18.12.12
With the hospitality industry entering its busiest time of the year, a new survey has revealed the factors that are most influential in a patron's choice of pub or bar. The survey, which was carried out earlier this month (November), found that most people choose where to go for a night out based on the venue's decor and overall atmosphere.
Commissioned by furniture suppliers Trent Furniture, the survey asked people which features were most significant when choosing a venue. The results revealed that over three quarters of respondents rated the atmosphere and decor as the decisive factor.
Over 76% of respondents stated that bad decor would deter them from returning to a venue, with seating cited as the most important element within this category. Over 80% stated that they were more likely to stay for longer at a bar or pub with comfortable seating. Furthermore, whilst price was a particularly significant factor for people aged 18-25, over three quarters of this age bracket stressed the importance of being able to sit down to enjoy their drinks.
At a time when an estimated 25 pubs a week are closing, partly due to trade being lost to supermarkets who sell alcohol at a reduced rate, landlords are eager to know how to attract customers - and how to get them to stay longer.
Managers at Trent Furniture, who have been supplying furniture to the hospitality trade since 1960, were not surprised by the results of the survey, having experienced a rise in demand for luxury seating in pubs and bars during 2012.
"Pubs, bars and restaurants need to look at how they get customers through the door," comments Rob Price, Managing Director of Trent Furniture. "The availability of comfortable seating is often something that owners and managers overlook, but it really does play an essential part in the entire feel and atmosphere of a place. Especially in these difficult economic times, it is important that people can have somewhere to sit down in comfort with friends and relax in a stress-free atmosphere."
The survey shows that both quantity and comfort of seating is important. "As a student, I'm prepared to pay more for a drink in a pub than in a supermarket because of the social side, having somewhere to unwind and relax," says Molly Kavanagh, a student at the University of Warwick. "Pub and bar managers should try to make a visit as pleasant as possible - being able to sit down in comfort is a massive part of that."