Rachel Evans PG Dipl. Brewing & Distilling BSc (Hons) Applied Food Science & Marketing PG Business Management • Quality Consultant – SALSA, SIBA, Cask Marque • Previously Scottish Courage (Heineken), Mitchells and Butlers • Licensee
The Cask Marque Trust Cask Marque Cask Marque Project Work Training Accreditation Profit Contribution MARKETING
Accreditation – Grain to Glass Quality at Brewery Gate: – Brewery Accreditation - “SALSA plus Beer” Supply Chain: – Distributor Charter Cellar Standards: – Scores on the Cellar Doors Beer in the Glass: – Cask Marque
Cask Marque 50 assessors 2 unannounced visits annually Temp, appearance, aroma & taste (full pint) 10,100 licensees (+3.1% in 2016) Ale Trail
Consumer Recognition Cask Ale Drinkers were asked: Question 2017 2012 2009 Yes 77% 57% 46% Have you seen this plaque? No 23% 43% 54% What do you think it stands for? 63% 62% 59% Those stating “Quality” in the answer Source: You Gov Survey July 2017
Licensee Survey: Has having the Cask Marque Award helped increase cask sales? 11.50% Yes No 88.50%
Would you recommend other licensees to apply for Cask Marque? 1.87% Yes No 98.13%
Accreditation - it works Cask Marque Pubs Deliver Better Beer Mystery drinker results July-August 2016 Pass Rate Cask Marque Pubs 91% Pass Rate ‘the pub next door’ 51% Food Hygiene results CM vs Non CM Pubs (2016) CM Pubs - Food Hygiene (4 or 5) 87.1% Non CM Pubs Food Hygiene 67.7%
Vianet Survey – 3,100 pubs
Why Quality? (source You Gov Survey July 2017) 29% of customers will go to a different outlet. If quality is poor For Cask drinkers this rises to 35% 44% of consumers will not order the same drink again. If quality is poor For Cask Drinkers this becomes 60% 68% of customers will pay If quality is good more
“SALSA plus Beer” Brewery Accreditation Scheme AIM: To raise quality and compliance standards in the brewing and packaging of beer Covers – Health & Safety – Legal compliance – Product quality SALSA are an accreditation body IP owned by Cask Marque Steering group includes M&B/Waitrose
Distributor Charter Sets ‘best practice’ in the supply chain 37 depots approved In talks with Tradeteam and KNDL
Scores on the Cellar Doors Improve cellar standards helping yields/sales On the spot training and advice Recognise good performance Star rating of 1-5 Costs £25 per year (twinned with Cask Marque visit) Arkells Joseph Holt Bermondsey Pub Co JW Lees Brakspear - Managed Lancaster Brewery Butcombe Market Town Taverns Cirrus Inns Remarkable Restaurants Falcon (Punch) Stonegate Harveys - Managed Timothy Taylor Haven Upham Brewery Hippo Inns White Brasserie Hydes
Correlation Between Cellar Standards & Beer Quality 99.08% 95.31% 100.00% 90.00% 84.62% 80.00% 70.00% 60.00% 53.80% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% 2 * 3 * 4 * 5 * Short Cellar Audit result – Max 5 stars * From 831 audits during 2016
Cask Marque Marketing Smartphone app New website end 2017 Sat nav POS Cask Ale Week Social media
Digital Marketing – Figures 2017 CaskFinder – smartphone app July 2017 Downloads (total) 155,528 Usage per month 58,048 Ale trail registrations 28,502 Ale trail scans per week 3,294 (av. over 12 weeks) Total Scans 705,786
Beer Scanning on App
Latest App Developments Two new developments Pump Clip Recognition – scan pump clip with phone Beer descriptions (Cyclops/Brewers/Customers) Customer reviews and ratings Allergen info, calories, alcohol units Multiple Ale Trails / Prizes Corporate members can run ale trails using our system (pubs must be accredited and showing their certificates) Can send out promotional vouchers to registered users
Reporting to our Customers Reports we automatically send to BDM, Admin, Sales, Beer Quality team – Weekly or monthly summary – Sponsor’s beer not on sale – Failed visits – New accreditations – Poor glassware Monthly performance & benchmark report
Reports you can Access - Dashboard
Cask Matters Communication platform Online training for bar staff Cask report
Cask Marque Members – Pub Groups & Associate Members Admiral Taverns A-Cask Brakspear Pub Co ALMR Enterprise Inns plc BOC Sureserve JD Wetherspoon plc Brulines Limited Mitchells & Butlers plc Cask Widge Punch Taverns CPL Training Spirit Group Crystaltech Star Pub Co Meantime Stonegate MeetingsInn Proton SIBA Vianet
Action needed / below average (major) OM August Summary Action needed / below average (minor) Samples Score Summary % Failure Rate Glassware No. Above / brand average Not on Target No. Outlets Outlets Audited Temp - % out of spec Aug RANK Failed % Not Clean (10-14 ° ) 23 3 10 Steve Smith 13.04% 32.00% 22.00% 16 1 7 Jeremy True 6.25% 32.00% 31.00% 1 0 1 Carl Denning 0.00% 0.00% 0.00% 1 0 1 Mike Walpole 0.00% 0.00% 0.00% 31 4 9 Ian Jenkins 12.90% 36.00% 10.00% 2 1 13 Russel Forge 50.00% 83.00% 0.00% 28 0 1 Mark Evans 0.00% 12.00% 18.00% 26 3 1 Rachel Long 0.00% 41.00% 0.00% 2 0 1 Joanne Christy 0.00% 0.00% 0.00% 5 0 1 Stuart Walker 0.00% 20.00% 0.00% 22 4 11 Mandy Townsend 18.18% 31.00% 9.00% 28 3 8 Chris Tolgate 10.71% 44.00% 25.00% 3 1 12 Tony Fell 33.33% 0.00% 33.00% Total 188 20 10.64% 31% 15% Industry Managed Benchmark YTD 10.90% 24% 22% Operations…
Changing Behaviours Operational Challenges Buy in from upper management Reward & Recognition Area of FOCUS AGENDA Item Collective approach Embedded into what we do Cultural Shift in quality…..
Quality driving footfall
Recommend
More recommend
