Cheshire pub launches 50% off sale

By Lesley Foottit

- Last updated on GMT

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Helsby Arms: January sale to get the customers in
Helsby Arms: January sale to get the customers in
Cheshire-based pub the Helsby Arms is aiming to beat the difficult January period with a 50% off promotion on main courses. Licensee Carole Currie,...

Cheshire-based pub the Helsby Arms is aiming to beat the difficult January period with a 50% off promotion on main courses.

Licensee Carole Currie, who successfully ran the deal at the Punch leasehold last January, selects half the main courses on the menu for the deal and runs it throughout food-serving hours until 31 January.

In January 2009 the deal increased covers to 900 a week, an increase of 50% on the same period of 2008.

Currie expects the deal to be even more successful this year after receiving almost 40 covers for lunch on the offer's opening day yesterday despite "horrendous snow".

"January is about breaking even," explained Currie, although the pub still makes a profit. "People are more likely to buy desserts after a cheaper main course, some choose full price meals and everyone buys drinks."

However, the pub still makes a profit as some people buy full price meals, desserts and drinks. Currie also negotiates deals with the suppliers who provide the products on offer.

The sale was advertised through the pub's website, A-board posters outside the venue and in the local monthly magazine, which costs Currie £75 per month for a full page.

Twitter has also been instrumental in building up success, bringing in up to 100 regular customers. "It works very well for us," said Currie. "I use it as a tool as an individual rather than as a business.

"You have to engage with people to make it work so the more followers you have, the harder it is. You need to invest time and commitment or it could cause more damage than good."

Currie would advise other licensees thinking of launching a January sale not to cut corners.

"It has to be a genuinely good offer," she said. "It can be a way to win regular customers, when done well."

Are you planning a January sale? Let us know by emailing yrfyrl.sbbggvg@jvyyvnz-errq.pb.hx​.

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