Irish pubs have been a global phenomenon recognised for the Craic, friendliness and live music.
But there is a new breed of Irish pubs growing in popularity in the UK, run by independent Irish operators, looking to bring the authentic experience to customers.
They are also tapping into increasing consumer demands for experiential venues. Recent research showed the majority of consumers (74%) are actively seeking venues that offer “elevated experiences" beyond food and drink. (*)
In recent months, Nancy Spains has opened its third site in Manchester, Whelan’s pub chain now has three sites in Croydon, Kingston and Uxbridge, Lancashire-based Kennedy’s has expanded to two sites in Altrincham and Didsbury, while Windmill Inns has Mc & Sons at two sites in London’s Southwark and Vauxhall and Molly Mc’s, its singing Irish pub, is set for a second site opening.
So, what is driving this move to open more independent Irish pubs in the UK?
Authentic experiences
Nancy Spains co-founder Peter O’Halloran says it is down to the authenticity of these pubs and the experience they offer.
“For us, we are two Irish born brothers and we grew up in the industry so we know Irish hospitality and Irish pubs very well.
“The beauty of Nancy Spains is the décor. When you walk in there it’s like walking into a pub in West Kerry, where we are from. The minute you walk in you are immediately transported to the West of Ireland.
“It’s the local feel of it. Another quality that we have is it’s independent and it has that kind of unique feel to it,” he said.
He also believes there is a change happening in the market with people graduating back to pubs for their night-out rather than trendy cocktail bars or clubs.
“This could be a trend for the next five or 10 years and then it’ll change again. I think it’s just pubs in general. I don’t even think it’s just Irish pubs,” he added.
“But people are looking for that more traditional Irish casual pub and I think Gen Z, especially, want some sort of a pub they don’t feel intimidated to go into.”
The Irish pub chain is looking to expand but it will do so “cautiously” and when there is a gap in the market.
“It’s quite a popular brand at the moment so it’s not something we want to destroy by rolling out quickly,” the co-founder says. But O’Halloran admits central London is a target for the Irish pub.
Popular brand
Meanwhile, Pádraig Brady runs the famous Mulligans in Manchester, where there are often people queuing to get in.
Brady has run the freehold for 13 years, establishing the wet-led venue as a crucial part of Manchester’s pub scene.
The venue has a traditional Irish bar on the ground floor while upstairs offers live music seven days a week and it is very lively with the younger demographic at weekends.
Brady puts its popularity, and that of authentic Irish pubs, down to the ‘home away from home’ feel and focus on service and atmosphere.
“You know the welcome, you know the chat from the barman, you know the friendliness. I remember going to the pub in Ireland and it was always that lovely feeling,” he said.
The operator adds while the pub has a wide clientele, it has a large crowd of younger clients aged from mid-20s to late-30s who frequent the venue.
Mulligans success, he believes, is down to the authentic experience, which has outlived Irish themed pubs in the city.
Brady also highlights there’s no crowd quicker than the Irish to recognise whether a pub is Irish or Irish-themed.
“One of the first things that makes a real Irish pub is that it is Irish owned and run by Irish people,” he says.
One thing that he believes has really helped to communicate the authenticity of Mulligans has been the explosion on social media, with the venue having almost 40,000 followers on Instagram.
The importance of social media is one that Johnny McElhinney, operations director at Windmill Inns, the family run multiple operator, agrees has been a great benefit to highlighting the real credentials of its three sites - two Mc & Sons in London’s Borough and Vauxhall and the Irish singing bar Molly Mc’s, which he describes as Mc & Sons on “steroids.”
Reclaiming heritage
“It’s about us reclaiming our heritage and making it really authentic. If you go to any of our bars you go ‘Jesus Christ’ this is like being back in Ireland.
“A lot of people do Irish pubs but they put up a couple of Guinness signs and it is not Ireland,” McElhinney says.
The operator has tapped into the large Irish population in London that are looking for a traditional experience, including live music, but also people who want Irish hospitality.
“It’s like generation Irish. You’ve got people that’s grandparents are Irish and their parents are over from Ireland. But they’re just coming in because the atmosphere is amazing.
“It’s a mixture of a lot of things such as having the staff well-trained while serving good Guinness, amazing food and having good social media,” he adds.
One unique offer that he argues has been important for the operation is offering live music: “Music is not cheap but it brings people in. There has to be some sort of a draw to a pub now. The days of opening up a bar and expecting people to come in and buy a couple of pints is gone.”
(*Go Technology report from Zonal in partnership with CGA by NIQ)
