At Brew, we’re always looking for ways to bring the insights from our Pints and Profits: Pub and Bar Report 2024 to life. That’s why we’re here to dig deeper into the data, sharing actionable recommendations and key findings from the report to help pubs and bars adapt to changing customer behavior and leverage digital marketing effectively. 

One interesting point about this report is that we took data sources from both ends of the pub-going spectrum, pulling in the perspective of both the pub operators and the pubgoers. 

This was then overlaid with data from 750 pub and bar websites, showing us how the pub operator is responding to changing market conditions and how the pubgoers' consumer behaviour is being impacted and shaped. 

1. Pub and Bar Industry: Vital, Yet Challenged

The opportunity for pubs

The pub and bar sector contributes over £20 billion annually to the UK economy and remains a cornerstone of social and cultural life. It’s a space where communities come together, friendships are forged, and memorable experiences are created. 

The challenges for pubs

However, the sector faces significant challenges, including: 

• Rising costs due to energy prices and wages.
• Changing consumer habits post-pandemic.
• Increasing pressures on affordability as the cost of living rises.

How has this affected pub operators and pubgoers?

Following the pandemic, the pub industry – and much of the UK – was almost immediately faced with rising energy prices as a result of the Russian war in Ukraine. That's a continuing issue, but far from the only one.  

Pubs – and their patrons – are also facing challenges with wage increases, further exacerbated by increasing national insurance contributions. This means that across all industries and ways of life, the cost of living is increasing, too. 

Here’s a scary fact, courtesy of the British Beer and Pub Association: The price of a pint has increased by more than a quarter since 2020.  

If that’s not sign of significant price increases for both operators and guests, nothing is – and, as you might expect, it’s changing the way pubgoers think about visiting the pub. 

2. The Changing Consumer Journey

The data shows that while pubgoers are making fewer trips, their visits are becoming higher value, creating opportunities for operators to tailor their offerings and maximise returns. 

Our report revealed a significant shift in consumer behavior: 

• More than one-third of pubgoers visit at least weekly, with these visits becoming more planned and intentional. 
• 20% of pubgoers actively seek out special events, such as quiz nights, live music, or major sporting events, creating an opportunity for pubs to drive traffic through themed experiences. 

So, while people may be visiting the pub less frequently than they used to, they’re willing to spend more when they do. Plus, where a spontaneous after-work drink or meal may have driven visits before, people are now planning their quality pub time around social or seasonal events. 

This means that pub operators need to view their pub digital marketing in a very different way than they used to. More than ever, it’s become important to keep an eye on key social trends and calendar events that you can tap into to increase pub visits.  

For example, themed evenings that make the most of recent interests can bring extra people in for a weekly event. One such example is a local pub that runs a weekly I’m A Celebrity, Get Me Out Of Here! viewing party. This provides a sense of community with the pub at its core, and aligns with the pubgoers’ changing weekly or event-based visiting habits. 

So, if pubgoers are visiting their local pub less often, but they’re still visiting around key events with the intention of spending more per guest, what does this mean for your pub’s digital marketing? 

3. Digital Customer Journey: A New Framework

Based on the findings of our report, we’ve outlined a framework based on the changing digital customer journey, mirroring a sales funnel: 

• Awareness: The starting point where customers first encounter your pub. Social media engagement plays a critical role here, with 81% of pubgoers using social platforms to plan their visits. 
• Experience: The on-site visit, where the pub delivers on its promise. Digital tools like mobile-friendly booking systems and personalised offers can enhance the experience and increase traffic. 
• Post-visit engagement: A critical yet often overlooked phase. Encouraging reviews, responding to feedback, and engaging on social platforms help build long-term loyalty and increase trust with new guests. 

4. Key Recommendations for Digital Marketing Success

Our report also showed that an average of 56% of online traffic comes from Google Search, and 21.5% of online traffic comes from third-party platforms like Booking.com and TripAdvisor. In total, that’s over ¾ of your pub’s website traffic coming from two sources. 

With that in mind, it’d be crazy to leave either your pub website or your online information – such as that found in your Google Business listing – out of date or hard to find, don’t you think? 

In addition, over 90% of online traffic now comes from mobile – with many people searching for “pub near me” or “pub lunch in [location]” while on the move – so not having a website that’s built in a mobile-first design is now equally unforgivable.  

Based on changing consumer behaviour and online search habits, these are our recommendations for your pub digital marketing: 

• Leverage social media for awareness: Use platforms like TikTok and Instagram to highlight events, promotions, and the unique charm of your venue. TikTok, in particular, is a powerhouse for marketing now, generating close to 10 times more engagement than Facebook. 
• Invest in always-on strategies: Unlike short-term campaigns, consistent digital marketing ensures you’re engaging customers at every stage of the decision-making process. 
• Make local events central to your strategy: From live music nights to themed dinners, these attract planned visits and boost customer spend. 
• Harness customer reviews: Positive feedback not only influences new customers but also strengthens your reputation within your community and existing guests. 
• Focus on user-friendly digital tools: Mobile-friendly booking systems and interactive social media content are essential for engaging today’s tech-savvy pubgoers; customers increasingly prefer to book tables or rooms online rather than over the phone, so make sure they’re booking through you. 
• Optimise your local online presence: Make sure your Google Business information is updated with correct information and content pubgoers may be searching for, such as opening times, contact details, menus, where to book and more. 

5. What’s Next for Pubs and Digital Marketing?

Whether it’s through leveraging social media, planning special events, or improving the post-visit experience, the insights from the Pints and Profits: Pub and Bar Report 2024 provide a clear roadmap for success. 

Ready to future-proof your pub’s digital marketing?

Download the Pints and Profits: Pub and Bar Report 2024 today and start crafting hospitality marketing strategies for a pub with profits flowing as freely as its pints. 

Matt Bowell

Matt has been in marketing for 25 years, clocking up many years for institutions like the NHS, the BBC, Comic Relief, Goodyear Dunlop, and Lonely Planet in the UK and abroad. Matt leads the client service team as one of Brew’s directors.