Top 10 ideas for
summer nights
1 BarbecuesA sure-fire way to pack out your garden, barbies need a bit of planning, but once you've pulled one off successfully, stick with that formula. Go for simple marinated foods with salads and use up leftover lunchtime accompaniments such as couscous. Charge customers a set price and offer a range of meats, fish and veggie alternatives, along with plenty of different types of breads and relishes. If you're feeling a bit adventurous, seek out more unusual meats such as ostrich and crocodile or move into the BBQ super league with a spit roast.
2Sharing plattersContinuing the theme of alfresco eating, adapt your menu to fit in with how your customers' behaviour changes in the summer. After a day spent inside an office, people are more tempted than ever to pop into the pub for a drink on the way home. Entice them to stay longer by putting together a range of sharing platters with different themes. Spanish tapas is a good start but also think Asian, Mediterranean and Mexican. Go for dishes that are easy to prepare in batches and keep in the fridge, such as homemade hummus and guacamole. To keep profit high, avoid deep-fried, pre-packed products by having staples like fresh meatballs and holoumi cheese on standby ready to be grilled in minutes.
3Seasonal drinksLook at your bar with fresh eyes. It's time for Pimm's, cider, rosé wines and light summer ales to take centre stage. Perennial favourites like lager, RTDs and soft drinks will continue to sell, but take advantage of the opportunity to introduce your customers to something new or reacquaint them with something they might not have tried since last summer.
4FestivalsMusic, beer, cider, food and the arts all get an airing at events throughout the country. Catch on to the festival mood by focusing on what your pub does best, from ales to live bands, or hook up with local suppliers to celebrate everything from oysters to sausages. If you go down the food route, tell your drinks suppliers or BDMs and ask them to help put together a drinks list that will compliment the flavours.
5TastingTop-end off-licences have been doing this for some time but pubs are also well placed to get involved. Beer, wine and cider tasting can bring new customers to your pub and build relationships with local breweries and vineyards that should prove a helpful source of information and perhaps even stock. Marketing is key here, putting a clearly-written A-board outside the pub is a bare minimum. Consider also posters and maybe flyers, which can be distributed in letterboxes. Again charge a set ticket price and offer small (but not stingy) samples and lay on simple snacks to get things started. Use blackboards to point out food specials.
6Farmer's marketsAnother good way to get to know local suppliers, what farmer's markets take up in space, they more than make up for in community spirit. Catch people when they're on their way to a supermarket for a midweek stock-up.
7SportsAlways a big draw if it's positioned right, live sport is a godsend for quiet nights. Themed food and drinks and giveaways supported by suppliers all help, as does a bit of planning. Arrange seating so that as may customers as possible can get a good view of the action and those that don't can make the most of any separate areas you might have. If you have two separate bars, let people know with a sign outside the pub some customers will see this as an attraction. If you're expecting a big crowd, it is essential to make sure that you have booked enough staff to cope.
8FamiliesAlthough this should be the case all year round, long school holidays mean more summer outings, and pubs should be geared up to compete with cafés and restaurants. Gardens are the obvious place to seat groups with buggies in tow, but facilities such as changing tables in the toilets and providing high chairs will set you apart. Another key thing is to make your pub look inviting. Quality cues like well-maintained window boxes give off the right message. Also, talk to your suppliers about getting some new branded umbrellas customers of all ages will be after a bit of shade at some point.
9GlassesPlastic is best if you're expecting lots of customers to flock to your garden. Whatever you choose, make sure staff regularly clean tables and collect glasses; not only is it professional, it also helps to keep wasps at bay.
10Holiday themesEven if the wallet won't stretch to it, most people's minds are turning to thoughts of holidays in sunny climes. Team up with suppliers to run themed nights and create a buzz. Instead of Bermuda shorts and sandals, go for tango or salsa music coupled with tapas and sangria.
