AB InBev is to implement a multi-million pound quality initiative that will see 20,000 “bottom layer” pubs given chalice glassware and 2,000 outlets receive special quality training, writes Jessica Mason.
Inge Plochaet, AB InBev UK & Ireland president, revealed the news in an exclusive interview with M&C Report’s sister title Publican’s Morning Advertiser.
Plochaet, who started in her role last year, told PMA that the company is “embarking on a big quality and incentive programme this year”.
“First of all we will make sure that the bottom layer of 20,000 pubs have quality chalice glassware, that’s the basic step phase and we’ll be putting a large number of Chalice’s into the trade. Then we will focus on 2,000 well-selected outlets where we’re going to get some staff quality training in there.
“We’ll make it as simple and as clear as possible. We’ll make sure that they recommend Stella Artois to their consumers and we’ll show them how to go through a four-step pour.”
The programme will involve mystery visits and Plochaet said: “If pubs pass the mystery visit then bar staff will get a personalised credit card. They can use it as a normal credit card. They can pay anywhere with it. If they pass that check and meet our criteria then they will get a credit card loaded with £50.”
Asked how much has been invested in the scheme, she said: “A couple of million.”
“First and foremost we are looking for premium outlets. We want people that will stand behind our product and we’re interested in clean glassware, the right glassware and the perfect pour.”
Plochaet explained that the main aim is for this incentive programme to be rolled out to premium bars and gastropubs.
“We were testing it last year in a few pubs - the majority in London - and the feedback was amazing. We saw how engaged bar staff became. We now use their testimonials. It is the best way of selling it because there’s a motivation factor - for them to become ambassadors.”
