The document provides results from a survey of 1,000 Irish adults about employment in the hospitality industry and attitudes towards local hospitality establishments. Some key findings: - One quarter of respondents have worked in hospitality, most commonly in restaurants or hotels. Younger age groups and those from lower social classes were more likely to have worked in hospitality. - When socializing, one third of people most often meet friends at the pub. Nearly two thirds celebrate family occasions at local pubs, restaurants or hotels. - Over half of Irish adults visit Irish pubs when abroad. People aged 25-34 and those who worked in hospitality were more likely to do so. - Two in five people attended a community

1. Support Your Local
An Amárach Briefing for
May 2017/CO’R/ S17-114
© Strictly Private & Confidential

2. 2
Table of Contents
A. Methodology
B. Sample Profile
Results
• Section 1: Profile of hospitality workers
• Section 2: Socialising and the pub
• Section 3: Alcohol and tax
Insights and Implications

3. 3
Methodology
A bespoke online survey was conducted to explore employment in the
hospitality industry and attitudes towards ‘local’ hospitality
establishments for the Support Your Local Campaign
A nationally representative sample of 1,000 adults aged 18+ was
achieved; with quotas set on gender, age, region and social class. Due
to the high proliferation of the internet among the Irish population, the
survey was completed fully online.
Fieldwork took place from the 26th of April – 2nd of May 2017.

4. 4
Nationally representative sample of Irish adults 18+
(Base: All respondents- 1,000)
49% 51%
GENDER
47%ABC1 F50+ 53%C2DE F50-
SOCIAL CLASS
AGE
Conn/Ulster
18%
Rest of
Leinster
27%
Munster
28%
REGION
Dublin
28%
18-24
25-34
35-44
45-54
55+
12
22
20
17
29
%

5. Section 1: Profile of hospitality workers

6. Gender
– Male
– Female
Age
– 18-24*
– 25-34
– 35-44
– 45-54*
– 55+*
6
One quarter of respondents have worked in hospitality.
Q.1 Do you or have you ever worked in the hospitality industry?
Demographics for yes, ever
%
20
33
31
37
29
28
15
Social Class
– ABC1 F50+
– C2DE F50-
Region
– Dublin
– ROL
– Munster
– Conn/Ulster
25
29
24
26
30
29
%22
5
73
Yes, worked previously
Yes, work currently
No
%
Yes, ever worked
in hospitality
– 27%
(Base: All respondents- 1,000)
Women were more likely to have ever worked in hospitality than men (33% v 20%); while those in the younger age groups were also
more likely to have worked in hospitality.
*caution small base

7. Hospitality workers have worked across Ireland…
7
Q.7 When working in hospitality, in what part of the country have you worked? (select all that apply)
Conn/
Ulster
22%
Rest of
Leinster
23%
Munster
35%
Dublin 34%
(Base: All worked in hospitality - 270)
Many people who have worked in hospitality have done so in more than one region.

8. 8
Gender Age Region
Social
class
Total
Male
Female
18-24*
25-34
35-44
45-54*
55+*
Dublin
Restof
Leinster
Munster
Conn/
Ulster
ABCIF50+
C2DEF50-
% % % % % % % % % % % % % %
Restaurant 54 43 61 70 53 63 52 32 61 53 58 40 48 59
Hotel 52 50 53 51 51 51 42 66 47 41 56 65 53 51
Pub 42 49 37 35 32 48 44 55 28 41 47 51 50 35
Independent Off-Licence 6 7 5 3 7 10 2 2 3 4 8 6 6 5
All of the above 2 3 1 0 1 3 2 2 1 4 1 0 1 3
Catering 2 5 0 3 4 0 0 2 3 3 0 2 2 2
Other 4 4 4 0 2 2 6 9 3 6 4 2 3 4
Q. 2 Do/did you work in a: (select all that apply)
…And in a variety of jobs.
(Base: All worked in hospitality - 270)
= over index
= under index
Women were more likely to have worked in a restaurant than men (61% v 43%), while men were more like to have worked in a pub
(49% v 37%). There was no significant gender difference in terms of working in hotels.
*caution small base

9. The majority of people started working in hospitality aged under 25years…
9
35
45
13
232
< 18 Years
18-24 Years
25-34 Years
35-44 Years
45-54 Years
55+ Years
21.5 years
Q.4 At what age did you start working in the hospitality sector?
%
(Base: All worked in hospitality - 270)
Mean =
80% of people began working in hospitality under 18 years of age. However, initial employment within the industry ranged in age
from 8 years of age to 78 years of age showing the diversity within the sector.

