Atmosphere, comfort and value most important to pub goers, says CGA
City-centre residents are more likely to value a lively atmosphere, knowledgeable staff and a sense of community in pubs
“A friendly atmosphere”, “A place where I feel comfortable” and “good value food” are the three factors most valued by people when they visit pubs according to data from CGA.
The CGA Pubtrack also found that friendly staff and clean and hygienic venues were the next two most valued factors.
Furthermore, 18 to 24 year-olds are six percentage points more likely to consider a lively atmosphere important,
However, those in the 65+ bracket are also six percentage points more likely to place importance on good value food.
Meanwhile, consumers aged between 35 and 54 are nearly twice as likely as average to place importance on a family-friendly environment, while the 55-to-64 age group over-indexes for feeling comfortable.
City-centre residents are more likely to value a lively atmosphere, knowledgeable staff and a sense of community in pubs. Those in rural locations are instead motivated by friendly staff and high quality food.
Danielle Rowlands, CGA client business partner, said: “The great British pub is all things to all people. That inclusivity is what makes them such a special channel, but it can also make it difficult for operators and suppliers to identify people’s reasons for visiting.
“Our PubTrack service provides the intelligence that is needed to gauge people’s preferences, and helps build the foundations for effective strategies. At a time when consumers’ spending is under severe strain, it’s more important than ever to understand what motivates people to visit pubs and give them exactly what they want.”
