Star Pubs & Bars Invests in external redecoration for World Cup trade boost

Star Pubs & Bars is commencing work on a £1.8 million programme of external redecoration and new signage to enable its pubs to attract maximum trade during the World Cup and over the summer months.

100 pubs are set to benefit from the investment with projects at 55 pubs that have a reputation for sport being fast tracked for completion in time for the World Cup. The remainder will be completed by the end of June.

To maximise the impact of Star Pubs & Bars’ spend, lessees will be making corresponding internal improvements ranging from redecorating to adding new services such as a premium coffee offer or extending their menus.

Says Chris Jowsey, Star Pubs & Bars Trading Director, “A pub’s external appearance is vital, it is the shop window of the pub. Based on that, passing potential customers will make a split second decision on everything inside from the cleanliness of the toilets to the quality of the food and drink and even the warmth of the welcome they are likely to get.

“Maintaining pub buildings is costly but is essential for business success and by undertaking the work in the Spring it enables lessees to reap the benefits over the summer.”

Adds Jowsey, “Customers in pubs across the UK can raise a pint to the Government’s decision to relax the licensing hours for England’s World Cup matches. The next best thing to being at a match is watching sport in the pub and it gives a real reason for people to come together to eat, drink and hopefully celebrate England's success in their local pub. The World Cup is a fantastic opportunity to boost trade and we want to help our lessees make the most of it.”

As well as redecorating key sites in time for the World Cup, Star Pubs & Bars has issued best practice guidance to all lessees on how to drive footfall and increase customer spend through televised sport. Posters have also been created for lessees to personalise with their food and drink offers.