Mon£y mak£rs
Alison Baker looks at more business-boosting concepts
Loyalty card
Where: Holly Bush Inn, Salt, Staffordshire,
www.hollybushinn.co.uk
The idea: Customer loyalty card. The scheme was introduced about seven years ago by the pub's owner, Geoff Holland, to reward customers for their business. Since then, membership has risen to 2,000 card-holders.
How it works: The loyalty-card scheme is advertised on the back of the menu and cards are issued immediately, so that customers can start earning points straight away. Membership is free; customers simply produce their card every time they pay. For every pound spent at the Holly Bush, 5p is credited to the card. As the total builds, customers can redeem their points against food and drink whenever they wish. "Many people from local businesses who come here at lunchtime save their points all year and redeem them for their company's group meal at Christmas, but others cash in points throughout the year. We don't expect customers to wait until they have earned enough points to cover their whole meal; the points can be used to cover a proportion of the bill," says Holly Bush manager Joseph Holland. Members also receive a free bottle of wine on their own or their partner's birthday, which can be claimed at any time during the birthday month, and enjoy priority treatment for Christmas-party bookings.
Business benefit: "Data collected from the cards provides an invaluable insight into our customers' eating, drinking and spending habits," says Joseph. "We have developed highly-targeted advertising, thanks to the information we have gathered."
Top tip on making the idea work:
"Make sure that the card works for you, as well as for your customers. Use the
information you have collected about customers' habits to target particular members regarding up-coming events and menu changes at your pub."
Summer Food and Drink Festival
Where: Food & Fuel Company pubs
The idea: Last month, Food & Fuel Company-owned Queens gastropub in Crouch End, north London, joined forces with its sister pubs to celebrate the very best of British food and drink in a two-week festival. Showcasing the UK's finest home-grown produce, each pub served its own British menu, with real ales and complimentary tastings. The Queens was joined in this Blighty celebration by the Roebuck in Chiswick, Lots Road Pub & Dining Room in Chelsea and the Prince Regent in Kensington.
How it works: Over a two-week period each pub served its own specially-devised British menu. Dishes on offer at the Queens included calves' livers and onions with sweet potato mash and red wine gravy, and braised oxtail served in a beef tomato. Each menu was accompanied by a range of British cask ales such as Spindrift, Waggle Dance and Regatta, served in free-standing barrels.
Business benefit: The festival is the second of its kind held by the group of London gastropubs. This time, the pubs decided to run the festival for a fortnight to ensure it reached as many customers as possible.
Top tip for making the idea work: Stick to what you do best - serve British food in a style that your customers will recognise and appreciate. "Our pubs are all located in very different parts of London with distinct customer bases, so we avoided making the menus all the same," says the Queens' manager, Amar Campbell.
Express menu
Where: the Ostrich Inn, Colnbrook, Berkshire; www.theostrichcolnbrook.co.uk
The idea: An express menu. Located close to several business parks, the Ostrich benefits from a high volume of lunchtime business trade, serving an average of 50 covers every lunchtime. Licensee Lee Mitchell explains: "Most customers only have an hour's lunch-break and need to be served very quickly. Having an express menu, where all dishes are guaranteed to be out of the kitchen within 20 minutes, means they can eat freshly-cooked local produce in a hurry."
How it works: Part of Cross Oak Inns, the Ostrich has featured express items on its menu for some time, but a dedicated menu has only recently been launched. Created by Lee and head chef Chris Perkins, the menu includes dishes such as bang-bang chicken salad with sweet chilli and peanut dressing; pan-fried calves' liver with smoked back bacon and chive mash; Thai-spiced fish cakes with sweet chilli sauce and sour cream.
Business benefit: Although still in its infancy, uptake of the express menu is good. "People are often deterred from visiting a pub or restaurant during their lunch hour because they don't think they'll have enough time," the licensee says. "If their food is served within 20 minutes, they are able to enjoy their meal and still make it back to work on time."
Also on offer at the Ostrich is a range of sandwiches plus a regular menu and specials board for those with more time on their hands.
Top tip for making the idea work: Don't compromise on quality. Only offer dishes that can be made quickly using fresh - and if possible locally-sourced - ingredients.
