Roll dice for your pub dinner bill

Shoreditch pub the Fox has a novel take on the January offers — roll dice for your dinner.

Staff at the Enterprise Inns pub, in the heart of London, bring two dice with the customers' bill.

A score of eight and above means a free meal, seven and under and the customer pays normal price.

Licensee Martin Larnach re-introduced the deal yesterday after closing over the festive period.

He also ran the deal from September in the run up to Christmas, which increased daily covers by 30%.

"We would have about 60 covers for lunch without the deal and 110 when we let customers roll for their food," said Larnach. "The increase is similar in the evening.

"Being in a city area, the stockbrokers like to come in and test their luck. It adds an element of fun and excitement."

A table can roll individually for their food or designate one person to take responsibility for the group.

Larnach estimates his gross take is up 30% year-on-year but said it is "a bit early to tell".

"The odds are stacked in our favour so overall we make a profit," he explained.

Promotion of the deal was cheap, having been done exclusively in-house.

"We made our own posters and showcased them in the pub and on our website.

"Momentum is spreading by word of mouth."

The deal will continue to run indefinitely.