Pub Marketing Strategies 2025 Alex Hormozi Explained

The Hormozi Philosophy in Simple Terms

Alex Hormozi made his name by helping struggling gyms grow into thriving businesses. His book $100M Offers has since become a bible for entrepreneurs in all industries. The core idea is simple: create offers so good, people feel stupid saying no.

That might sound blunt, but it’s exactly what hospitality owners need in 2025. Running pubs and restaurants has never been tougher. Costs are up, staff are stretched, and customers are more selective with where they spend their money. Competing on price alone isn’t sustainable. What is sustainable is learning how to craft offers that feel irresistible — deals that make customers choose your venue over anyone else’s, without destroying your margins.

Having run pubs and marketing agencies, I’ve seen both sides of the problem. Too many landlords think “offers” mean knocking money off. Two-for-one pints, 20% off mains, half-price cocktails. These tactics attract bargain hunters, but they don’t build loyalty or long-term profit. Once the discount ends, so does the footfall.

Hormozi’s framework shows a smarter path. It’s not about lowering price — it’s about raising value. When customers perceive that they’re getting far more than they’re paying for, they come back, they bring friends, and they spend more.

Discounts vs Irresistible Offers

To understand Hormozi’s philosophy, it helps to compare the difference between a discount and an irresistible offer.

Discount: “Pints £3.50 instead of £4.50.”
- Customers see a saving, but nothing about the experience has changed.
- Attracts price-sensitive drinkers who’ll leave when another pub undercuts you.
Irresistible Offer: “Steak Night for Two — Two 8oz steaks, fries, sides, and a bottle of wine for £25.”
- Customers feel like they’re getting a full experience at great value.
- Appeals to couples, foodies, and groups.
- Higher spend per head, less about the price of one item.

The second example stacks value in a way the first doesn’t. It bundles products, creates a “night out” feeling, and frames the price as exceptional. Customers aren’t comparing pint-for-pint; they’re comparing the experience. That’s the Hormozi way.

The Core Hormozi Mindset

Hormozi teaches that an irresistible offer isn’t about what you sell — it’s about how you frame it. The psychology is more important than the product itself.

In hospitality, that means:

Customers aren’t buying a pint. They’re buying laughter with mates.
They’re not buying a burger. They’re buying a midweek break.
They’re not buying a cocktail. They’re buying Instagram moments.

Once you understand that, you stop competing with the pub down the road on price and start competing on value.

Hospitality Context in 2025

The timing couldn’t be better for pubs and restaurants to embrace Hormozi’s ideas. Consider the environment:

Customer behaviour has shifted. With inflation and cost-of-living pressure, customers are more selective — but they still want to go out. They’re looking for value, not just “cheap.”
Competition is fierce. Every venue runs Happy Hour. Every chain has discount vouchers. What they don’t have is unique, stacked offers that feel like “experiences.”
Social media amplifies good offers. Irresistible deals get shared. Customers post them on TikTok, tag friends, and spread your marketing for you.

Hormozi’s framework helps pubs stand out in this crowded, cautious market.

Why “Cheap Pints” Isn’t Enough

Landlords often default to pint discounts because they seem simple. But there are three major problems with this approach:

Margins vanish. With costs rising, you can’t afford to sell beer at rock-bottom prices.
No loyalty. Price-driven customers will disappear the second another venue offers cheaper pints.
Perception drop. Constant discounts make your brand look desperate, not desirable.

Compare that to a bundled or themed offer:

“Burger, Pint, and Quiz Entry for £15.”
“Bottomless Brunch with DJ for £25.”
“Family Pizza Night — 2 Pizzas, 2 Kids Meals, and a Jug of Coke for £30.”

These feel generous but also structured. They encourage higher spend per head while protecting margins. Customers walk away feeling they got a deal — not just a discount.

The Psychology of Irresistible Offers

Hormozi breaks down why irresistible offers work. They combine four psychological levers:

Stacked Value: Customers see multiple benefits for one price.
Perceived Exclusivity: Limited-time or limited-quantity makes it special.
Ease: No fine print, no hoops to jump through. Clear and simple.
Dream Outcome: The offer fulfils a deeper want (fun, connection, convenience).

In a pub setting, this means your offer should feel:

Bigger than the sum of its parts.
Too good to miss out on.
Easy to understand.
Emotionally rewarding.

Why Hormozi’s Principles Are Perfect for Hospitality

In $100M Offers, Hormozi shows how to transform dull products into magnetic offers. A gym membership becomes a “12-week body transformation.” A course becomes “land your first client in 30 days.”

For pubs and restaurants, the translation is clear:

A curry and a pint isn’t just dinner. It’s “Wednesday Curry Club.”
A DJ set isn’t just entertainment. It’s “Bottomless Brunch & Beats.”
A burger and fries isn’t just food. It’s “Burger Night Showdown — Who Wins the Crown?”

When you frame your products as experiences with irresistible value, customers stop comparing you to competitors. They simply book.

Takeaway from Part 1

Alex Hormozi’s philosophy is brutally simple: don’t compete on discounts, compete on offers. Pubs and restaurants that build irresistible offers — bundles, themes, experiences — will win more customers, more loyalty, and more profit in 2025.

The rest of this guide breaks down exactly how to do it step by step.

Part 2: Breaking Down the Value Equation

In $100M Offers, Alex Hormozi doesn’t just say “make good offers.” He gives a formula to measure and build them. That formula is the Value Equation:

Value = (Dream Outcome × Perceived Likelihood of Achievement) ÷ (Time Delay × Effort & Sacrifice)

In simple terms, customers buy when they believe:

The outcome is something they really want (dream outcome).
They believe you’ll actually deliver it (perceived likelihood).
They won’t have to wait too long (time delay).
It won’t feel like too much hassle or cost (effort & sacrifice).

Let’s break down each part and see how it fits hospitality.

1. Dream Outcome

The dream outcome isn’t the product itself. It’s the emotional result people want.

For a gym, the dream outcome isn’t membership. It’s looking good in 12 weeks.
For a pub, the dream outcome isn’t a pint. It’s laughter with friends, a fun night out, or a family meal without stress.

