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WHY IS AUTHENTICITY IMPORTANT? Back To Top
Last Updated 5/10/2001
The business environment for Irish Pubs in the United States could not be better. The Irish Pub Concept (IPC) is a quality concept with strength in its traditional authentic roots. Sales per square foot in current authentic IPC pubs are exceeding the U.S. average by a factor of two. Additionally, the IPC beverage dominated product mix has led to attractive profit margins in these pubs. 
 
WHY DOES DIAGEO-GUINNESS USA SUPPORT THIS CONCEPT? Back To Top
Last Updated 3/13/2003
This is a win-win proposal where you are interested in opening an authentic Irish Pub and we are interested in adding value to your venture and expanding the bars of Irish Pubs in the U.S.
 
HOW MUCH DOES IT COST TO OPEN AN AUTHENTIC IRISH PUB? Back To Top
Last Updated 3/13/2003
The cost for each pub will be different because of location, square footage, design and build. As you get futher into this site and you begin discussions with a Pub Business Development Manager from Diageo-Guinness USA, you will get support that will help you fully understand the total cost involved with opening an Authentic Irish Pub.
 
HOW IS GUINNESS INVOLVED IN THE IRISH PUB CONCEPT? Back To Top
Last Updated 3/13/2003
Guinness PLC developed the concept in Ireland to help people open Irish Pubs abroad/overseas. It has been extended into the U.S. by Diageo-Guinness USA to help existing and new publicans participate in the Irish Pub Concept.
 
WHAT IS THE IPC OPPORTUNITY? Back To Top
Last Updated 3/13/2003
Diageo-Guinness USA (DGUSA) can lend a tremendous amount of support to help you start and manage your Irish Pub. We have created a range of services and suppliers that will make opening and running your own pub as simple and efficient as possible. Because of the "Tied-House" laws that governs the alcohol industry, there are things that we at DGUSA can't do:
1. We can't participate financially in the pub.
2. We can't guarantee territory.
3. We can't sell brand name for your pub.
4. We can't provide you with equipment, supplies or services to operate your pub.
 
HOW CAN DGUSA HELP ME? Back To Top
Last Updated 3/13/2003
Once you complete the Request For Information section of this site, a manager from the Pub Business Development Team will call to review the programs that DGUSA offers potential and existing publicans. See "request information"
 
HOW IS THE IRISH PUB CONCEPT DEVELOPED IN THE U.S.? Back To Top
Last Updated 3/29/2001
The U.S. Pub Business Development Team assists publicans and interested operators to refit or establish Irish Pubs in the U.S. Essentially Guinness with its strong Irish roots, recognized that it was well placed to offer advice on how to recreate the very best of Irish pub culture in the U.S. It is understood that there are four key elements which make an Irish pub so special: pub design and the ambience it creates; friendly efficient bar staff (Irish staff provide hospitality, humor and expertise in pouring perfect pints); the unique appeal of Irish food and drink; Irish music and entertainment (sometimes live, but always there). When these four key elements are combined with a good location and sound management the result is an Irish Pub Concept pub that typically will outperform an average pub.
 
WHEN WAS IT LAUNCHED IN THE U.S. AND WHY? Back To Top
Last Updated 3/29/2001
In 1992, GBW embarked on a mission to facilitate the development of authentic, high quality Irish Pubs outside of Ireland. It realized that a large portion of its Guinness sales outside of Ireland came from Irish Pubs, with a large portion coming from the most authentic ones. The first IPC pub to open in the U.S., Fado, opened in January 1996 in Atlanta and the Pub Business Development team was then formed to facilitate the concept. Currently there are over 130 IPC pubs operating in the U.S.
 
HOW POPULAR ARE IRISH PUBS IN THE U.S. AND WHY? Back To Top
Last Updated 3/20/2001
"Irishness" is very popular in the U.S. Americans are in love with Ireland. The popularity of Irish culture has exploded since the early 1990's. Irish entertainment such as music, dance, cinema, actors, authors and sports has become increasingly popular in the U.S. 44 million Americans claim some connection to Ireland. Furthermore, 650,000 tourists visit Ireland from the U.S. annually. U.S. tourism to Ireland is the fastest growing of any country and second to the U.K. in terms of absolute numbers. The Guinness Hopstore is second only to the Book of Kells as the most popular tourist destination in Ireland. According to the Irish Tourist Board, the Irish people, Irish scenery and Irish pubs are the most popular tourist attractions in Ireland. Irish Pub Concept Pubs in the U.S. are doing extremely well. Sales per square foot in current IPC Pubs are exceeding the U.S. design and build average by a factor of two. Additionally, the IPC's beverage dominated product mix has lead to attractive profit margins in these pubs. The explosion of consumer trends to quality, high-end taste beers, theme-driven restaurant concepts and the popularity of Irish culture, all point to continued success for the Irish Pub Concept in the U.S.
 
