Managing a branded community of behalf of one of the UK’s leading brewers
How we helped Greene King
Need
The Greene King insights team wanted to get closer to their customers with the ability to contact them directly and ask for feedback at very short notice.
Approach
Always-on research was the main approach. We supported the client by building and managing Guestlist, a fully branded community made up of customers from across the Greene King portfolio.
Outcome
Since its launch in 2017, the community has gone from strength to strength, now with over 15,000 members. The ongoing dialogue with customers has informed a number of key strategic decisions from menu composition, décor, glassware, and the safe reopening of pubs post-Covid.
"Giving our PubGoers insights their own ‘branding’ and template helped it to cut through usual internal documents and drive resonance and anticipation. Our PubSafe initiative, which covered our key promises to guests when we re-opened last year, was heavily influenced by insight, specifically the ongoing sentiment captured in PubGoers via our Guestlist community."
–Head of Insight – Greene King