Star to invest £200k in free pint vouchers to drive footfall

Following a successful trial of targeted free pint vouchers using geolocation during the 2022 Six Nations & summer trading period, Star Pubs & Bars is to roll out their usage for key occasions and calendar opportunities throughout 2023.

The £200k investment is part of Star’s strategy of driving trade to its pubs via events in what is expected to be a challenging year for the hospitality sector. At a time when the cost-of-living crisis is impacting customer’s disposable income, Star’s insight reveals a move away from spontaneous pub visits to more planned visits.

Star is funding the full cost of the retail selling price of the pints at each pub, crediting licensees weekly. Vouchers will be tailored to the occasion with, for example, free pints of Heineken for sporting events and Inch’s during the summer.

Over 2500 vouchers were redeemed in its 2022 trial and Star expects an even higher level in 2023.

Said Cathy Olver (pictured), Star Pubs & Bars’ Head of Marketing, “2023 is about putting our pubs at the heart of major calendar events and creating experiences that consumers can’t replicate at home. With consumers feeling the pinch, promotions have a greater role to play than ever.

'Our trials prove that the timely provision of free pint vouchers using geolocation can be a deciding factor in which pubs customers choose.

“We want all the money to go into our licensees tills as well as increase footfall. Unlike most voucher redemption schemes, we will be reimbursing pubs for the full selling price of the pints directly into their accounts rather than providing a credit to be used against future product purchases,' concluded Cathy.