Females

With Mother's Day on 2 March, the timing is ideal for

capturing the female market - but you'll need to think beyond the normal stereotypes. Kelly Smith reports

If women really were from Venus and men from Mars, wouldn't there be two distinct pub models to cater for their respective needs? A ridiculous notion it may be. But it isn't that long ago that pubs were seen as a male-dominated domain - a kind of boys-only club, whose members would have raised their eyebrows at unaccompanied members of the opposite sex.

Thankfully, today's pubs are places where people of both sexes - and all ages - can mingle. And women, who are a much more self-assured breed in comparison with 30 years ago, are mingling in them more often - 16% more in the last two years, reveals AC Nielsen and TNS Alcovision research commissioned by Diageo last year.

And with female footfall on the up, pubcos and drinks companies have been doing their utmost to cash in on the click of high heels.

On the back of customer research entitled "What women want", Punch's managed arm, Spirit Group, launched a guide to help its outlets do just that, recommending themed nights, local salon link-ups and a preferred list of taxi operators among a list of top tips.

Although the findings aren't rocket science, they won't do any harm in reminding Spirit's managers and staff of some of the key things that might define a woman's choice of pub. Namely high levels of service and standards - two prevalent factors in Spirit's research.

While gleaming toilets, stylish surroundings and a warm welcome are obvious plus-points, be careful not to stereotype customers with overt marketing and tacky gimmicks such as cut-price "ladies' nights". Trying too hard to attract one sex over the other may only serve to alienate both.

Trendsetter Orchid Group says it has attracted 53% more women with children following the smoking ban. It's achieved this not by turning 289 pubs into crèches (although it is currently trialling a crèche service at two sites) but - apart from the obvious smoke-free factor - by opening out its offer to satisfy different types of customer at different times of the day.

For example, its speciality coffees and free wireless internet are helping to draw a strong following of women, from mothers to businesswomen, in the mornings.

"What we've done is extend the profile of our customer base rather than drop one off and gain another," explains Sharon Hammond, concept development manager. "It's about trying to get that wider appeal and making people think that it's not just an alcohol-based environment."

Warm and friendly atmosphere

Licensee Aimee Moore, general manager at Peach pub the Fleece in Witney, Oxfordshire, agrees. "Our female customers tell us they feel comfortable coming in on their own for a coffee and a read of the newspapers," she says. "We put that down to staff welcome, as well as the environment, which is all part of providing a warm and friendly atmosphere."

Again, it boils down to service, as feedback from the 65% female customer base at Que Pasa in Camberley, Surrey - part of the Marston's-owned chain - indicates.

"We're big on cocktails here and we get a lot of ladies coming in early doors for our 5pm to 8pm offer. They're quite interested in having a conversation over the bar, some friendly service, interaction and a bit more of a personal touch. I think that's what ladies look for," suggests manager Emma Deabill.

An inclusive approach also has a lot to do with the layout and look of the pub, continues Hammond. "Our pubs offer more of a home from home and you feel far more comfortable coming in on your own.

"You will have your regular drinkers, which is fine, but if you can zone them off, and maybe have an area with softer seating, so when women walk into the pub that's not all they see, that will help," she says.

So in many ways communicating with female customers is about sending out the right signals - and subtlety is key.

Hammond adds: "I know I'm fussy, and women generally are, and will notice far more things than men, about the lighting, the cleanliness, the product offer and the service. Even down to small touches like flowers."

Current eating-out trends mirror this receptiveness. A recent report by casual-dining chain Tragus, owner of brands such as Café Rouge, reckons women are much more interested in healthy options than men.

But that doesn't mean they should be pigeonholed as health freaks. "It's not about being so obvious," advises Hammond. "When you go out for dinner you want to treat yourself. It's about having some choice."

The same goes for products or services that are ethical.

"It's not just about being ethical; it's knowing where your products are coming from. We've placed a real focus on getting those key messages across. Most of our carvery meat is farm-assured and our coffee is Fairtrade, and those little elements of quality make up a bigger picture."

Another small detail is glassware. For example, the Campaign for Real Ale (Camra) says eight out of 10 women have not tried cask beer because it is not marketed to them. Here presentation is crucial. More than a third of female pub-goers aged 18 to 24 told Camra they would drink real ale if it was served in a more stylish glass.

Beautiful Beer's trial of stemmed glasses supports this. "Customer response to the glasses was overwhelmingly positive, particularly among women," reports spokeswoman Ros Shiel. "The glass is an elegant alternative that lifts the image of the drink and makes the drinker feel better about their choice."

Peach licensee Andrew Coath may be a man, but the former BII Licensee of the Year knows his stuff when it comes to pitching to a female audience. His pub, the Swan in Salford, near Milton Keynes, has benefited from a string of successful events that have attracted impressive numbers.

Organise a networking lunch

Highlights include the first of a monthly networking convention, the Stiletto Lunch, which was organised in conjunction with Women in Enterprise and attracted about 50 businesswomen. A couture car-boot sale, with sports cars and designer clothes, also went down a storm and raised £8,000 for a local cause.

"We do a lot of community work with charities. A lot of women are involved in charity organisations and in turn that attracts a strong female following," Coath says.

To make sure he's on the right track, Coath regularly keeps in touch with the Swan's 5,000-strong database of female customers.

So perhaps the best way to find out what a woman wants from a pub is simply to ask her. Although it's unlikely you'll receive an answer as complete as the one which follows from Deborah Kemp, managing director of Punch's tenanted pubco division, who draws an interesting parallel between the qualities women look for in a pub and those that they seek in their ideal partner.

"It must have a level of refinement, be well-dressed, clean and smell good," she proposes. "It would have personality with a great sense of humour - yet make her feel safe and secure. Somewhere that distracts her from the every-day problems of life, grind and routine and unlocks her personality and sensuousness, giving her a reason to get dressed up."

top tipples to attract the ladies

Spirits: Spirits take a 40% volume share among women in the on-trade, compared to just 15.4% for men, shows research commissioned by Diageo. Key categories include vodka, white rum and liqueurs such as top-selling Baileys.

´TIP: "Quality of serve, appropriate glassware and making a wider range of mixers available will increase appeal for females," says Amy Mooney, Smirnoff brand manager.

Soft drinks: It's likely women will demand more from soft and hot drinks in terms of quality and choice as pubs welcome families following the smoking ban.

´TIP: Expand and improve your offer, adding speciality coffees as well as mineral waters and fruit juices, which are particular favourites with women.