Rachel Evans PG Dipl. Brewing & Distilling BSc (Hons) Applied Food Science & Marketing PG Business Management
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1 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
2 The Cask Marque Trust Cask Marque Cask Marque Accreditation Project Work Training Profit Contribution MARKETING
3 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
4 Cask Marque 50 assessors 2 unannounced visits annually Temp, appearance, aroma & taste (full pint) 10,100 licensees (+3.1% in 2016) Ale Trail
5 Consumer Recognition Cask Ale Drinkers were asked: Question Have you seen this plaque? Yes 77% 57% 46% No 23% 43% 54% What do you think it stands for? Those stating Quality in the answer 63% 62% 59% Source: You Gov Survey July 2017
6 Licensee Survey: Has having the Cask Marque Award helped increase cask sales? 11.50% Yes No 88.50%
7 Would you recommend other licensees to apply for Cask Marque? 1.87% Yes No 98.13%
8 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%
9 Vianet Survey 3,100 pubs
10 Why Quality? (source You Gov Survey July 2017) If quality is poor 29% of customers will go to a different outlet. For Cask drinkers this rises to 35% If quality is poor 44% of consumers will not order the same drink again. For Cask Drinkers this becomes 60% If quality is good 68% of customers will pay more
11 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
12 Distributor Charter Sets best practice in the supply chain 37 depots approved In talks with Tradeteam and KNDL
13 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 Bermondsey Pub Co Brakspear - Managed Butcombe Cirrus Inns Falcon (Punch) Harveys - Managed Haven Hippo Inns Hydes Joseph Holt JW Lees Lancaster Brewery Market Town Taverns Remarkable Restaurants Stonegate Timothy Taylor Upham Brewery White Brasserie
14 Correlation Between Cellar Standards & Beer Quality % 90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% 95.31% 99.08% 84.62% 53.80% 2 * 3 * 4 * 5 * Short Cellar Audit result Max 5 stars * From 831 audits during 2016
15 Cask Marque Marketing Smartphone app New website end 2017 Sat nav POS Cask Ale Week Social media
16 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 Total Scans 705,786 3,294 (av. over 12 weeks)
17 Beer Scanning on App
18 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
19 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
20 Reports you can Access - Dashboard
21 Cask Matters Communication platform Online training for bar staff Cask report
22 Cask Marque Members Pub Groups & Associate Members Admiral Taverns Brakspear Pub Co Enterprise Inns plc JD Wetherspoon plc Mitchells & Butlers plc Punch Taverns Spirit Group Star Pub Co Stonegate A-Cask ALMR BOC Sureserve Brulines Limited Cask Widge CPL Training Crystaltech Meantime MeetingsInn Proton SIBA Vianet
23 Action needed / below average (major) Action needed / below average (minor) Above / brand average No. Outlets Audited No. Outlets Failed OM August Summary % Failure Rate Samples Score Summary Not on Target Glassware Aug RANK Temp - % out of spec (10-14 ) % Not Clean Steve Smith % % 22.00% Jeremy True % % 31.00% Carl Denning % % 0.00% Mike Walpole % % 0.00% Ian Jenkins % % 10.00% Russel Forge % % 0.00% Mark Evans % % 18.00% Rachel Long % % 0.00% Joanne Christy % % 0.00% Stuart Walker % % 0.00% Mandy Townsend % % 9.00% Chris Tolgate % % 25.00% Tony Fell % % 33.00% Total % 31% 15% Industry Managed Benchmark YTD 10.90% 24% 22% Operations
24 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..
25 Quality driving footfall
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Welcome to Grubhub. Table of contents. You ve joined the nation s leading online and mobile food ordering platform. Set up your account...
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