What I Learned About the Pub Industry at the ALMR Conference

During my time working in a Wetherspoons I was invited to attend the Association of Licensed Multiple Retailers (ALMR) conference. As a supervisor, I was told it would be beneficial to bolster my understanding of the industry’s future direction. For some reason, the immediate image that struck me was an old-school town meeting, in which someone has the floor and votes are counted in yays and nays. What I discovered was an industry dominated by a peculiar mixture of anxiety and excitement, unsure of the future but excited to help shape it.

I already knew at this point that pubs were changing drastically to meet the expectations of younger crowds. In my adopted home town of Brighton, traditional establishments are being closed to make way for chic pubs with attractive interior designs and craft beers on tap. This is a winning situation for all but the landlords whose pubs are being closed; consumers can expect superior quality establishments in the future, and the hospitality industry can expect renewed growth in their premises.

Franchising is the Future

Until I attended the ALMR conference, I was sure that owning an independent pub or bar was the certified way to achieve popularity and a strong reputation. After the conference, I learned that almost every single establishment, no matter how individualistic or original, is owned and operated by some form of licensee or chain. This I considered unexpected because chains usually maintain a continuous style and ‘manifesto’ throughout their pubs, but it seems a new market standard will see less regulations and more freedom granted to individual establishments to follow their own rules.

One commenter at the conference compared the future of pubs and bars to that of fast food franchises; a collection of familiar but disparate entities vastly disconnected from each other. He mentioned that licensed venues faced a similar and troubling future, and warned that cohesion and cooperation within the industry would ultimately make the pub of the future a success.

Inclusivity Creates a Better Experience.

Big industry players as well as organisers from the ALMR made it very clear that the event was primarily a chance to hear opinions from us, and a platform for everyone to contemplate future aspirations for the industry. This sort of thing is typical in hospitality, there is always a great sense of community and support amongst bar, pub, and club owners, especially in Brighton where we have formed multiple associations to strengthen our work. It is clear now that this type of cohesion is not the case in many other areas, and venues are suffering as a result.

At one point in the conference, they had executives from the big three chains up on stage discussing the future of pubs; namely Tim Martin, the founder of JD Wetherspoon, Ian Payne of the StonegatePub Company, and Bob Ivell of Mitchells and Butlers. The discussion was great, as the three shared their visions for Britain’s future pubs. As an added bonus, the audience was invited to share their thoughts on any topic discussed and influence the conversation via a conference voting system built into an iPad, which allowed real time Q&A and commentary.

Utilising Technology is Essential to the Pub's Survival

Everyone at the conference seemed to agree that pubs need to embrace technology as a way of driving customer satisfaction up. One of the biggest and most basic offerings is Wi-Fi, which whilst available at a huge number of coffee shops is still seldom found in pubs. Wi-Fi could bring in new customers from a wide range of backgrounds, and in a tech-savvy student town such as Brighton, it could be the deciding factor in who frequents and how often. The panel conceded that introducing Wi-Fi would just be part of fulfilling their expectations

Not such a great idea was the utilisation of Spotify as a personal DJ app for pubs. Much in the same way that taxi service Uber teamed up with Spotify, it was revealed that big pubs chains have been seeking to set up something similar throughout venues in the UK, which would allow customers to choose which songs are played in the pub via an app. In an establishment packed with drunk and rowdy people, my guess is it would lead to trouble and ultimately dissuade people from frequenting as often.

Food is Becoming More Important than Drink

Food has always been a staple of the pub, but new research shows consumers are currently more interested in somewhere to eat as opposed to just having a quiet drink. The importance placed on modern pub food has now led to an ultra-competitive scramble for the most original offerings.

Thanks must also be given to the ‘street food’ operators, a style of pub food that has gained popularity over the past 5 years. Street food is usually a separate brand or entity from the establishment itself, but it takes up residence there. By separating these two aspects, focus can be drawn into other more pressing areas. In my experience, a publican who takes charge of both runs into significant problems at some point.

Conclusion

From what I learnt at the ALMR conference, I can say with confidence that I see a clearer future and vision for Britain’s pubs. Publicans just need to remember that they are not just selling booze; they are also selling the experience, just like eating at a restaurant. If people just wanted drink, they’d buy a Lambrini and sit at home chugging, but instead they frequent a public house to socialise and enjoy the atmosphere.

Without a clearer understanding of what modern patrons want, there will unfortunately be no foreseeable future for the industry