Boosting January trade

1. Jog on​

"Our Jolly Joggers group of 12 to 25 regulars and holidaymakers meets at Anglian Country Inns’ the　Jolly Sailors in Brancaster Staithe, Norfolk,　every Saturday morning, so January is an ideal time to promote membership,' says the pub’s general manager Heather Tidd. "

Afterward they return for drinks, chat and sometimes lunch. They boost our weekly trade, while promoting ACI's reputation for community-minded activities. Members recruit new joggers and we publicise the group via our website, social media, village newsletter and posters. Last year another Norfolk group of 25 runners joined us for the morning while staying in the village. They gave us some of their running club T-shirts and were keen to return. The Jolly Joggers also raise charitable funds in local half-marathons."

2. Crafternoon delight​

Whilst many licensees fear the January blues, Mothership Group creative director Heather Pistor says the organisation, which runs The Queen of Hoxton, The Book Club and Stories, all in east London, and recently acquired Brighton’s Audio nightclub, welcomes the chance to innovate.

"The key is to engage with customers, adapt to their needs, and think out-of-the-box," says Pistor. "Year round we fill quieter times with thought-provoking events and workshops. In January many people are detoxing or watching their pennies, but by creating an irresistible space for socialising, fun and learning skills, you’ll promote loyalty and encourage repeat trade."

The Book Club will welcome around 50 participants to its third Saturday Crafternoon Cabaret Club (£12 each) in partnership with the London-wide arts and crafts organisation:www.crafternooncabaretclub.com​​.

3. Ahead of the game​

The Great Horton Kirby Bake Off at the Fighting Cocks near Dartford, in Kent – Best Family Pub in this year’s Great British Pub Awards – highlighted the village pub’s January menu several months ahead. The first 10 customers to register were invited to cook their favourite starter, main or dessert at home to present to the panel of chefs in late October. The winning dish,

Mrs Mackenzie’s trio of quail Scotch eggs and home-made chilli jam (£4.95)will be offered as a starter from January through March. The winner also received a £50 Fighting Cocks meal voucher. Wellington Pub Co tenant Chris Maskery says: "Competition news spreads quickly via social media and word of mouth. This fun bake-off publicises our January menu in advance, attracting attention to our seasonality and boosting villagers’ involvement."

4.​ Pointing the way​

To engage more customers of all ages and raise the company’s profile in the dark days of January, Kent-based brewer Shepherd Neame is offering a special £5 discount on Bishop’s Pilgrimage tours of its Faversham brewery, the home of Bishops Finger Kentish Ale, named after signposts pointing pilgrims towards Canterbury Cathedral.

For £22.50 the tour includes an insight into the brewer’s art, plus a tutored tasting of Kentish ales and home-cooked lunch in the Visitor Centre. Following a bus trip to Canterbury, a costumed guide escorts guests to The Canterbury Tales visitor attraction, featuring many of Chaucer’s stories. Throughout January and February, midweek brewery tours will be discounted by 15% to £8.50 per person to encourage pre-booking from groups of 16-60 participants.

In January, brewery staff expect to welcome around 380 visitors on public tours, plus 720 attending private events such as group tours, meetings, parties and meals.

5. Heart of the action​
For owners Sam Wydymus and her husband Nigel at the Coastguard in St Margaret’s Bay, near Dover in Kent, January kicks off with haggis, whisky, bagpipes and fireworks, and New Year’s morning dip. "Anyone putting at least a pinkie in the sea is offered a free bowl of our famous kedgeree and mug of tea, while those staying dry pay for breakfast," says Sam. "Participants attract well-wishers, publicity and future trade.

And to tempt January customers down the steep hill, we sometimes spray snow outside and offer hot spiced wine, run a steamed pudding night, or provide a rainy day loyalty card with 10% discount. Take your lead from locals and be imaginative. This is how traditions are born, with your pub at the heart of the action."

6. Healthy outlook​

Diners in November and December at the Gamekeeper’s Inn, a freehold in Threshfield, near Skipton, North Yorkshire, owned by Lakeland Leisure Estates, can watch both their pennies and pounds in the new year.

In January and February a bounce-back 20% discount will be offered on the Gamekeeper’s à la carte menu, including smaller portions from £5.95, on production of a relevant receipt, while guests staying at the five-bedroom inn will also benefit from 10% off the cost of beauty treatments at the company’s on-site Long Ashes Pure Spa.

Licensee Stuart Daviesis optimistic that the Gamekeeper’s, which offers regular fitness classes, will see trade and loyalty increase far beyond winter, with many customers attracted year round by its close proximity to Long Ashes’swimming pool, sauna, steam room, gym and jacuzzi.