Devizes-based brewers and pub owners Wadworth have undergone a major restructuring of their managed pub estate, with the allocation of each of the 45 pubs into an identifiable segment or category.
Five segments have been created each with its own defining features, customer profile and suggested food and drink offerings. The segments are Great Pub Great Food, High Street, Beer House, Community Local, and Family Pub Dining. Within these segments, guidelines have been supplied on aspects of service and style, from menu design to coffee offerings and wine range.
Individuality combined with high standards
While the new segmentation project outlines the purpose and likely clientele of the pub, and helps managers to identify the food and ambience that will attract customers, Wadworth is determined that their pubs should retain their individuality.
“Our segmentation project will not create an estate of cloned pubs, but it does help us to ensure a universally high standard of quality and delivery within our managed houses,” explains Emma Cottam, Wadworth Trade Marketing Manager
“The segment profiles will help managers create a pub to attract their most likely customers, but within those guidelines they are free to retain the finishing touches that make their pubs unique and interesting. The idea is that customers will be able to identify a Wadworth pub and thus feel secure in the knowledge that they can enjoy a high quality offering, whilst also still being able to enjoy the quirks and character of their familiar local pub and publican.”
Food offering
The new food offering has been designed by Managed House Development Chef Scott Ferguson who has created a large menubank of tried and tested recipes for chefs to choose from. The recipes on the bank are divided into the defined segments to make choice easier, but there is a wide selection of recipes within each segment which allows individual chefs to create their own menus.
The menubank will evolve as time moves on, and pub chefs are regularly invited to attend gatherings at the Training Kitchen at the brewery where they can exchange ideas for dishes and develop recipes that might be suitable for the bank.
Application in the tenanted side
“This is a managed house initiative and implementation has already started,” said Emma Cottam. “However, we believe that it has also application in the tenanted side of our business, and we hope that as the project becomes established our tenanted pubs will choose to become a part of it. The Wadworth brand has power with the consumer as it is an acknowledged sign of quality. By opting to identify with one of our segments and taking on board the defining factors of that segment, our tenants could benefit from this brand awareness.”
at The Barge in Seend near Devizes, customers can sit outside beside the Kennet and Avon Canal to enjoy the excellent dishes offered at this pub in the Great Pub Great Food segment