The key to the future of Britain’s pubs is to have it all according to the latest data compiled by The Rudd Group. The pub supplier has discovered that far from competing with one another, multiple competitive socialising products on site are driving play across the entire range.
The Rudd Group is challenging the received wisdom that suggests multiple competitive socialising products in a pub setting are competing for the same customer spend, noting instead the prevalence of an “entertainment journey.”
Using performance data from the 7,000 machines it operates in venues across the UK, the group found that the right mix of pool, darts and digital gaming can create “more reasons to stay, play and spend.”
“There is a clear association between increased income and those venues that are home to a full suite of entertainment products,” said MD Nick Rudd. “Across our estate we found that gaming machines in venues that also offer pool and darts show 56 percent higher income compared to those without pool and darts.”
“It’s clear that other factors can contribute to that variation in income – venue size, footfall, trading strength, customer profile, opening hours etc. – but our figures directly challenge the assumption that different entertainment products steal spend from others.”
Tracking pub data during the recent World Cup, the Rudd Group identified significant trends across its gaming machines, contactless pool and Target Dartzones, which showed players engaging with the different products at different times in the evening.
“Pubs don’t need to choose between being a ‘pool pub’, a ‘darts pub’, a ‘gaming pub’ or becoming a full competitive socialising venue.”
“Quite the opposite – the traditional pub can potentially create a portfolio of entertainment experiences around the existing pub occasion.”
The all rounders
Nick Rudd said……. “There is a clear association between increased income and those venues that are home to a full suite of entertainment products. Across our estate we found that gaming machines in venues that also offer pool and darts show 56 percent higher income compared to those without pool and darts……
