New research from global data and insights consultancy, CGA shows that Australians are keener than ever to return to the pub, reconnect with friends and family and support their local hospitality businesses.

The latest On Premise Impact Report checked in with around 1,000 pub goers and found:

  • 89 per cent of Australian consumers plan to visit bars, restaurants, and pubs at least the same amount (48 per cent) or more frequently (41 per cent) than they did in 2021.
  • The majority (59 per cent) of Australian consumers feel more comfortable visiting the On Premise now compared to 2021 and this confidence is even higher with city dwellers.
  • 60 per cent of On Premise visitors say they are likely to pay more for what they perceive as a ‘better quality drink’
  • Although COVID-19 has impacted the job satisfaction of many hospitality staff, 62 per cent are now feeling optimistic about the future of the industry over the next year.

CGA’s Managing Director, Americas and Asia Pacific, Scott Elliott said: “It’s clear that the Australian consumer is keen to not only return to normal On Premise behaviour, but many intend to make up for lost time. A significant proportion of Australians are now heading back into the channel with a treat mindset, looking for celebratory and experience-led occasions.

"Now is the time for sophisticated suppliers to really lean in to help their customers maximise this opportunity. Staff training and advocacy programs, footfall-driving activations, promotional support, technology engagement to help customers navigate a massively changed Path to Purchase - these are all areas in which suppliers can proactively build investment strategies.

"Bartenders and bar owners have told us that the number one factor for listing a brand is the relationship with the supplier or distributor (44 per cent). What we have seen in other On Premise markets that are a little further down the path to full re-opening is that the suppliers who most lean into this channel now gain space, share and customer loyalty once things return to some degree of normality.”

CGA’s monthly On Premise Impact Report is the first offering in Australia in a series of insight solutions to be offered here through the year as CGA seeks to expand its presence.

To learn more about CGA’s consumer research and market measurement services across both Australia and New Zealand, please contact Scott Elliott at scott.elliott@cgastrategy.com

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