Money Makers

Wines of the World nights​

The Red Lion, Hockley, Birmingham

The idea: Monthly event on a Thursday evening at this freehold owned by Urban Art Bars, matching food and wine with sometimes unusual themes, such as a Marlon Brando tribute, featuring Italian drinks and dishes.

How it works: Up to 30 customers pay an advance deposit or in full (£30) by phone or in person, on a first-come, first-served basis. Eight wines matching six small tasters are followed by a main meal. Bottled wines are available to buy.

Marketing: Via Facebook, Twitter, website and in-house posters, and on the pub’s food menus. Dates are decided in blocks of five months to facilitate forward planning.

Be prepared: Provide plenty of wine-tasting glasses, side plates, a table plan, and jugs and glasses for water. Guests appreciate pens and paper for note-taking.

Pay-off: Positive feedback and raised profile. This is a great showcase for quality food and a good midweek use of a room that is usually busy only at weekends.

Key benefits: Driving footfall via otherwise dead space; increasing awareness and profits.

Advice: Effective and friendly hosting, with good planning, is vital. Keep taster dishes simple and choose eye-catching themes.

Best outcome: Food trade increases by around 50% on the day of event and wet sales by 20% on the day of each event.

Social menus​

The Tavern, Cheltenham, Gloucestershire

Website: www.thetaverncheltenham.com​

Twitter: @tavernchelt

The idea: Tavern Social, Social Feast and suckling pig sharing menus available for group bookings.

How it works: Offered at a variety of price points, the menus at this Lucky Onion pub group site deliver a range of sharing dishes which are served down the middle of tables, with guests each given a side plate for food. Dishes include mozzarella spiedini, beef and onion sliders, and sticky chicken wings. The slow roast suckling pig is served with lemon and herb roasties, garlic greens and creamed mushrooms.

Marketing: The menus are promoted via the pub’s website with details sent to all party bookings of more than 10 people.

Be prepared: Chefs need to devise menus suitable for larger groups to share.

Pay-off: Promotes social eating while showcasing dishes from the pub’s modern US, British and Asian menu.

Key benefits: The menus are key to the pub’s family-friendly, sharing ethos.

Advice: Restaurant manager Natalie Fullard, says: “Training for sales staff is crucial to ensure they promote the menus effectively. Generous servings offer customers value for money.”

Best outcome: 40-50 social menu covers are sold per month.