Expert Insight
FROM DAYLIFE TO NIGHTLIFE: How to Transform Your Daytime Offering
by Oliver Calvert — Head of Brand & Marketing at NDML
Flexibility and customer experience are at the top of the agenda for the night-time industry. Research shows that consumers prefer day drinking to drinking at night. So even on busy weekend days, night-time bars and clubs should capitalise on an opportunity to provide an additional day-time offering.
So how can the night-time industry transform its day- time offering?
Coffee To Cocktails
Hybrid coffee shops are set to be the next big thing. These coffee shops serve breakfast, brunch and hot drinks from the early hours of the morning right through until the afternoon. All the while, the alcoholic drinks menu is tucked away in the stack ready for the afternoon and evening crowd to take over. This allows consumers to seamlessly switch between their morning espresso through to their early afternoon glass of red… and without needing to leave their seats.
It’s clear consumers like the chilled-out atmosphere of a coffee shop, with the addition of quality alcohol. For those who enjoy a drink out but find loud bars or nightclubs overbearing, this new day- time offering is ideal. It can also serve as a great early evening venue for those going “out out” later in the evening.
“The Way To Someone’s Heart Is Through Their Stomach”
Many bars and pubs now serve food, even if it’s a basic bar snack or lite bite menu. The number of food-led bars and pubs have risen over the last few years, so it makes sense for other venues to capitalise on this.
Bottomless brunches have been a significant industry trend. Restaurants and bars have been offering a meal with unlimited alcohol for a limited time period (normally up to a few hours). Venues can make a hefty profit on the price tag as they’re often able to charge up to £50 for the experience. There have been links made between bottomless brunches and binge
drinking, with venues encouraged to ensure consumers drink responsibly.
Appeal To Day Drinkers
Consumers are likely to drink during the day as well as later in the evening, particularly on a weekend. Studies show day drinkers consume more alcohol, partly because dwell time in each setting is much longer.
Bars must ensure they alter the atmosphere during the day to provide a brighter, more casual vibe with quieter music and even alternative drink offers. This will encourage consumers to spend a longer period of time in one venue, rather than bar-hopping as they would during an evening out.
To find out more about how working with an insurance broker that truly understands your business & sector, talk to NDML on 0344 488 9205 or visit
ndml.co.uk
30
February 2020
www.venue-insight.com
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