“Hey dad, we’re going to ‘spoons and then on to town," I often hear my 18-year-old daughter say. Usually it’s followed by something like it’s even cheaper than “prinks” (the art of pre-drinking before you go out).

My 24- and 21-year-old daughters are part of what is known as the 'Lost Generation'. They do not go to pubs. They drink at home or in other people’s houses and then go to nightclubs in town. It looks like pub chain Wetherspoons is set to change all that, and reclaim the young people who have bypassed their locals for the last decade.

Wetherspoons is said to be pushing to open 30 pubs and invest over €50 million in Ireland. They are already well under way.

The Three Tun Tavern in Blackrock and the 40 Foot in Dún Laoghaire are already up and running. Greatwood in Blanchardstown and Old Borough in Swords will open soon, followed by The Linen Weaver in Cork. Deals are also thought to be agreed on a hotel site in Camden Street, Arundel Square in Waterford and Abbey St in Dublin as well as Tullow St in Carlow.

Field Trip

So what is all the fuss about? I decided to have a look for myself and visited JD Wetherspoons The 40 Foot in Dún Laoghaire with my daughter at 6.30pm on a Wednesday evening.

First impressions are mixed. The place is busy. One of the striking observations is that all sectors of the market are represented - lots of families with children eating meals, single men drinking pints, and gangs of students sitting in the outside seating area (which has an amazing view of Dublin bay). This cross-section of customers are all sitting together very comfortably.

There is value and clever marketing to be seen everywhere. Wednesday night is “chicken club” where you can buy a roast half chicken and an alcoholic drink for €9.95. They have a slick way of using food and drink as a collective.

Although I felt the food was fairly processed, they have a number of dishes which are marketed as under 500 calories. Supersize opportunities are everywhere - from extra sauces, to a single gin and tonic priced at €3.95 which you can up-size to a double for €5.75.

The ordering system is slightly different in that there is no table service per se, all food is ordered by the customer at the bar. Drinks are collected upon ordering and food is then delivered to your table by a runner. This obviously saves on labour costs, allowing prices to stay lean.

There is no Guinness or Heineken on sale but the punters don’t seem to mind. Try a craft can of Six Point's Sweet Actions, The Crisp or a Bengali Tiger for €2.45. Some craft offerings are sold at prices that are cheaper than off-licences. A four-person round for under a tenner – no wonder the place is full of students!

Thoughts... 

To be honest, I’ve decided Wetherspoons is not for me. It might not be for everyone but everyone seemed to be there all the same.

It’s definitely a game-changer on the Irish pub scene and it’s going to be interesting to see how this develops as outlets spread around the country.

When tourists are asked in surveys what is the thing they most like doing when they visit Ireland the number one answer is usually: “Visit an Irish Pub."

I hope and pray that this is not the pub of the future - but it may be the final reminder that Irish publicans need to wake up and smell the coffee, which incidentally 'spoons sell for €1.

Sláinte,

- Bobby

Read more advice from Bobby on www.bobbykerr.com - and hear him live on Down to Business from the new time of 10am every Saturday on Newstalk.

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