Food marketing: the public house sector

Abstract

PurposeThis article aims to address the paucity of research in relation to eating establishments and food marketing by focussing on the public house sector in the UK.Design/methodology/approachThis research uses secondary data and a qualitative case study approach to investigate pub food marketing in independent public houses based in North Wales, UK.FindingsThe public house sector is a market in decline. Challenges in the market are identified, however, provision of food as part of the market offering provides vital opportunities for additional profit and sustainability. Successful pub food marketing includes: understanding customers; targeting and controlling future markets; e‐marketing; promoting the pub theme/environment; promotion of food “value”; community involvement; and employee training.Research limitations/implicationsAlthough this is only one small sample of independent public houses, this research provides indications of the marketing issues related to food and dining out, for managers of pubs and other restaurant establishments generally.Practical implicationsThe article provides a comprehensive list of marketing issues and solutions that will be useful to publicans and restaurateurs.Originality/valueThis research furthers knowledge and understanding in relation to the marketing of pub food and the marketing of eating establishments in general. Marketing of food is complex; it requires an understanding of the dynamism between the eating establishment, the tourist destination and community base together with an understanding of the combined food product and service offering, and the overall dining experience.