Examples of Dream Outcomes in Pubs:

Young adults: a lively, social night that looks good on Instagram.
Families: affordable meals where kids are happy and parents can relax.
Professionals: quick service and quality food for a midweek break.
Retirees: a comfortable, welcoming place to socialise at good value.

When designing offers, always ask: What dream outcome is this fulfilling?

Weak offer: “Burger and pint £10.”
Strong offer: “Midweek Burger & Pint Social — Great food, fast service, and a fun escape for just £10.”

The second doesn’t just sell food. It sells the dream outcome: a quick, social midweek break.

2. Perceived Likelihood of Achievement

Even if the dream outcome is attractive, customers need to believe you can actually deliver it. That’s the trust factor.

In pubs, perceived likelihood comes from:

Visual proof: Photos and videos of food, drinks, and atmosphere.
Social proof: Reviews, testimonials, tagged Instagram posts.
Consistency: Posting regularly shows reliability.
Authority: Awards, features in local media, CAMRA recognition.

Example:
Two pubs both run “Steak Night for £25.”

Pub A: plain poster, no photos, no reviews.
Pub B: reel showing steaks sizzling, smiling couples, and a row of 5-star Facebook reviews.

Which one do you believe more? Pub B — because the perceived likelihood of a great night is higher.

Tip: Whenever you promote an offer, show proof that it actually delivers on the promise.

3. Time Delay

The longer customers have to wait to enjoy the outcome, the less valuable the offer feels. Hormozi is clear: speed increases value.

In hospitality, time delay shows up in two ways:

Booking vs walk-in: If customers can easily book online and know their table is ready, value goes up.
Service speed: If they trust food and drinks will arrive quickly, value goes up again.

Examples of Reducing Time Delay:

“Book your steak night table in 30 seconds online.”
“2-for-1 cocktails served in under 5 minutes.”
“Lunch deal: in and out in 45 minutes, guaranteed.”

If your offer promises a great night without waiting around, it becomes more attractive.

4. Effort & Sacrifice

This is about what customers have to give up — money, energy, or convenience — to get the outcome. The more you can reduce effort and sacrifice, the more irresistible your offer becomes.

Examples in Pubs/Restaurants:

Effort: Simplify. Don’t make them download an app, scan 10 codes, or jump through hoops.
Money sacrifice: Bundle deals so customers feel they’re getting more than they pay for.
Convenience sacrifice: Offer clear parking, easy booking, or family-friendly options.

Weak offer: “2-for-1 cocktails, but only Monday 2–4pm, with a voucher, and not on certain drinks.”
Strong offer: “2-for-1 cocktails, every Monday until 7pm — no catch.”

The difference is simplicity. The second feels generous and easy. Customers don’t feel tricked.

Pulling It Together

When you apply the Value Equation, every irresistible offer should tick these boxes:

Dream Outcome: Customers can picture themselves enjoying it.
Likelihood: You prove it works with photos, reviews, and social proof.
Time Delay: They don’t have to wait long to experience it.
Effort & Sacrifice: It feels simple and affordable without hidden catches.

The higher the top of the equation (dream outcome × likelihood) and the lower the bottom (delay × effort), the more powerful the offer.

Example: Bottomless Brunch

Let’s run this through Hormozi’s formula.

Dream Outcome: Fun, unlimited drinks, brunch food, and social vibes.
Likelihood: TikTok clips showing groups laughing, food photos, and reviews from past events.
Time Delay: Book instantly online, table guaranteed. Service is fast, drinks keep flowing.
Effort & Sacrifice: One flat price, no hidden extras, 2-hour window.

That’s why bottomless brunches are exploding in 2025. They hit every part of the value equation.

Example: Quiz Night

Dream Outcome: Fun, competition, winning prizes with friends.
Likelihood: Photos of packed quiz nights, winners holding cash, testimonials.
Time Delay: Weekly slot, easy to book. Quiz starts on time.
Effort & Sacrifice: Low entry price or free with food/drink purchase.

Again — irresistible because it feels fun, easy, and valuable.

Why Most Offers Fail

Most pubs ignore the equation. Their offers are:

Dream outcome: vague. (“Food and drink cheap.”)
Likelihood: unproven. (No photos, reviews, or proof.)
Time delay: long. (Unclear bookings, slow service.)
Effort: high. (Complicated rules, hidden catches.)

That’s why they flop. Hormozi’s framework fixes this by forcing you to optimise every element.

Takeaway from Part 2

Hormozi’s value equation is the cheat code for hospitality offers. Don’t just slash prices. Ask:

Am I selling the dream outcome?
Am I proving it will happen?
Am I reducing waiting time?
Am I making it effortless and fair?

The pubs and restaurants that build offers through this lens will crush competitors still running “£1 off pints” gimmicks.

Part 3: Dream Outcomes in Pubs and Restaurants

In Alex Hormozi’s value equation, the “dream outcome” is the foundation of every irresistible offer. It’s not about the thing you sell — it’s about the result customers truly want.

When a customer buys a gym membership, they don’t care about treadmills. They care about fitting into clothes, gaining confidence, or looking good at a wedding.

It’s the same in hospitality. When someone walks into a pub or restaurant, they’re not buying beer, burgers, or cocktails. They’re buying a night out, a memory, or a feeling. If you can align your offers with those deeper outcomes, they become magnetic.

Why Dream Outcomes Matter

Discounts speak to the wallet. Dream outcomes speak to the heart. People will happily spend more if they believe the experience delivers on their deeper wants.

A pint at £3.50 isn’t irresistible. A “Match Day Madness: First Pint + Big Screen Atmosphere + Free Half-Time Snack for £5” is. Why? Because it frames the pint as part of a larger, emotional outcome: belonging, excitement, and connection.

The Main Dream Outcomes in Hospitality

Let’s break down the most common dream outcomes pub and restaurant customers are chasing in 2025, and how to design offers around them.

1. Fun and Belonging (Young Adults, 18–25)

For younger audiences, pubs and bars are about social proof. They want to go where the action is, where they can post fun TikToks, and where they feel part of something bigger.

