The guide includes top tips on how best to market pubs before and during Christmas, including menu planning, promoting Christmas offers, making Christmas an experience, preparation and how to make the big day run smoothly.
Research conducted by The Morning Advertiser in 2012 found, of 2,000 people surveyed, 34% would refuse to return to a venue where they had been disappointed before at Christmas,
Important event
UFS’ pub expert Chris Barber said Christmas was the most important event in a pub’s calendar.
He added: “The trade generated over this period can make the difference between profit and loss for the entire year.
“Getting it right is crucial and from preparation and planning to presentation and promotion, the new Christmas guide has everything pubs need to know.”
Other advice from UFS was to make the pub smell of Christmas, with seasonal candles or incense, in a bid to create a welcoming environment.
Top tips
For the big day itself, a suggestion was to limit numbers of guests on Christmas Day to ensure they receive the attention required, and to give each table or customer a small gift or hold a prize draw or raffle on free meals later in the year.
When it comes to the Christmas menu, it encouraged licensees to consider alternatives to the traditional turkey roast such as festive burgers with brussels sprout relish, turkey sandwiches and turkey escallops with bacon, prunes and stuffing.
The guide urges licensees to ensure they remember to promote offers on social media, make their website mobile friendly and make sure menus are downloadable to make it easier for users.
The new Christmas guide can be downloaded free of charge here.
Earlier this year (September), pub giant JD Wetherspoon pulled Christmas dinners from menus and customers took to social media to express their devastation.