0
ey Kay Mc Carthy
are changing

MD, Founder
MCCP,
The Planning Agency

U ER
PTOMBS
CUS

The Planning Agency

How they are c...
Our purpose
To understand human
behaviour and translate it
to business advantage for
our clients
The Planning Agency
Editable template

Now:
MCCP Research understands consumer
behaviour using innovative ethnographic,
online and digital tec...
Editable template

Future:
MCCP TrendStream™ garners diverse range of
knowledge to paint a picture of consumer, category
a...
We have developed winning strategies for:

Blank Slide template
for future slides

The Planning Agency
TrendStream

™

Discovery

Global
Cultural Observers
London-New York

Dialogues
Today’s Market Truth
952,880

810,000

adults living in Dublin

of whom drink
The Planning Agency
Today’s Market Truth
TAXI

145,800

people drink out of
home weekly

187,920

people drink in the
home weekly
The Planning...
Perception reality gap

Heart

brain

56.3%

29%

I really enjoy a night
out at the pub

Still confused about this slide

...
Perception reality gap
56.3%
29%

I really enjoy a night out at the pub

Once a month 329,670 people

The Planning Agency
What are
you selling?
The Planning Agency
The future is about

brilliant DESTINATION
marketing

The Planning Agency
Why?

People value experiences,
not transactions

The Planning Agency
food

alcohol
The Planning Agency
or
Escape

New Experiences

Fun

Community
Understand Day Parts

Breakfast

Coffee

Space Letting
e.g.. Bike, Barbers
The future is about

DIVERSIFICATION

The Planning Agency
TAXI
Out of home frequency

71%
Out of Home
Consumption of adults
who have drunk in the
last 12 months

10.9%

Once a mont...
Frequency in the home

86.4%
699,840 people
In Home Consumption
of those who have drank
in the last 12 months

7.65%

Once...
Where is the money?

50% have just €100 monthly

But 27% have more
than €100 monthly
The Planning Agency
Winning share of wallet means

disruptive thinking
The Planning Agency
The Planning Agency
Unravelling
the competitor set
We are also competing with the rich variety
of modern alternatives-media, technology
social...
The pub next door
is not your competitor

The Planning Agency
Netflix has a subscriber
base of over 150,00

RTÉ iPlayer now has over
700,000 downloads

The Planning Agency
Video on Demand grew
by 35% YTD July 2013

Multiplex Cinemas
reported a 37% drop in
operating profit in 2012
The Planning ...
The consumer

is REDEFINING the pub

The Planning Agency
Do not assume that your
customer has stayed the same

The Planning Agency
We have identified
4 leading drivers
of change

The Planning Agency
Edutainment

Reciprocity

leading drivers of change

New Identifiers

New Diversity
The Planning Agency
Edutainment
Education and entertainment
are joined up

The Planning Agency
Edutainment

65%

large
Growth

Of Irish households
have internet and
this is projected to
rise rapidly

Lifelong learning...
Drink Shop Do,
London

The Planning Agency
Book Club,
London

The Planning Agency
Two Bits Retro Arcade,
New York

The Planning Agency
Barcade,
New York

The Planning Agency
Great Harry Bar,
New York

The Planning Agency
Edutainment
So What?
A two dimensional offering of drink and
social interaction is not enough to satiate
the new desire fo...
Reciprocity
We are in an increasingly automated,
digitalised culture, BUT people still have a
basic human need to be ackno...
Reciprocity

1 in 5

Irish people over 15
are now on twitter

78%

49%

Of consumers feel that
Of the Irish population ove...
The Jolly Butcher,
London

The Planning Agency
Silver Bullet,
London

The Planning Agency
Crackbird,
Dublin

The Planning Agency
Boloco,
Boston

The Planning Agency
Grub Hub,
New York

The Planning Agency
Reciprocity
So What?
The need for personal recognition exists in
tandem with a desire for fun, with a reliance on
others t...
New Identifiers
Old institutions and traditional
mind-sets no longer represent
people but what does is
products, brands an...
New Identifiers

51%

Schools don’t teach
Religion anymore

42.5%
Rise in Craft beer
this year

89%

Irish people don’t
tr...
The Shed,
London

The Planning Agency
Oyster and Whiskey Bar,
London
Bubbledog,
London
The Planning Agency
Blind Tiger Ale House,
New York

The Planning Agency
1 OAK,
New York

The Planning Agency
New Identifiers
So What?
People will stay away from pubs that no
longer help them to define them and seek new
experiences ...
New Diversity
People are harnessing online social
networks to search for new models
that combine & reinvent old ideas
whil...
BYO
Explosion
Of BYOB restaurants,
specific foods & drinks
pairings, imported
cultural taste

