According to new research from HEINEKEN SmartDispense®, 88% of publicans believe that personally engaging with their customers has the most value for their business, and 75% wish they had more time to do so. In parallel, 87% believe that having their venue at the heart of the local community is essential, a sentiment strongly reflected by consumers, 98% of whom view their local pub as a cornerstone of community life.
With over a third of publicans also spending six hours or more each week on cellar management, significantly reducing the time they are able to spend with customers, the brand has launched a nationwide competition offering three publicans a £10,000 prize package each, designed to ease operational pressures and allow them to reclaim valuable customer-facing time.
The initiative follows the final episode of the HEINEKEN vodcast series Three Landlords Walk into a Bar, featuring publican and model Jodie Kidd alongside TV barman Merlin Griffiths, who interviewed licensees from across the UK about the challenges and rewards of running a pub.
James Woodman, SmartDispense® Director at HEINEKEN, said, “Our latest SmartDispense® insight shows publicans see huge value in being front and centre of their businesses engaging with their customers and community, however the wider pressures of running a business are preventing them from spending time where they have the most impact.
“With this campaign we want to showcase how publicans can not only deliver excellent quality in their draught beer and cider offer but also give them time back to focus on their customers. We know how hard pub operators work and how important publicans are to their consumers, so with this competition we wanted to give something back to incredible landlords.”
The £10,000 prize package includes a year’s free access to SmartDispense® technology, four free kegs of beer or cider, the installation of a new T-bar dispense system, and perfect pour training. One winner will be announced each month across September, October and November.