Stonegate Group, the UK’s largest pub company, has achieved a major milestone with its cutting-edge app, MiXR, which has reached 1 million downloads since its launch in November 2023.
This landmark achievement emphasises MiXR’s role in increasing customer engagement and driving sales across Stonegate Group’s portfolio of more than 700 managed venues, which includes well-known brands such as Slug & Lettuce, Be At One, Popworld and Walkabout.
The MiXR app allows users to discover nearby venues, access exclusive deals, skip queues and redeem points for rewards. Users are offered a free drink when they download the app and register along with a range of seasonal missions and perks from selected partner brands, which can be redeemed at any Stonegate Group venue. These features have proven effective, driving significant increases in footfall and in-venue sales, whilst also enabling us to understand our guests across all Stonegate formats like never before.
The app is live across all Stonegate Managed venues, serving a broad audience, with 62% of users aged between 18-34. In under a year, over 500,000 drinks have been sampled through the app, with £1.8 million in points redeemed.
Further supporting this wide-ranging adoption is MiXR’s digital retail screen network, installed in over 500 venues within its first year, making it the biggest retail screen media network in the industry. The screens deliver six million impressions daily, acting as dynamic point of sale that enhances the in-venue experience through targeted brand messaging and promotional content.
Stonegate Group partner with a range of brands including Diageo, Heineken, Asahi and Coca Cola to offer exclusive deals through the MiXR app, which are then promoted via the MiXR digital screens in Stonegate venues.
72% of guests have reported that their order has been influenced by content displayed on MiXR screens in venues, according to a MiXR survey*.
The survey also revealed that 81% of guests said they would go on to purchase a product in the off-trade if they enjoyed it in a MiXR venue. Notably, “at the pub” was ranked as the second most common place where people discover new food and drink brands, just after social media.
David McDowall, CEO at Stonegate Group said: “MiXR is revolutionising the way our venues connect with guests, offering a personalised experience that keeps people returning to our pubs, bars and venues. Reaching 1 million downloads and 500 venues with screen media coverage at such pace is a testament to the platform’s success and the significant value it brings to both our guests and partner brands.”
Jessica Cooke, Director of Media and Loyalty at Stonegate Group, continued: “We are constantly striving to improve and innovate, and now, we want to push even further. Our ambition is to continue to grow the UK’s biggest retail screen media network and increase MiXR app awareness and engagement. By investing wisely in this technology, we can create highly targeted audiences to deliver more personalised experiences for our guests, drive premiumisation in our guest’s product repertoire, and generate incremental revenue through advertising impressions. Adopting a retailer’s mindset ensures that MiXR will continue to grow and offer unmatched value in the hospitality sector for our guests and brand partners alike.”
The app’s effectiveness in driving guest engagement is illustrated by several standout campaigns, including its Peroni Capri campaign in May 2024. MiXR users were treated to a free bottle of Peroni Stile Capri by downloading the app. This promotion, which distributed 24,400 samples in just three weeks, significantly boosted engagement and footfall in participating venues, as well as supporting Peroni to increase awareness of its new lager.
EURO 2024 further showcased MiXR’s impact during a large sports tournament. By partnering with Asahi, the app delivered over 110 million combined impressions, with participating venues experiencing a 13% average sales uplift. The campaign distributed 58 million MiXR points, rewarding loyal guests and encouraging repeat visits throughout the tournament, solidifying MiXR’s role as a crucial driver of in-venue engagement during major events.
Looking ahead, MiXR is set to introduce a bespoke student area within the app, allowing targeted campaigns through university email verification with partner UniDays. Additionally, enhanced segmentation will offer clearer campaign presentation and site-level promotional activity across the diverse array of fascias, while a web ordering platform will soon be launched, fully integrated with MiXR membership for seamless points earning, discounts and reward redemptions.
As Stonegate Group continues to lead digital innovation in the hospitality sector, MiXR is poised to play an increasingly important role in shaping the future of guest engagement in pubs, bars and venues across the UK.
* MiXR App Guest Survey, July 2024, 7,231 respondents.