As pubs across the UK navigate evolving consumer habits, shifting economic pressures and continued recovery from recent turbulence, innovation has become the cornerstone of resilience. In Lumina Intelligence’s recent webinar “Reimagining the Pub Experience: Trends, Tech & Innovation”, a compelling narrative emerged: the pubs that thrive are those reconfiguring formats, embracing technology and catering confidently to new guest expectations.

Market recovery and outlook

  • According to Lumina’s Operator Data Index, the UK pub and bar market is projected to reach ÂŁ23.6 billion in 2024, growing by +1.7%, slightly behind the overall eating‑out market at +2.8 % growth
  • Growth is forecast to rise steadily through to 2027, as brands focus on differentiation, segmentation and experience‑led offers.

Consumer behaviours reshaping the occasion

The behaviours reshaping visits and spend are nuanced as Lumina’s Eating & Drinking Out Panel reveals:

  • 19.4% of pubgoers now “never or rarely drink alcohol,” up 1.4 percentage points year‑on‑year”. This trend – often dubbed ‘sober curiosity’ – is notably driven by men aged 18–24.
  • Operators are responding by expanding non‑alcoholic cocktail ranges. On average these premium N‑A cocktails are priced higher than standard soft drinks, offering both value and margins.

Experiential innovation: more than food and drink

One of the most compelling trends highlighted in the webinar was the rise in experiential pubs:

  • Leading venues such as Boom Battle Bar and NQ64 have seen triple‑digit growth (1550% and 333% respectively), demonstrating how immersive concepts captivate guests and drive footfall.
  • Pubs are diversifying beyond food and beverage to deliver engagement via immersive sports areas to leverage live sporting events, board games and chess nights, live Q&As and themed quizzes becoming a hub for their local community. This shift points to growing demand for ‘socially activated’ venues where time spent is as important as what’s consumed.

Tech, loyalty and estate innovation

The webinar highlighted how technology and segmentation strategies are becoming essential tools in future‑proofing estates:

  • Operators are using AI‑enabled loyalty programmes, predictive booking tools and smart segmentation to tailor offers to segmented guest types – helping to drive footfall and re-engage lapsed customers.
  • Brands are also actively rethinking their estate: downsizing where necessary, converting spaces into activation zones or outdoor areas, and refining segmentation based on usage data and local demographics.

So, what can pubs do to stay ahead of the curve?

  1. Innovate formats to match demand
    Consider curating zones within your pub: quiet areas for relaxed early evening crowd, interactive spaces for group bookings and themed evenings etc.
  2. Embrace Low & No
    Build a dedicated low‑alcohol offering – from N‑A cocktails to sober pairings – clearly promote these on menus and social channels to tap into growing sober‑curiosity demand.
  3. Design experiences, not just menus
    Integrate events and play: games nights, live screenings, local music or inclusive pop‑ups. Aim for formats that go beyond the conventional ‘eat‑drink’ model.
  4. Use tech to personalise
    Deploy booking and loyalty platforms that drive repeat visits, upsell offers and capture guest data to create tailored experiences over time.
  5. Segment your estate
    Test micro‑formats or pop‑up activations, and adapt spaces to changing footfall patterns – outdoor, early dayparts or late‑night group socialising.

As Lumina’s webinar made clear: innovation isn’t optional – it’s imperative. Brands that reframe the pub space as a dynamic social platform, embedded with tech and tuned to changing consumer values, will not just survive – they will lead.

References

 

Susan Wickes
Latest posts by Susan Wickes (see all)