Pub food: business boosters

Fish Wednesdays​

Where:​ The Mill Race, Walford, Ross-on-Wye, Herefordshire www.millrace.info​

Tenure:​ Freehold

The idea:​ Mill Race marketing manager Hayley Coombs says: "Fish Wednesday runs on evenings throughout spring and summer alongside our normal menu. Our chefs select the various high-quality sustainable fish, such as flounder and pollack, from suppliers and come up with eight to 10 varied, exciting fish dishes for our favourites board to supplement the usual four to six. Our suppliers prepare in advance and we encourage customers to order favourites such as oysters or lobsters by Tuesday lunchtime, then we cook it to their liking on the night."

What we needed:​ "The head chef briefs staff about taste and sourcing before service so they can help customers choose. We don't advertise the evenings outside the pub as customers know it happens weekly and we're usually busy."

Business benefits:​ "Wednesdays are our third busiest night of the week after Friday and Saturday, with sales at 50% more than the average Tuesday. We usually do 50 covers, but in summer when customers can sit outside we do up to 80. Our average drinks spend on Fish Wednesday is £7. The promotion offers extra choice and an excuse to go out mid-week."

Top tips:​ Source the best possible produce and cook it simply, with simple accompaniments and sauces. If you start offering weekly specials, stick with it even if trade takes time to build up. Buying and promoting sustainable fish attracts plenty of interest.

Why do it:​Customers love it and it ensures increased trade one night of the week.

Tapas night​

Where:​ Cricketers Arms, Wisborough Green, West Sussex, www.cricketersarms.com​

The idea:​ Offering a themed tapas menu on an all-you-can-eat basis. The menu consists of 10 tapas dishes, including green-lipped mussels in garlic and breadcrumbs, chorizo and sun-blush tomatoes and breaded calamari strips. Chef/assistant manager Siobhan Vit says: "We hold theme nights on a monthly basis to do something different for our regulars and to get away from ordinary pub food."

What we needed:​ "Our theme nights now have a regular following so word of mouth is our main method of advertising. We do also advertise on our website and via notice boards in the pub, but there are no advertising costs involved. We have a very good team of staff, who are able to cope well with any increase in trade, so there is usually no additional staffing required. For some of our theme nights we decorate the pub, which has a cost implication, but on this occasion the theming was limited to the menu."

Business benefits:​ "Although we do still accept walk-in trade on theme nights the whole pub was booked out for this event and we only managed to squeeze in a couple of extras. On an average Wednesday evening we will serve approximately 20 covers, but we more than doubled this on the tapas night. We charged £11 per head, which we found to be profitable even though the menu was an all-you-can-eat offer. In the past we have made the mistake of putting out lots of food from the start, which has resulted in considerable wastage. Now we serve smaller portions and although customers do ask for more they seem to know their limits and there is minimal wastage."

Top tip:​ "Tie in a drink to the theme night for maximum profit. On this occasion we served jugs of sangria."

Why do it:​ A point of difference that encourages repeat trade.

St George's Day menu​

Where:​ The Granville @ Barford, Warwickshire, www.granvillebarford.co.uk​

The idea:​ Offering a range of traditional English dishes to celebrate St George's Day. Proprietor Val Kersey says: "On St George's Day guests enjoyed a specials menu of traditional old English favourites such as faggots in smoked bacon and baby-onion gravy, and steak and onion pie made with a suet topping and served in an ale sauce. Desserts included apple pie and bread and butter pudding, and old English ales, such as Bombardier, were on tap. Starters and desserts were charged at £4.95 each and mains at £10, with a three-course deal at £15.95 on offer."

What we needed:​ "The pub was decorated with English flags, which required some initial financial outlay, but can be reused year-on-year. We purchased these for our first St George's Day event, last year, so there were no costs involved this time round. There were also minimal costs involved with advertising the event, which was done via Facebook, a press release, leaflets, an email flyer, the pub's website and an A-board outside. We produced a menu, together with information on the legend of St. George as a point of interest for customers, but this was done in house."

Business benefits:​ "The menu was on offer for both lunchtime and evening services and we experienced around a 10% increase in trade, which resulted in a 10% to 15% increase in takings compared to a normal Friday."

Top tip:​ Use a trusted formula for a number of occasions. A traditional English menu also lends itself to events such as the World Cup on England match days.

Why do it:​ A patriotic way of boosting food sales.

Fish Fridays​

Where:​ Cheerful Soul, Marlow, Buckinghamshire

The idea:​ Offering a traditional battered fish special every Friday. Made from local ale, Rebellion, the battered fish changes weekly and is served with hand-cut chips and homemade pea puree for £12.75. A glass of house wine can be added for £1.50.

What we needed:​ Owner and general manager Michele English says: "Our Fish Fridays are advertised on our online blog and on blackboards in the pub so there aren't any advertising costs involved. Word of mouth has also played a big role in the idea's success."

Business benefits:​ "Fish on a Friday is an old English tradition and our fish and chips were so popular in our restaurant for BBC2's The Restaurant series that we introduced it here straight away. We used to offer two changing fish specials, but the traditional battered fish and chips are so popular that we now just offer this and vary the fish each week. Friday nights are very busy and lots of our customers order the fish and chips without even consulting our standard menu, either because they have had it before or have been recommended to try it, so it is obviously a benefit to trade. We are planning to launch Sundae Sundays soon — it is good to have a theme that people will remember."

Top tip:​ Use a memorable theme and limit it to one night a week or month for maximum appeal.

Why do it:​ Promotes repeat trade by offering a familiar and popular dish on a regular basis.