How to appeal to families: Turning the rugrats into cash cows

At one time, the issue of families in pubs was a delicate one. On the one hand, they drive up food sales, create high spend for short stays, and often involve large groups. On the other, steady-spending regulars could be deterred by noisy children. Add to this widespread confusion surrounding the restrictions on minors, and some licensees think it’s wiser not to dabble.

But the latest data suggests that attracting families could make a real difference to profit margins. Greene King, which has done its research, is supporting hosts in their efforts to ramp up the family appeal.

While pub chain JD Wetherspoon’s policy, across all of its pubs that hold a children’s licence, states that if you enter a pub with a child, you cannot buy an alcoholic drink unless all members of the group (with the exception of babies and toddlers) are ordering food as well. But in other establishments, the role of the pub is changing.

“The average pub consumer could be a variety of people now. Families are a big opportunity for many licensees, who are keen to embed their business in the heart of the local community,” says Simon Longbottom, managing director of Greene King Pub Partners.

Key to attracting families is understanding how their needs and preferences are different to other drinkers. Not only do parents with children use pubs differently, they also require different facilities.
Good food​

First and foremost, this means getting the food right. Families tend to use pubs for outings, rather than extended drinking sessions. And this means they visit for meals and snacks. So not only should you have food on offer, ideally there should be meals that appeal to kids, along with child-sized portions.

“We always wanted to appeal to families, so we made sure we had a well-developed children’s menu,” explains manager Steve King, of Greene King-owned pub the Five Bells in Burwell, Cambridgeshire. “It shows parents their children are welcome, and they feel they’re getting good value, since they don’t have to order full-sized portions for young diners.”

King’s menu includes choices that should see kids begging to return, including a knickerbocker glory. The Five Bells also offers home-made sausages, along with the usual kiddie favourites such as chips and burgers.

A menu with child portions is also a clear sign that all ages are welcome in your pub. This can be more important than you imagine, since many parents are concerned that their youngsters will be frowned upon in some venues.

So another key way to attract them in is to make some clear demarcation in your décor, which shows that you’re family-friendly.

Chris Catelani, of the pub architect and design company Innex, which has won awards for its family-friendly interiors, recommends creating a play area for children.

“Even a small one, with the addition of bright accessories and wall stickers can work well,” he explains. “Colouring-in sheets and pots of crayons are a simple and cost-effective addition that communicate a welcoming message to families and can entertain children for a while.”

Innex has gone one better than a play area, however. “We created an old-fashioned sweet shop for the Black Swan in Hollins Green Cheshire,” says Catelani.

“The sweet shop works for the children for obvious reasons, but parents and grandparents also love it as it stocks large jars of classic sweets and provides conversation, a stylish interior and an activity: for all ages.”

The practicalities​

Before you go wild with design, a few ground rules are important when catering for children. According to the British Beer & Pub Association (BBPA), there are many myths surrounding restrictions on minors.

But since the relaxing of the Licensing Act in 2003, children accompanied by adults are permitted in almost any pub — whether it serves food or not. The only exception is if your licence specifically states otherwise.

Families are a big opportunity for licensees, who are keen to embed their business in the heart of the community​

The BBPA also advises that smoking areas are considered where children are concerned. So licensees might want to have a smoking area somewhere other than the main entrance. Dogs and small children can also be a bad mix, and if you have a garden, it is not acceptable to allow dogs to roam where children might play.

Other practicalities include the guarding of open fires, and ensuring that any moveable ornaments are secured. Hazards such as hot-food service stations, or cleaning products, should be far out of reach of small hands.

Innex also suggests that pubs consider comfort issues. “Providing a good supply of highchairs and dedicated changing facilities is a necessity,” says the company’s Catelani. “Ideally not within the disabled WC though. It is also worth considering pram storage at the entrance, to keep the interior area clear.”

Getting creative​

Once you’ve attended to the small matter of child safety, families give publicans scope to get creative — and maximise profits.

Families afford the opportunity to capitalise on all-day trade. And the right approach can lead to tills ringing at times when regular drinkers are absent.

A pub that knows first-hand what a touch of innovation can do is the Maids Head in Mildenhall, Suffolk, which runs family-friendly events.

“At Easter we have an Easter egg hunt,” explains manageress Sandra Watt, “which we run during the day for children and again in the evening for adults.

“We don’t charge to take part, but it works because it brings in sales at the bar as parents stay while their children are hunting eggs.”

The pub also organises a pet show, and even a family sports day.

“We have a crazy animal show where we have unusual animals brought in for the children to spend time with,” says Watt.

“These are unwanted pets waiting to be re-homed and vary from tarantulas and African land snails to rabbits and boa constrictors. This is not something we charge for, but families will come for the day and we’ll put on a barbecue, which leads to good food and drink sales.

“In the summer we hold our own Maids Head Olympics, which is basically a family sports day. It’s great fun for the whole family to get involved with and the events are simple for us to put on, such as an egg and spoon race and a race on space hoppers.”

Morning trade​

Aside from maximising outdoor space, pubs can also capitalise on trading hours when regular drinkers are elsewhere.

The Five Bells, in Burwell, Cambridgeshire, runs a morning mother and toddler group, of sorts, billed as a café, which runs Mondays to Fridays in the mornings.

“It hasn’t alienated our regular drinkers as it is kept separate to the main bar area of the pub,” says manager Steve King. “Parents will have a cup of coffee, while the children can play safely in their sight.”

So, as well as making the most of quieter morning spells, the Five Bells also makes the most of its coffee machine. The pub also introduced a popular ‘Breakfast with Father Christmas’ during December. Children came to be read a story by ‘Santa’, while parents enjoyed the coffee.

“Afterwards, many parents chose to stick around, which of course generated additional food and drink sales,” adds King.

With the composition of pubs changing, it seems more venues are looking to become that ‘third space’, which is already championed by the coffee-shop trend. This is great news for licensed venues, since it affords them the chance to maximise every part of their space.