40sqm

New Diversity

60sqm
...
The Social,
London

The Planning Agency
The Dead Rabbit,
New York

The Planning Agency
Vlada,
New York

The Planning Agency
Burnside,
New York

The Planning Agency
New Diversity
So What?
The core of the pub is powerful bit it lacks
differentiation to meet changing and diverse
emotional...
5

The Planning Agency
1

Editable template

Pubs should be the catalyst
to link people with people and
to facilitate the broadening of
horizons ...
2

Editable template

Pubs will need to stand for
something. You can’t remain
in the middle ground where a
sense of vaguen...
3

Editable template

Customers are desperate for
loyalty from providers, not the
other way around. This loyalty
card can ...
4

Editable template

The digital world has created
short-term attention spans and
cultivated a dependence on
others to cr...
5

Pubs are no longer just
places to drink. Pubs are a
community space that cater for
so much more than imbibing
alcohol a...
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MCCP How Pub Customers are Changing

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MCCP presentation to the LVA on the changing trends in pub customers and the need to update the pub concept in Dublin to meet consumer trends

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Transcript of "MCCP How Pub Customers are Changing"

  1. 1. ey Kay Mc Carthy are changing MD, Founder MCCP, The Planning Agency U ER PTOMBS CUS The Planning Agency How they are changing
  2. 2. Our purpose To understand human behaviour and translate it to business advantage for our clients The Planning Agency
  3. 3. Editable template Now: MCCP Research understands consumer behaviour using innovative ethnographic, online and digital techniques to: • Immerse and observe to see consumer behaviour in action • Live where the consumer lives: at home, in store, online, out & about • Allow consumers express their emotions and needs using their own tools of communication The Planning Agency
  4. 4. Editable template Future: MCCP TrendStream™ garners diverse range of knowledge to paint a picture of consumer, category and brand trends for the future - local and global • Cultural trend spotters in Ireland, London, New York and Latin America • Daily reconnaissance of premium, best in class sources • Engagement with Thought Agents - to ensure we have access to global critical trends The Planning Agency
  5. 5. We have developed winning strategies for: Blank Slide template for future slides The Planning Agency
  6. 6. TrendStream ™ Discovery Global Cultural Observers London-New York Dialogues
  7. 7. Today’s Market Truth 952,880 810,000 adults living in Dublin of whom drink The Planning Agency
  8. 8. Today’s Market Truth TAXI 145,800 people drink out of home weekly 187,920 people drink in the home weekly The Planning Agency
  9. 9. Perception reality gap Heart brain 56.3% 29% I really enjoy a night out at the pub Still confused about this slide Once a month 329,670 people The Planning Agency
  10. 10. Perception reality gap 56.3% 29% I really enjoy a night out at the pub Once a month 329,670 people The Planning Agency
  11. 11. What are you selling? The Planning Agency
  12. 12. The future is about brilliant DESTINATION marketing The Planning Agency
  13. 13. Why? People value experiences, not transactions The Planning Agency
  14. 14. food alcohol The Planning Agency
  15. 15. or
  16. 16. Escape New Experiences Fun Community
  17. 17. Understand Day Parts Breakfast Coffee Space Letting e.g.. Bike, Barbers
  18. 18. The future is about DIVERSIFICATION The Planning Agency
  19. 19. TAXI Out of home frequency 71% Out of Home Consumption of adults who have drunk in the last 12 months 10.9% Once a month 88,290 people 18% Once a week 145,800 people
  20. 20. Frequency in the home 86.4% 699,840 people In Home Consumption of those who have drank in the last 12 months 7.65% Once a month 61,965 people 23.2% Once a week 187,920 people The Planning Agency
  21. 21. Where is the money? 50% have just €100 monthly But 27% have more than €100 monthly The Planning Agency
  22. 22. Winning share of wallet means disruptive thinking The Planning Agency The Planning Agency
  23. 23. Unravelling the competitor set We are also competing with the rich variety of modern alternatives-media, technology social networking, house parties and other entertainment types … The Planning Agency
  24. 24. The pub next door is not your competitor The Planning Agency
  25. 25. Netflix has a subscriber base of over 150,00 RTÉ iPlayer now has over 700,000 downloads The Planning Agency
  26. 26. Video on Demand grew by 35% YTD July 2013 Multiplex Cinemas reported a 37% drop in operating profit in 2012 The Planning Agency
  27. 27. The consumer is REDEFINING the pub The Planning Agency
