Get a watermark-free, fully customizable customer segmentation in our business plan for a pub establishment
Getting to know your patrons is the bedrock of any thriving pub.
Allow us to navigate you through the nuances of pinpointing and understanding the diverse groups that frequent your establishment, so you can customize your services and promotional strategies with precision.
By identifying who your patrons are and what they're looking for in a pub experience, you can ensure that your establishment is not just a place to grab a pint, but a community hub that resonates with all kinds of guests.
And, if you're in search of a ready-made customer segmentation to adapt and use, be sure to check out our business plan template designed specifically for a pub venture.
What is exactly a "customer segmentation"? Should you make one for your pub establishment?
Customer segmentation is the practice of dividing your pub's potential and existing patrons into distinct groups based on common characteristics.
Think of it as crafting a detailed portrait of who your patrons are, from basic demographics like age and income to more subtle attributes such as beverage preferences and social habits. The aim is to grasp the varied needs and behaviors of your patron base so you can customize your drink selection, events, and promotional messages to cater to each specific group.
Why do pub owners and marketers invest time in customer segmentation? Simply put, not all patrons have the same tastes or reasons for visiting your pub.
Different groups may seek different experiences, whether it's the type of beer on tap, the live music lineup, or the atmosphere of your pub. By pinpointing these segments, you can fine-tune your offerings and marketing strategies to resonate with each group's unique preferences and expectations.
For instance, a segment interested in craft beers might appreciate a rotating selection of local brews, while a sports fan segment might prioritize a pub with big screens and game-night specials.
The advantages of effective customer segmentation, akin to what you'll discover in our business plan template tailored for a pub, are significant and impactful. It leads to more precise marketing, potentially increasing patronage and making your advertising spend more effective.
Adapting your drink menu and events to suit the specific desires of different customer segments can boost patron satisfaction and loyalty. Plus, understanding your customer segments can inform decisions about pub decor, entertainment options, and service improvements, positioning your establishment as the go-to spot for various groups of people.
Should you engage in customer segmentation if you're launching a new pub? Absolutely.
Knowing who your patrons are and what they seek from the get-go can provide you with a substantial advantage. It allows you to shape your pub's concept, drink selection, and marketing plans with a clear focus on satisfying the needs of your target segments. This strategic approach can help you swiftly cultivate a dedicated patron base and set your pub apart in a competitive landscape.
Is customer segmentation useful for you? Undoubtedly. Whether you're in the initial planning phase or aiming to expand an existing pub, recognizing the different segments within your patron base is crucial for making informed choices. It affects everything from the types of events you host to the way you train your staff.
Moreover, customer segmentation isn't just a one-off endeavor; it's a continuous process. As consumer trends shift and your business grows, regularly revisiting and refining your customer segments can ensure that your pub continues to satisfy the evolving tastes and preferences of your clientele.
How to segment customers for your pub establishment?
To craft customer segments for your pub, you'll want to dive into your customer data to uncover patterns and characteristics that stand out, such as age, beverage preferences, frequency of visits, and spending habits.
With this information, you can group your customers into segments that share these traits. This allows you to create targeted marketing campaigns and tailor your drink selection, events, and promotions to meet the specific tastes and desires of each group.
To help you get started, here's a 10-step action plan to develop effective customer segmentation for your pub.
Step | Action | Details |
---|---|---|
1 | Collect customer data | Gather information through loyalty programs, POS systems, and social media interactions. |
2 | Examine purchase patterns | Analyze what types of drinks and food are popular, peak times, and customer frequency. |
3 | Identify demographic details | Group customers by age, gender, occupation, etc. |
4 | Look at psychographic factors | Understand your customers' lifestyles, hobbies, and what they value in a pub experience. |
5 | Analyze geographic data | Segment based on neighborhood, distance from the pub, and local versus tourist. |
6 | Develop customer personas | Create detailed profiles for each segment to better cater to their preferences. |
7 | Calculate customer value | Assess how much each segment spends and how often they visit to determine their profitability. |
8 | Choose your focus segments | Select the segments that are most valuable to your pub and align with your strategic goals. |
9 | Customize marketing approaches | Develop marketing strategies that resonate with the specific interests of each segment. |
10 | Review and adjust segments | Continuously monitor customer trends and refine your segments to stay relevant and effective. |
What are some examples of audiences and customer segments for a pub establishment?
