Marketing ideas: complimentary sun station and Mediterranean long lunches

The Alexandra, Wimbledon, London​

Website: ​www.alexandrawimbledon.com

Twitter​: @TheAlexSW19

The idea: ​Sun stations located in the pub’s outside spaces supply customers with complimentary sunscreen and cold water mist sprays.

How it works​: The Young’s managed house has positioned stations on both its roof terrace and in its outside space to the side of the pub. A child-friendly factor 30 sunscreen and a bucket of ice containing cold water mist sprays are available for customers to help themselves to.

Marketing:​ The customer-friendly initiative has been promoted via the pub’s Twitter feed.

Be prepared: ​The idea was inspired by a staff member from New Zealand where complimentary sunscreen is regularly offered. The heatwave coincided with the nearby Wimbledon tournament which was screened at the pub, resulting in increased footfall at the site. An Airstream mobile burger shack, supplied by Young’s, was also available for the duration of the tournament.

Pay-off: ​Encouraged customers outside during the recent heatwave.

Key benefits​: Enhances guests’ experience; extends dwell time; raises pub’s social media profile – the idea received a great response on Twitter.

Advice:​ Sarah Dore, general manager, says: “Choose a child-friendly sun-cream to ensure its suitability for customers of all ages and advise customers with allergies to check the ingredients before use.”

Best outcome​: ​The idea has been well-received and will continue throughout the summer.

Mediterranean long lunches​

Where:​ Millbrook Inn, South Pool, Kingsbridge, Devon

Website: ​www.millbrookinnsouthpool.co.uk

Twitter​: @southpoolducks

The idea: ​Ten course tapas-style tasting menu for late lunchers.

How it works​: Commencing at 3pm, the lunches are held in the pub’s garden, weather-permitting, with dishes such as prawn tortillitas, Chicharrones de Cadiz, Anchovies Matrimonio and grilled sardines paired with shot glasses of Spanish sherries including Manzanilla, Oloroso and Amontillado. A flamenco guitarist adds to the ambience of the afternoon. Guests are charged £15 per head to attend.

Marketing:​ The lunches are promoted via e-flyers to the pub’s database and posts on both its Facebook and Twitter feeds, as well as through word of mouth.

Be prepared:​ Held every four weeks, the lunch menu changes each time and is not disclosed to customers beforehand. Guests are advised that the lunch will be a lengthy affair, with the latest customers departing at 10pm!

Pay-off: ​Capitalises on pub’s demographic of wealthy, semi-retired customers; excellent customer feedback with many booking ahead for future lunches; keeps the pub’s food offer on trend; positive social media response; prompted some good TripAdvisor reviews; the pub’s new summer menu includes several of the dishes featured.

Key benefits​: Promotes pub’s daily late lunch serving times, from 12 noon to 5pm; considerable upsell on drink, particularly rosé wine – average of £35 wet spend per head; available to 60 customers, the lunches are a sell-out.

Advice:​ Owner of the freehold pub, Ian Dent, says: “Challenge your kitchen to devise a menu beyond olives and Serrano ham. Customers want something they can’t buy from the supermarket.”

Best outcome​: ​25% uplift in lunch sales.