Heading the family way
They may be small in stature and easy to trip over, they may have runny noses and grazed knees, but as we enter a smoke-free age, there's one consumer segment that is sure to grow in importance for pubs - kids.
As other markets have appreciated for a long time, children are powerful decision-makers. Their iron will holds sway over parents desperate for a minute's peace and quiet - especially when it comes to eating out.
It is not always appreciated that pubs have at least one built-in advantage here over fast-food outlets and chain restaurants specifically designed for families - kids like going to the pub because it makes them feel grown-up.
But it's not easy to translate that competitive edge into sprogs through the door, as the Cross Keys has discovered.
The pub, in the village of Rowde, Wiltshire, has been selected from among some top-class entries in a contest organised by The Publican to be the beneficiary of an intensive campaign to turn it into a successful family-friendly venue.
Judges at Kidzsmart, which supplies children's activity packs to leading pub and restaurant chains, chose licensees Sarah and Julian Luckett chiefly because of their enthusiasm for the project, their clear understanding of the potential of the Cross Keys as a family destination - and their enlightened attitude towards their smaller clientele.
Since they took over the Wadworth tenancy 20 months ago the Lucketts have made efforts to become more family-friendly by going smoke-free early, investing in a refurbishment and making sure staff treat children as valued customers.
"We have always encouraged families," says Julian. "If you can get kids to like the pubs, they'll bring the parents back. Kids will agitate to go to places they like. Some licensees think they will be disruptive, but in our experience it's only one in 40 or 50 who plays up. We treat them with respect - like little adults - and they can come and talk to us."
The changes the couple have instigated, along with manager Laura Spencer, mean the sales mix has moved from 70-30 in favour of drink to a 50-50 wet-dry split. Overall sales are up by more than 20 per cent. But the Cross Keys has yet to make a major breakthrough into the family market.
Even when licensees and staff have the right attitude, parents can still feel unsure about whether their children are welcome in a pub.
"Ninety per cent of the battle is getting them through the door," says Julian. "Families seem to be hesitant about coming in here."
Kidzsmart's Michelle Gunnery, who will be working closely with the Cross Keys team over the coming week, says: "Parents feel embarrassed about bringing children into a pub. They tend to feel other diners don't want them there.
"So pubs have to make an extra effort. It's easy to say you're family-friendly, but you've got to demonstrate it. That's what will set a pub apart from the competition."
Family-friendly checklist
The Cross Keys will be working to a family-friendly checklist devised by Michelle.
- Promote the fact that you're family-friendly and what you have to offer by using advertising boards outside the pub
- Set aside designated parking spaces for families close to the entrance
- Staff should be friendly and attentive and make an effort to speak to the children themselves: something the Cross Keys already does
- Make food fun and provide healthy options. The Cross Keys has children's dishes on the main menu and offers small portions of adult dishes, but now it will consider creating a separate menu. "Make it interesting," Michelle advises. "How about crudités as a starter or giving children a different plate?"
- Pay attention to the details. Wet wipes, for instance, are better than napkins for kids
- Have a plan of action for when there are delays in the kitchen. Offer fruit for kids to munch on, for instance
- Table entertainment can keep children at the table. That means parents stay longer and other customers are not disturbed. Kidzsmart has supplied the Cross Keys with a stock of activity packs which will be handed to children when they come in the door
- Board games are good for while families are waiting for food and on rainy days. You can buy them cheaply from a charity shop
- Think about where the best family tables are, taking into account size and access for pushchairs, and steer families towards them
- Aim to have tables for eating outside and make sure the area is safe, in good condition and colourful: children are attracted to bright colours
- Plan for the future: build a customer database and keep in touch with families who have visited before. Consider loyalty cards
Marketing the new offer
To kickstart its campaign to take the family way the Cross Keys will be launching a kids' colouring competition with prizes of meals for a family of four and colouring goodies for the children up for grabs.
As well as generating interest, the competition will help the pub gather names and addresses for families that can be contacted for future events.
Kidzsmart will supply the materials and has already seen success from similar initiatives run for the chains it works with. A colouring competition in one pub-hotel group attracted an amazing 57,000 entries!
Publicity will be vital to the Cross Keys' success as a family-friendly destination. A press release has been sent out to local media telling them about the pub's selection for the family-friendly campaign and the Lucketts will maintain regular contact and hope to build an ongoing relationship.
The colouring competition (see box opposite) will provide another PR opportunity and the Cross Keys is planning further events on key dates that can be given a family theme - school holidays, bank holidays, National Book Week and Christmas.
"Make them into fundraising charity events and you're virtually guaranteed publicity in the local press," says Kidzsmart's PR consultant Joanne Hine, who is advising the pub on how to make the most of its family-friendly status.
Look out for future features on the Cross Keys' progress
