UK’s largest pub company, Stonegate Group, is underway to unveil an innovative digital media network called “MiXR” to connect consumers to the entire Stonegate managed estate through a dedicated app.
MiXR will also provide brand partners with a digital media platform and advertising channel, encompassing over 4,500 screens across 850 managed venues throughout the UK by October 2024.
Recent studies have highlighted the resilience of the on-premises hospitality sector in the face of economic uncertainty and rising living costs. Over 39% of UK consumers have expressed their intention to prioritize visits to on-trade establishments in the coming year.
The MiXR app, which launches on Tuesday, 7th November, represents a pioneering digitally connected network within the outlets themselves. Through this app, consumers can interact with Stonegate Group’s extensive managed estate, which includes over 850 sites across the UK.
Popular venues under Stonegate’s management include Be at One, Slug & Lettuce, popworld, and various other pubs, clubs, and bars. With the MiXR app, guests can easily locate and book venues, earn loyalty rewards, and embark on personalised journeys through “MiXR Missions.”
The MiXR digital media network offers brand and advertising partners an opportunity to engage with an estimated 100 million annual guest visits to Stonegate locations. Although digital media is a well-established practice in the off-trade sector, it has not been executed at scale in the on-trade segment. “MiXR Media” will empower brands to connect with consumers through highly targeted advertising and content, leveraging rich data to reach specific demographics, occasions, and geographical locations.
To bolster the hospitality industry, MiXR has incorporated features to support Stonegate Group’s 16,500 team members, offering drinks training, educational materials, and rewards.
CEO of Stonegate Group, David McDowall, highlighted the company’s commitment to “remain at the forefront of digital transformation in the hospitality industry.” He noted that MiXR app users would gain unprecedented access to the “entire “Stonegate Street” estate like never before, while brand partners would experience a paradigm shift through MiXR Media, which is poised to revolutionise digital media delivery within the on-trade sector.
The launch of MiXR follows successful pilot programs in Birmingham, London, and Manchester. Its digital media network will gradually be extended across Stonegate’s managed estate in the UK over the next twelve months, covering locations from Newquay to Inverness.
MiXR stands as a pivotal component of Stonegate Group’s broader innovation and digital transformation strategy, aimed at enhancing commercial growth and elevating group profitability.
About Stonegate Group
Stonegate Group is the UK’s leading pub company. Founded in 2010, Stonegate Group operates an extensive portfolio of managed pubs, bars, and clubs across the country. With a commitment to innovation and enhancing the consumer experience, Stonegate Group has consistently driven growth and profitability in the hospitality industry.