EI is integral to brands’ connections, and the On Premise provides great opportunities to understand consumers’ motivations and influence their purchasing decisions. CGA’s exclusive REACH survey provides expert analysis of experience needs in 38 countries, based on responses from around 30,000 On Premise consumers and 600 operators, to help suppliers and venues create meaningful engagement.
Here are just five of the ways to leverage EI in pubs, bars and restaurants.
1 Memorable experiences
The On Premise has become more experiential than ever before, with consumers demanding much more than good food and drink. Elevating guests’ experiences via things like activations and serves is key to securing their satisfaction and recommendations, and REACH shows 91% of consumers now view new and unique experiences as essential or nice-to-have. Operators recognise this too, and 84% of leaders told the 2024 UK Business Leaders Survey that quality of overall experience was a key driver for consumers—a sharp year-on-year jump of 17 percentage points.
2 Instagrammability
Social currency will be a top consideration for consumers in 2025. More than nine in ten (94%) On Premise guests use social media, with Instagram and TikTok particularly popular among younger adults. Nearly half (47%) get ideas for where to eat or drink from their friends’ social media, while 62% of operators actively seek partnerships or collaborations with drinks suppliers who have a strong presence there. Brands that get prominence in people’s social posts can quickly earn their emotional attachment as well.
3 Elevated serves
New and stand-out serves can help to provide this social currency that people crave. REACH shows how attractive presentation and glassware can generate positive exposure on platforms like Instagram and TikTok and keep consumers loyal to brands and categories. It’s also important to adapt to the growing interest in Ready to Drink (RTD) products and to anticipate the serves of tomorrow.
4 Human connections
The On Premise is where consumers share special experiences with loved ones and make new connections. Globally, half (49%) say they typically visit in order to spend time with friends or family, making it the top motivating factor. Facilitating good times for consumers helps brands achieve valuable goodwill that translates into new sales.
5 Education
Consumers also want to know more about the drinks they consume, REACH shows. Suppliers and venues that can educate them about things like ingredients and provenance can get a head start on their competitors. Communicating positive messages on sustainability and health can meanwhile be an effective way to achieve their respect and loyalty.
CGA’s REACH research helps suppliers optimize their Emotional Intelligence strategies amongst demographics, channels, occasions and markets worldwide. To watch an exclusive webinar on findings from the 2024 REACH research, led by CGA’s Charlie Mitchell and George Argyropoulos, click here.
Fresh REACH analysis will be available soon, providing up-to-the-minute insights into consumers’ needs and motivations in 2025. To learn how REACH and other CGA solutions support winning On Premise strategies, and discuss opportunities for insights that are tailored to brands and countries, contact the CGA team.
