Money Makers: Ideas for driving food and drink sales at your pub

Toastie competition and party​

Where:​ The Hat and Tun, Farringdon, London

Website: ​www.thehatandtun.com​

Twitter: ​@thehatandtunpub

The idea: ​A competition and party to mark the launch of the pub’s new toastie menu.

How it works:​ Customers were asked to suggest a new toastie for inclusion on the pub’s menu. A party, to celebrate the launch of the new snack, offered guests free toastie samples which included the winning entry – the Roastie Toastie – a mix of pulled pork, stuffing and apple sauce.

Marketing​: During the month-long campaign, the pub’s Facebook and Twitter followers were encouraged to comment on their favourite toastie fillings using the hashtag #toastthat. Participation was maximised by offering the winning suggestion a toastie and beer party at the pub. An e-newsletter was also issued to the pub’s extensive database, with promotional cards distributed in-house.

Be prepared:​ A two-for-one promotion, which included house wine, beer and house spirits, was offered at the party after 8pm. The pub also ran a competition, via its social media channels, offering one guest the opportunity to win a bucket of beers when posting a photo of the toastie party evening through their eyes. 

Pay-off:​ Encourages customer involvement; forms part of a programme of innovative campaigns that maximise exposure and ensure that there is constant dialogue about ETM Group venues.

Key benefits: ​Increased the number of social media followers as well as the level of engagement for the duration of the campaign;​ generated awareness of the pub’s food offering; attracted new customers; increased footfall and takings – the party was attended by approximately 120 people.

Advice:​ Nadia Evans, senior events manager at the ETM Group site, says: “Always allow your customers to get involved and have a voice. This ensures the social aspect of any campaign and gives customers a sense of empowerment and of being valued. This is the key to not only a successful campaign but ensuring that the customer is taken from the one-off transaction to having life-time value for your company.”

Best outcome:​ Trade increased by approximately £1,000.

Feast nights​

Where:​ Ebrington Arms, Chipping Campden, Gloucestershire

Website: ​www.theebringtonarms.co.uk​

Twitter: ​@theebrington

The idea: ​Seasonal dinners held in conjunction with the pub’s food suppliers.

How it works:​ Guests sit with the producers at long banqueting tables and enjoy a five-course menu showcasing the supplier’s produce. The supplier also provides a brief talk. The evenings are held four times a year, with the pub’s normal menu also on offer in the bar.

Marketing: ​The evenings are promoted via the pub’s website, advance flyers with the menus and through word of mouth – staff are encouraged to engage with customers and chat about upcoming events. The pub also aims to secure coverage in the local paper for special events.

Be prepared:​  Head chef Jonny Mills meets with the suppliers to discuss what produce will be best to use on the evening and devises a menu accordingly. Previous feasts have involved New Wave Seafood and Aubrey Allen butchers with a vegetable and cheese event, in conjunction with fruit and vegetable supplier DE and DM Drinkwater and Fromage to Age artisan cheese supplier, planned for late September. There will also be a game feast, with Gloucestershire-based Adlestrop Kitchen Game and Meat Co, in November.

Pay-off:​ Provides an alternative to more traditional food nights; capitalises on peoples’ interest in food provenance and traceability; encourages interaction between foodie guests and between the supplier and the end consumer; encourages repeat trade; offers a point of difference.

Key benefits: ​Drives footfall and takings on a midweek night; strengthens relationships with suppliers.

Advice:​ Licensee of the freehold pub Claire Alexander says: “Ideas are one thing, and we've all got loads of those, but unless you've got time to promote it properly, forget it!”

Best outcome: ​Takings can equal those of a weekend night.