Call for On Premise to tap into celebrations
New research has revealed that while special occasions present a continuous cycle of opportunities for New Zealand’s hospitality industry, there are no guarantees that consumers will choose On Premise for their celebrations.
The latest CGA by NIQ Consumer Pulse+ Report explores how these celebrations can become a cornerstone for driving visitation and engagement. In turn, it signposts ways in which drinks brands, suppliers and venue operators can effectively unravel the complexities to tap into special occasion celebrations.
It says that the top three special occasions driving consumers to visit On Premise are personal milestones like birthdays, anniversaries, and parental celebrations (Mother’s Day and Father’s Day).
However, the report also reveals that nearly half of those surveyed prefer the intimacy of home celebrations, and almost a third are deterred by affordability concerns.
But it points out that there is enormous potential for businesses to design promotional activities specifically targeting these occasions, while understanding and addressing the barriers and deterrents keeping consumers away from bars, restaurants and other venues.
Comparatively, the report found that those who do choose On Premise are looking for a well-rounded experience, prioritising high-quality products and a vibrant atmosphere. These insights suggest the decision to go out celebrating is more about perceived value of the experience rather than the price tag, despite cost being a factor.
Overall, the report suggests a multi-faceted approach, by creating intimate and affordable but alluring experiences to bridge the gap between home celebrations and On Premise outings.
In addition, it says it is vital these goals are supported with promotional activities in line with personal milestones, such as offering rewards for birthday and anniversary celebrations, besides ensuring bartenders are well-trained to deliver the exceptional experiences consumers aspire to during their special moments.
