Xmas Tips: How pubs can boost profit over the festive period

The Manor Arms in Mitcham, south-west London, has gone as far as creating a 1940s-inspired email alert advertising Christmas at the pub.
 
Preparation is key​

Scott Ferguson, head development chef at Wadworth Brewery, provides its 40-plus managed houses with a range of simple, traditional dishes across all cooking abilities.

“My aim is to give them the tools to deliver an excellent food offering that reflects the pub style and represents Wadworth well in terms of standard and consistency,” he says. “I prepare a menu bank of seasonal recipes from which all our managed houses can select dishes, according to their offering, ability and facilities.”

He also takes advantage of Wadworth’s training kitchen to train chefs in certain dishes.
 
Hit the right note​

“When looking at what consumers want at Christmas, traditional flavours win every time,” says Premier Foods business development chef Mark Rigby. “But it is vital to add a twist to make the menu enticing.”

Rigby suggests using consumers’ favourite brands at Christmas and highlighting them on the menu, such as the traditional flavours of Paxo stuffing and Bisto gravy.

“There are two markets at Christmas — an upper and lower tier. In the upper it’s about delivering an ‘expected luxury’ — a dark chocolate torte with spiced cherry coulis, for example.

“In the lower tier it’s a time for traditional flavours such as turkey, gravy and roast potatoes. Perhaps the easiest way to service both markets is to give consumers the choice — prepare two menus with distinct pricing points to reflect the level of value. Most importantly, don’t over-stretch yourself. Christmas is about planning and executing brilliantly.”
 
Sense of occasion​

People want to spend time with friends at Christmas and maybe do something different. The Victoria in Altrincham, Cheshire, holds four gourmet nights a year, including one on Christmas Eve and one on New Year’s Eve. For £35 a head, £10 of which is a deposit, guests are given canapés on arrival followed by a trio of starters, a main course and a trio of puddings before a duo of cheeses.

Ian Bartram, general manager at the Punch Taverns pub, said: “They are popular. We do a trio of starters because there will normally be two that people will like and one they may not have tried before. After everyone has arrived the chef will come out and announce the menu.”

The nights get fully booked, with about 40 people, and on New Year’s Eve £55 is charged for an extra meat and fish course.
 
Involve your guests​

Tim Bilton, chef-proprietor at the Butchers Arms in Hepworth, West Yorkshire, will hold two demonstrations in the run-up to Christmas.

On Saturday, 24 November and Saturday, 8 December the demos will start at 12.30pm with a complimentary glass of mulled wine on arrival. Bilton will show how to cook a three-course meal, which will be served to guests. He welcomes questions during the session and customers are given a recipe pack to take home.

Just one was held in 2011, but it was so popular that two dates were pencilled in for this year. Full payment of £25 a person is required before entry and the events are always full, with 35 to 40 people.