Case Study
How Greene King Transformed the Pub Experience: Insights Driving Hospitality Innovation
Discover how Greene King leveraged real customer insights to refine pub environments, expand menu offerings, and champion diversity in the hospitality industry. Through an interactive workshop, Vocal Views gathered key perspectives that shaped future strategies for a more inclusive and engaging pub culture.
of respondents supported more inclusive pub spaces.
of participants expressed interest in non-alcoholic beverage options.
of respondents favored merging bar and restaurant areas for a more communal feel.
Company
Greene King is the UK’s leading brewery and pub retailer, committed to creating welcoming pub experiences and fostering inclusivity in the hospitality industry.
Website
Headquarters
Bury St Edmunds, UK
Industry
Hospitality & Brewing
Products used
Customer insights in a workshop setting methodology
The Challenge
Greene King wanted to assess pub standards and explore opportunities for innovation by engaging directly with customers and non-customers. Their key goals were:
To understand different perspectives on the pub experience across diverse demographics.
To identify areas for improvement in pub offerings and environment.
To create a more inclusive and welcoming space for all customers.
The Approach
Vocal Views conducted an immersive workshop with a wide-ranging participant profile, ensuring representation across gender, age, race, disabilities, and LGBTQ+ communities.
Key Areas of Discussion:
Pub culture perceptions and experiences.
Preferences for food, drink, and non-alcoholic options.
Ideas for improving pub inclusivity and engagement.
Data Collection: Participants shared real-time feedback through guided discussions and hands-on experiences, helping Greene King identify actionable improvements.
Key Insights at a glance
- Pub culture perceptions and experiences.
- Preferences for food, drink, and non-alcoholic options.
- Ideas for improving pub inclusivity and engagement.
Key Insights and Impacts
1. Strategic Insights for Hospitality Growth
Participants highlighted key strengths and opportunities, leading to Greene King’s new partnership with Mobolise to promote diversity in hospitality. This initiative includes:
Hosting events and mentoring sessions from early 2025.
Showcasing job opportunities across pubs, especially for underrepresented groups
2. Expanded Product Offerings
Feedback on menu preferences led to the introduction of new seasoning options and expanded dietary choices, including:
Enhanced non-alcoholic drink selections to make pubs more welcoming for all.
Adjustments to menu items based on direct customer feedback.
3. Enhanced Pub Environments
Customer insights directly influenced future pub designs, including the introduction of a ‘3rd Space‘ concept launching in 2025. This new pub area aims to:
Blend the traditional bar and restaurant sections into a more inclusive, shared space.
Accommodate diverse social experiences, whether customers are enjoying a drink, a family meal, or a quiet coffee.
Foster greater customer satisfaction and brand loyalty.
Client Feedback
“We’ve been so incredibly impressed with the quality of every single recruit, despite the challenge of the diverse criteria. Thank you!” – Greene King
Results at a Glance
- 100+ diverse participants shared insights on pub culture and inclusivity.
- 3rd Space Initiative set to launch in 2025, creating more welcoming pub environments.
- New menu items introduced, including expanded dietary and alcohol-free options.
- Partnership with Mobolise to promote diversity in hospitality recruitment.
Conclusion
This workshop enabled Greene King to authentically engage with their customers, driving meaningful change within the pub industry. By implementing direct feedback, they have refined their pub environments, expanded inclusivity efforts, and enhanced their product offerings.
Looking forward, Vocal Views remains committed to supporting Greene King and other industry leaders in leveraging customer insights to create innovative, customer-focused strategies.
Interested in transforming your business with real customer insights? Contact us today to start your journey!