Each year, over 1,300 Business Partners across the 12 key UK Family Brewers are surveyed by KAM Media to compile The Licensee Index (TLI). The survey is the industry-leading sentiment tracker for the UK leased and tenanted pub sector. Measuring satisfaction across several key areas, the survey delves into important topics including landlord services, marketing, support and training, with all responses impartial and anonymous. The survey is a useful measure for prospective Business Partners to gauge the strengths of a potential pub company.
2021 was a busy year in Business Partnerships world. The global pandemic changed the demands of our guests, and the continuation of restrictions meant we needed to be better than ever at innovating, evaluating and optimising everything that we do. We’re delighted at the increases we’ve seen off the back of the team’s work, and we always take this as another learning opportunity to improve every year.
Our marketing and communications area reported very positive increases across the board. The overall rating increased from 8th position in 2020, to 2nd position in 2021. This was driven by increases achieved in all of the measured topics, and likely to be as a result of increased support for promotions, training and resources.
In 2021 alone, we launched a new digital drinks guide, expanded our campaign calendar and launched integrated multi-channel campaigns with unique POS. We re-platformed our support site and pushed on with our project to upgrade / deliver websites for all of our Partners. We also launched an innovative recruitment drive, ‘Our Pub’ highlighting how accessible the industry is to entrepreneurs.
Knowledge and training
We achieved a very positive increase in tenant and staff training, with our rating increasing to 8.8 out of 10, the highest rating of any family brewer.
This is a result of our webinar training series that we ran while we weren’t able to open our doors, featuring drinks trends, guest speakers and marketing training.
We also updated and improved the training materials available on our support site, making content more engaging and easier to find.
Business Development Partners
Our Business Development Partners (BDPs) continue to convey our family values, with rating increases across 11 of the 15 measures. Standout areas included improved POS support, promotional support and business controls.
We now rank in the top 3 positions for all topics, and our BDP quality is now ranked 2nd – a fantastic result.
Year on year healthy increases were achieved across the board, with the largest increases being reported in the business rate appeal and procurement areas. We rose to 2nd position, up from 4th in 2020.
Whilst the ratings remained consistent with 2020, we improved our overall ranking from 10th place to 4th place.
We identified an increased need to provide more product information, particularly as we launched new drinks, and our digital drinks guide with perfect serve suggestions has proved very popular. We also proactively seek out unique and innovative point of sale support available from suppliers, and plan our seasonal campaigns around the most engaging material for our Partners and guests.
We achieved extremely positive results across the board, with large increases in all areas. The clarity and fairness of contracts both increased from an average of 7.85 to 8.85.
We rose through the rankings from 5th in 2020 to 2nd in 2021, with a 1st place ranking in the rates / fees area.
We achieved a very high rating again in 2021, following the continuation of our hard work and support during these adverse times.
We ranked third for Covid-19 support with a score of 9.5
Recommendation of pub company
84% of our Partners are passionate promotors, the second highest result of all those surveyed in 2021 and well above the average score of just 59%.
We achieved a very strong score of 9.5 in this category, narrowly missing the top spot with a score of 9.7. The category average was 8.4.
We achieved the highest level of optimism achieved in the survey, placing in position 1 with a score of 8.3. This score was very comfortably above the category average of 7.0, and a very healthy increase from our 2020 score of 6.8.
If you’re interested in running one of our tenanted pubs, you can view the current opportunities here – www.hall-woodhousepartnerships.co.uk/pubs. We have some great opportunities across Dorset, suitable for first-time operators, to experienced seasonal publicans.