Star invests £200k into free pint initiative
Following a successful trial of targeted free pint vouchers using geolocation during the 2022 Six Nations and summer trading period, Star is now set to roll the initiative out for key occasions and calendar opportunities throughout this year.
The investment is part of Star’s strategy to drive trade during what the operator expected to be a challenging year as consumer discretionary spend and spontaneous pub visits continue to be impacted by the cost-of-living crisis.
Star head of marketing Cathy Olver said: “2023 is about putting our pubs at the heart of major calendar events and creating experiences that consumers can’t replicate at home.
Deciding factor
“With consumers feeling the pinch, promotions have a greater role to play than ever.
“Our trials prove that the timely provision of free pint vouchers using geolocation can be a deciding factor in which pubs customers choose.”
Star will fund the full cost of the retail selling price of the pints at each pub, with licensees credited weekly.
Additionally, vouchers will be tailored to the occasion with, for example, free pints of Heineken for sporting events and Inch’s during the summer.
Increase footfall
More than 2,500 vouchers were redeemed during last year’s trial, though the pubco stated it expected an even higher uptake this year.
This comes last month saw Star invest £60,000 into a free Six Nations 2023 Championship promotional package for its licensees.
Olver added: “We want all the money to go into our licensees tills as well as increase footfall.
“Unlike most voucher redemption schemes, we will be reimbursing pubs for the full selling price of the pints directly into their accounts rather than providing a credit to be used against future product purchases.”
