Bars and Pubs in Australia are constantly evolving, adapting to changing consumer preferences and demands. In the ever-competitive pub sector, establishments are now significantly emphasising enhancing customer experiences.
The COVID-19 pandemic has significantly impacted various industries, including the pub sector. To gain insights into the changing consumer experience after the pandemic, SmartSpotter surveyed its Spotters across Australia.
Find out how you can get a clear view of what's going on in the pub sector across the country with our dynamic on-trade solutions.
What trends are there regarding consumers? Here's what you need to know.
Frequency of Pub Visits:
When asked about changes in pub visitation frequency after the pandemic reopening, most Spotters (36.8%) reported no change, indicating a consistent level of pub attendance. However, a considerable portion (31.38%) mentioned visiting pubs less frequently than before. Interestingly, 21.9% of respondents said they now see more bars/pubs than in pre-pandemic times.
Notable States: VIC (24.8%), NSW (26.8%), and SA (25.7%) reported higher numbers of respondents visiting pubs more frequently than before.
ACT: In ACT, 42.86% of respondents visit pubs less, but a similar number of people mentioned no change in their visitation frequency.
The survey also examined the frequency of pub visits among Spotters. The results revealed that 27% of respondents visit a pub more than once every three weeks, indicating a relatively high frequency. Additionally, 19% visit a pub once a week, while 18% do so every three weeks.
Importance of Staff Friendliness:
Then we asked Spotters how important it is for them to feel staff friendliness when visiting a pub. Here are the results:
Staff friendliness plays a crucial role in the pub experience. An overwhelming majority of respondents (81.8%) consider staff friendliness essential or very important. Only a tiny fraction (1.46%) mentioned that staff friendliness is unimportant.
Factors Influencing Purchase at Pubs:
To understand the determinants of customer purchases, SmartSpotter surveyed Spotters about various factors. The results indicated that cost-price (48%) is the most significant factor, followed by brand awareness (14.82%). Staff recommendations and promotions are essential but only some of the primary factors influencing purchase decisions. Factors such as alcohol percentage and the release of new products have less impact on consumer choices.
Gender Differences: brand awareness is more important for women (26.04%) than men (12.07%). Men, on the other hand, place more emphasis on promotions and staff recommendations.
Importance of Price-Quality Relationship:
Regarding buying at the bar, most Spotters (84.9%) prefer a reasonable cost. This finding highlights the significance of price-quality relations in influencing consumer decisions.
Visibility of Price on Menus:
The survey asked Spotters whether a visible price on the menu is essential to their purchase decision. A significant majority (76.2%) considers it important or very important, while only 4.6% do not consider it important.
Notably, 19% acknowledged that although not essential, they do consider the presence of a clear price when making a purchase decision.
SmartSpotter's survey provides valuable insights into the post-pandemic consumer trends in the pub sector. While a significant number of respondents reported no change in their pub visitation frequency, a notable portion mentioned visiting pubs less frequently. VIC, NSW, and SA emerged as states with higher visitation rates after the pandemic. Staff friendliness, cost-price, and brand awareness play crucial roles in shaping customer experiences and purchase decisions.
Understanding these trends can help pub owners and operators tailor their offerings and services to meet the evolving needs and preferences of consumers in the post-pandemic era.
By crowdsourcing data and insights from their Spotters, SmartSpotter provides a unique opportunity for businesses in the pub sector to gain valuable information directly from customers. This approach allows pub owners and operators to access real-time feedback and trends, enabling them to make informed decisions and implement necessary changes to enhance the customer experience.
By tapping into this diverse pool of individuals, pub owners can gain insights from different demographics, helping them tailor their offerings to meet the needs and preferences of a diverse customer base.
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