Roderick "Rodders" Davies, 51, landlord of the Butchers Arms in Willow Street, was last seen on Friday but was not reported missing until Sunday.
His daughter, Rebecca Davies, made an emotional plea for her father to get in touch.
She said: "He's been missing since Friday and is in a fragile state. I really hope he is well and I just want him to please let us know that he is safe and we want him home.
"He grew up in Preston so might turn up there or Ashton in Makerfield, near Wigan, where myself and my two younger sisters live.
"If anyone has any information please can you let me or the police know."
Pc Jason Tierney, of West Mercia Police, said he wanted anybody who had seen or heard from Mr Davies to come forward.
He said: "He was last seen on Friday at about 12.30pm at the Butchers Arms.
He has left the premises without a mobile phone, passport, car keys and debit cards.
"All enquiries with friends and family are being followed up which have been negative to date.
"This is out of character for Mr Davies who told his partner he was 'popping out' but never returned.
He did not prepare for his absence and his vehicle is still in situ.
He is described as white, approximately 5ft7in, proportionate build and bald with a Lancashire accent.
He was wearing a blue/white horizontal striped polo shirt, blue jeans and blue/yellow trainers."