The Changing Opportunity For Licensed Outlets

There are over 76,000 licensed pubs, bars and clubs in the United Kingdom.¹ These outlets generate over £20 billion from food and beverage consumption on site.²

Despite not always being the 'destination category', it is significant that Soft Drinks account for over 10% of this turnover.³

More often than not, the perception of Soft Drinks in pubs is that they're the most sensible choice for drivers, and of course the most popular choice for children. However their role in pubs goes way beyond this. Soft Drinks for many are the preferred choice, and an amazing one in four people enter a bar just wanting a soft drink.⁴

Here's how to serve up sales.

Food for thought

Food drives footfall and boosts overall outlet-spend, while Soft Drinks are linked more closely with food than any other category.

There are opportunities to make much, much more of this natural synergy:

• Make the link between Soft Drinks and food much more obvious
• Your Soft Drinks range should be included on the menu, preferably with the brand logo alongside
• Present meal deals including Soft Drinks

Quality, visibility and choice

Consumers won't buy what they can't see on a shelf, see on a poster or read in a menu. They won't buy if their favourite brand is not available, and if it's served poorly they won't come back for more!

• Dedicate sufficient space in the chiller for Soft Drinks to adequately reflect their value share to your business
• Give Soft Drinks the physical visibility they deserve both inside and outside the premises
• Link promotional activity and visibility to time of day and meal occasion. Orange juice with breakfast, adult and child options with lunch, colas and energy drinks for evening

Maximise social occasions for adults and children

You can encourage consumers to buy more Soft Drinks more often and in greater volume simply by having the right products clearly visible in all the right places, and featuring both adult and child-friendly options.

Energise the outlet

Younger adults, aged 18 - 30, who are going out on the town or clubbing, are a force to be reckoned with! They require renewed Energy. This is the fastest growing sector in the total Soft Drinks market - with even further scope for growth.

¹Nielsen Total On Premise, 2009
²Mintel Eating Out Review, 2009
³Nielsen Total On Premise, 2009
⁴HIM Ontrack, 2009