10. …And time spent in the sector varied greatly.
10
13
12
32
20
22
< 1 Year
1-2 Years
2-5 Years
5-10 Years
10+ Years
Mean = 6.26 years
Q.3 How long did you work in the hospitality sector?
%
(Base: All worked in hospitality - 270)
On average, hospitality workers were employed in the sector for just over 6 years. This ranged from less than one year to over 40
years.

11. 11
Q.6 What was the reason you took this job in hospitality? (select all that apply)
Full Time Employment
Pocket money
To help with College
Enjoy working in sector
Family run business
Other
42
28
23
21
8
3
%
People most often chose to work in hospitality for full time employment…
(Base: All worked in hospitality - 270)

12. 12
Gender Age Region
Social
class
Total
Male
Female
18-24*
25-34
35-44
45-54*
55+*
Dublin
Restof
Leinster
Munster
Conn/
Ulster
ABCIF50+
C2DEF50-
% % % % % % % % % % % % % %
Full time employment 42 44 41 19 44 46 56 38 49 38 37 46 37 46
Pocket money 28 27 29 46 32 29 15 21 27 27 30 29 32 25
To help with college 23 23 24 41 27 20 17 14 19 21 25 29 27 21
Enjoy working in the sector 21 21 22 19 12 20 31 31 15 26 23 21 17 25
Family-run business 8 12 5 11 0 2 8 28 6 13 9 2 12 4
Other 3 3 2 3 1 3 2 5 2 4 4 0 3 2
…But this varied greatly within certain demographics….
(Base: All worked in hospitality - 270)
= over index
= under index
Overall, full time employment was the most common reason to take a job in hospitality. However, the vast majority (87%) of 18-24
year olds took a job in hospitality for pocket money or to help in college.
Q.6 What was the reason you took this job in hospitality? (select all that apply) *caution small base

13. Gender
– Male
– Female
Age
– 18-24*
– 25-34
– 35-44
– 45-54*
– 55+*
13
…and older and longer term hospitality workers more likely to be full time.
Q.5 Was the job full time or part time?
Demographics for full time
%
62
46
35
48
49
62
66
Length of Time
In Hospitality
– < 1 Year*
– 1-2 Years*
– 2-5 Years
– 5-10 Years
– 10+ Years
20
44
46
60
75
%52
48
Full Time
Part Time
%
(Base: All worked in hospitality - 270)
*caution small base
Men were far more likely to work/have worked in hospitality full time than women (62% v 46%), while those who worked in
hospitality for 5 or more years were also much more likely to have been in full time employment.

14. The majority of people felt that they had learned numerous skills, particularly interpersonal skills, while working in the hospitality
sector.
Lifelong transferable skills were learnt by many while working in hospitality.
14
Q.8 When working in hospitality, what values/skills did you learn? (select all that apply)
Customer service skills
Teamwork
Confidence
Helped with social skills
Organisational skills
Cash management and computing
Leadership
Built a new network of people and contacts
Business management
All of the above
72
70
64
58
56
41
39
33
27
17
%
(Base: All worked in hospitality - 270)
*Others <2%

15. Section 2: Socialising and the pub

16. Local pubs are associated with a friendly atmosphere and socialising…
Friendly atmosphere
Socialising
Alcohol/Drinking
Welcoming
Cosy
Community
Tradition
Fun
Irish culture
Debate/
Lively conversation
16
Q.15 Of the words below which of the following do you associate with your local pub? (rank top 3, where 1 is the main reason)
16
20
10
9
9
8
8
3
4
3
48
47
32
29
22
20
19
14
13
10
Top reason Total Mentions(Base: All respondents- 1,000)
*Others < 10% total mentions

