McHattie said that operators need to "deliver experiences to enable inflationary price rises".
He said the real message was about creating an experience, to drag consumers from their couches and into their business.
He gave an encouraging speech about the economy getting improving and said consumers want an escape to which the on-trade must provide.
'We have to meet the challenge'
He said: "We are their escape, we are the place where people go to get away from the mundanities. They come to us to explore and try new things, but we do have to meet the challenge."
During his presentation he quoted that 70% of alcohol sold is consumed by people at home. He pointed to the fact food and drink is a commodity, and can be bought cheaper elsewhere.
"We do need to deliver experiences to battle with inflation. If we don’t have experience we don’t have price elasticity," he said.