Marketing magazine has a good piece this week on the fortunes of the Wetherspoons pub chain. Their sales have dropped 13 per cent to £28.5m in the six months to the end of January, apparently.
They’re blaming the smoking ban and rising energy costs — some of those barn-like pubs are costly to heat, it seems. The article also suggests that the smoking ban has hit them because poorer people smoke more, and are more likely to drink at Wetherspoons because it’s cheap.
Marketing mag then goes on to ask to brand experts to advise on how the chain can turn around its fortunes. Mike Taylor of Monkey Communications hits the nail on the head:
Wetherspoon is now a vernacular for a certain type of pub. Definitely not a bad pub, but maybe not one for “people like me”.
Dave Clements of McCann Erickson is a bit less astute in his comments:
[Wetherspoons] championing of real ale may warrant an award, but it has hardly increased footfall. It may have attracted a mid-market audience, but it is exactly those people who can’t imagine enjoying a pint without a cigarette.
Eh!? That’s certainly not true in our experience. In fact, like your wine snobs, real ale types tend to be rightly sniffy about anything that interferes with their appreciation of the flavour of the beer.
Maybe we’re being hopeful, but surely the downturn in Wetherspoons fortunes has something to do with another story in the same issue of the magazine — Tesco Finest (the supermarket’s “premium brand”) has just become the UK’s biggest grocery brand with sales of 1.2bn. People — even people without wads of cash — are getting a little but fussier these days.