Pubs can drive incremental spend by offering pet meals, snacks and drinks, in order to get a slice of the £57bn UK pet market.

 

A survey by HGEM found that 37 per cent of diners would purchase at least one item from a pet-friendly menu and 17 per cent would willingly spend at least an additional £2.50. For 15 per cent this rises to £5.00.

The research was conducted to find out how pubs and restaurants can drive incremental spend. Catering for pampered pets is one way, as is thinking about how customers can share their experiences on social media.

 

HGEM instagrammable experiences

 

A well-presented drink or food item that becomes a talking point on platforms such as Instagram would prompt 28 per cent of diners to spend up to £5.00 more for example, according to the survey. While 57 per cent of customers would pay more if they could easily personalise their drink or food experience.

The survey also suggests that offering 'to-go' options at the end of the dining experience – for example mini dessert options or a cheese platter – would encourage close to 67 per cent of customers to pay between £2.50 and £12.50 more.

"For operators looking to increase their incremental spend and differentiate themselves from competitors, this survey makes a case for adding interesting 'Instagrammable' experiences at the table and providing diners with options to personalise their, or their pet's, meal and take home a 'doggy bag' with a difference," said Sally Whelan, founding director of HGEM.

"Operators might be doing a great job of engaging their customers but adding moments that surprise and delight will help drive loyalty and profitability."