Cashing in on the World Cup

The Morning Advertiser​ has come up with a selection of tips for things to think about in the early stages of the tournament — a formation that should prove to be winner for any team. Throughout the next few weeks the MA will be revisiting each of these tips in more detail in our series of World Cup preparation features

1. Communication​

People are already talking about the World Cup and it won't be long before they're discussing where to watch it. Get in early to make sure it's your pub they choose. There are different ways to publicise your activity — tell regulars directly, or even ask them what they would like. Keep costs down by using communication in-house — posters or chalkboard messages. After that, options are endless: update your local paper or radio station. Other forms of advertising are more expensive, but could be the right option for you.

2. Global perspective​

It's not all about England. Don't forget to keep an eye on when the non-England matches will be, especially if you have a large ethnic community nearby. It could also be a good way to draw people in on the quieter nights. How about running a pizza and Italian wine evening when Italy play, for example? Or you can think about ordering a range of world beers in advance to match whoever is playing.

3. Audio & visual​

It may seem like an expensive investment, but this could well be the time to upgrade your TV and audio equipment, particularly if it's something you have been thinking about for a while. There's no point inviting people in to watch the football if they have better viewing equipment in their own homes.

Brewers could be of help with this (some have secured good deals on AV equipment) or you could start to keep an eye on prices — in the Morning Advertiser​ classified pages or in electrical stores — which are likely to become more competitive as the summer approaches.

4. Tickets​

Think about whether you will be selling tickets to get in, and if so, at what price. Some pubs have had success in the past by allocating a "director's box" area, giving a select few the best seats in the house. This could be a good way of rewarding your regulars if you offer these seats to them first, followed by a first-come, first-served basis. You may not want to upset regulars by asking them to pay to get in so if you go down this route then getting the price right is important. Of course, tickets are a good way of getting the exact number of customers you require, and knowing in advance how many people are coming.

5. Food​

For pubs that do want to offer food during the matches it makes sense to scale down your menu. Simple meals that can be held in the hand are ideal for the fans, such as burgers, pizza or barbecues if it's sunny. Think about whether it would make life easier to encourage people to order ahead, so that their food is ready during the break. And special offers could work well with food too.

6. Thinking outside the box​

The World Cup appeals to all ages, male and female. The timings of the matches provide pubs with opportunities to appeal to younger fans, so you could create a family viewing experience for people who want to watch matches with their children. Female fans are important during the World Cup as they often dictate which venue a group will head to. It is, therefore, good to cater for the ladies. Have you got sufficient ladies loos? And a selection of female-friendly drinks? Have a look around and think about whether your pub appeals to women or not.

7. Efficiency​

If you want fans to come back to your pub for every match you'll need to ensure that all staff are prepared for a big crowd and that the bar is set up to be as efficient as possible. Come up with time-saving ideas in advance, like pricing. If key drinks cost £2.50, handing out change will be much easier, and quicker, to deal with. Can drinks be ordered in advance? Think about whether you could offer table service in breaks, with staff walking around swiftly selling bottles of beer directly to tables. Carlsberg has jetpacks (back packs containing chilled beer) for staff to wear to make it easier for them to do this.

8. Preparation​

Keep an eye on what suppliers are doing to support the World Cup. Have you got all the appropriate glassware and point-of-sale material? Drinks producers may be able to supply you with the equipment to decorate your pub to help give it a World Cup feel.

And what could you be doing yourself? Remember that if staff look like they're enjoying the fun too, then it'll help make the pub become a good World Cup venue. However, it's worth briefing staff early if you want them to dress up as members of the England squad.

9. Length of stay​

The World Cup could help you to get a good crowd of people in, but if you're not careful they may only stay a couple of hours, and during that time they're not likely to be at the bar. Think about ways of getting people into the pub early — if there's fine weather, maybe a barbecue could be a good plan. And pubs that are issuing tickets for the matches may want to request that people arrive early before the action starts. It's not possible to change the outcome of the match, but making fans feel comfortable and creating a welcoming environment may help to delay their departure.

10. Competition​

What are pubs up the road doing? How can you be different? If you're stuck for ideas, get staff involved — they can report back on ideas they spot at pubs around the country. Or perhaps a staff incentive for the best World Cup ideas each month would go down well? It's worth also remembering that it won't just be other pubs you're competing with this year. Some established coffee chains are already making sure they have the appropriate equipment to cater for fans who want a more peaceful viewing environment, and no doubt restaurant chains and independent operators will be thinking of following suit.

11. Layout​

The arrangement of seats (unless it's standing room only) and the siting of television screens is essential, so get thinking about it early. What is the best way to maximise the viewing space? And can people easily get to the bar area or the toilets? You may need to move things around for the key matches in order to get more people in. By thinking about the layout it could help you to identify early whether extra televisions or chairs are required.