Dream Outcome: Belonging to the social scene, looking good online, and having a “story” to share.

Offer Examples:

Bottomless Brunch + DJ Set: Unlimited drinks, food, and music for a fixed price.
Student Social Night: Cheap entry, affordable drinks, fun competitions.
TikTok Challenge Night: Post a video in the pub to win free drinks.

These offers hit their desire for status and social media currency.

2. Ease and Affordability (Families)

Parents don’t just want food. They want a break from cooking, happy kids, and a stress-free night.

Dream Outcome: Family time that feels affordable, easy, and enjoyable for everyone.

Offer Examples:

Family Feast Night: Two adult meals + two kids’ meals + a jug of soft drinks for £30.
Kids Eat Free Wednesdays: Every adult main comes with a free kids’ meal.
Sunday Funday: Bouncy castle, kids’ entertainment, and family meal deal.

These aren’t just about value. They deliver the emotional outcome: a night without stress.

3. Status and Quality (Professionals, 30–50)

For working professionals, the dream isn’t “cheap.” It’s quality. They want good food, attentive service, and an atmosphere that feels elevated.

Dream Outcome: A night where they feel looked after, with food and drink that impress.

Offer Examples:

Steak Night for Two + Bottle of Wine for £25.
Wine & Dine Wednesday: Three courses + paired wines for £35pp.
Cocktail Masterclass Experience: Learn, drink, and enjoy for £30.

These offers appeal because they combine indulgence with status.

4. Comfort and Connection (Older Adults, 55+)

For retirees and older adults, the pub is often about community and comfort. They want familiarity, friendliness, and value that respects their budget.

Dream Outcome: Feeling welcome, connected, and part of a community.

Offer Examples:

Pensioners’ Lunch Club: Two courses and tea/coffee for £10.
Bingo & Supper Night: Entertainment + hearty food at a low fixed price.
Traditional Ale & Pie Night: Nostalgic food/drink pairing at great value.

Here, the emotional outcome is belonging and comfort — not cheapness, but consistency.

5. Escape and Novelty (All Audiences)

Some nights, everyone wants something different. An escape from routine. These offers are about turning the pub into an experience hub.

Dream Outcome: Breaking routine with novelty, fun, and a sense of adventure.

Offer Examples:

Psychic Supper Night: Meal + entertainment package.
Flower Arranging + Afternoon Tea Workshop.
Gin & Jazz Evening: Pairing drinks with live music.

These offers work because they feel like more than “a pub night.” They’re mini-events people can look forward to.

The Psychology Behind Dream Outcomes

Hormozi’s point is that the product doesn’t matter as much as the framing. A pint is just a pint — unless it’s part of an outcome customers care about.

Fun & Belonging: “Come for the football, stay for the atmosphere.”
Ease & Affordability: “Dinner without the stress — kids sorted too.”
Status & Quality: “Indulge midweek with steak and wine.”
Comfort & Connection: “Warm welcome, hearty food, familiar faces.”
Escape & Novelty: “Not just a night out, a night to remember.”

Offers succeed when they speak directly to these desires.

Why Most Offers Miss the Mark

Most pubs design offers around what they want to sell (“We need to shift burgers”), not around what customers want to feel.

Hormozi flips that. Start with the outcome customers crave, then build the offer backwards.

For example:

Instead of “2-for-1 curry,” design “Curry Club Night — Spice, Music, and Friends Every Wednesday.”
Instead of “Happy Hour cocktails,” design “After Work Wind-Down — 2 Cocktails and Chill Vibes for £12.”

One sounds like a cheap deal. The other sounds like a dream outcome.

Why Dream Outcomes Drive Loyalty

When customers feel like your pub delivers the outcome they wanted, they keep coming back. Not because of the price, but because you’ve built emotional resonance.

Families make you their go-to Wednesday night option.
Students call you their social hub.
Professionals pick your venue for date nights.
Retirees make you their weekly habit.

That’s the difference between one-off bargain hunters and lifelong regulars.

Takeaway from Part 3

Hormozi teaches that irresistible offers aren’t about lowering prices — they’re about connecting products to dream outcomes. For pubs and restaurants, that means recognising what different groups actually want, then framing your deals as the path to that desire.

When you stop selling “pints and burgers” and start selling “fun nights, family ease, social proof, and comfort,” your offers transform from ordinary to irresistible.

Part 4: Crafting Irresistible Pub Offers

Alex Hormozi is famous for saying: “Price is what you pay. Value is what you get. The goal is to stack so much value that the price feels tiny.”

In $100M Offers, he explains that an irresistible offer isn’t about lowering cost — it’s about making the perceived value look ridiculously higher than the price. That’s where “value stacking” comes in.

For pubs and restaurants, this is a game-changer. Instead of running shallow discounts (which shrink your margins), you build bundles, themed nights, and packages that customers see as incredible deals — even when the actual cost to you is low.

The Stacking Principle Explained

Hormozi’s formula for stacking value is simple:

Add more benefits than the customer expects.
Package them together into one offer.
Frame the price so it feels like a steal.

The trick? Many of the benefits don’t cost you much, but they massively increase perceived value.

Example:

Weak offer: “2-for-1 pints until 7pm.”
Irresistible offer: “Happy Hour Special: 2-for-1 Pints + Free Pub Snacks + Entry Into £50 Bar Tab Raffle.”

The second version only costs a few bags of crisps and a £50 voucher, but it feels 3× more valuable. That’s value stacking.

Elements You Can Stack in Hospitality

Here’s what pubs and restaurants can add to make offers irresistible:

Food + Drink Bundles
- Burger + Pint
- Steak + Wine
- Pizza + Pitcher
Experience Add-Ons
- Live music included.
- Quiz entry included.
- Priority seating for matches.
Community & Fun Perks
- Raffle entry.
- Free pool table tokens.
- Instagram competition for free drinks.
VIP/Exclusivity Touches
- Early access to tickets.
- “Members-only” nights.
- Reserved section of the bar.

Stacking is about layering these elements so the customer feels they’re getting far more than the money they hand over.

