Focus Outdoors: Realise your potential

There are numerous business benefits to be enjoyed from creating an appealing and well-presented outdoor area. A small amount of effort can go a long way in terms of increasing footfall, particularly over the summer months.

Essentially, an outdoor area instantly increases an outlet's capacity, allowing it to attract and accommodate more passing trade, adding to overall profitability. Research by Scottish & Newcastle UK (S&N UK) shows the presence of an outdoor drinking area is a key factor for consumers when selecting a pub.

Licensees should consider what facilities they want to offer as this will determine the type of equipment they need. For example, if you want to serve food outdoors you'll need enough sturdy tables and chairs. But you'll also want to allow your customers the space to enjoy their food in comfort, so it's not a good idea to overcrowd the area.

If your outdoor trading is to be led by wet sales, capacity becomes the main focus and having well-planned areas to stand in is the key consideration.

At this time of year licensees who already have an outdoor area should review its general condition, making sure furniture is clean and in a good state. An unkempt beer garden will leave visitors with a negative perception of the pub as a whole. Investing in new garden furniture can make a bigger impact on your business than you might think.

Licensees should consider the diverse weather we experience in the UK when deciding what equipment they need. Umbrellas can provide shelter from blustery winds as well as protecting consumers from the sun!

In areas prone to rain, a more substantial covered area with patio heaters will drive year-round use of the outdoors. The area should be swept regularly to avoid a build up of litter and cigarette butts. Ashtrays should be plentiful and must be emptied frequently. Planning and promoting outdoor events can significantly increase footfall through the summer. Installing a large outdoor screen for major sporting events and providing additional food, such as a barbecue, will entice passers-by and extend the length of stay.

Outdoor areas also present a great opportunity to promote key beer and cider brands by using branded garden equipment.

Chris Cansfield is head of regional customer marketing at Scottish & Newcastle UK​