The GO Technology report, based on responses from 5,000 nationally representative consumers in October this year, identifies three major changes to core pub behaviours: booking, ordering and queuing.
Although three quarters of consumers still prefer spontaneous pub visits, 27% now like to pre book tables.
A third of pub goers (34%) prefer to order and pay from their table via an app or website, compared with two thirds (66%) who still choose to order at the bar.
Digital ordering is proving particularly popular with parents and younger adults, with 18- to 24-year-olds three times more likely than over 65s to prefer tech-based ordering.
Zonal said this shift is now embedded. CCO Tim Chapman said: “People’s expectations of pubs are changing, and operators need to consider the needs of customers and adapt to their preferences. Alongside adopting tech solutions, ensuring the security and inclusivity of their customers, offering more alcohol-free options, keeping their doors open later, and prioritising cleanliness, will help lure Gen Z through their doors.”
Traditional bar scrums are fading as 31% of consumers now prefer an organised queue away from the counter, compared with 69% who still opt to spread out along the bar. The report states that women and occasional pub goers are more likely to favour formal queues.
Gen Z expectations
The report challenges several assumptions about younger pub goers. Only 23% of Gen Z non regular visitors say they avoid pubs because they do not drink, while 20% typically go out from 10pm onwards, making them the latest staying cohort. Cleanliness is also a bigger barrier for young adults than older pub goers.
Gen Z are more likely than older guests to value pubs that are fun, lively, exciting and community focused, and place strong emphasis on safety and inclusive atmospheres.
Locality remains the top reason for choosing a pub, with 48% saying proximity drives visits. Nearly half (47%) say pubs are a key place to relax and unwind, while 16% cite culture and character as a primary motivation. Live sport continues to be an important footfall driver, particularly for weekly drinkers.
Barriers persist
Noise and crowding deter almost one in three non-regular pub visitors, while 24% dislike being around drunk people and 23% prefer other types of venues. Notably, 7% say they do not feel welcome in pubs.
CGA by NIQ’s business unit director for hospitality operators and food, EMEA, Karl Chessell, said: “The demise of the pub is easily overstated. But there’s no doubt that this British institution is changing. Evolving consumer habits are forcing it to adapt, and this latest research shows the way guests order and book is transforming.
“Nevertheless, for businesses that respond nimbly, the long-term outlook for pubs remains positive.”
