After nearly two decades connecting pubs and hospitality businesses across the UK, we look at what customers actually want from their connectivity – and what it means for trade when they do not get it.
Pull a great pint, run a smooth service, keep the bar busy on a Friday night. Somewhere in the middle of all that, make sure the Wi-Fi is working. It can sound like a footnote. After eighteen years connecting pubs, bars and hospitality businesses right across the UK, we know it is anything but.
Our background is in hospitality. As part of Marston’s plc, pubs are not just a sector we serve – they are where our roots are. We understand the pressures landlords face because we have been alongside them through every shift in the trade. And one of the things we have learned consistently, across every kind of pub, is that connectivity is one of the most straightforward improvements a business can make – with returns that show up quickly in customer satisfaction, dwell time and spend.
Most landlords who come to us for a review are surprised by two things: how much their current setup could be improved, and how quickly those improvements can be in place. This is not a complicated technology story. It is a practical one.
What do pub customers actually expect from Wi-Fi?
Our survey of pub customers, conducted in 2022, found that 59% expect free Wi-Fi to be available when they walk through the door. (Marston’s Technology in Hospitality Survey, 2022) Every conversation we have had with pub landlords since tells us that expectation has only grown. Wi-Fi has moved into the same category as clean facilities and a working card machine – something customers expect without being asked, and notice immediately when it is not there.
The gap between what customers expect and what they actually experience is where the real opportunity sits. Pubs currently have the lowest Wi-Fi satisfaction score in hospitality. Just 12% of pub customers describe themselves as completely satisfied – and one in four say they typically experience a poor connection. (Marston’s Technology in Hospitality Survey, 2022) For the operators who get this right, there is a clear commercial advantage over those who do not.
Does free Wi-Fi genuinely increase spend in pubs?
Pub customers are not using connectivity the way a hotel guest might. They are at a table for an hour or two, and what they do with a connection reflects that. They share photos, check social media, look things up mid-conversation, use it to check emails, sometimes order through a table service app. These are light habits – but they keep people engaged and comfortable, which means they stay longer.
The commercial evidence is consistent. Customers with access to free Wi-Fi are 43% more likely to return to a venue. One in three say they order more when connected. And 44% say they enjoy the visit more. (Marston’s Technology in Hospitality Survey, 2022) On tight margins, those are meaningful numbers – particularly the return visit figure, which for most pubs is where the real revenue lives.
Unfortunately, 41% of pub customers say they find it too much effort to log in when Wi-Fi is available. (Marston’s Technology in Hospitality Survey, 2022) Often the connection itself is fine – the barrier is a clunky login journey or a signal that fades at the back of the pub. That friction is a quiet revenue leak, and one a well-configured setup removes entirely.
Why the operational case is just as important
The customer Wi-Fi story is compelling enough on its own. But the operational picture is where the stakes get higher – and where a reliable connection earns its keep most visibly.
Consider live sport. Sky Sports generated an estimated 1.1 billion pounds in additional revenue for British pubs in 2023 – the equivalent of 230 million extra pints. (British Institute of Innkeeping / Public First commissioned by Sky, 2024) One in three UK adults visited a pub or bar to watch a live sport event in the past year. Of those, 86% ordered a drink, 58% bought snacks and 46% ordered food.
Why pub connectivity needs a different approach
A pub is not an office. Offices have predictable load profiles. Pubs trade in peaks – a quiet midweek lunchtime, then a packed Friday with a match on and a kitchen running at full stretch. The network needs to absorb all of it without the service feeling it.
Coverage matters too. The beer garden is now a genuine trading space in most pubs. Customers outside expect the same experience as those at the bar. A good connectivity setup reflects how the pub actually trades – not just where the router happens to be.
We know these realities because we have been working inside them for nearly two decades. Where other providers see a standard broadband installation, we see the Friday night load, the sport subscription that needs to hold, the card terminal at the end of the bar. That knowledge shapes how we approach every pub we work with.
What it looks like in practice
The Spotted Dog in Flamstead, Hertfordshire is a case in point. When four villagers and an exec chef came together in 2021 to reopen the pub – a 17th century building with three tight rooms, a courtyard and a terrace – they knew the technology had to match their ambitions. But with everything involved in relaunching a venue, connectivity could not be a project that dragged on.
They called us. We discussed options, agreed a recommendation and had everything in place – new EPOS, payment card devices, a segmented Wi-Fi network and access points covering every corner of the premises including the outside space – within five weeks of the first conversation.
That is what good connectivity looks like in practice. Not a lengthy installation or a complicated brief, but the right setup, done quickly, by people who understand what a pub needs from it.
What good pub connectivity actually looks like
For most pubs, it comes down to a few things done properly.
Reliable broadband built for commercial use, with the capacity to handle EPOS, card terminals, Sky Sports and customer Wi-Fi running together at peak.
A properly segmented network, so payment and operational systems sit separately from customer Wi-Fi. A busy Saturday night on social media should never slow the card machine at the bar.
A frictionless login experience – simple, quick and seamless for regulars. Every unnecessary step is a reason for a customer to give up.
Coverage that reflects how the pub trades – outside seating, back rooms used for bookings, and anywhere else customers spend time.
Most of our pub reviews reveal improvements that can be made quickly and savings that were sitting there unnoticed. A review does not commit you to anything – it gives you a clear picture of where you stand, from a team that knows the pub trade.
Frequently Asked Questions
I am still in a contract - is there any point in getting a review now?
Yes – and it is often the best time to do it. Knowing exactly where your setup stands means you are ready to act the moment you are out of contract, or sooner if there is an exit clause. Many landlords find that simply having the review done removes the mental load of the question. We will give you a clear written picture of what you have, what you should have, and what the options are – with no obligation to move until the timing is right for you.
My current setup seems to work fine. Why would I look at changing it?
Most pub operators say exactly the same thing – until something fails on a busy night and the cost becomes very visible. The challenge with connectivity is that it tends to work adequately on a quiet Tuesday and let you down precisely when the stakes are highest: a sold-out match, a Friday at capacity, a table of ten trying to pay. A review does not mean committing to change. It means knowing whether what you have is actually fit for purpose.
Will I be pressured into switching?
No. Our reviews are genuinely no-obligation. We will give you an honest assessment of what you are paying, what you are getting, and where the gaps are. If we think your current setup is already doing the job well, we will tell you that too. We would rather give you useful advice and earn your trust than push a switch that does not make sense for your business.
How much of my time does a review actually take?
Very little. Most reviews are done remotely – we need a few basic details and a recent bill. For larger sites we will come to you, at no charge and at a time that works around your trading. Either way, the time commitment from you is minimal, and you will get a clear written summary back.
Will improving my connectivity cause disruption to trading?
Much less than most landlords expect. The majority of improvements can be made quickly and around your trading hours, not against them. The Spotted Dog in Flamstead went from first conversation to full installation in five weeks during a busy relaunch period. We have been doing this in working hospitality venues for nearly two decades – keeping disruption minimal is simply part of how we work.
How do I know if I am already getting a good deal?
Often you cannot, without an independent view. Many pub operators are paying more than they should for a setup that has not been reviewed since a previous licensee signed up. Contracts roll over, technology moves on, and what made sense three years ago may not reflect what the business needs today. A quick review tells you clearly whether you are getting value – and there is no obligation to act on what you find.
