Get them coming back for more

Most pubs expect to be busy at Christmas, but how can you keep that trade going into the new year? Jo de Mille has some ideas

While most pubs expect Christmas to be busy, and plan accordingly, few are prepared for the lull that usually follows in January. But is this quiet patch inevitable?

Marketing director for Punch Geoff Brown says: 'Planning for Christmas is not just about what you are doing over the festive period, it also involves thinking about the few months post-Christmas.

Brown urges licensees to issue bounce-back promotions, together with Christmas advertising, to ensure that trade continues after the festivities are over. For instance, if you are sending out Christmas cards to your customers or leaving cards on the tables, these should also have a flyer attached giving details of an incentive to return to the pub in the new year.

Brown explains: 'This could be that if a customer eats at the pub in January they will get a free bottle of wine with their meal, discounts on desserts with a meal, or any other promotions you think might encourage your customers to return.

'I'm always hearing licensees saying 'so-and-so only comes in on Christmas Eve', but they don't stop to think why they only come in then. Think what you can do to bring those customers back at other times of year and remember: a pub is for all year, not just for Christmas.

Send mail-outs to local businesses by the end of September letting them know details of any Christmas meal deals, party rates or function rooms they can hire. If you don't have your own database of addresses, these can be bought at a minimal cost. Remember that businesses and ultra-organised individuals will plan Christmas work functions very early on to ensure people don't get booked up.

Brown adds: 'Sample menus or dates of Christmas events make it easier for customers, encouraging them to start planning themselves. You want to make sure they choose your pub over others in the area, so the earlier you get those mailings out, the better.

While early advertising of Christmas events is essential, licensees must remember that some customers resent Christmas being thrust upon them in October.

'Christmas PoS material should be eye-catching but shouldn't dominate the pub, says Brown. 'In the early months keep any advertising to one area, such as a food order station. Similarly, tinsel round the windows in September might be highly organised, but it isn't going to go down well with the customers.

It's worth contacting your BDM as they are likely to have cards and Christmas menus they can print for you, or at least offer you advice about what might work best for your pub. Many of the pub groups have a Christmas pack they will send to their licensees, giving them samples of what, for example, a Christmas menu could look like, as well as advice on bounce-back promotions. BDMs can also inform licensees of any drinks offers available to them over the Christmas period.

And last, but not least, do not forget to advertise your new trading hours, which come into play on 25 November. While a late opening on a Monday night won't necessarily mean much to customers during the rest of the year, at Christmas this could make a real difference to them.

'Licensees must display their new opening hours on the outside of the pub, says Brown, 'as there's little point in being open late if people don't know about it.

'It's a basic principle that pubs will be busy at Christmas. Don't just concentrate on how well the pub is doing at the time. Think about how you could encourage repeat visits during the post-Christmas period, or you could be in for a very quiet new year.

Chef finds KISS makes Christmas better

Barbara Hague, manager of the Grapes, Limehouse, East London, advises licensees to work under the 'KISS Keep It Simple, Stupid principle. 'Keeping things simple really does work, she says, 'and customers are quite happy with a back-to-basics approach of proper food cooked simply.

Hague claims never to use boil-in-the-bag foods since 'people know, they're not stupid. However, there are a number of corners which can be cut to save time and effort.

The one thing she will cheat on is stuffing, which she buys in packet form and adds a number of fresh ingredients, such as crushed cloves of garlic, fresh sage or a couple of shots of brandy, 'to give it a bit of je ne sais quoi, she says.

When ordering turkeys, she advises opting for a boneless breast saddle, or asking for the turkey to be boned and rolled. This way there is no wastage and the bird also retains its moisture when cooked. Hague finds turkey cooked on the bone tends to dry out more easily.

'Turkey should be cooked very, very slowly on a low heat, says Hague, 'which also helps to retain as much moisture as possible. Similarly, once the bird has been taken out of the oven, leave it to rest for at least half an hour, preferably 45 minutes. This gives the turkey time to re-absorb the juices, making it much easier to carve.

'And it is so important to learn how to carve properly: get decent knives and look after them like babies. Most good chefs are so precious about their knives that they have their own set, which no one else is allowed to use.

While she advises preparing as much as possible in advance, she also emphasises that everything should be cooked on the day to ensure that it's fresh. But there are still a number of short-cuts here.

Hague always cooks her vegetables first thing in the morning to the desired degree 'carrots till tender and broccoli and cabbage al dente. She drains off any liquid and then plunges them into iced water. This stops the cooking process and maintains the colour of the vegetables. Once the veg is stone cold, she puts it in the fridge. To serve, she arranges a few v egetables in a round pot 'microwaves don't like anything which isn't round and reheats the veg for one to one-and-a half minutes, depending on the size of the pot.