MUSIC TO DRINKERS’ EARS: PUBS AND BARS SET FOR LIVE MUSIC BONANZA

Pubs and bars are set for a live music explosion – with almost 2,0001 operators and landlords planning to introduce live entertainment, boosting chances of finding the next Ed Sheeran or Adele.

Some of the world’s bestselling artists launched their careers in the UK’s small venues – yet only this autumn it was revealed that approximately 16% have closed or stopped putting on gigs so far this year.

But now, new research2 into the future of the pub and bar industry has found that live music is central to innovation planning for the next 12 months, with pub and bar operators nationwide planning to introduce live music nights in a bid to help boost sales. In addition, quiz nights, beer gardens and accommodation are among top additions operators are keen to introduce.

The research by Ploom, a next generation heated tobacco product which has recently been announced as Product of The Year, examined the key factors that could change the industry over the next two to three years including the most popular drink ranges, entertainment, facilities, use of technology and cost mitigation, and interviewed a total of 567 pub landlords and bar operators nationwide.

Sarah Connor of Ploom, said: “The research has shown that operators continue to grapple with slower consumer demand alongside rising costs, however they see live music and quiz nights as one of the key factors in helping to get customers back.

“There’s a huge tradition of global superstars being given their first exposure in small UK venues – right now, people are struggling to pay so much money for concerts in huge venues by big artists, and it feels like the time’s right for a return to basics with smaller, pub venues and local acts.

“Lockdown also forced millions of us to socialise online and Zoom quizzes with friends and family kept many of us going – but it now seems that they are having a resurgence, as pub operators see this as a popular way to boost numbers, specifically on traditionally quiet nights.”

The research found that operators also expect Instagram, TikTok and other social media platforms to play a bigger role in how young adults interact with the pub and bar experience. Already used within the foodservice space with the introduction of social media-inspired dishes such as butter boards, tinned fish and feta pasta, the research found that social media platforms are now also likely to be a key influence on a ‘drink menu’ bar evolution.

Beer, followed by cider and wine, are currently the three most popular bar orders, however specialist venues are likely to be a key driver for the market in the future. 60% of operators believe that offering new innovative food and drink will be crucial in attracting customers in the future, whilst over a quarter (27%), expect more drinks to be inspired by social media and influencers within the next two to three years.

The research also found that outdoor space helps drive customer appeal and boost capacity, beer gardens and dedicated outdoor smoking or vaping areas ranked high in facilities operators expect customers to continue to enjoy.

Almost two thirds (62%) of operators say beer gardens are the facilities customers enjoy the most, followed by free wi-fi (53%) and a dedicated outdoor smoking and vaping area (43%). Of those planning to invest in new facilities over the next two to three years, one in 10 (9%) operators say a beer garden would be top of the list.

The average customer base of a pub or bar in 2023 is described by the report as 70% local residents and neighbours, 12% families, 10% workers and young professionals, 6% students and young adult consumers. Students, younger adult consumers and city workers have a higher proportion of the customer base in London pubs, which could likely influence the uptake of certain trends and innovations.

And the research says food and drink-led pubs are employing a greater uptake of technology, including online booking systems (68.2%) and table ordering apps (24.6%).

Over a quarter (26.3%) of pub and bar operators say they are planning on introducing more technology over the next few years. Upgraded tills and iPads, online booking systems and QSR table service are the most frequently mentioned by operators when it comes to what technology they plan to introduce.

Sarah Connor, of Ploom, added: “Pubs and bars have always been a window on society as a whole, it’s fascinating to see how the report predicts how this industry is set to become far more engaging for customers with increased live music and quiz nights – while more pub gardens and accommodation will add yet more depth to the pub experience.

“Pubs will always react to economic and social change, and it’s no different as we head toward the mid-2020s. Social media drives so much of our lives now, and it’s clearly set to play a major role in the pub and bar experience, particular for younger generations.

“Consumers want to maximise their enjoyment while keeping an eye on their wallets and purses, and pubs and bars are set to offer the perfect destination.”