17. …With the distance to home and familiar faces making the pub local*.
17
Q.14 What makes your local pub local? (select all that apply)
Distance to where I live
Familiar faces
People you’re with
Owner/Proprietor
Service
Other
58
43
38
23
22
-
%
*6% indicated they don’t have a local pub
(Base: All respondents- 1,000)

18. Nearly two thirds of people celebrate family occasions in their ‘local’
pub, hotel or restaurant…
18
35
28
20
15
63%
Local restaurant
Local pub
Local hotel
Not local pub/restaurant/hotel
Other
Q.9 Where do you most often celebrate family occasions? (single code)
%
(Base: All respondents- 1,000)
At home
Figures for not local and other ≤1%

19. …Yet the most common place to celebrate family occasions is at home.
19
Gender Age Region
Social
class
Worked
in Hosp.
Total
Male
Female
18-24
25-34
35-44
45-54
55+
Dublin
Restof
Leinster
Munster
Conn/
Ulster
ABCIF50+
C2DEF50-
Yes
No
% % % % % % % % % % % % % % % %
Home 35 34 35 33 34 36 39 33 37 36 32 35 34 36 26 38
Local restaurant 28 25 31 38 30 25 21 28 29 26 32 23 32 24 35 25
Local pub 20 23 18 20 21 22 26 16 21 21 21 17 18 22 19 21
Local hotel 15 16 14 7 14 15 12 21 11 16 13 24 14 16 18 14
Not local
pub/hotel/restaurant 1 * 1 0 0 1 1 * * 1 * 1 * 1 1 *
Other 1 1 1 2 1 1 1 1 2 1 1 1 1 1 2 1
Q.9
(Base: All respondents- 1,000)
= over index
= under index
Those who have previously worked in hospitality are much less likely to celebrate at home (26%) than those who have not (38%).
People aged 45-54 years are more likely to celebrate family occasions in the pub (26%) than other age groups, but also at home (39%).

20. Gender
– Male
– Female
Age
– 18-24
– 25-34
– 35-44
– 45-54
– 55+
20
When meeting friends, one third of people most often meet at the pub;
Q.11 Where do you most often meet to catch up with friends? (single code)
Demographics for meet at the pub
%
46
20
27
32
33
32
36
Social Class
– ABC1 F50+
– C2DE F50-
Region
– Dublin
– ROL
– Munster
– Conn/Ulster
Worked in Hospitality
– Yes - ever
– No
38
28
29
34
34
35
29
34
%
Pub
At home
Coffee shop
Friend’s house
Restaurant
Sports club/Venue
Other
33
21
20
13
11
1
1
%
(Base: All respondents- 1,000)
Men are much more likely to meet friends at the pub (46%) than women (20%). Women were most likely to indicate that they met
friends at a coffee shop (30%).

21. Which was also the most common reason to visit the pub…
Meet friends
Drink
Relax
Celebrate occasions
Eat
Watch sports
Hear music
Family time
21
Q.10 What are the main reasons you visit your local pub? (rank top 3, where 1 is the main reason)
27
23
10
12
11
5
4
5
69
54
38
37
35
21
21
17
Top reason Total Mentions
(Base: All respondents- 1,000)
*Others < 5% total mentions

22. And one third of people met their significant other in a pub, club or hotel.
22
22
16
12
7
4
24
16
Friends
Nightclub
Hotel
N/A
Other
Q.16 How did you meet your husband/wife/partner?
%
Pub
Online/Dating App
(Base: All respondents- 1,000)

23. Gender
– Male
– Female
Age
– 18-24
– 25-34
– 35-44
– 45-54
– 55+
23
Two in five people have attended a community event in the pub recently.
Q.12 Have you attended a community event or a group meeting in your local pub in the past year?
Demographics for yes
%
45
40
41
47
43
37
42
Social Class
– ABC1 F50+
– C2DE F50-
Region
– Dublin
– ROL
– Munster
– Conn/Ulster
Worked in Hospitality
– Yes - ever
– No
46
40
41
44
42
42
47
41
%
58
42
Yes
No
%
(Base: All respondents- 1,000)
Men (45%), those aged 25-34 (47%), those in the ABC1F50+ social class (46%), and people who have worked in hospitality (47%) are
more likely to have attended a community event in the pub in the last year.

