When it comes to running any successful pub or club, you need to keep your current customers
happy, attract new customers and consider the needs and desires of future generations. The pub
and club scene has changed dramatically in the last few years, with closures in every city, town and
village, so no one can afford to be complacent.
Who are Generation Z
It’s vital that we begin to think more about Generation Z, also known as iGen or Post-Millennials, and
how to attract them. They were young children when 9/11 happened and are social media obsessed.
They are careful with their money, more mature than Generation Y, and want to make a difference
in the world. The Guardian describes their hero as being Malala Yousafzai, the young girl who was
shot in Pakistan by the Taliban and is now a female education activist.
What do they want?
Research has shown that they’re less inclined to visit a pub, and prefer to catch up with friends using
social media, than meeting them face to face over a pint. This is because they tend to drink less
alcohol than previous generations. However, all is not lost. They still want to have fun and enjoy
themselves so if pubs and clubs offer more than just alcohol, they’ll be open to stepping over the
How can pubs attract them?
Entertainment is key, Generation Z love music, so having a digital jukebox available so they can play
their favourite tracks is a great idea. Karaoke nights and quiz nights are popular, especially if they tie
in with a larger event. For instance, on the night of the Brit Awards or Eurovision, why not have a
themed night? A music quiz, coupled with the awards on a big screen might go down well. Battle of
the bands competitions can draw them in, especially if you live in a city/town with a university
Pool competitions can be great too, especially if you have a couple of tables and a cash prize. If you
don’t have any pool tables currently, you might need to reconfigure your seating to make room, and
hire a table or two. Hiring is a great alternative to buying, especially if you don’t have much cash to
Make the most of your outdoors space and beer garden, if you have one. Heaters will make the
space useable, even when temperatures drop. Why not have a BBQ area and offer food people can’t
get anywhere else locally, for instance crocodile burgers and bison sausages?
To hire pool tables, jukeboxes, fruit machines and quiz machines, click here