How one pub went fishing for profits with a coastal seafood festival...

Where: ​Royal Oak Inn, Dacre Banks, Harrogate

Website: ​http://www.the-royaloak-dacre.co.uk​

Twitter: ​@TheRoyalOakInn​

The Idea: ​To support British coastal fishing boats with a British Coastal Seafood Festival 2015 menu showcasing local and lesser-known fish.

How it works: ​The event ran from 3 June to 20 June every Wednesday, Thursday, Friday and Saturday both at lunchtime and evenings. Customers were asked to pre-book offering with one course priced at £13.95, two Courses £18.95 and three Courses £21.95

Marketing: ​Website, emails and local websites, Facebook and Twitter

Be prepared: ​Customers were asked to pre- book and specify both starter and main from the menu. The menu included six starters such as Fleetwood Gurnard, Lerwick cod and Scottish smoked mackerel fish cake and cider baked fillet of Fleetwood Whiting. The main course menu offered seven dishes with fillet of Cornish wild black bream on a creamy lobster and asparagus sauce and whole Scottish witch sole oven baked in pesto and garnished with prawns. The pre-ordering makes it much easier for the pub to stock up and keep things fresh.

Pay off: ​Introduce customers to new types of fish, which is 100% fresh and 100% sustainable. The pub sold 120 extra meals over the three week event.

Key benefits: ​The pub is able to showcase and promote lesser known fish like Sea Bream, Whiting, Mullet, Witch Sole and Gurnard. The event attracted attracts in new customers and kept the regular customers happy.

Advice: ​Licensee Steve Cock said it was essential to have a close working relationship with suppliers, get the menu out early and get customer talking about the event.  “Allow staff to try the dishes so they can tell customers about each dish,” he advised.  “Every member of staff had a favourite and when they worked these dishes were the best sellers.” 

Best Outcome: ​Get customers talking about the menu with their friends to drive new customers to the pub.