Offer Examples with Stacking

Let’s turn basic deals into Hormozi-style irresistible offers.

Basic Deal: “Burger + Pint £12.”
Stacked Offer: “Burger & Pint Deal — Includes Quiz Entry + Free Dessert for £12.”
- Extra dessert costs you pennies. Quiz entry makes the night more fun. Value skyrockets.
Basic Deal: “2 Cocktails for £10.”
Stacked Offer: “Cocktail Club — 2 Cocktails + Free Tapas Plate + DJ Set for £12.”
- Tiny extra cost, but now it’s an event, not just a drink.
Basic Deal: “Kids Eat Free.”
Stacked Offer: “Family Feast Night — Kids Eat Free + Free Balloon Animals + Bouncy Castle Access.”
- Adds emotional value for parents. You become the family night spot.

Why Bundles Work So Well

Psychology plays a huge role here:

Anchoring Effect
- If a steak and wine meal normally costs £40, framing it as “Steak Night for £25” feels irresistible.
- Anchoring makes customers feel like they’re getting a bargain, even if you’d never charge £40 midweek.
Perceived Abundance
- Customers feel like they’re getting multiple things for one price. “Burger + pint + quiz + dessert” feels indulgent.
Experience Over Transaction
- Bundles shift focus from individual items to the whole night. Customers remember the experience, not the price.

Turning Dead Nights Into Gold

Hormozi’s methods shine brightest when applied to weak trading days.

Monday: “Match Day Madness — Pint + Pie + Big Screen Atmosphere £10.”
Tuesday: “Quiz Bundle — Entry, Pizza, and a Drink £12.”
Wednesday: “Curry Club Night — Curry, Pint, and Naan Sharing Board £14.”
Thursday: “Cocktail Social — 2 Cocktails, Tapas Plate, and Live Music £15.”

Instead of just trying to fill weekends, you now have stacked offers drawing people in every day.

Upselling Through Stacking

Stacking isn’t just about luring people in. It also drives upsells inside the venue.

Example: Steak Night for Two + Bottle of Wine for £25.

Once customers are in, they’re more likely to order extra starters, sides, or desserts.
The stacked offer reduces resistance to walking in. After that, every upsell feels easy.

This is classic Hormozi: make the initial offer irresistible, then let natural behaviour drive extra profit.

Real-World Inspiration

Many of the most successful pub chains already use stacking:

Wetherspoons Curry Club: Curry, rice, naan, poppadoms, and a pint. It feels abundant, even though the cost is low.
Miller & Carter Lunch Menu: Two courses for a flat price. Adds value through choice and framing.
Revolution’s Bottomless Brunch: Food + unlimited drinks + atmosphere = dream outcome stacked into one.

Independent pubs can use the same tricks without copying directly.

Simple Framework for Stacking

Start with your base offer (food/drink).
Add 1–2 low-cost extras (dessert, snack, quiz entry).
Add 1 experience element (music, raffle, atmosphere).
Frame it as a bundled price (cheaper than if bought separately).

If the customer feels they’re getting 3–4 benefits for the price of one, you’ve nailed it.

Why Competitors Don’t Do It

Most pubs run linear discounts: “10% off,” “Happy Hour,” “£1 off pints.” They see offers only as price cuts. The problem? That erodes margins and makes customers expect constant deals.

Stacking flips the script. It makes your offers look generous while protecting your bottom line. And because most competitors don’t bother with creative packaging, you stand out fast.

Takeaway from Part 4

Hormozi’s stacking principle is tailor-made for pubs and restaurants. Instead of lowering prices, you increase value by bundling food, drinks, experiences, and perks into irresistible packages.

Customers feel they’re winning. You increase average spend and fill quieter nights. Everyone wins.

Part 5: Scarcity, Urgency, and Exclusivity

Alex Hormozi makes it clear: even the best offer can flop if customers think they can grab it any time. People procrastinate. They tell themselves they’ll book “next week.” They forget. That’s why Hormozi teaches that every irresistible offer must include FOMO triggers — scarcity, urgency, and exclusivity.

For pubs and restaurants, these levers can be the difference between an empty Wednesday night and a packed one. Customers already like your deal. The trick is to make them act now.

Scarcity – “Only a Few Available”

Scarcity works because people want what they can’t easily have. When supply feels limited, desire shoots up.

How it looks in hospitality:

“Only 20 Steak Night tables available.”
“First 50 people through the door get a free cocktail.”
“Limited-edition Burger of the Month — once it’s gone, it’s gone.”

Scarcity makes customers think: If I don’t act now, I’ll miss out.

Real example: Seasonal cask ales. CAMRA members and ale fans will travel just to try a limited brew. Add “only available until Sunday” and you’ve doubled urgency.

Urgency – “Ends Soon”

Urgency is about time. People act faster when they know the clock is ticking.

How it looks in hospitality:

“Happy Hour runs until 7pm.”
“Offer ends Thursday night.”
“Book by midnight to secure your Bottomless Brunch spot.”

The tighter the window, the stronger the urgency. Customers are nudged to act now instead of waiting.

Real example: Domino’s £5 lunch deal. It’s only valid 11am–4pm. The narrow window pushes customers to order then and there.

Exclusivity – “For Members Only”

Exclusivity makes customers feel special. If not everyone can get it, the offer feels more valuable.

How it looks in hospitality:

“VIP Cocktail Club members only.”
“Loyalty Card Holders: Free Dessert with Mains This Week.”
“Invite-only Gin Tasting Night.”

People like feeling part of an inside circle. Exclusivity isn’t just about the deal — it’s about identity.

Real example: BrewDog’s Equity for Punks investors. They don’t just get beer discounts. They get a sense of belonging to something bigger.

Combining the Three Levers

The magic happens when you combine scarcity, urgency, and exclusivity.

Example Offer:

“Quiz Night Feast — Only 10 team tables available. Book before Thursday midnight to secure your spot. Loyalty members get free nachos.”

This offer stacks all three levers:

Scarcity: limited tables.
Urgency: book by Thursday.
Exclusivity: loyalty perk.

