How to boost business over Halloween & Bonfire Night

Estimated to be worth some £300m to the nation’s food and drink retailers, Christine Crofts, head of sales and marketing at Charles Wells Pub Company, urges licensees to grab their share.

“As Halloween falls during half-term it’s an excellent opportunity to attract families by running an event from the afternoon into early evening,” she says.

“Putting on games, bobbing for apples or a themed treasure hunt will keep children entertained, and adding a Halloween menu can encourage people to stay later.

“Whether it’s a family or evening event, you need to create a great atmosphere by putting up plenty of decorations, encouraging people — including staff — to dress up, and making a Halloween soundtrack,” Crofts adds.

“With a bit of imagination it’s easy to give food and drink menus a Halloween twist by adding pumpkin specials or themed cocktails.

“It’s important to begin advertising as early as possible,” she adds. “Contacting local newspapers may gen-erate coverage as they may be looking for topical news stories around Halloween.”
Chris Keating, marketing manager at Wychwood Brewery (its Hobgoblin brew is staking its claim to be the Unofficial Beer of Halloween for the eighth year in
a row), agrees.

“Social media is a big pull, obviously, but putting up posters and banners to advertise events well in advance is a no-brainer.

“Competitions or prize giveaways on the day could also tempt people to come, as well as the promise of Halloween food and drink. You could use Hobgoblin in a range of dishes such as a cauldron of Hob-goblin stew.”

Season of Mischief​

Keating is hoping to extend the occasion into a whole ‘Season of Mischief’, during which regular Hobgoblin stockists will be advertised on smartphone apps.

Pubs ordering two nine-gallon containers or more will receive party kits with bunting, posters, beer mats, a bar runner, T-shirts for staff and a flashing pumpclip with pumpkin handpull topper.

Moorhouse’s Brewery, based in Burnley, Lancashire, which in recent years has seen sales surge by more than 35% in the weeks prior to 31 October, is upping production of its Pendle Witch beers in anticipation of another record-breaking month.

Ruby Witch returns, along with a selection of specially blended ales, namely Broomstick Bitter, Witch Hunt, Black Witch, Witches Cauldron and Witchfinder General.

For the Enterprise Inns estate the first 200 publicans ordering beer will be re-warded with PoS kits. Free-trade licensees ordering three firkins of the witch beers will receive free limited-edition Halloween polo shirts.

“Halloween is busier than Christmas for us,” says Moorhouse’s managing director David Grant. “It’s a great time for pubs to boost business.

“Halloween is becoming a bigger event in the social calendar each year,” agrees Debs Carter, marketing director at SHS Drinks, home of WKD.  This year the leading RTD brand will bring theatre to pubs
with its ‘Cocktail Cauldrons’, 1.4-litre pots from which a choice of eight Halloween-themed cocktails can be served.

“To create even more theatre we’ll be supplying sachets of mint lime-flavoured WKD ‘Foamy Powder’, which creates a spectacular fizzing effect,” says Carter.

Keep it in the family to boost take​

The Burnaby Arms, a Charles Wells local in Bedford, is run by tenants Lucie and Steve Fuller. Last Halloween, the pair put on a family-friendly party that doubled the pub’s takings.

“We decided on a tea-time event that would particularly appeal to families, advertised it in the local paper, handed out leaflets and made use of social media and chalkboards, says Lucie. “For the event itself we decorated the pub and had some games, plus colouring sheets, stickers and a lucky dip for children.

“As well as doubling our usual takings, we were able to drum up trade for future events, so it was really worthwhile.”

Based on their experience the Fullers will be making a few changes this time round.

“We plan to use two areas of the pub this year, so families can use the larger space for the entertainment, while other customers can still soak up the atmosphere.

“We will also be running a fancy-dress competition and offering food such as hot dogs and baked potatoes to encourage people to stay longer.”

10 spells to ensure a horrifically good Halloween​

■ Is your pub haunted? Delve into the history to find out.
■ Involve your staff in coming up with spine-chilling ideas.
■ Send out a simple press release.
■ Order Halloween-themed ales and create spooky cocktails.
■ Spice up the menu or give popular dishes scary names.
■ Get in the ghoulish mood by dressing the pub — and your staff.
■ Dim the lights, light the candles.
■ Set the soundtrack with comedy horror numbers, death metal or blues — the ‘devil’s music’.
■ If you’ve space to dance, make it a ‘monster mash’.
■ Trick or treat your customers.

Scare of the dog, anyone?​

The Dog & Partridge freehouse, near Uttoxeter in Staffordshire, will be spooking up proceedings with local ghost stories told by Peter Elliott, a ghost-walk host.

Licensee Paul Needham is charging £12.95 for the event, including a Halloween supper of sausages or pie and mash.

“I’ve asked Peter to come up with some stories relating to the local area, so it’ll be like a static ghost walk,” he says.

“I’m not sure whether the Dog & Partridge is haunted but I’ll put on a tape with eerie sound effects. It should be a bit of a laugh.”

Remember, remember, the 5th of November​

Fireworks displays are probably one of those things where size is important. Over the years fireworks have got bigger, brighter and louder, and the displays more elaborate. If you’re going to do it, do it well. And if you’re intending to compete with the major events, the law requires you to bring in a professional.

Short of that, there’s still plenty that pubs can do on 5 November, which falls on a Tuesday this year, and the weekends either side. Even the biggest displays don’t go on all night, so opt for
an after-party — round a bonfire if you’ve a garden with the space — and serve some warming food and drink themed for the occasion.

You could even stoke up the barbecue or set up a hog roast. This is one time when people don’t mind wrapping up and staying outdoors.

Bonfire-friendly food…​

■ Spiced pumpkin soup
■ Bangers in rolls
■ Burgers
■ Ribs
■ Chicken wings
■ Jacket potatoes
■ Devilled Welsh rarebit
■ Toffee apples

And... don’t forget mulled wine and cider