Creating family-friendly pub experiences: A composite data study

Pubs have traditionally been important social and community spaces, hosting multiple consumer segments. Successful pubs have broadened their appeal, for example by expanding their food provision and targeting family segments. However, little is known about the features and practices that make pubs appealing to families. Drawing on a ‘composite’ data set, consisting of 40 qualitative interviews and 387 responses to a directed online discussion thread, this paper examines what contributes to making pubs family-friendly. Data show how parental consumption intersects with parenting work, highlighting how physical and symbolic design features, tailored services, social interactions, and socio-material practices of the food offerings can shape consumption experiences positively and negatively. The paper thus contributes to practical knowledge by identifying how pubs can create family-friendly experiences. It also contributes to theoretical knowledge by conceptualising how ‘framing’ processes or effects, shaped by personal, situational and socio-cultural ‘imperatives’, influence consumer perceptions, behaviours and experiences.