That combination triggers immediate action.

Why FOMO Works

Hormozi explains that people don’t want to miss opportunities that others might grab. In psychology, this is “loss aversion.” Customers fear losing out more than they desire gaining something.

For pubs, this plays out as:

A customer might not book Steak Night if it’s “available every week.”
But if it’s “only this Wednesday — last few spots left,” they book.

Without FOMO, customers delay. With FOMO, they decide.

Using FOMO Ethically

Some landlords worry about manipulation. Hormozi stresses the importance of being ethical. Scarcity and urgency must be real, or customers will lose trust.

Unethical: Saying “only 10 spots left” when you have 30.
Ethical: Capping bookings at 10 tables so service runs smoothly.

The goal isn’t to trick people. It’s to encourage action on genuine opportunities.

Practical FOMO Tactics for Pubs

Limited Tickets:
- Ticket-only DJ nights, bottomless brunches, or tasting events.
- “Only 40 spaces available — book now.”
Early Bird Deals:
- “Book before Friday for 10% off Sunday Roast.”
- “First 20 brunch bookings get free Prosecco.”
Seasonal Menus:
- “Pumpkin Spiced Ale — this month only.”
- “Christmas Cocktails Menu runs until Dec 24th.”
Countdown Posts:
- Instagram stories with a countdown timer for events.
- Facebook reminders: “Only 3 days left to book.”
Membership Perks:
- Loyalty club with exclusive offers.
- VIP invites for tastings and events.

Case Study: Bottomless Brunch

Bottomless brunches thrive on FOMO. Most pubs limit seating (scarcity), run them in 2-hour slots (urgency), and push VIP upgrades (exclusivity).

Scarcity: “Only 15 tables available each Saturday.”
Urgency: “Bookings close Friday at 6pm.”
Exclusivity: “VIP upgrade: premium cocktails included.”

No wonder they sell out fast.

Case Study: Live Music Night

Scarcity: “Only 50 early-bird tickets at £8 — then £10 after.”
Urgency: “Tickets on sale until Friday midnight.”
Exclusivity: “Backstage Meet & Greet for loyalty members.”

By adding these levers, a simple gig becomes an event customers rush to book.

How Competitors Get This Wrong

Most pubs promote events with plain posts: “Live Music Friday at 8pm.” No scarcity. No urgency. No exclusivity. Customers scroll past, thinking, I’ll go if I remember.

By adding FOMO, you push people to act now. Competitors who skip this will always have slower bookings and lower turnout.

Takeaway from Part 5

Hormozi insists irresistible offers need urgency, scarcity, and exclusivity. Without them, customers put off decisions. With them, they book tables, buy tickets, and commit.

For pubs and restaurants, this means every offer should:

Limit supply (scarcity).
Set a clear deadline (urgency).
Reward insiders (exclusivity).

Get these right, and your deals stop being optional. They become must-have events your customers can’t ignore.

Part 6: Positioning Offers for Maximum Profit

Alex Hormozi makes a crucial point in $100M Offers: the way you frame an offer matters more than the raw numbers. Price alone doesn’t decide whether customers say yes. Perception does.

For pubs and restaurants, this is critical. Margins are already tight. You can’t afford to give everything away. But you can frame offers so customers feel they’re winning — while you still protect profit.

This is the difference between a race-to-the-bottom discount and an irresistible, margin-friendly offer.

The Power of Framing

Customers rarely calculate costs. They judge value based on framing.

Example:

“10% off burgers” feels weak.
“Burger, Fries, and Pint for £12 (worth £18)” feels generous.

Same margin hit, but the second framing makes customers feel like they’re getting a bargain.

Framing changes perception without changing reality. Hormozi calls this “increasing the perceived value.”

Anchoring: Setting the Reference Price

Anchoring is when you show the higher “normal” value before revealing the offer price.

Hospitality Example:

“Our Steak & Wine Experience is normally £40. This Wednesday, get it for £25.”
“Cocktail Masterclass (usually £30) — now £20 with free tapas.”

By showing the anchor price, the offer feels like a big win — even if you never sell many at full price.

Tip: Always present the value stack before the price. Customers should feel the weight of the deal before they see the cost.

Menu Psychology for Offers

Restaurants have long used menu psychology to increase average spend. Apply the same thinking to offers:

Decoy Pricing
- Add a high-priced option to make the mid-priced bundle feel like a steal.
- Example: £35 Surf & Turf bundle makes the £25 Steak Night bundle look irresistible.
Bundling High- and Low-Margin Items
- Bundle cheap-to-make items (chips, desserts, soft drinks) with premium items (steak, cocktails).
- Customers see a “full package,” but your profit margin stays intact.
Visual Hierarchy
- Highlight offer bundles on menus and boards with bold frames.
- Use colours, stars, or “recommended” tags to steer customers.

Turning Dead Nights into Profitable Ones

The biggest mistake pubs make is trying to push discounts on Fridays and Saturdays — nights they’d be busy anyway. Hormozi-style offers should target quiet nights where you need to boost traffic.

Monday: Match Day Pints + Pie Bundle.
Tuesday: Quiz Night Feast (entry + meal + pint).
Wednesday: Curry Club.
Thursday: Cocktail Social.

By positioning offers on weak nights, you fill your calendar without discounting peak days. That protects margins while increasing weekly revenue.

The Role of Storytelling

Hormozi stresses that customers buy stories, not products. Framing your offers with story makes them feel richer.

Example:

“£10 Burger + Pint.”
vs
“The Midweek Escape — Burger, Pint, and a Night Off Cooking for £10.”

The second creates an emotional connection. Customers aren’t buying food. They’re buying relief, ease, and experience.

Case Study: Wetherspoons Curry Club

Wetherspoons’ Curry Club works because of positioning, not discounts.

It’s framed as a club, not just a curry.
It feels like an event, not just a deal.
Value is stacked: curry, rice, naan, poppadoms, and a pint.

The result? Customers plan around Curry Club night. The positioning makes it more than a meal — it’s a tradition.

Independent pubs can replicate this with their own “clubs” and “nights.”

