Al fresco ping pong
Where: Grand Union, Wandsworth, London
Website: www.grandunionbars.com
Twitter: @grandunionbars
The idea: Three outdoor ping pong tables have been installed in the bar’s garden.
How it works: The tables are available to be hired all day, every day at a charge of £5 per half hour session to include one free cocktail of the week. A menu of American comfort food classics, such as burgers, sliders, pizzas and hotdogs, is also on offer.
Marketing: The facility has been promoted via press releases as well as on Twitter, Facebook and through the eight-strong London bar group’s newsletter. A Tuesday tournament and Friday night BBQ, DJ and ping pong event have also been introduced to raise awareness.
Be prepared: The tables cost £300 each and have also been introduced at both the Brixton and Paddington Grand Union sites. New venue POS was produced to promote the tables.
Pay-off: An innovative way to offer customers something extra; makes use of the bar’s large outdoor space; reaction and feedback from customers has been good.
Key benefits: The initiative has created a real buzz on social media; increased footfall – customers are coming down specifically to play ping pong; the tournaments and Friday night DJ events have also been a big hit.
Advice: Marketing and sales manager Amy Street says: “Be creative. Think about ALL the possible attractive permutations that your customers might like through different trading periods throughout the week and month.”
Best outcome: Midweek trade has really benefitted from having an activity in the garden. The group will now look at introducing tables at further venues.
Tour de Food and Drink
Where: Feathers Inn, Hedley-on-the-Hill, Northumberland
Website: www.thefeathers.net
Twitter: @thefeathersinn
The idea: Eight course food and beer menu reflecting the regions of the Tour de France race.
How it works: Held as part of the pub’s Adventures in Ale series of events, the menu consisted of eight courses or ‘stages’ of food and drink drawing inspiration from regions of France, Belgium, Corsica and the UK.
Marketing: Dubbed the Tour de Food and Drink, the evening was promoted via Twitter, Facebook and the pub’s website. Guests were charged £45 per person.
Be prepared: A regional beer expert was booked for the evening. Dishes included roast Dexter beef and Yorkshire pudding paired with Black Sheep’s celebratory Velo, Corsican blackbird pate matched with Pietra Amber Ale, Flemish style freshwater fish soup served with St. Sylvestre 3 Monts and coq a la biere paired with Orval Trappist beer. Places were limited to a maximum of 15 to obtain the optimum number of servings per bottle.
Pay-off: Capitalises on a major sporting event; attracts new trade.
Key benefits: Improves the pub’s reputation for beer whilst reinforcing the quality of its food offering.
Advice: Helen Greer, co-proprietor of the freehold pub, says: “Seek advice from other pubs and beer experts on the best and most interesting beers to feature, then source very carefully.”
Best outcome: The evening was a sell out