  28. 28. Do not assume that your customer has stayed the same The Planning Agency
  29. 29. We have identified 4 leading drivers of change The Planning Agency
  30. 30. Edutainment Reciprocity leading drivers of change New Identifiers New Diversity The Planning Agency
  31. 31. Edutainment Education and entertainment are joined up The Planning Agency
  32. 32. Edutainment 65% large Growth Of Irish households have internet and this is projected to rise rapidly Lifelong learning skill sharing DIY Culture 800 Million Page views received by TED Talks 2012 The Planning Agency
  33. 33. Drink Shop Do, London The Planning Agency
  34. 34. Book Club, London The Planning Agency
  35. 35. Two Bits Retro Arcade, New York The Planning Agency
  36. 36. Barcade, New York The Planning Agency
  37. 37. Great Harry Bar, New York The Planning Agency
  38. 38. Edutainment So What? A two dimensional offering of drink and social interaction is not enough to satiate the new desire for personal fulfilment and personal development The Planning Agency
  39. 39. Reciprocity We are in an increasingly automated, digitalised culture, BUT people still have a basic human need to be acknowledged The Planning Agency
  40. 40. Reciprocity 1 in 5 Irish people over 15 are now on twitter 78% 49% Of consumers feel that Of the Irish population over brands creating unique 15 are on facebook personalised content want to build a relationship The Planning Agency
  41. 41. The Jolly Butcher, London The Planning Agency
  42. 42. Silver Bullet, London The Planning Agency
  43. 43. Crackbird, Dublin The Planning Agency
  44. 44. Boloco, Boston The Planning Agency
  45. 45. Grub Hub, New York The Planning Agency
  46. 46. Reciprocity So What? The need for personal recognition exists in tandem with a desire for fun, with a reliance on others to provide this fun. Fun is the delivery of activities that acknowledge and reward. The Planning Agency
  47. 47. New Identifiers Old institutions and traditional mind-sets no longer represent people but what does is products, brands and services. The Planning Agency
  48. 48. New Identifiers 51% Schools don’t teach Religion anymore 42.5% Rise in Craft beer this year 89% Irish people don’t trust banks The Planning Agency
  49. 49. The Shed, London The Planning Agency
  50. 50. Oyster and Whiskey Bar, London Bubbledog, London The Planning Agency
  51. 51. Blind Tiger Ale House, New York The Planning Agency
  52. 52. 1 OAK, New York The Planning Agency
  53. 53. New Identifiers So What? People will stay away from pubs that no longer help them to define them and seek new experiences that reflect who they are, what they believe in and what they stand for. The Planning Agency
  54. 54. New Diversity People are harnessing online social networks to search for new models that combine & reinvent old ideas while satisfying their passions The Planning Agency
  55. 55. BYO Explosion Of BYOB restaurants, specific foods & drinks pairings, imported cultural taste 40sqm New Diversity 60sqm 75% of Pubs “Are separated by little more than curtains, carpet and size” Blurring Of the lines dividing cafes, bars, restaurants, music venues & other spaces The Planning Agency
  56. 56. The Social, London The Planning Agency
  57. 57. The Dead Rabbit, New York The Planning Agency
  58. 58. Vlada, New York The Planning Agency
  59. 59. Burnside, New York The Planning Agency
  60. 60. New Diversity So What? The core of the pub is powerful bit it lacks differentiation to meet changing and diverse emotional needs; innovation is necessary to broaden the offering to beyond the stereotypical The Planning Agency
  61. 61. 5 The Planning Agency
  62. 62. 1 Editable template Pubs should be the catalyst to link people with people and to facilitate the broadening of horizons to help customers better educate themselves The Planning Agency
  63. 63. 2 Editable template Pubs will need to stand for something. You can’t remain in the middle ground where a sense of vagueness will not meet clearly defined needs. The Planning Agency
  64. 64. 3 Editable template Customers are desperate for loyalty from providers, not the other way around. This loyalty card can be played by bringing back the sense of fun to the pub. It is not about discounted beer, rather a reason to stay and come back. The Planning Agency
  65. 65. 4 Editable template The digital world has created short-term attention spans and cultivated a dependence on others to create conversation and talking points. Pubs can be the other as well as bring back the art of conversation to the pub. The Planning Agency
  66. 66. 5 Pubs are no longer just places to drink. Pubs are a community space that cater for so much more than imbibing alcohol and need to expand offering to non-alcoholic occasions. The Planning Agency
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