11 October 2024

What Do Consumers Actually Want in a Pub?

Pubs have long been a cornerstone of British social life, but as consumer preferences evolve, so too must the pub experience. So, what do today’s consumers actually want? Understanding the expectations and motivations of different demographics can help you shape your pub’s offerings to appeal to a broader audience and meet the diverse needs of your customers.

The Rise of Experience-Led Visits

With 30.4% of dinner occasions being experience-led, consumers are increasingly drawn to pubs that offer something special. They’re not just after good food—they want memorable experiences. Customers are willing to spend more when dining for special occasions, with many happy to pay between £50-100 per person for the right atmosphere and consistent quality. Compare this to the more modest spend on a typical midweek meal, and the message is clear: making your pub a place for celebration pays off.

What’s on the Menu?

Food choices can make or break a customer’s decision to visit. Across all demographics, certain menu items consistently top the list. Premium steaks and grilled dishes are firm favourites, securing 42% of the vote in recent surveys, while burgers and gourmet sandwiches follow closely behind at 35%. Pizza also ranks high on the list, offering a versatile, crowd-pleasing option.

Interestingly, roasts are more popular in independent pubs, while coffee has become a key offering in larger chains. Knowing your audience can help you tailor your menu to fit their preferences, creating a unique identity for your pub.

What Drives Consumers to Choose a Pub?

There are several key factors that influence pub choices. Quality of food, price, and the opportunity for social gatherings are the top reasons customers pick a pub. For families, being child-friendly is a significant consideration, as are promotions like meal deals. Variety on the menu is also crucial, with 51% of consumers selecting a destination pub based on its ability to cater to dietary restrictions and preferences. Offering a broad selection that includes vegetarian, vegan, or gluten-free options can make your pub a more attractive choice.

Experience-Led Visits: How to Cater to Different Age Groups

Different demographics visit pubs for different reasons. For 25–34-year-olds, it’s all about experience—special events like themed nights, quizzes, or live music are particularly popular, with 25% of this age group citing these events as the reason they visit pubs. Meanwhile, 35–44-year-olds are more likely to be drawn to pubs for family meals, highlighting the need for a welcoming, relaxed atmosphere.

Where do they find you? Social media plays a huge role, with 41% of customers discovering destination pubs through platforms like Instagram or Facebook. In addition, 38% turn to the pub’s official website to explore the menu and check out upcoming events.

Don’t underestimate the power of digital marketing to drive visits. Promote your pub’s unique offerings through social media, highlighting special events, experience-led visits, and seasonal promotions. This is especially important for attracting younger patrons, who are more likely to engage with pubs online before deciding where to go.

Targeted promotions can draw in a variety of customers. For example, family meal deals appeal to parents looking for an easy dining option, while trivia nights or live music events can attract a younger, more social crowd. You can also organise more sophisticated events like wine tastings to cater to older patrons or groups looking for a refined evening out.

Menu Optimisation

To appeal to today’s pub-goers, your menu needs to reflect popular demand. Focus on offering premium items like gourmet burgers, wood-fired pizzas, and classic roast dinners, ensuring that every dish meets high expectations. Using quality ingredients and delivering consistent preparation can help secure repeat visits from customers who value reliability.

Customer Experience

Finally, customer experience is key to making a lasting impression. A welcoming, comfortable environment encourages customers to return. Exceptional service, clean spaces, and amenities for families and older guests—like accessible seating or high chairs - can make your pub stand out.

By focusing on quality, variety, and the overall experience, you’ll ensure your pub meets the needs of today’s diverse consumer base. Whether it’s families, young adults, or those seeking a special night out, there’s a place for everyone at your table.