Vice President of Corporate Marketing, Maplnfo Corporation
The pub-a hallowed British tradition – is not always associated with innovative technology. But for Bass Taverns, the use of mapping technology combined with demographic data analysis has transformed old style “public houses” into new themed establishments. These themed establishments are expanding the Bass reach into new customers, including families and single women, and reinvigorating the company.
To identify the right site for one or more of Bass’ new themed pubs, the company developed a system using mapping technology combined with demographics that displays “hotspots” of promising locations and provides an analysis of their potential. The result is a rash of successful sites that include names, such as All Bar One, Rat & Parrot, and Chef and Brewer – each serving a unique fare in a unique setting.
Bass says the system has already saved it money by preventing errors, and during the conversion from a single model to a multi-themed model, the system helped decide which pubs to convert to specialty themes and which to sell.