Since launching in June 2012; Robinsons’ unique mystery visitor programme, Perfect Pub, has recruited over 1000 customers operating as Perfect Pub ‘agents’ and has also revealed a 9% sales swing for Robinsons pubs linked directly with standards.
Higher scores = higher beer sales
David Bremner, Director of Marketing at Robinsons explains:
“The results reveal what you hope – pubs that score higher sell more beer. Our pubs that score consistently well are 5%+ on beer volume. Pubs that have shown improvement in score over the last 12 months are up 4%, and those that have declined in score are -4% in volume. That’s a swing of 9% volume which is directly linked to standards. Raising standards is something all of our pubs can achieve at a relatively low cost.”
Information from over 1325 missions has shown that agents have been particularly impressed with the ‘bar service’ in Robinsons pubs – scoring an average of 90%; traditional ‘boozers’ have improved their score by almost 20%; and just under 1/3 of Robinsons entire pub estate is attaining a rating of over 95%.
Real feedback, and loyal ‘agents’
“1000 pub agents in just under 2 years is fantastic!” said Retail Standards Consultant Angela Bremner. “Not only are we gaining real feedback from target customers, who are passionate about supporting the Great British pub, but the agents – and their friends and families – are also rewarding us with their loyalty and returning to our pubs time and time again.”
Staff training is key
Sarah Rogers, Retail Marketing Manager at Robinsons, added: “Delivering great service and retail standards is essential to driving sales and competing with the best managed, tenanted or free houses in any given area – it’s an area we all have to focus on in tough times. Staff training is key to all this.”
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