Money makers: Ideas to drive food and drink sales at your pub

‘80s dinner party evening​

Freehold:​ The Pony and Trap, Chew Magna, Bristol​

Twitter:​ @theponyandtrap​

The idea:​ ‘80s themed dinner party, offered as part of a series of monthly themed evenings.

How it works:​ Guests were charged £50 for seven themed courses including a salad of Parma ham, melon and ewe’s curd, chicken Kiev and pineapple, ginger and golden syrup upside down cake. An optional wine flight was also available.

Marketing:​ The event was advertised in-house allowing a long lead time. Promotion was also via the pub’s website and direct mail database as well as through social media.

Be prepared:​ A brainstorming session between kitchen and front of house staff provided ideas for the event which were then researched online and in books. Time was also spent sourcing ‘80s style products, including Babycham!

Pay-off:​ Raised the pub’s profile and offered something different for regular customers and those looking for a unique evening. Theme night dishes often become permanent fixtures on the pub’s menus.

Key benefits:​ The night was a sell-out providing a full restaurant, on an otherwise quieter night, and increased takings.

Advice:​ Chef/proprietor Josh Eggleton says: “Give yourself plenty of time, do your research and have fun. It's an opportunity to be creative.”

Chocolate menu​

Name of pub: ​The White Hart, Sevenoaks, Kent​

Tenure: ​Freehold

The idea: ​As St Valentine’s Day fell on a Friday the team wanted “more than just a swanky menu and a pub full of couples swooning”. Instead of a specialised week featuring game, fish, spices, beer or bangers, they opted for a chocolate weekend.

How it works: ​Alongside the usual menu, the seven-dish chocolate menu featured dishes such as venison bacon brownie & fig salad and chocolate-themed afternoon teas. Three chocolate “choctails” proved popular. A popular Saturday demonstration from a local chocolatier included hundreds of free Oreo chocolate truffles.

Be prepared: ​Advance tastings and cocktail-making training helped staff move out of their real-ale comfort zone. Menu and posters were publicised around the pub in the preceding fortnight and database customers were emailed 10 days in advance.

Pay-off: ​Valentine’s night attracted several large groups. Year-on-year sales rose by 38% and wet sales by 35%.

Key benefits: ​The theme stimulated interest and appreciation among new and regular customers and staff.

Advice: ​Make the most of the fun theme: White Hart staff dressed in pink and brown and enjoyed free chocolate, while selling the idea to customers. Being bold with menus encourages a sense of adventure.

Best outcome: ​People are still talking about the choctails