Something for every occasion
Marketing expert Gemma Teed suggests how pubs can make the most of some of the springtime opportunities that the calendar has to offer.
Mother's Day? Easter? May Bank Holiday? Your business could really have something to celebrate if you can respond well when certain key dates come round. But how? In pub life, as in any other, it can be all too easy to slip into the feeling that it's just another day. But that's a luxury that, in truth, no business can afford - least of all those in the leisure industries.
For the pub trade more than most, the calendar comes with a range of opportunities that businesses in other sectors might well view enviously. Not least because, as Poulters' Drink Tank research has revealed, they give the publican the chance to welcome new customers who wouldn't normally cross the threshold.
These special days, weekends and weeks are times when, with a little forethought, preparation and consideration of the customer experience, the bar should be buzzing and profitable. But what sort of welcome can the new kids, mums or holidaymakers on the block expect? And how can you make sure it meets their expectations?
Imagine you are the customer...
The first thing to do is to put yourself somewhere you should always be - in your customers' shoes.
Even before they come in the door - and to help make sure they do so in the first place - an attractive exterior with clear signage indicating your family policy, your opening and serving hours, and some enticing descriptions of the food available (for instance, "home cooked" or "try our famous carvery") will play a huge role in convincing them that, yes, this really is the place they want to spend a precious "holiday" lunch hour.
Now imagine you are that customer. You're walking into your pub for the first time. You may not be conscious of the questions running through your mind, but they'll certainly be there.
Does the inside live up to the claims outside? Where is the bar in this place? How will you get the barstaff's attention? Can they even see you in the crush at the bar? Do they stock your favourite drink? Do they stock your next choice? Well, what do they stock then? Is there somewhere to sit down? What's the food like? Where are the food orders taken? Do you order drinks at the same time? What's the system? And, even, what's the etiquette? It's human nature, when entering a new environment to want to feel comfortable - and not to look stupid! Good communication is the key.
Drink Tank's research revealed that, for non-regulars, ordering their first drink in a busy, unfamiliar bar can be a somewhat stressful experience. These factors are most likely to come together during periods such as Mother's Day, which is just a couple of weeks away now, Easter weekend and springtime bank holidays.
Obviously you want your place to be packed to the rafters at these times. But how can you both maximise income from your infrequent customers and at the same time make them feel comfortable and likely to visit again?
Make it easy
For a new customer in your pub the stress involved in finding the bar, attracting the staff's attention in a crowd of people and remembering the details of their order can all detract from their experience as they settle in. It can also affect their spending potential.
For one thing, they will probably want to keep things simple, which will involve actions such as falling back on their "default" drink, the tried and tested "safe" choice that's available everywhere.
You should train your barstaff to be aware of these lost souls, to recognise them and to help them make a decision - in this instance, guiding them towards the premium drinks solutions you would prefer them to enjoy. A personal touch and a simple, uncluttered back-bar display can help here.
Communication is key to putting new customers at ease but that does not mean just any communication. Be sure to use what works. Drink Tank research shows that posters can easily get lost in the "noise" of the pub and blend into the background. However, it also indicates that your customers associate chalkboards with practical information that offers them a chance to pause and think before ordering. You can capitalise on this.
Tent cards on tables and other areas at eye level can attract a customer's attention once they have sat down, relaxed and are enjoying their first drink. Meal deals that link drinks to meal solutions can work very well here and can be themed to suit an occasion, for example "Easter baskets" of nibbles to share.
In the dining area, managing a balance between generating the cover turns required to satisfy demand and maximising income per table is, of course, key at busy times, but you should certainly have an eye on the latter. Consider tactics like theming desserts on Mother's Day to tempt Mum to indulge (and everyone else to join in!) and train staff to upsell wine at the table on celebratory family occasions like Easter.
If you don't have table service make sure that the order point for food is clearly signed and encourage staff assigned to that area to promote side dishes to complement main meals.
Outdoor opportunities
As the weather improves, don't forget the beer garden. It's a great overflow space in the right conditions, but a family out in the garden will tend to visit the bar less often so make the most of the visits they do make by offering different, premium alternatives, especially for the soft drinks they will mostly be buying.
These special calendar dates tend to mean "family" and keeping the kids entertained, whether it's in the beer garden or at the table, will always pay dividends because it means adults are more likely to be relaxed enough to linger longer and spend more.
Consider creating activity or drawing packs or even hiring a children's entertainer for key dates such as the Easter weekend - in the pub, happy kids can mean profitable parents.
It may not be all child's play, but with a little forethought, effort and staff participation, making the most of key trading periods should be meat and drink to those whose pubs are set up to provide for the kind of calendar-driven clients who turn up on the threshold when the date dictates.
In the pub trade you may never get a better opportunity to impress a new customer.
Top tips
- Train staff to recognise hesitant customers and help with their decision-making
- Up-sell desserts and drinks to maximise revenue per cover without adversely affecting cover turns
- Theme meals and promote them in areas where your customers are relaxed and enjoying their first drink
- Keep the kids entertained to encourage Mum and Dad to linger.
Gemma Teed is account planner at Poulters, a marketing agency based in Leeds. The company's Drink Tank research programme draws on over two years of research into consumer behaviour including customer focus groups, in-outlet observation and interviews with bar managers and staff. For more information call 0113 285 6500.
