Pub food: business boosters
Ideas for boosting food sales at your pub
Midweek mussel night
Where: Crown & Anchor, Chiswick, London
The idea: Midweek Mussel Madness —mussels for two for £10. Convivial London Pubs chief operating officer Lee Wilson says: "Midweek Mussel Madness allows us to utilise our core menu with a compelling offer for diners and regular drinkers. With three choices of sauce — tom kha, Provençale and marinière — we add variety to our daily delivery of British rope-grown mussels, supplied by Cove Seafood at Poole harbour."
What we needed: "No additional staff, training or other costs are involved. Wednesday trading at some high-street pubs can be adversely affected by TV football schedules. We deliver a contemporary, friendly pub atmosphere with a strong food proposition, without becoming too 'foodie'. As an alternative to supermarkets' eat-in-for-£10 offers, we use a product with provenance and traceability, which customers would struggle to make quite as well at home."
Business benefit: "We aim to be famous for one or two products we're passionate about. By promoting certain days with special offers, we reinforce our values and strengthen our reputation. The promotion attracts drink sales at the full retail price and often extra sales opportunities. We are now selling 30 bowls a week — an uplift of 80%, with 70% extra sales generated through the offer and incremental drinks."
Top tips: "Promote well and let people taste — we've had team members outside, encouraging people to try. Keep the offer consistent and easy to understand."
Why do it?
Provides an antidote to supermarkets' eat-for-£10 deals by offering a product with provenance.
Pie, mash and tunes
Where: the Vauxhall Griffin, Vauxhall, London
The idea: John Geraghty, owner of Punch leasehold the Vauxhall Griffin, says: "Our very popular monthly PiE&MASH night is co-ordinated by an enterprising team who run it as a business." PiE&MASH co-promoter Ian Buchan explains: "We love nothing better than a nice bit of pie, so celebrating the joy of pie, mash, London songs and London films on the last Friday of the month at the Vauxhall Griffin is our idea of a perfect pub night. The pub is warm, friendly and a vital part of the mix. As well as great tunes, decent nosh and an ambience free of pretension, we serve hearty slices of irresistible home-cooked meaty or vegetable goodness for a charge."
What we needed: Geraghty explains: "PiE&MASH sets it all up — we simply provide the venue and reimburse the cost of ingredients."
Business benefit: Geraghty says: "Admission is free, and by 11.30pm up to 60 pies have been served at £4 each. PiE&MASH supplies all the ingredients and varies the theme. Drinks sales have definitely increased and we often put on our own offers, such as two-for-one on selected beers. We firmly believe in serving affordable food — anything from our usual menu plus a beer costs less than £8. This is a friendly pub and our regulars advertise for us via word of mouth."
Top tip: It's worth running a trial of any new offer.
Why do it?
It keeps people interested in you and shows you're interested in them.
Sandrock pencils
Where: The Sandrock, Farnham, Surrey
The idea: Chef/ co-proprietor Carol Haime says: "Every Friday afternoon at five to five we hand out our branded Sandrock pencils, bearing our name and website. We thought of this quirky promotion as we often have builders coming in about that time with an old pencil behind their ear. If for some (good) reason, someone can't make it to the pub on time, we run a regular 'pencil amnesty' between 4pm and 7pm, when old ones are exchanged for shiny new Sandrock pencils. This idea is part of our wider campaign to keep our name in people's minds. Amusing ideas keep customers coming back."
What we needed: The pencils cost about £130 for 500.
Business benefit: "As part of our wider promotional campaign, this idea is meant as a little 'thank you' to drinkers who are still our core trade."
Top tip: Pick an idea that suits your customers.
Why do it?
Increased camaraderie with customers helps gain their loyalty.
Pudding Night
Where: Chequers Inn, Pampisford, Cambridge
The idea: Owner Maureen Hutton says: "Our Pudding Night was inherited as an idea from a local pub that had changed hands and stopped running it, so we knew that demand existed in the area. All bookings are taken for 8pm and customers have a choice of four main courses, with eight or nine puddings available. Everyone is served their chosen pudding at their own table and then they can enjoy helping themselves from the rest at a main table."
What we needed: "We make our own puddings so there was no initial outlay for equipment or stock."
Business benefit: "Regulars and visitors look forward to our special nights and the event encourages repeat trade. At £10.95 for a main course and pudding, the night is the most successful of all our events. Main courses might include pork Stroganoff, beef goulash, or roast artichoke & red pepper lasagne with mozzarella. It offers very good value and draws attention to our other events. Profit margins for the night are excellent as the puddings are so cheap to make."
Top tips: Old-fashioned puddings tend to be the most popular.
Why do it?
Our regular customers love the event and help to spread the word.
B&B owner event
Where: the Crown Hotel, Wells-next-the-Sea, Norfolk
The idea: Owner and managing director Chris Coubrough says: "Every January we organise our cheese & wine evening for the local B&B owners. It's designed as a get-together to mingle, chat about the ups and downs of our year and swap stories about unforgettable customers."
What we needed: Owners are all invited by email.
Business benefits: "It is always a good idea to build a close relationship with the local B&B owners, as we can offer mutual benefits through recommendations: they provide accommodation and breakfast for their residents, and we can offer an evening meal. Roughly 80% of the B&B owners attend the evening, and the owners appreciate their personal invitations. The event brings us many new customers, recommended to us by the owners, who advertise our restaurant in their visitor packs. Word of mouth is one of the best forms of advertising and communication in Wells, and helps us keep costs down. We serve on average 3,000 covers a month, rising to 6,000 in summer."
Top tips: "Keeping in contact with the B&B owners means we all know who we're recommending. Organising an event that suits the people you are inviting is crucial; if we were to hold a more formal dinner, the owners would not be able to share the types of stories they tell while enjoying a more informal drinks and nibbles evening."
Why do it?
Allows for networking between businesses and boosts customer numbers.
