Seven ways for attracting families to pubs

Coffee-morning communication​

Networking opportunities are win-win in areas where mums are keen to meet others in a relaxed setting. Freehold the Mulberry Inn in Chiddingfold, Surrey, attracts 10-30 expectant mums and those with babies and toddlers, plus the occasional new dad, to its monthly Babies & Bumps coffee morning by offering an adult-focused environment, with toys and high-chairs for little ones.

On the first Thursday of each month the pub, owned by DJ Chris Evans, opens at 9.45am with coffee and cake. Entry is free and every other month sees music and movement from Molly Moocow. Loyalty and footfall benefit from word-of-mouth publicity and flyers, with mums-to-be sharing news of the pub’s events at local National Childbirth Trust classes.

Free kids’ meals​

Providing regular family-friendly offers at quiet times of day ensures that destination pubs boost trade all year round. At Enterprise lease the Pilot Inn, by the sea in Dungeness, Kent, one free child’s meal with each adult meal purchased is offered during Family Time, a special slot every day between 4pm and 6pm.

Manager Becky Skinner says: "There’s no small print – we offer our reliable deals every day, so families don’t have to make special arrangements. Large families often come with several adults, enabling each child to eat free."

A separate Kids’ Meal Deal (£7.50), comprises a main dish, drink, novelty ice cream and free activity pack to keep children of all ages satisfied, while babies and toddlers are catered for with changing facilities and highchairs.

Children’s play area​

Transforming a dark, unattractive outside space at Enterprise lease the George Payne in Hove, East Sussex into a quirky, colourful play area proved highly successful without costing a fortune. Sourcing a Tardis from eBay and adding several square metres of AstroTurf and a playhouse helped tenant Zoe Rogers and partner Steve win Best Turnaround Pub at last year’s Great British Pub Awards.

Children quickly feel at home in the safe, fun playground, while parents drink or dine at adjacent wooden tables or in novel shepherds’ huts. Rogers estimates that their £5,000 investment in the play area has boosted summer food and drinks turnover by a third. Children’s portions are always available and the family-friendly philosophy is echoed in events such as children’s discos and parties.

Events for children​

Many families return regularly to this year’s Top 50 Gastropubs newcomer freehold the Feathered Nest Country Inn, in Nether Westcote, Oxfordshire, at the insistence of their children, who have learned to expect a wide range of specially designed activities including a year-round menu-drawing competition, with the winner receiving a free healthy lunch. A secret cupboard is frequently raided for its toys and board games, and kitchen tours are organised for children to see desserts prepared, sometimes with their favourite ingredients.

Children-only Easter egg hunts, toffee apple-making and cake-baking mornings add profitably to the fun. Proprietor Tony Timmer has seen turnover grow by £235,000 in the past two years, with positive family feedback boosting the pub’s profile.

Family friendly farmers’ market​

In keeping with its North Cheshire CAMRA Community Pub of the Year awards in 2012 and 2013, freehold the Black Swan in Hollins Green, Warrington, Cheshire, has developed a family-friendly farmers’ market. General manager Stuart Wraith says: "Our farmers’ market reliably runs on the second Saturday of every month, including winter – and we always feature several child-oriented stalls selling goods such as old-fashioned sweets, as well as bacon butties for dads.

"Incorporating a play area and weather-dependent activity such as face-painting or indoor games console has built our market Saturday trade incrementally over 18 months, from 30 Saturday lunch covers to 75; 100 evening covers to 155; and per-head spend from £18 to £20, more than covering the cost of marketing."

Perfect pancakes​

Shrove Tuesday is a key day for families to try simple pancake recipes. Head chef and licensee Gavin Houghton at freehold the Bourne Valley Inn, in St Mary Bourne, near Andover, Hampshire, ran a children’s afternoon pancake-making lesson between 4.30pm and 6pm, with up to 20 children paying £5 each for pancake ingredients and ice cream. While parents wait, they tend to double Houghton’s usual afternoon wine sales, and after the lesson, children and adults are invited to feast on the results.

"Pancakes are one of the most delicious and easy recipes to teach children," says Houghton. "The GP is about 80% and special events like this attract new and regular customers. Children tell their friends, so we’re never short of new cooks."

Activities for kids​

At community-focused freehold pub the Red Lion in the Kent village of Hernhill, chef-proprietor Ben Edwards focuses on child-friendly dishes and activities, such as festivals and parties, to optimise satisfaction and profits.

Selling children’s treats such as mini hotdogs and Fruit Shoots at £1.50 and ice creams at £1 helped to double trade at the pub’s second August bank holiday music festival, when Edwards’ team catered for about 500 children and 1,500 adults, achieving 70% GP.

A gas-fired barbecue has proved an extremely cost-effective investment for outdoor catering, while the local Faversham-based butcher helps to boost trade by supplying special orders such as the mini hotdogs.