A third of pub-goers think the sound of a crowd can make the atmosphere better

Average net promoter scores (NPS) have remained strong across all of hospitality since lockdown. However, customer sentiment research from KAM Media and Feed It Back has found that, until this week, average net promoter scores (NPS) were declining for all sectors in recent weeks, with pubs having the biggest drop off.*

What could be the reasons behind the decline?

No doubt there are several factors, but our research has found that over a third (36.6%) of pub goers think the atmosphere would be better with the sound of people, whilst nearly two thirds of them (60.4%) also think the atmosphere was more sociable pre-lockdown. This is a trend that is consistent across July (57.8%) and August (62.9% - see graph 1), and in fact is therefore getting a bit more pronounced.

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The majority of those who feel that the sound of people can make the pub going experience better are male (60.6%), a trend that is consistent across July (60.1%) and August (61.2% - see graph 2).

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Thoughts from our CEO, Adam Castleton:

"In complete contrast to the retail sector, customers are starting to miss the buzz of a busy pub. Perhaps the novelty of returning for a much-needed pint is wearing off, with customers starting to miss the pre-lockdown crowds and lively entertainment. Although most entertainment is still off limits, there are a number of app-based alternatives (such as Rock and Roll Bingo) that can gee up a (socially-distanced) crowd without the need for a host."

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Surveys carried out July and August 2020. Sample sizes (n) >1000 people, UK Nat. Rep. with 95% confidence level & margin of error of +/- 5%.

*KAM Media – The Customer Sentiment Tracker, 10th August 2020.