Embracing New Technology to Appeal to Next Generations: Laine Pub Company’s Vision for the Future
Laine Pub Company, a 60-strong pub business, is leading the way in utilizing new technology to appeal to the next generations and ensure the on-trade’s relevance for the future. Since being acquired by US-bank Fortress Investment Group in 2021, Laine Pub Co has been at the forefront of tapping into upcoming trends and understanding the changing preferences of younger audiences.
Founder and CEO Gavin George emphasized the importance of understanding the values of Generation Z and soon Gen Alpha, who are now a significant portion of their audience. He highlighted the need for the industry to adapt to the evolving preferences of these generations and ensure that pubs remain appealing to them.
Managing director Russ Danks discussed the company’s focus on being “fit for the next generation” by shifting their approach to design, team training, and social engagement. By incorporating new technologies, such as innovative lighting systems and augmented reality, Laine Pub Co is transforming the pub experience to cater to the visual and interactive preferences of future consumers.
Danks also mentioned the company’s plans to introduce cutting-edge technologies at their London locations, such as The Four Thieves in Clapham, to create immersive and engaging experiences for customers. By embracing LED technology, augmented reality, and AI, Laine Pub Co is re-imagining traditional pub spaces and offering unique entertainment options.
In light of recent global challenges, George emphasized the importance of pubs as safe spaces for people to escape from the stresses of the outside world and live in the present moment. He highlighted the role of pubs in supporting mental health and providing a sense of community for patrons.
Overall, Laine Pub Company’s innovative approach to incorporating new technology and adapting to the changing preferences of younger generations positions them as a leader in the industry, ensuring their continued relevance and appeal for years to come.