Upselling Once They’re In

Hormozi’s strategy doesn’t stop at the irresistible offer. Once the customer says yes, you can upsell.

Pub Examples:

Steak Night Offer → upsell premium wine.
Bottomless Brunch → upsell desserts or premium cocktails.
Quiz Bundle → upsell sharing platters at the table.

The initial offer removes resistance. Once customers are inside, upsells feel natural.

Protecting Margins While Looking Generous

The secret is stacking value with low-cost, high-perceived-value items.

Free dessert (low food cost, high perceived value).
Free entry to events (no marginal cost, adds excitement).
Raffle entries (one prize, but huge perceived value).
Kids’ perks (balloons, colouring sheets — pennies, but families love it).

By mixing these with core items, you create offers that look amazing but don’t gut your margins.

Why Competitors Fail

Competitors often copy deals without thinking about positioning.

They slash pint prices without adding value.
They run vague “10% off” promos that feel boring.
They target weekends instead of quiet nights.

The result? They train customers to only come for discounts — and they lose profit.

By contrast, pubs using Hormozi-style framing protect their bottom line while looking far more attractive.

Step-by-Step Framework for Positioning

Anchor: Show the “true” or “normal” value first.
Stack: List all elements included in the bundle.
Frame: Add story or theme to create emotional connection.
Reveal: Present the final price as shockingly low compared to the stack.
Upsell: Have add-ons ready once customers buy in.

Example: Steak Night Reframed

Anchor: “Steak + Wine usually £40.”
Stack: “Tonight you get 2 steaks, fries, sauces, and a bottle of house wine.”
Frame: “Date Night for Two — quality food, wine, and a night out, midweek.”
Reveal: “All for just £25.”
Upsell: “Upgrade to Rioja for £8.”

Result: Customers feel they’re getting a £40+ experience for £25, but you’ve protected your margin with smart bundling.

Takeaway from Part 6

Hormozi’s philosophy is clear: positioning makes the offer.

Use anchoring to show the “real” value.
Use stacking to make bundles feel abundant.
Frame offers as experiences, not transactions.
Target quiet nights, not busy ones.
Protect margins with low-cost, high-value extras.

When you position offers this way, customers stop seeing you as “the cheap option” and start seeing you as “the smart choice.”

Part 7: Case Studies and Real-World Examples

Alex Hormozi’s ideas might sound abstract at first — “stack value,” “reduce friction,” “create dream outcomes.” But the truth is, pubs, restaurants, and even gyms have been using these principles for years, whether they knew it or not.

In this section, we’ll break down real-world examples where Hormozi-style offers are already driving growth. By studying them, independent pubs and restaurants can adapt the same strategies on a smaller scale.

Case Study 1: Wetherspoons’ Curry Club

Few offers in UK hospitality are as famous as Wetherspoons’ Curry Club. It’s a perfect example of Hormozi’s stacking principle.

The Offer:

Curry of your choice.
Rice, naan, poppadoms.
A drink (beer, wine, or soft).
All for a flat price (typically around £8–10).

Why It Works:

Dream Outcome: A hearty, filling meal plus a drink.
Stacked Value: Customers feel they’re getting multiple items for less than the cost of one restaurant curry.
Scarcity/Urgency: It’s only available on certain nights.
Community Framing: It’s marketed as a “club,” making customers feel part of something.

This single offer has built a loyal following. Many customers plan their midweek pub visits specifically around Curry Club — exactly what Hormozi describes: offers that create behaviour change.

Case Study 2: Miller & Carter’s Fixed-Price Menu

Miller & Carter, a steakhouse chain, leans heavily on anchoring.

The Offer:

Fixed-price lunch menus.
Two or three courses at a set price.

Why It Works:

Anchoring: Steaks are normally £25–30. By comparison, a 2-course lunch for £16 looks like a steal.
Dream Outcome: Indulgence without breaking the bank.
Framing: The word “set menu” makes it feel premium rather than cheap.

Miller & Carter protects margins by offering cheaper-to-make starters and desserts. Customers leave feeling they got great value, even though the cost to the venue is low.

Case Study 3: Revolution Bars’ Bottomless Brunch

Revolution has turned the Hormozi equation into a machine with Bottomless Brunch.

The Offer:

2 hours of unlimited drinks.
One brunch dish.
Fixed price (usually £30).

Why It Works:

Dream Outcome: Unlimited fun, social vibes, Instagram-worthy content.
Scarcity/Urgency: Only runs in timed slots, so you must book.
Exclusivity: Feels like a premium event, not just a meal.
Stacking: Food + unlimited drinks + atmosphere = high perceived value.

Customers don’t compare the price of one mimosa. They compare the experience. That’s Hormozi in action.

Case Study 4: Starbucks Rewards

Even though it’s not a pub, Starbucks shows how Hormozi-style offers drive loyalty.

The Offer:

Collect stars with every purchase.
Free drinks after a certain number.
Bonus challenges and exclusive member perks.

Why It Works:

Dream Outcome: Customers feel rewarded for loyalty.
Stacking: Free drinks, birthday treats, exclusive menu items.
Effort Reduction: Simple app-based system makes it easy.
Exclusivity: Members get special perks others don’t.

The lesson? Pubs can adopt loyalty schemes that stack perks in the same way.

Case Study 5: Gym Memberships (Hormozi’s Roots)

Hormozi’s original playbook came from gyms. Instead of selling “access to equipment,” he sold transformations.

The Offer (Gyms):

12-week body transformation.
Meal plans, coaching, accountability.
Access to community.

Why It Works:

Dream Outcome: “Look great in 12 weeks.”
Likelihood: Before-and-after photos prove results.
Stacking: Training + meal plan + support.
Urgency: Limited intake cycles.

Translate this to hospitality: don’t just sell food. Sell themed nights, meal experiences, and community-driven offers.

Case Study 6: Local Pub Quiz Night

Independent pubs often nail this without realising it.

The Offer:

Free entry or small fee.
Food + drink bundles for teams.
Weekly prizes.