HOW IS GUINNESS REPRESENTED IN THE U.S.? Back To Top
Last Updated 3/13/2003
Diageo-Guinness USA (DGUSA) is a division of Guinness Limited. Their headquarters is in Stamford, Connecticut with approximately 300 employees throughout the U.S. DGUSA imports Guinness, Harp, Caffreys, Kaliber and Red Stripe into the U.S. They sell their brands through a distributor network that provides service to the Publicans. The service provided by distributors varies from state to state depending on individual state laws.
 
WILL DGUSA PROVIDE FINANCE TO HELP OPEN A PUB? Back To Top
Last Updated 3/13/2003
No. U.S. “Tied House" laws prevent a producer or distributor of alcoholic beverages from owning retailers or providing any financial assistance to them. It is unlawful for an industry member to induce retailer purchase to the exclusion, in whole or in part, of other suppliers’ products, by:
  • Furnishing, giving, renting, lending, or selling to the retailer any equipment, fixtures, signs, supplies, money, services or other thing of value, subject to regulatory exceptions.
  • Acquiring or holding interest in license or property.
  • Paying retailer for advertising or display service-slotting fees.
  • Guaranteeing loan or extending credit beyond customary period.
  • Requiring retailer to dispose of quota.

Commercial Bribery
Unlawful for industry member to induce purchase by trade buyer, by offer of bonus, premium or other compensation to employee of trade buyer.

What’s at stake when a law is broken or a regulation is violated?

Suppliers and Wholesalers:
Revocation of state license/permit or
Suspension of state license/permit or
Payment of a fine.
Retailer:
Retail licensees also have liability. They could be fined or have their license suspended or revoked.

 
HOW DOES DGUSA ASSIST IN SETTING UP THESE PUBS? Back To Top
Last Updated 3/13/2003
The information provided by DGUSA to U.S. publicans are broken down into pre and post categories. Please note that the “*” services are provided by separate vendors that DGUSA recommends to operators interested in the IPC. Under the U.S. “Tied House Laws” GUINNESS have to charge for certain items or services.

Upstream Services (Pre-Opening):

  		• The Irish Pub Concept Introduction Packet
  		•  Real Estate Advice
    Finding a Site-Market/Site Selection Guide, Market Demographics, Real Estate Agent Referrals *
  		•  Irish Pub Concept Business Plan ($500)
    Pro-forma Financial Analysis
    Market Demographic Data
  		•  Design & Build Referrals
    Front-of-House Irish Design and Build Firms *
    Five Guinness approved Irish Design and Build firms, three with offices in the U.S.
    Back-of-House Kitchen Equipment Supply/Design Contacts *
  		•  Introductions to Sources of Capital
  		•  "Insiders Guide to the Irish Pub Concept" ($50)
    A conceptual guide to the Concept that describes how to successfully implement the key components of the Concept
  		•  Referral to Staff Recruitment Agency *
    Agency is U.S. Government approved to source J-1 visas, which allow Irish staff to work in the U.S.
  		•  DGUSA Draught Training:
    Draught equipment installation referrals*
    How to Pour the "Perfect Pint"TM
  		•  Irish and Guinness Branded Bric-a-Brac Suppliers *

    Downstream Services (Post-Opening):

  		• Ongoing DGUSA Market Sales Support - (varies by state according to legal restrictions)
  		•  Irish Pub Concept Operations Manual & Training Course ($1,500)
    (includes information on the following)
    Bar Management
    Kitchen Management
    Irish Pub Food Recipe Book ($150 if purchased outside the training course)
    Suggested Menus
    Hundreds of Recipes
    Menu Cards (costed/portioned recipes for kitchen use)
    Recommend Kitchen Equipment
  		•  Irish Food Distributors Throughout the U.S.
  		•  Irish Pub Concept Study Tour to Ireland, costs vary from year to year depending on numbers, but it costs about $1000 excluding air and hotels.
     
    WHEN I HAVE FOUND A SITE, HOW LONG DOES IT TAKE TO OPEN MY IRISH PUB? Back To Top
    Last Updated 3/20/2001
    Once you have found your site - and this can take many months, the first step is for the Irish design & build firm to undertake a site survey with you, discuss the style of pub best suited to the location, agree on an outline budget for the project etc. The design & build firm would normally present their design proposal along with a cost breakdown two to three weeks following the site visit. You may require changes or modification to the proposal but once a contract has been signed to proceed, the pub can be expected to be fitted out within 14-18 weeks. During this period while the pub interior is being built in Ireland, you will need to undertake all of the pub shell work with a local contractor, so that the pub interior can be installed with all electrical, plumbing and technical work already completed.
     
    HAVE YOU HAD ANY FAILURES IN THE U.S.? Back To Top
    Last Updated 3/20/2001
    There have been no failures in the U.S. where the concept has followed the Critical Success Criteria, with good location and proper management.
     
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