Orchid looks to expand successful kids club

Orchid Group is to extend its Tinies Kids Club

concept following a successful trial at two sites.

The Porridge Pot in Longbridge, Warwickshire and the Salt Cellar in Middlewich, Cheshire, began a trial of the Tinies Kids Club in December. More than 1,000 children are now registered at the clubs. Research shows that 99% of parents using the club stay on-site to eat or drink in the pub and there is a 45% repeat visit rate.

The kids clubs cater for children age 3 to 12 and offer a range of activities, including treasure hunts and adventure games. The club costs £5 per hour for the first child and £2.50 per hour for siblings.

Tinies clubs have been marketed by offering free trials to local groups such as Brownies and cubs and free play sessions to local schools. More than 3,200 letters about the service have been distributed by local schools in children's book bags.

Orchid freehouse dining pubs marketing manager Debee Timbrell said: "We are keen for other pubs within the group to come on board with the scheme. It is clearly a win-win opportunity for managers and their customers. Families are an important customer group and we have seen a marked increase in evening trade since the trial of Tinies began in December."

The company is also launching two own-label exclusive Italian wines across its 284 pubs. Orchid has worked with wine experts Bibendum to produce the wines.

Two labels for each wine have been created to appeal to the core customers within particular segments of the Orchid business. The wines will be priced from £7 per bottle.

Orchid has also become the first pubco to make a 100% commitment to ethical, carbon neutral water by offering only the Belu brand. Belu contributes 100% of its net profits to clean-water projects, and is entirely carbon-neutral.