Create a compelling experience

As the result of extensive consumer research, Carlsberg has identified five key business drivers that can help establishments exceed their customers’ expectations and increase sales even in these challenging economic times.

The supplier acknowledges that “going to the pub is no longer a habit for most UK drinkers” and that pub operators have to create compelling reasons for customers to visit.

The five areas Carlsberg believes pubs should focus on are:

• Making the most of key social and personal occasions, not just big calendar events but customer birthdays too
• Connecting with young adults/students by stocking brands that appeal to them• Food – Carlsberg says establishments are doing a good job with main meals but “need to do better with snacks”
• Making the on-trade experience great rather than good and encouraging consumers to trade up to premium brands
• Better communication of activities such as quizzes to draw people in after work on Mondays to Thursdays.

Carlsberg says that by doing one thing against each of these drivers, licensees can increase sales by 6% – “the difference between break even and profit”.