In an independent report commissioned by Carling brewer, Molson Coors, the importance of ‘local’ pubs in Scottish communities highlighted: almost a third (32%) of Scots visit their local at least twice a month, with close to half of Scottish men (41%) believing it is important to have a pub within walking distance of their home. Overall, Scots are more likely to visit the pub than the social club or community centre, as ‘the local’ stands in for disappearing communal amenities.
The challenge for community pubs
While there is recognition that community pubs play an integral role within communities, the outlook for the industry remains a challenge. Between 2007 and 2012 a total of 703 community pubs closed throughout Scotland.
As the economy continues to struggle and with many consumers left with less disposable income, around three-quarters of Scottish drinkers (76%) believe the trend of pub closures is set to continue. This, however, is being combated by inventive publicans who are providing tailored services and introducing a range of events to entice new customers.
Phil Whitehead, Managing Director of Molson Coors Scotland, explains why pubs remain important:
“Local pubs have long been a corner stone of Scottish communities, and provide people with a great place to meet and socialise. It’s fantastic to see in this report that the public recognise the key role played by their ‘local’ in the community. This support and seeing more younger people and women visiting pubs will help pull them through times that are challenging for all businesses. Our experience at Molson Coors has shown that by helping smaller drinking establishments continue to provide a traditional service and a great atmosphere for all customers, makes a big difference.”
A shift in demographics
The research revealed that ‘the local’ is no longer the exclusive haunt of middle aged men. As a result of a more welcoming atmosphere, more than half of women now visit the pub. Younger customers in their mid twenties and those aged between 24-44 proved to be the most frequent visitors, with almost a quarter (24%) visiting at least once a fortnight.
Overcoming the challenge: pub super-service
The report also examined the methods employed by local pubs to maintain their customer base and differentiate themselves from competitors with greater resources. It was found that their ability to deliver a more personable service and a welcoming atmosphere – dubbed ‘super-service’ – is integral to the future of the trade. A core emphasis on ensuring higher quality customer care was deemed the primary reason that local pubs manage to sustain their business and ensure customers are not lost to potentially cheaper, but less welcoming premises.
As other community centres wither, the service offered by local pubs is seen as genuine, friendly and increasingly rare. In order to combat the increasingly low food and drink prices offered by larger establishments, local pubs are embracing their unique and traditional approach, which continues to prove a hit among punters. See the Case Study below.
Phil Whitehead concludes:
“It’s very promising to see pubs innovating and demonstrating resilience in the face of the challenges they face. Actively seeking to attract a wider audience, and remaining committed to prioritising service above all else is cementing the key role that pubs continue to play in society. It is this steadfast determination to respond to customer needs and adapt their business accordingly which is helping sustain the trade, despite tough times.”
Case Study: Anna Christopherson, Publican, Edinburgh
In 2004, Anna Christopherson and her husband Mike opened their first pub, Boda Bar, on Leith Walk. Having moved from Sweden, Anna wanted a venue that was cosy, relaxing and, importantly, female-friendly. It proved a winning strategy and now Anna owns five pubs in Edinburgh and Leith.
Over the eight year period Leith Walk, on which three of her pubs sit, has experienced a steep decline in footfall, reducing the passing trade that a pub could hope easily to attract. Anna knew that the success of her business would rely on making the pub more of a destination. As well as providing fantastic drinks, that meant putting on events and services to create a community of regulars.
Today, Anna and Mike’s five pubs offer activities as diverse as jogging clubs, knitting, baking, clothes swaps, language classes, film nights and even an internet radio show. In short, Anna diversified her business, offering services and events that in the past had been offered by local churches, community centres and organisations like the Women’s Institute.
In Anna’s words, the result has been “that we have people who come in to try something they’ll think they would enjoy, and then they come back. They gradually become our friends. For us, that’s important, to be part of a community in a really urban area. When we moved here it was difficult to find that, I think, and if you’re to thrive today you need to give something a little extra and make the pub the heart of the area you’re in, which is welcoming to everyone.”
Anna and her husband Mike own Boda Bar, Sofi’s and Victoria in Leith, and Joseph Pearce’s and Hemma in Edinburgh.
For more information email molsoncoorsscotlandteam@redconsultancy.com