Robinsons, the Cheshire brewer and pub operator, has reported that changes to beer volume sales at its pub are directly linked to the findings of its mystery visitor programme.
The company said there had been a 9% “swing” directly linked to standards as monitored by its mystery visitor programme Perfect Pub, which saw more than 1,000 customers recruited to operate as “agents”.
“The results reveal what you hope – pubs that score higher sell more beer,” said David Bremner, director of marketing. “Our pub’s that score consistently well are 5%+ on beer volume. Pubs that have shown improvement in score over the last 12 months are up 4%, and those that have declined in score are -4% in volume. That’s a swing of 9% volume which is directly linked to standards.
“Raising standards is something all of our pubs can achieve at a relatively low cost.”
Information from over 1,325 visits has shown that agents have been particularly impressed with the bar service in Robinsons pubs, scoring an average of 90%. Traditional ‘boozers’ have improved their score by almost 20%, and just under one third of Robinsons’ entire pub estate is attaining a rating of over 95%.
Sarah Rogers, retail marketing manager at Robinsons, said: “Delivering great service and retail standards is essential to driving sales and competing with the best managed, tenanted or free houses in any given area - it’s an area we all have to focus on in tough times. Staff training is key to all this.”
