Seafood weekender
Where: Dyke Pub and Kitchen, Brighton, East Sussex
Twitter: @dykepub
The idea: Bank holiday weekend seafood menu.
How it works: A range of seafood starters, main courses and platters were available alongside a concise version of the pub’s regular menu.
Marketing: The weekend was promoted through Facebook and Twitter as well as on menus, displayed both inside and outside the pub, in the weeks leading up to the event.
Be prepared: The menu was designed to offer as much variety as possible, including both new dishes and previous specials. A total of 11 dishes were available including a selection of oysters, lobster thermidor, seared scallops and Thai-style mussels. The seafood was sourced from various locations – sea bass from the south coast of England, mussels from Scotland and lobster from Canada.
Pay-off: Capitalises on the head chef’s expertise in seafood; builds on previous customer demand for seafood dishes.
Key benefits: Both the sea bass and scallops dishes were very popular with the pub selling out of oysters. The menu attracted new customers, providing an opportunity to showcase the venue and to promote future events, including the pub’s steak and lobster weekend.
Advice: Don’t try to reinvent the wheel. General manager of the freehold pub, Neil Smith, says: “Our roast dinners are so popular that we felt that we couldn't run the seafood menu in conjunction with our Sunday offering.” Limiting the menu to just the Friday and Saturday allowed the pub to capitalise on both menus.
Best outcome: Approximately 100 seafood covers were sold
High Tide Tea
Farmers Arms, Hallsalls Square, Great Eccleston, Lancashire
Twitter: @GreatEccPub
The idea: This fresh twist on traditional afternoon tea is “a new take on the modern sea-and-land menu The Seafood Pub Company is known for.”
How it works: These monthly two-hour Saturday afternoon events rotate through the Seafood Pub Company’s portfolio of four freehold sites (soon rising to six) which also includes Fenwick Arms at Claughton, Oyster & Otter at Blackburn and Assheton Arms at Downham. The format of sandwiches, savouries and sweets challenges executive chef Antony Shirley to influence this British institution, such as fish fingers on a soft white roll with tomato herb mayo, seaside pickles and pickled quail egg, followed by little cakes, plus live entertainment.
Marketing: Pub websites, monthly e-newsletter, social media.
Be prepared: Focus on creating a fun atmosphere, using a distinct theme
Pay-off: The High Tide Tea creates a distinct bridge between lunch and dinner with a popular ‘special event’ atmosphere from 3pm to 5pm for £15 per person, or £18.50 with Prosecco.
Key benefits: The event’s quirky identity provides a welcome alternative to more usual Saturday afternoon pursuits.
Advice: Offering Prosecco adds to the celebratory atmosphere and the bottom line.
Best outcome: Fans are following the event around the group’s pubs.