The summer period and warmer days ahead present another opportunity for pubs, but without optimising and integrating revenue channels the venue might be losing business to one that does, says POS provider Lightspeed.
“While it’s safe to assume pubs might enjoy an increase in patronage during peak season, the scale of that increase will depend on their proactivity and strategy,” offers Simon Le Grand, senior director of marketing (APAC) at Lightspeed.
“Publicans can’t sit back and expect thirsty guests to flock to their beer gardens.”
All guest touch points can have the potential to drive revenue. The challenge is in understanding the interactions and value of each.
The front line for pubs is enhancing the on-site experience to encourage guests to stay longer. According to Lightspeed’s 2024 Hospitality Insights and Dining Dynamics report, approximately one in three pubs are offering specials such as ‘bottomless drinks’.
Maximising the on-premise experience is about more than ensuring the right staff and technology to meet demand. The next step is to personalise the experience based on immediate needs, or preferences from a previous visit.
According to Lightspeed’s research, four in ten Aussies say the thing they value most after food quality is more personalised experiences, particularly if returning or celebrating. Furthermore, almost two in three say positive staff interactions are an important part of the decision to return to a venue.
“Pubs who invest in staff training and technology that enhances service can boost revenue through customer retention,” notes Le Grand.
A venue hosting an event or sports match can further boost attendance by incentivising guests with happy hours or early-bird offers beforehand.
In response to the pandemic many pubs adopted takeout and delivery options. In the wider hospitality sector online ordering and delivery platforms – a $2.2 billion industry – have grown over the past five years at an annual rate of 13.5 per cent.
Once considered more optional than essential, takeout and delivery services are here to stay, catering to guests who feel like a meal or beverage at home instead, or perhaps who couldn’t secure a table on a crowded day. These elements also build loyalty and encourage guests to interact with the venue even if not physically there.
Off-premise can include a grab-and-go bottleshop or online ordering, which can be either through a third-party app, helping the pub reach a broader audience, or through their own website, which can save on fees and encourages direct relationships, while also allowing the collection of guest data for marketing. But make sure the website is not only fast and easy-to-navigate, but mobile-friendly.
Additionally, cross-promotions can bridge the gap between channels. An example could be offering a party of guests a discount at the bottleshop, an online order or merchandise, when they reach a certain spend threshold.
Le Grand says a cohesive omnichannel strategy is a unified approach that incorporates all revenue streams.
“An integrated point-of-sale (POS) system, which tracks both in-house and digital transactions, enables pubs to gain insights into purchasing patterns, popular items, and peak times.
“Using this data, publicans can adjust their pricing, menu offerings, and staffing to meet demand and maximise profitability. It also enables venues to forecast demand.”
Merch is another way to boost incremental revenue and create community, turning existing guests into ambassadors, and beyond serving more patrons peak season is a chance to create lasting loyalty.
“Pubs that understand the distinct value of on-premise, takeout and delivery channels, and embrace a comprehensive, multi-channel approach, will be well-placed to drive incremental revenue, broaden their reach, and create strong momentum for 2025.”
