Back to basics: give your pub that Christmas sparkle

The opportunity comes but once a year - but how many publicans are prepared to plan and execute their Christmas functions with the necessary care and attention to detail to ensure success?

It appears that across the industry, outlets open their doors and expect the tills to rattle. But beware, customers expect and demand much more than a boozy knees-up accompanied by a traditional Christmas offering.

Research suggests that a disastrous festive meal, whether it's a family gathering or an office party, will tarnish your outlet for the foreseeable future and many customers will not come back.

And can you blame them? Christmas for many is a time of stress, not relaxation, so imagine the pressure that exists when a family decides to break with tradition and book a table at their local for the big celebration.

It's a chance to relieve the workload of the chef - usually mum - and can be the highlight of their year.

However, many come away regaling friends with their tales of grumpy staff, overcooked vegetables, slow service and cramped seating and, as a result, vow never to return.

What should have been a relaxed, fun day turns into a confrontational experience seriously lacking in Christmas cheer.

The office party can be even worse, with the buffet comprising curled-up sandwiches served in a dusty function room while staff attend to customers in the bar area below and completely forget about the party upstairs.

It need not be like that, however. If outlets plan properly and assess their customers' requirements thoroughly it can be great PR and ensure repeat custom for months to come. Here are some tips to help make sure you have a hassle-free festive period:

Bookings​

• Ensure you understand the requirements of your guests. Some will want a real fun time and others will want a more relaxed occasion
• Take time to chat to the organiser. Establish times, especially late opening, and ask whether they would like entertainment. So many outlets have the potential to keep the party in the pub but instead allow them to drift off to another venue as soon as they have finished their meal
• Confirm bookings and ask for a reasonable deposit
• Establish dietary requirements at an early stage
• Provide maps if you are in an isolated location
• Keep records so you can build on the relationship in future.

Staff and service​

• Ensure there are extra staff to greet a party and serve drinks quickly and efficiently. First impressions are key
• Christmas guests may not go out much so they may feel nervous and unsure of pub protocol - although it's probably not as formal as they expect. Put them at their ease as soon as they arrive. Ask them to take a seat, for instance, and see that they have a drink
• Show the group to their table or area of the pub and make sure there are dedicated members of staff to look after larger groups
• Take orders efficiently and calmly, keeping in mind any dietary requirements you have been warned about
• Bring all the food together. There's nothing worse than other colleagues tucking in while the odd two or three sit there like dummies
• Ensure the food is hot and well presented
• If groups are using the function room don't forget about them - it's easily done!
• Value for money is a key requirement but avoid large portions for elderly guests who can be embarrassed if they leave a lot of food
• If the staff smile and enter into the spirit of the occasion it can be a real winner. There's nothing more off-putting than surly staff going around feeling they are doing everyone a favour, especially on Christmas Day
• Remember, many customers like to stay at their table after their meal for a chat. This is often a time for reflection and relaxation so you should plan for this.

Pricing​

• Be aware of value for money - Christmas is an expensive time and customers do not want to feel they've been ripped off
• Work out a sensible price for children's food
• People expect to pay more on Christmas Day and Boxing Day but this must be matched by great service
• Give something away - don't be a Scrooge!

Food​

• Prepare food that's within your comfort zone
• Provide a range for all tastes
• Pay special attention to presentation
• Make sure the food is hot - especially the gravy
• Don't overload plates, but make it known there is more if wanted
• Avoid processed turkey at all costs
• Traditional dishes with a twist are very popular
• Ensure coffee and tea is hot and offer it free if guests opt for the set meal.

Space and decor​

• Ensure tables are evenly spaced, allowing easy access
• Avoid squashing extra covers into unsuitable corners
• Check the temperature of the pub is just right. Are there any draughty corners that need to be dealt with?
• Make a real effort to decorate your outlet in festive, but appropriate, style. Some venues lend themselves to traditional decorations, but others may be more contemporary and look better decorated in a modern way
• Table decorations, crackers, candles and so on are all worth investing in. Customers do take note
• If at all possible allow for an extra person to be accommodated in each party. Quite often either the organiser will have miscounted or someone turns up unexpectedly
• Ensure the safety for all guests, especially elderly people, and check stairs and disabled entrances.

Atmosphere and entertainment​

Customers always talk enthusiastically about the 'atmosphere' in a pub, and it is a combination of factors that create that 'great time'

Music should be carefully chosen - not everybody likes Slade! Christmas carols could be appropriate, but not when an office group has come to party

Always monitor both volume and style of music

If you are using a DJ, brief them about the kind of crowd you are expecting

Children like little things to keep them busy, so provide simple colouring or activity books. The parents will appreciate it too!

Upbeat bright staff will add to the occasion

Entertainers for adults, such as comedians, can be great as long as they are well chosen.

With 15 years in market research and involvement in brands such as All Bar One, Chef & Brewer, Wacky Warehouse and Tiger Tiger behind him Phil Strongman set up The Pub Doctor to help smaller pub operators. To find out more about how it could help your business go to www.thepubdoctor.co.uk​