Star ploughs £60k into online help for licensees
Under the moniker of MyStar, the package is said to offer an online hub to bring together all the support available to licensees in a simple-to-navigate format with regular emails that give licensees insight and advice on driving more footfall into their pubs.
The package also include a new interactive digital resource that offers seasonal business-boosting guidance, which Star claimed is relevant to their pub type.
A new edition will be emailed to licensees every two months and will include the latest sales trends from Star’s managed operator pubs, tips on maximising upcoming occasions and specially commissioned consumer research into pubgoers’ changing behaviours.
More assets available
There will also be links to free downloadable social media assets, to best-practice videos hosted by industry experts and to staff training courses.
Embedded surveys will enable licensees to feedback on trade in their pubs and the help they would like from Star going forward.
Star Pubs & Bars head of digital and retail marketing Cathy Olver said: “Mindful of the mounting time pressures faced by licensees in today’s challenging trading environment, we’ve looked to upscale our support and simplify access to it.
“MyStar tailors information to licensees’ style of pub, giving them the tools they need to create exceptional experiences and attract customers out during a cost-of-living crisis.
“It got multiple usage from licensees during the trial, demonstrating its value.”
Stay on top
Tracey Bowen, who runs the Unicorn – a wet-led pub specialising in cask ales in Hanley, Stoke-on-Trent – has been one of the first licensees to trial MyStar.
She said: “People’s going-out habits have altered since the pandemic and pubs have to stay on top of the changes to thrive.
“MyStar is proving really useful. It is incredibly informative and, as it’s customised by pub type, the content I get is applicable to the Unicorn.
“Seeing what other wet-led pubs around the country are doing is triggering new ideas and insight on upcoming products is helping me create social media posts that are already attracting new customers.”