Why It Works:

Dream Outcome: Social fun, competition, connection.
Stacking: Entry + entertainment + food + drinks.
Scarcity: Runs only one night per week.
Exclusivity: Locals see it as “their” quiz.

This turns a slow Tuesday into one of the busiest nights of the week.

Common Threads in These Examples

Across chains, independents, and even non-hospitality brands, the same Hormozi principles appear:

Dream Outcome: Customers aren’t buying food or drink — they’re buying fun, comfort, or connection.
Value Stacking: Bundle multiple items or experiences into one irresistible package.
Scarcity/Urgency: Limit availability so customers act quickly.
Positioning: Frame it as an experience, not a discount.

These are timeless levers that work across industries.

Why Independents Have the Advantage

Chains like Wetherspoons and Revolution execute these strategies well, but independents can go further. Why? Flexibility.

Chains need to roll out offers across hundreds of sites. That limits creativity.
Independents can test weird, fun, hyper-local offers.
If something works, they can double down instantly.

Hormozi himself says smaller businesses often win because they can adapt faster. Pubs can use this to their advantage.

Takeaway from Part 7

Hormozi’s principles aren’t theory. They’re already fuelling the most successful offers in hospitality. From Wetherspoons Curry Club to Revolution’s Bottomless Brunch, the common thread is clear: stack value, frame the experience, and create urgency.

Independent pubs and restaurants can do the same — without needing a corporate marketing team. By studying these case studies, you can see that irresistible offers aren’t just possible. They’re proven.

Part 8: Implementing Hormozi’s Framework Step by Step

Up to now, we’ve broken down Alex Hormozi’s philosophy, value equation, dream outcomes, stacking, FOMO triggers, positioning, and case studies. But theory only works if you can apply it in practice.

The good news? Pubs and restaurants are the perfect testing ground. You don’t need a six-month product cycle. You can design an offer this week, promote it next week, and measure results immediately.

Here’s a practical blueprint to put Hormozi’s $100M Offers into action.

Step 1: Identify the Dream Outcome

Start by asking: What does my customer really want?

Students → fun, cheap, social.
Families → stress-free, affordable, kid-friendly.
Professionals → quality, status, convenience.
Retirees → comfort, routine, community.

💡 Action: Pick one audience segment and design an offer specifically for their dream outcome. Don’t try to please everyone with one deal.

Example: Families → “Family Feast Night: 2 Adult Mains + 2 Kids’ Meals + Jug of Soft Drink for £30.”

Step 2: Stack the Value

Now layer benefits so the perceived value feels 2–3× higher than the price.

How to stack cheaply:

Add a free side or dessert (low cost, high perceived value).
Include entertainment (quiz entry, DJ, bingo — costs nothing once running).
Throw in a raffle ticket or loyalty perk.

💡 Action: Build a value stack that looks worth double the price. Write it out like Hormozi does:

“Get X + Y + Z (normally £40+) all for £25.”

Step 3: Reduce Friction

Hormozi’s equation reminds us that time delay and effort/sacrifice kill value.

Ask yourself:

Can customers book instantly online?
Will food/drink arrive quickly?
Is the offer clear and simple — no fine print?

💡 Action: Make the process effortless. “Click here to book in 30 seconds. No voucher needed. No hidden catches.”

Step 4: Add Scarcity, Urgency, and Exclusivity

Now inject FOMO so customers act now instead of later.

Scarcity: Limit spaces. (“Only 20 tables available.”)
Urgency: Deadline to book. (“Book by Friday midnight.”)
Exclusivity: Give insiders extra perks. (“Loyalty members get free nachos.”)

💡 Action: Write your promotion with at least one FOMO lever — ideally all three.

Step 5: Price & Position for Perception

Frame the offer so it looks like a no-brainer.

Checklist:

Show the anchor price (“Worth £40”).
Show the stacked inclusions (list everything).
Give the story or theme (“Midweek Escape,” “Curry Club,” “Date Night”).
Reveal the final irresistible price (£25).

💡 Action: Test different frames. A “Quiz Bundle” might outperform a “Meal Deal” even if the price is identical.

Step 6: Promote With the Content Pyramid

Even the best offer fails if no one sees it. Use Gary Vee’s content pyramid (from our other guide) to turn one offer into 10+ posts:

TikTok/Instagram Reels: Short clips of the food, drinks, or past event.
Stories: Countdown timers, polls, behind-the-scenes.
Facebook: Event page + long posts.
Memes: Funny graphics tied to the theme.
User-generated content: Repost customer photos.

💡 Action: Create at least 7–10 posts per offer. Schedule them across a week for maximum reach.

Step 7: Deliver the Experience

The offer doesn’t stop when customers walk in. You must deliver on the dream outcome.

Friendly staff welcome.
Fast service.
Clear signage for the offer.
Staff upsell add-ons naturally.

💡 Action: Train staff to treat the offer as an experience, not just a transaction.

Step 8: Collect Proof & Feedback

Proof increases the perceived likelihood of achievement. Use every offer night to gather content for the next one.

Photos of happy customers.
Videos of food/drinks being served.
Testimonials (“Best Steak Night we’ve had!”).
Reviews on Google and Facebook.

💡 Action: Share this proof in every future promotion to make offers stronger over time.

Step 9: Refine & Repeat

Hormozi preaches iteration. Not every offer will land first time. That’s okay — test, tweak, improve.

Did Tuesday Curry Night flop? Maybe move it to Wednesday.
Did Steak Night sell out? Raise the price by £2.
Did Happy Hour fall flat? Add free snacks or raffle entries.

💡 Action: Run at least one new or improved offer per week. Over time, you’ll discover which formats dominate in your venue.

Example Framework in Action: Quiz Night

Step 1 – Dream Outcome: Fun with friends, prizes, midweek buzz.
Step 2 – Stack: Entry + pizza + pint.
Step 3 – Reduce Friction: Simple booking, starts on time.
Step 4 – Add FOMO: “Only 10 team tables — book by Tuesday.”
Step 5 – Position: “Quiz Night Feast (worth £25+) for £15.”
Step 6 – Promote: Clips of past quizzes, memes, countdown posts.
Step 7 – Deliver: Great quizmaster, prizes, smooth service.
Step 8 – Proof: Photos of winners, tagged stories.
Step 9 – Refine: Add jackpot rollover if engagement dips.

