and they want to find places to eat that reflect those values.

What does this mean for you? Incorporate sustainable and health-focused options into your menu and take notice of the menu adjustments visitors ask for when ordering. Not only will this appeal to environmentally conscious customers, but it will also help you stay ahead of a growing trend that’s only going to get bigger.

4. Growth in non-traditional day parts

Pubs aren’t just for dinner and drinks anymore. There’s been significant growth in spend during non-traditional times, like breakfast, lunch, and mid-afternoon snacks. This opens up new opportunities to attract customers throughout the day.

What does this mean for you? Consider expanding your menu to include breakfast items, light lunches, and snack options that appeal to those looking for a quick bite. Offering special deals during these off-peak hours can also help drive traffic and make your pub a go-to destination at any hour.

5. Digital integration and convenience

The pub experience is becoming more digital, with customers increasingly opting for mobile apps and QR codes for ordering and payment. In fact, 38% of 18–24-year-olds and 45% of 25–34-year-olds prefer these digital solutions over traditional methods, reflecting a clear shift towards convenience.

What does this mean for you? If you haven’t already, it may be time to embrace digital ordering systems. Streamlining the process not only makes it easier for customers to order but also increases efficiency for staff, helping you serve more customers with less friction.

The future of pubs is bright, with plenty of opportunities to innovate and adapt to ever-changing customer preferences. By focusing on experiences, premium offerings, sustainability, and embracing digital tools, you can ensure your pub thrives in 2024 and beyond.