The DesignMyNight 2025 Pub Industry report gauged the responses from more than 180 operators and around 200 consumers.
Its survey indicated a positive sentiment for the future, with 74% of operators expressing optimism about the longevity of their business.
Notably, 36% believed their business was thriving and were “highly confident” that they will still be trading in 12 months.
This positive outlook comes despite widespread cost pressures and challenges faced by the industry, including the recent increase in employer National Insurance contributions, rising wage rates, and a reduction in business rates relief.
The survey found that consumers mirrored this positive sentiment, with the majority expecting to visit pubs and bars to the same extent as the previous 12 months, and close to a third citing a desire to visit more frequently.
Consumer view
It also found consumers continue to regard visiting the on-trade as an important part of their day-to-day lives, despite pricing remaining a sensitive issue.
The report suggested there is a notable difference between what consumers consider fair and what venues charge for drinks. For example, consumers feel the price of a pint of lager to be fair at £5.15, while operators believe an average of £6.12 to be acceptable.
The findings also highlighted the opportunities for pubs and bars to diversify their offerings beyond food and drink, by providing in-venue entertainment.
It found that despite 83% of consumers finding live performances appealing, only 60% of venues hosted them in the past year. The good news is that 33% of venues planned to increase the frequency of their events to tap into this demand.
Additionally, the report highlighted the underutilised potential of venue hire as a revenue stream. Of those taking the survey 88% of venues revealed they were available for hire, and 57% of those currently offering venue hire agree it is more profitable than standard operations.
Real challenges
DesignMyNight, which is part of the Access Group, head of brand Katie Houghton said: “Despite very real challenges in the sector, our report uncovers a remarkably positive outlook from operators.
“Hospitality is a truly resilient sector, driven by people who are incredibly passionate about what they do, and it’s encouraging to see that sentiment remains strong.
“It’s clear that there is an opportunity here for venues to align with evolving consumer desires, particularly in areas like live entertainment and interactive experiences. Hospitality is extremely agile, capable of pivoting to meet these unique needs and expectations, but there is still plenty that can be nurtured and capitalised on.”
The report also highlighted how important the customer experience is and how technology can support and enhance this.
While 93% of venues use a digital booking system, there was a clear gap in more advanced solutions. Consumers said they were increasingly expecting options like order and pay at table (59% for drinks, 60% for food), which only 27% of venues currently offer for drinks.
Houghton added: “It’s more important than ever that consumers are being offered value for money, and technology is a key driver in helping businesses deliver this, spotting and managing trends, driving efficiency across all areas, maximising offer visibility, and much more.”