24. The most common events were social group meetings or fundraisers.
24
Q.13 What was it? (select all that apply)
Local social group meeting
A fundraiser
Charity event
Celebration
Other
44
40
29
5
*
%
(Base: All who attended an event - 424)

25. People aged 25-34 (64%) or who have worked in hospitality (64%) are more likely to visit Irish pubs when abroad.
Gender
– Male
– Female
Age
– 18-24
– 25-34
– 35-44
– 45-54
– 55+
25
While over half of Irish adults visit Irish pubs abroad.
Q.17 Do you visit Irish pubs when you are abroad?
Demographics for yes
%
53
58
55
64
53
56
50
Social Class
– ABC1 F50+
– C2DE F50-
Region
– Dublin
– ROL
– Munster
– Conn/Ulster
Worked in Hospitality
– Yes - ever
– No
53
58
53
55
56
60
64
52
%
38
55
6
Yes
No
%
N/A
(Base: All respondents- 1,000)

26. Section 3: Alcohol and tax

27. Gender
– Male
– Female
Age
– 18-24
– 25-34
– 35-44
– 45-54
– 55+
27
Two thirds of respondents were aware of Ireland’s excise duty on alcohol.
Q.18 In Ireland, alcohol is subject to two taxes, VAT and excise duty. Are you aware that Ireland has the second highest
excise duty on alcohol in the European Union?
Demographics for yes
%
71
60
49
65
59
68
75
Social Class
– ABC1 F50+
– C2DE F50-
Region
– Dublin
– ROL
– Munster
– Conn/Ulster
Worked in Hospitality
– Yes - ever
– No
67
64
62
66
70
62
69
64
%
35
65
Yes
No
%
(Base: All respondents- 1,000)

28. Gender
– Male
– Female
Age
– 18-24
– 25-34
– 35-44
– 45-54
– 55+
28
And three quarters of respondents think the tax on beer is too high.
Q.19 The average Government taxation on a pint of beer is 34% of the total cost, do you think this is:
Demographics for too high
%
76
71
67
72
74
81
73
Social Class
– ABC1 F50+
– C2DE F50-
Region
– Dublin
– ROL
– Munster
– Conn/Ulster
Worked in Hospitality
– Yes - ever
– No
71
75
67
75
78
74
76
73
%
%
4
73
12
11
Too low
Just right
Too high
Don’t care
(Base: All respondents- 1,000)

29. Insights and Implications

30. 30
Key Findings – three core themes
© Strictly Private & Confidential
Just over a quarter of respondents (27%) had ever worked in hospitality; the majority of whom
no longer work within the sector (22%).
• Within those who have worked in hospitality, there is substantial diversity in location, type
and length of employment.
• However, the majority identified having learned numerous skills while working within the
sector.
It is evident that Irish adults have positive associations with their local pub which is seen as a
place for socialising as well as meeting friends and celebrating family occasions.
• These positive associations may encourage Irish adults to then visit Irish pubs abroad.
Meeting friends was identified by over two-thirds (69%) of people as one of the main reasons
why they frequent the pub, a much higher proportion than drinking (54%).
• While one third of Irish adults meet friends most often at the pub.
• However, the pub is more likely to be the primary location to meet friends for men (46%)
than women (20%).
This implies that the pub is seen as a social hub above and beyond a location to drink. It is a
friendly place to celebrate occasions, participate in the community and meet friends close to
home.

31. e. claire.orourke@amarach.com
t. 01 410 5200
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