Flexibility and customer experience are at the top of the agenda for the night-time industry. During the working week, consumers are socialising straight after work and are generally meeting for shorter amounts of time.
Research also shows that consumers prefer day drinking to drinking at night. So even on busy weekend days, night-time bars and clubs should capitalise on an opportunity to provide an additional day-time offering. Limiting a business just to night-time leisure could limit revenue and ultimately have a negative impact on profits and business sustainability.
So how can the night-time industry transform its day-time offering?
Coffee to cocktails
Hybrid coffee shops are set to be the next big thing. These coffee shops serve breakfast, brunch and hot drinks from the early hours of the morning right through until the afternoon. All the while, the alcoholic drinks menu is tucked away in the stack ready for the afternoon and evening crowd to take over. This allows consumers to seamlessly switch between their morning espresso through to their early afternoon glass of red… and without needing to leave their seats. This almost becomes a 24/7 bar offering, appealing to different demographics yet maintaining a strong sense of brand and unique place within the market.
The number of town centre bars, pubs and clubs fall, cafes and fast food outlets are on the rise. This includes a 31% increase in the number of coffee shops hitting our high streets.
Town centres have recently experienced a 46% uplift in juice bars. We know people are generally drinking less and the number of teetotal-ers are rising. So it makes sense for night-time venues to transform their offering into something totally different during the day.
It’s clear consumers like the chilled out atmosphere of a coffee shop, with the addition of quality alcohol. For those who enjoy a drink out but find loud bars or nightclubs overbearing, this new day-time offering is ideal. It can also serve as a great pre-drink venue for those going “out out” later in the evening.
“The way to someone’s heart is through their stomach.”
Many bars and pubs now serve food, even if it’s a basic bar snack or lite bite menu. The number of food-led bars and pubs have risen over the last few years so it makes sense for other venues to capitalise on this.
Consumers are looking for places to enjoy socialising with friends, over a drink and possibly some food. Research by Technomic shows that 41% of consumers seek out bars with great food. Bars, pubs and clubs who are looking to appeal to day drinkers should consider offering gourmet bar snacks or even small, inexpensive hot dishes to bring in additional revenue.
Bottomless brunches have been a significant industry trend. Restaurants and bars have been offering a meal with unlimited alcohol for a limited time period (normally up to a few hours). Venues can make a hefty profit on the price tag as they’re often able to charge up to £50 for the experience. There have been links made between bottomless brunches and binge drinking, with venues encouraged to ensure consumers drink responsibly.
Run masterclasses and exclusive parties
Nightclubs and bars are offering exclusive cocktail masterclasses to entice people into the venue during the day.
Cocktail masterclasses are a great way to bring in big groups of people during the day, a time your nightclub or bar would normally be fairly empty. These groups are then more likely to stay drinking in your venue or return later.
Hen and stag dos are also popular day drinking crowds, with these consumers wanting unusual and exclusive experiences. Hosting these groups or offering special VIP areas is a fantastic way to bring in the crowds during quieter times.
Find new ways to entertain
Bars are buying lawn games for their beer gardens, pool tables and board games. Some are going that extra mile by offering ping-pong tables, shuffleboard, darts and other indoor games designed to keep guests entertained and, more importantly, engaged. Consumers are more likely to stay in a venue for longer, and actively choose to visit somewhere with an entertainment option. Plus, venues can charge per game so there’s additional revenue up for grabs too.
These sports and games bars open late into the evening, too, so they appeal to both day-time consumers and those on a night out.
Appeal to day drinkers
Consumers are likely to drink during the day as well as later in the evening, particularly on a weekend. Studies show day drinkers consume more alcohol, partly because dwell time in each setting is much longer.
Bars must ensure they alter the atmosphere during the day to provide a brighter, more casual vibe with quieter music and even alternative drink offers. This will encourage consumers to spend a longer period of time in one venue, rather then bar-hopping as they would during an evening out.
Low-alcohol and no-alcohol options must also be considered. This allows those driving home to still have a great time, and those planning a long drinking session chance to pace themselves throughout the day.