Licensed category overviewLicensed deep diveLicensed data tablesadapt to survive thrive!It’s not necessarily the 昀椀ttest that survive in times of change.It’s the most adaptable. Here at Britvic, we’re working withour licensed partners to help them do just that. We’re helpingthem realise the opportunities that are arising from thechanges we’re seeing. As a result, many are doing muchmore than simply surviving. They’re thriving.We only need look back to the years following the 2008recession to see the last time hospitality went through suchmomentous change. That 昀椀nancial squeeze coincidedwith the imposition of the smoking ban, prompting a steepdecline in pub visitor numbers and a spike in pub closures.9But the impact of these events was far from equal.Venues that elevated their food and drink offerings,spruced up their venues and focused on service were ableto attract a wider clientele – in particular, families and morea昀툀uent people that had previously under-traded in pubvisits. By 2012, 22.4% of Brits said they were visiting pubsmore regularly as a direct result of the 2007 smoking banand 70% of parents said they were more likely to visit withtheir kids since the ban.10 For pubs, it was a case of survivalof the most adaptable.Similar dynamics are at play again. This time around,success is coming to operators that are striking the rightbalance between value and quality. Despite the growth inthe number of people who identify as “value conscious”,11it’s clear that quality is still crucial. Indeed, the quality of thefood and drink on offer at venues was the most importantfactor in deciding where to visit for 27% of people inOctober 2023.12 That’s a rise of 4% pts from July 2023.12Family a昀昀airsThings have come a long way since the days when pubs wereoff limits to kids. They no longer have to make do with a bag ofcrisps in the garden. More than a third (34%) of families withkids go to the pub at least once a week to eat and 14% go outto eat twice a week or more.13And when families eat out, they’re looking for excitement andgood value in equal measure. Indeed, research14 shows thatfamilies with children are the most value-led consumer groupin the UK, so it’s crucial that operators of family-friendly venuesoffer attractive deals and elevated experiences.So, operators are dialling up their deals for families. BrewersFayre, for example, runs a “kids eat free breakfast” deal to cashin on growth in people eating breakfast out5 (more on that inthe next chapter), Sizzling Pubs has a “kids eat for £1” deal andHungry Horse has a “feed the family for £15.”34%of families with kids eat out atthe pub at least once a week1314%of families with kids eat out atthe pub twice a week or more1339%of families with kids areinterested in themed menus13It’s also worth noting that 39% of parents of children agedunder 18 are interested in themed menus when they take thelittle ones out.13 This presents an opportunity to offer speci昀椀ccuisines such as Indian or Italian, with paired soft drinkschoices, on different nights of the week.9 Institute of Economic A昀昀airs - https://iea.org.uk/blog/is-the-smoking-ban-to-blame-for-the-high-rate-of-pub-closures, 07.09.1010 Market Force Information - https://www.restaurantonline.co.uk/Article/2012/07/05/Smoking-ban-pubs#, 04.07.1211 Lumina Intelligence UK Pub & Bar Market Report- June 202312 Mintel pub-visiting-uk-2023 P16 – Source: Kantar Pro昀椀les/Mintel, August 202313 Mintel pub-visiting-uk-2023 P54 – Source: Kantar Pro昀椀les/Mintel, August 202314 Lumina Intelligence Eating and Drinking Out Panel, data collected 52WE 23.01.23 and 52WE 22.01.24LICENSED CaTEgORy OvERvIEW27
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