World Cup research: Why watch it in the pub?

After months of build-up the first match is less than two weeks away. But there is still time for pubs to make sure their own teams are ready for the World Cup kick-off.

In an exclusive piece of research The Publican​ joined forces with industry analyst the Wilson Drinks Report (WDR) to ask more than 2,000 consumers what factors would encourage them to go to the pub to watch games - and the results could help you get more people through the doors.

As well as highlighting the need for competitive offers in these times when every penny counts, the results have also revealed a few tricks that licensees could try to drive trade.

Outdoor viewing areas, entertainment before and after games, table service and reserved seating could all help pull the punters away from their settees and barbecues.

Tim Wilson of WDR says: "The World Cup is probably the biggest event for pubs in 2010.

"Our research shows how important it is for pubs to know what their local customers appreciate about watching big World Cup games at their local pub."

Pub is the choice of fans

The good news is that the majority of people who are going to watch the World Cup would consider doing so in a pub.

Of the 2,396 people quizzed, 63 per cent (1,491) said they plan to tune in for the event. Of those, 59 per cent would consider going to the pub to enjoy the experience.

But what factors would drive them there instead of opting to watch it at home or at a friend's house? According to our survey the top five factors are:

• special offers on beer, wine and spirits

• multiple big screen TVs

• special offers on food

• free snacks

• special/reserved seating.

The top four were all deemed of similar importance, with between 29 per cent and 36 per cent citing each as a key factor.

The results indicate that it is imperative for licensees to make sure they have got the right offer, rather than simply turning on the TV and expecting people to come.

Wilson said: "Not surprisingly, top of the list is special offers on beers, wine and spirits.

"Given the strong price promotions that we expect to see at the supermarkets in June, it is important that the pubs respond by offering special deals for the big games." However, licensees should tread carefully to avoid falling foul of new laws banning irresponsible promotions - and check with their local council and police if concerned about a certain deal.

Meanwhile, it is important to note there is also an opportunity for non-football pubs. With more than a third of consumers (37 per cent) saying they have no plans to watch the World Cup, some pubs could provide a refuge from the football carnival by doing something entirely different.

Key demographics

Unsurprisingly, the group that is most likely to watch the World Cup is men aged between 18 and 34, with 84 per cent of those saying they would consider going to the pub for games.

For this group, promotions on drinks and food are less important than making sure they have a good view as the action in South Africa unfolds.

In total, 61 per cent of this group said the most important factor in choosing the pub is whether it has multiple big-screen TVs.

Young women are also a key market for pubs. Of the 62 per cent of 18 to 24-year-olds who will be watching, 90 per cent are happy to do so in the pub. And for 66 per cent of that demographic the most important factor is special offers on food.

Wilson adds: "Although women are less likely overall to watch the World Cup than men, there is an interesting opportunity for pubs to target younger women. Unlike the men, the most important attraction for these younger women watching games at the pub is special offers on food - more than special offers on drinks (56 per cent) or big-screen TVs (50 per cent)."

Lager versus ale

While lager drinkers, perhaps seen as the more archetypal football fans, see big-screen TVs as the most important factor (rated top by 52 per cent), ale drinkers want to see offers on drink (49 per cent). Could licensees focus promotions around ale to attract customers who may otherwise opt not to watch the big games in the pub?

Across the country

The habits of football fans vary from region to region, according to our poll. It will come as no surprise that people in Wales and Scotland, who have both failed to qualify, are least likely to watch games. That said, around half (48 per cent in Wales and 57 per cent in Scotland) will still tune in.

Pubs in London and the North are most likely to see a boost in sales during the tournament. In the capital 69 per cent of people plan to watch matches and 64 per cent are likely to do so in the pub. In the North the figures are 68 per cent and 61 per cent respectively.

However, the factors driving them there vary. In London it is all about a good view and food offers while in the North customers are more likely to be attracted to special offers on drinks.

The Publican and WDR commissioned YouGov to carry out the survey. Earlier this month 2,369 UK adults were asked which factors would encourage them to choose the pub for the World Cup.