Marston’s launches family-friendly pub concept
The question of whether pubs should be child-free has long-since divided punters, but experts say keeping kids entertained can help win customer loyalty.
Marston’s is set to launch a new family-focused pub concept, Woodie’s, with the first site opening later this month.
The Wolverhampton-based operator has invested a six-figure sum to transform several of its venues into Woodie’s sites.
The Skymaster in Warrington, Cheshire, will be the first pub to undergo the rebrand, reopening at the end of July.
New family-focused spaces will feature in each pub, including the woodland-themed ‘Woodie’s Den’, an area complete with games, craft activities and special events like karaoke, disco and quizzes.
A place to ‘make memories’
Speaking to the drinks business, a Marston’s spokesperson said families represented an important sector of the consumer market, with 8.2m UK households including dependent children.
They said: “We spent a lot of time on market research and really understanding what families need and want from a visit to their local.
“We wanted to use this insight to create a pub experience that delights both parents and their kids, providing a place for families to enjoy, relax and make memories together.”
The spaces will be fitted with Marston’s event system, which will also allow streaming through built-in TVs.
Kids can also explore new outdoor play areas in Woodie’s pub gardens, or indulge in the Woodie’s Sweet Factory – a self-serve confectionery bar where children can top desserts using a token system.
The ‘kids in pubs’ debate
Alongside this, Woodie’s will continue to offer a full food offering, which includes pub classics and a kids’ menu.
In addition to the new family-focused areas, each Woodie’s pub will include a zoned bar and designated areas for adults to drink and dine.
Whether pubs should be kids-free is a question that has long-since divided punters, and in 2023, The Guardian sought the thoughts of pub owners.
The anti-child camp lamented loudness, and a tidal wave of demands for stripped-back meals and babyccinos, while those on the other side critiqued hostile staff and misogyny towards mothers.
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On the flipside, db explored whether children’s soft play centres should be allowed alcohol licenses.
How to win customer loyalty
The divisive question has a fraught history: It was actually against the law to let under-14s into pubs in England and Wales until 1995. But fast forward two decades, and times have changed, with a new wave of parents dining out at pubs with kids in toe.
And Sarah Frow, founder of The Kids’ Table, a service offering pop-up arts & crafts activities at hospitality venues, believes catering to children can, in fact, help pubs win customer loyalty.
Speaking to the drinks business, she said: “Pub operators shouldn’t lose sight of the fact that parents are adult customers as well, and if you offer something that makes their life easier dining out with young children, they’re going to want to spend their money in that establishment at other socialising points.
“When it’s ‘Wine Wednesday’, you’re going to choose that pub over another one, because they’ve offered you a lovely family dining experience on that Sunday lunch, for example, or that’s the place you might go for quiz night with a group of friends.”
Providing engaging activities for kids encourages parents to stay longer at the pub – often resulting in increased spending, added Frow.
Opening festivities
To help shape the Woodie’s concept, Marston’s looked at research into the reasons parents leave restaurants early.
The data revealed key frustrations among parents, including slow service, pricey children’s menus, limited healthy options, a lack of entertainment for kids and unaccommodating staff.
Ed Hancock, chief development officer at Marston’s, said the new pub concept was designed to make pub visits “easy and enjoyable for everyone”.
Once the renovations are complete, each Woodie’s re-opening will be celebrated with an all-day family festival, complete with bouncy castles, face painting, storytelling sessions, live music and a ribbon cutting by a local community hero.
‘Everyone is welcome’
Local families with babies born in the last 12 months will also be invited to be VIPs at the family festivals, with each newborn bagging a Woodie’s onesie.
The pubco is also offering local guests a ‘Pint For Your Past’ – giving away free pints in exchange for local stories of the pub and beyond, which will feature on each pub’s wall over the opening weekend.
The Marston’s spokesperson told db: “Everyone is welcome at their local Marston’s pub, and we pride ourselves on creating occasions for everyone to enjoy.
“We are confident that Woodie’s pubs will create special experiences for families, whilst also improving visits for adults too.”
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