Result? A dead Tuesday becomes one of the busiest nights of the week.

Why This Blueprint Works

Most pubs design offers backwards: “What can we sell cheap?” Hormozi teaches the opposite: start with the dream outcome, then build the offer around it.

This step-by-step approach ensures:

Customers feel insane value.
You protect profit margins.
Each offer builds on the last with social proof.
You create consistent buzz week after week.

Takeaway from Part 8

Hormozi’s framework isn’t theory — it’s a system. By following nine steps (dream outcome → stack → reduce friction → add FOMO → position → promote → deliver → prove → refine), pubs and restaurants can design irresistible offers on repeat.

It’s a cycle of attention, conversion, and retention. And the more you run it, the easier and more profitable it becomes.

Part 9: SmartPubTools – Automating Hormozi-Style Offers

At this point, one question naturally comes up: This all sounds brilliant — but who has the time?

Running a pub or restaurant is already a balancing act. Between managing staff, stock, compliance, and events, most landlords barely have time to breathe, let alone design, promote, and test Hormozi-style offers week after week.

That’s the real challenge. The principles are simple. The execution feels overwhelming.

This is exactly why we built SmartPubTools — to take the weight of marketing and offer creation off your shoulders, while still letting you reap the rewards of Hormozi’s framework.

The Execution Gap

Hormozi’s philosophy works, but only if you apply it consistently:

Identify dream outcomes.
Stack value into irresistible bundles.
Add scarcity, urgency, and exclusivity.
Frame offers for maximum perception.
Promote them with content across TikTok, Instagram, and Facebook.
Collect proof and refine.

Most independent venues don’t fail because the ideas are bad. They fail because execution slips. A busy week hits, social media falls silent, and offers get forgotten.

SmartPubTools was built to close that gap.

How SmartPubTools Brings Hormozi Into Hospitality

We designed SmartPubTools to automate the heaviest parts of Hormozi’s framework, while keeping your offers authentic to your venue.

Here’s how it maps:

Offer Creation Engine
- Suggests irresistible bundles based on your menu, drinks, and events.
- Example: “Steak Night for Two + Wine,” “Quiz + Pizza + Pint,” “Bottomless Brunch with DJ.”
- Pre-written with Hormozi-style framing: stacked value, anchored prices, dream outcomes.
FOMO Built-In
- Automatically adds scarcity, urgency, and exclusivity language to your promotions.
- “Only 20 tables left.” “Book by Friday midnight.” “Loyalty members only.”
Content Pyramid Generator
- One offer becomes 10+ posts (TikTok reels, Instagram stories, memes, Facebook events).
- Captions and hashtags pre-written for engagement.
Event Automation
- Schedule posts weeks in advance so your calendar never runs dry.
- Countdown reminders, live updates, and recap posts handled automatically.
Proof & Engagement
- Prompts you to capture customer photos/videos during the night.
- Auto-generates testimonial graphics and reposts.
Performance Tracking
- See which offers drove bookings, engagement, or footfall.
- Stop guessing — double down on what works.

Example: Steak Night Automation

Without SmartPubTools:

You design the offer.
Write the copy.
Make the graphics.
Post across three platforms.
Chase reviews and photos.

With SmartPubTools:

The system suggests: “Date Night Steak Offer — 2 Steaks + Fries + Bottle of Wine, £25 (Normally £40+).”
FOMO included: “Only 20 tables. Book by Thursday midnight.”
Posts auto-generated: TikTok reel template, Facebook event, Instagram story countdown, meme graphics.
Staff prompted: “Take 3 photos of happy couples on Steak Night.”
System creates recap post with social proof.

What used to take hours now takes minutes.

The Financial Upside

Let’s put numbers to it.

Hormozi-style offers, applied consistently, can realistically add:

+£1,000/week from fuller off-peak nights.
+£500/week from upselling once customers are in.
+£500/week from loyalty-driven repeat visits.

That’s £2,000/week → ~£100,000/year uplift.

The bottleneck isn’t potential. It’s execution. SmartPubTools ensures you actually roll out these offers week after week, turning theory into cashflow.

Why Automation Matters

Hospitality thrives on consistency. Customers need to see your offers regularly to trust and act on them. A one-off Steak Night is forgotten. A weekly Steak Night, promoted consistently with FOMO, becomes tradition.

The problem? Humans aren’t consistent when under pressure. Tech is. SmartPubTools automates the repetition while you focus on service.

Hormozi + SmartPubTools = Attention + Conversion

In our Gary Vee guide, we showed how daily content builds attention. Hormozi’s playbook shows how irresistible offers drive conversion.

Together, they form a complete growth loop:

Gary Vee’s model = attention, awareness, community.
Hormozi’s model = irresistible offers that turn awareness into sales.
SmartPubTools = the system that runs both models without the grind.

This is the ultimate competitive edge for independent pubs in 2025.

Why Competitors Won’t Keep Up

Chains can afford marketing teams. Independents can’t. That’s why most landlords post once a week and copy generic Happy Hour deals.

By combining Hormozi’s principles with SmartPubTools automation, you’ll flood local feeds with irresistible offers competitors can’t match. Customers will see you everywhere, week after week. By the time others try to catch up, you’ll already own their attention and loyalty.

Final Takeaway

Alex Hormozi’s philosophy is simple: create offers so good, people feel stupid saying no. In pubs and restaurants, that means:

Bundling food, drink, and experiences.
Adding scarcity, urgency, and exclusivity.
Framing offers around dream outcomes.
Delivering them consistently.

The challenge is execution. Most venues don’t have the time or systems. That’s where SmartPubTools steps in — turning Hormozi’s $100M framework into a plug-and-play growth engine for your pub.

If you want fuller nights, higher spend per head, and loyal regulars, the answer isn’t more discounts. It’s irresistible offers. And SmartPubTools makes them effortless.

👉 Start today. Build offers customers can’t refuse. Watch your pub become the place nobody wants to miss.