Star launches new sales-building support for licensees

BusinessBuilder

Star Pubs & Bars has launched a suite of new, easy-to-access support to help licensees boost sales and maximise their retail offers in an increasingly competitive market. It includes an interactive tool called Business Builder that Business Development Managers (BDMs) can use with licensees to drive incremental growth.

The revenue-boosting package is believed to be one of the most comprehensive in the leased and tenanted sector. It addresses the five key trends Star believes are impacting on the on trade: a desire for more premium experiences; the need to attract young people; growth in mixed gender groups and families visiting pubs; the increasing importance of food, and a demand for healthy lifestyle choices

Business Builder utilises market data, category insight and industry trends to identify opportunities for licensees to attract more customers and increase the frequency of their visits and the amount they spend. The dynamic tool has solutions for pubs of all types. It will be used by BDMs to prompt discussions with licensees during one-to-one meetings and lead to the development of tailored action plans. Business Builder covers the full range of pub revenue streams from the major drinks categories – beer, cider, spirits, wine and softs – to hot drinks, food, gaming machines and sports to ensure that licensees have 360° support across all their retailing groups.

Also available to licensees is a new library of 10 best practice guides with ideas on how to grow their business. Topics include creating loyalty, making the most of social media and putting on live entertainment. Alongside this, monthly promotional calendars and weekly emails identify upcoming sales-building opportunities and how to leverage them. There is also a regular print magazine ‘Discover Star’ which profiles the season’s highest performing food and drink categories with expert advice on using them to make the most of key occasions.

The programme has been created by Star Pubs & Bars’ category experts in conjunction with its retail marketing team, as well as using the insight of its market-leading third party suppliers and partners.

Says Lawson Mountstevens, Star Pubs & Bars managing director: “The breadth of what customers want from pubs and the competition licensees face from the wider market have never been greater. This high-quality sales-building insight and support will help licensees of all kinds – whether experienced multiple operators or industry new comers - to grow their top lines by tapping into customers’ changing expectations and delivering the right products, occasions and experiences for their pubs. We’re committed to adding value to our licensees’ businesses, and believe this is a fantastic package which will prove invaluable.”