Star Pub & Bars, the Heineken-owned leased pub operator, is rolling out what it believes is one of the biggest and most in-depth mystery visitor programmes in the leased pub sector.
The firm is spending £300,000 on the scheme, under which pubs receive an average of two unannounced visits during 2013. After the first, lessees receive an independent report scoring their pub in over 80 different areas from a customer’s perspective as well as providing suggestions for enhancing and growing their business.
Following a review with their BDM, Star said support is provided to address recommendations, before a second mystery visit to assess the impact of any improvements.
The scheme, which has been trialed in 450 pubs, is delivered by licensed trade specialists ABV Training and provided free to lessees.
Chris Moore, property and strategy director for Star Pubs & Bars, said: “Delivering consistently high retail standards and an offer which caters for the full range of customer needs is key to driving up sales.
“Managed pubs tend to do very well in both of these areas. Where a lessee can achieve the same and combine it with the special, unique atmosphere of an independently operated pub, it creates an unbeatable customer experience and ultimately a more successful business.”
Feedback from lessees involved in the trial has been extremely positive, said Moore. “Being a licensee is an incredibly busy job, with countless demands on your time in an industry where customers have ever increasing expectations. Those who participated in the trial were very appreciative of the customer insight they received and for ideas from industry professionals on how they could further grow their trade.
“A passion for quality is at the heart of all we do and this programme helps us and our lessees deliver this on many levels. We anticipate the initiative becoming an ongoing programme for us after 2013.”
Star said the results of the mystery visitor programme will also allow it to identify trends in the business, spotting opportunities from which other pubs could benefit.
