Although consumers need few excuses to go to a pub to watch sport, there are circumstances that will keep them home. Some 40% say bad weather will stop them from crossing the threshold and 20% say takeaways are more tempting.
Tempt customers out with special deals and dedicated spaces for them to book in advance, possibly with a holding deposit, to give them more incentive to turn up. Deals on food and drink are important, with 34% of those asked saying special deals on food would help tempt them out, and a quarter adding special drinks deals would encourage them to leave home for the pub.
The pub is a natural choice for sports fans to come together to enjoy an event under one roof. But there is more pressure on pubs to provide a point of difference. Customers are looking for more from their pub visits in general, particularly around premium with a third of consumers looking for higher quality drinks and experiences following the pandemic.
This means even at sporting events, customers could be looking to trade up to something more expensive as they seek elevated experiences. This could be a No and Low alcohol consumer, looking for an option beyond a long soft drink, such as a house soda or mocktail. Or, a spirit and mixer consumer might seek a more premium tonic, such as London Essence, to go with a higher-quality spirit.
With a big season of sporting events on the horizon, licensed venues should get ahead and plan activities to ensure they maximise the revenue opportunities available to them.