Below is a table with 10 examples of customer segments for a pub establishment.
Name of the Segment | Description | Preferences and Budget |
---|---|---|
Sports Fans | Individuals or groups who enjoy watching live sports events and socializing with fellow fans. | Medium budget, prefers pubs with big screens, game-day specials, and a lively atmosphere. |
After-Work Professionals | Colleagues and professionals looking to unwind after work with drinks and casual conversation. | Medium to high budget, prefers happy hour deals and a relaxed setting. |
University Students | College students seeking an affordable place to socialize and enjoy nightlife. | Low to medium budget, prefers student discounts, themed nights, and drink specials. |
Craft Beer Enthusiasts | Individuals with a passion for trying unique and locally brewed beers. | Medium to high budget, prefers a wide selection of craft beers and knowledgeable staff. |
Live Music Lovers | Patrons who appreciate live music performances alongside their drinks. | Medium budget, prefers pubs with regular live music acts and a vibrant atmosphere. |
Tourists | Visitors looking to experience the local pub culture and socialize with locals. | Varied budget, prefers pubs with authentic local character and friendly service. |
Quiz Night Aficionados | Competitive individuals or teams who enjoy participating in pub quizzes and trivia nights. | Low to medium budget, prefers engaging activities and the chance to win prizes. |
Foodie Pub-Goers | Patrons who value quality pub grub and a diverse menu, often with a gourmet twist. | Medium to high budget, prefers pubs with a reputation for excellent food and unique dishes. |
Social Butterflies | Extroverted individuals looking for a bustling social scene and the opportunity to meet new people. | Medium budget, prefers pubs with a friendly vibe and social events like mixers or dance nights. |
Private Party Groups | Groups seeking a venue for private celebrations such as birthdays, anniversaries, or work parties. | Varied budget, prefers pubs with private rooms or areas that can be reserved for events. |
Examples of customer segmentation for a pub establishment
Below are three different (very concise) examples of customer segmentations tailored for a Traditional Pub, a Craft Beer Pub, and a Sports Pub.
Traditional Pub Customer Segmentation
Customer Segment | Characteristics |
---|---|
Local Regulars | Values the familiar and cozy atmosphere, often visits for a casual drink and to socialize with community members. |
History Buffs | Attracted to the pub's historical significance or traditional architecture, enjoys the ambiance and storytelling aspect. |
Real Ale Aficionados | Passionate about traditional brewing methods, seeks a variety of cask ales and enjoys discussing beer nuances. |
Visiting Tourists | Interested in authentic local experiences, often looking for a pub with character and traditional British fare. |
Craft Beer Pub Customer Segmentation
Customer Segment | Characteristics |
---|---|
Beer Enthusiasts | Seeks a diverse selection of craft beers, interested in limited-edition brews and tasting events. |
Young Professionals | Desires a trendy spot for after-work drinks, appreciates a modern twist on the traditional pub atmosphere. |
Home Brewers & Industry Insiders | Looks for inspiration and networking opportunities, values in-depth discussions about brewing techniques and industry trends. |
Casual Socializers | Enjoys the vibrant and friendly environment for meet-ups, often partakes in pub quizzes and group activities. |
Sports Pub Customer Segmentation
Customer Segment | Characteristics |
---|---|
Sports Fans | Primarily interested in watching live sports events, values a high-energy atmosphere with multiple screens. |
Friend Groups | Looking for a place to gather and enjoy games together, often orders shareable snacks and pitchers of beer. |
Event Seekers | Attracted to pubs hosting special events like game nights, tournaments, and themed parties. |
Competitive Gamers | Participates in pub-hosted competitions such as darts, pool, or fantasy sports leagues. |
You can also read our articles about:
- how to fill a Business Model Canvas for your pub establishment
- how to study the competitors of your pub establishment
- how to elaborate a marketing strategy for your pub establishment
- how to open a pub (guide)