Alan Shepherd, Bespoke Inns
“Straight after the August Bank Holiday we hit it, and we’re ready to go in September. By then the menus are done, the prices are done and we’ve also organised a Santa’s Sunday event for 14 December. The bookings are coming in, too.
“Staffing is the biggest issue for us, and we’re pulling together a bigger pool of staff this year. We pay more for people to work Christmas Day and Boxing Day and the word has gone out to find who’s willing to work.
“Pre-ordering is important, too. You have to remember customers will be trading up and you could have a run on premium wines, for instance, as instead of their usual Sauvignon Blanc they’ll go for a Chablis.
Last year we had a problem with Sancerre when one table ordered six bottles.
“Fortunately we’ve got good suppliers who’ll deliver at the drop of a hat.”
Brian Whiting, Whiting & Hammond
“We are much more proactive these days when it comes to preparing for Christmas and finalise the Christmas menus in the summer, ready for distribution.
“I’ve found in the past that people look towards planning their parties and celebrations as soon as the schools go back after the summer holidays. If you’re not ready by this time you can miss out on valuable bookings.”
James Nye, Anglian Country Inns
“Christmas and New Year’s Eve menus are ready, we’ve finalised the menus for party bookings, put them online and have started to actively promote them. We’re looking at ways to encourage customers to book earlier. Last year, bookings for the early part of December were slow to fill and people left it late to make reservations.
“Incentives such as 10% off for party menus booked before the end of October and better rates for parties in early December and January are being negotiated to fill the quieter times.
“We’re also agreeing opening times for Christmas week with each of our general managers. From experience, we know customers appreciate knowing well in advance so they can
plan too.
“Live music was booked earlier in the year. If you leave it too late it gets very expensive.
“Senior staff are meeting at each site to get an early brief for Christmas and talk about ways to increase revenue and make things run as smooth as possible, building on experience from previous years.
“Temporary staff are being recruited, including university students who have worked for us during the summer. They’re keen to know they can come back and help to earn more money and join in the festivities.”
Tom Gee, the Red Lion, Cricklade, Wiltshire, Great British Pub of the Year 2013
“Menus, menus, menus! We get enquiries so early in the year, you need to be really ahead with this. People will just go elsewhere if you’re not ready.
“Also, you need to think about food presentation. Do you have enough crockery of each style that chefs want each dish served on?”
Keris De Villiers, the Old Sergeant and the Pig & Whistle, South London
“Christmas is one of those things for which you can never be over-prepared. The food is most important. We like to have prices agreed with suppliers and menus finalised by the end of August.
“Secondly, staff. We put a blank rota up in September and all staff mark when they can and can’t work. Next email parties from last year with an incentive for the organiser. A bottle of Champers or a free lunch usually seals a return booking.
“And never forget charity. Instead of Christmas decorations, we decorate the whole pub with Santa hats, about 250 of them, which we order every February when they’re half the price. On Christmas Eve and Christmas Day we sell them for £1. All the money goes to charity and the customers take down the decorations for us!”
Running your business the way you want to
Stephen Brogan, owner and director of online drinks distributor Ooberstock, gives his top tips for a bumper Christmas:
Flex
Choose a supplier that offers wide flexibility in terms of price, range and service, allowing your business to run the way you want it.
Finance
The Christmas rush creates extra financial pressures, and planning your finances properly helps reap the rewards. We offer pubs short-term funding and multiple payment options when they order online.
Display
Display your ‘must-stock’ products prominently to grab the attention of customers and support them with special offers on spirits such as whiskeys and hot toddies using eye-catching festive POS. Introduce seasonal serves such as mulled wine and display on the bar.
Sparkle
Christmas is a time for celebration so make sure the fridge is stocked full of all things fizzy and sparkly to suit all pockets. Prosecco is hugely popular, and can be mixed in cocktails.
Match
Upgrade your wine offering by creating a bespoke menu showcasing a selection of the best reds and whites that match well with turkey and all the trimmings. Pick wines that are a little bit special and add tasting notes to help customers choose.
Mix
Introduce an exciting festive cocktail list, both alcoholic and non-alcoholic, that’s quick and easy to prepare and serve — and highly profitable!
Soften
Don’t forget the drivers and be creative with your soft drinks offering.
Connect
Social media is an important tool. Start a fan page on Facebook to promote your Christmas parties and menu, and maximise the communication via Twitter.
Don’t panic!
If stocks are running low and punters are thirsty, choose suppliers like Ooberstock that are open 365 days a year and offer deliver within 48 hours.