Frederic Robinson, the Cheshire-based brewer and pub operator, is to segment its pub estate into six trading styles as part of a modernisation programme under new operations director Dave Harrison, M&C Report has learnt.
Among the segments will be around 20 pubs currently being identified as “beer shrines”, which will have access to a broader cask range and craft ales. Other categories will focus on food or a wet-led offer.
“It involves looking at where the growth is in the market and making sure our pubs put the emphasis on those areas of the business,” said marketing director David Bremner.
Since joining the company from Leicester brewer Everards, Harrison has set about making significant changes including the replacement of half the company’s business development managers (BDMs) by the end of this year.
Two people have joined the head office team to give retail marketing support to BDMs, alongside a development chef and a specialist in digital marketing and social media.
A website has been created for each pub and licensees also have the benefit of feedback from 800 agents working for the brewer’s mystery customer programme.
Robinsons is also rolling out an apprenticeship scheme for tenants’ staff, aiming to have 200 people on customer service-based NVQ training by next year with an opportunity for them to rise to degree level qualifications.
The modernisation of the pub estate follows a £7m development of the Stockport brewery, visitor centre and training academy.
Bremner added that the launch of Trooper, the collaboration brew with legendary rockers Iron Maiden, had brought an unexpected boost to off-trade sales and exports, thanks to the demand from heavy metal fans.
