A couple of years ago, our Managing Director addressed over 100 Dublin publicans in the Marker Hotel on the importance of developing an individual strategic vision for their businesses. The Press Release read as follows:
LVA Conference hears that differentiating their offer and building loyalty amongst customers are the key challenges facing Dublin publicans, according to business experts.
On Wednesday 19th February, a conference organised by the Licensed Vintners Association, at which Create MD Owen Barry was a guest speaker, heard that publicans need to set their businesses apart and create a unique offering.
The conference was first addressed by Owen Barry from Create Brand Consultants who stressed the importance of targeting and connecting with the right customer.
“Publicans must decide what kind of pub they are or they want to be and what their customer profile is. If the pub tries to be all things to all people it will not succeed” he said.
Mr. Barry continued, “The Dublin Pub need to develop a unique vision for their business that will not only attract the right kind of customers, but also look at retaining them and turning them into advocates for the pub”.
Gerry Hussey, a performance psychologist, stressed the importance of building a high performing staff team to provide exceptional customer service. “Dublin publicans are well known for their hospitality but must continuously invest in their staff to ensure they are trained and motivated to the highest standards. Both the consumer and the competition are evolving and publicans must keep pace with them. Staff have a central role to play in the future success of pubs”.
Hugo Arnold, a leading food consultant, told over 125 publicans who attended the conference at the Marker Hotel that food will play a central role in this process and that publicans are well placed to exploit the new trend for informal and affordable dining. Mr Arnold said pubs had competitive advantages and they need to remain as pubs which serve quality food, not become restaurants.
The Chief Executive of the LVA Donall O’Keeffe said the pub trade was undergoing significant change and that publicans needed to keep ahead of the competition. According to Mr O’Keeffe:
“What worked in the past for pubs won’t work in the future. The game is changing and publicans need to view their pubs as businesses and put the right business plans and models in place. We are seeing some positive signs in the trade right now but we need to build on that to provide a sustainable future. For now it’s all about creating a unique experience for the customer and ensuring they return on a regular basis.”
For more information and advice on how you can transform the brand for your licensed premises, get in touch with Owen and book one of our brand consultancy sessions.