World Cup: last minute tips for pubs

Next week sees the start of an event that the whole world has been waiting for with baited breath — the FIFA World Cup. And that means you've got just seven days to make sure all your final plans are in place.

It's June. The sun has made an appearance and pub gardens have been given a dusting off in preparation for the summer ahead. Some key friendly football matches have already taken place and for pubs that planned ahead, these should have acted as dummy runs for the World Cup — now only days away.

And World Cup fever has already started: pubs up and down the country have started stocking football-themed local ales and PoS from the bigger brewers and drinks suppliers. Meanwhile, advertising for all kinds of products has highlighted England's love and support for its team.

For those pubs that have done some World Cup planning — and for those that haven't — there are still some useful things that can be done in the last few days in order to ensure that things run smoothly.

Televisions​

One of the key things for pubs planning to show the match is, of course, to make sure televisions are working. Profits — and moods — would come crashing down if the TV broke down during a match.

"Once customers have been attracted to a pub they will expect an excellent viewing experience with good quality audio and visual equipment," says Makro's head of target group management, Garry Craft.

"By participating in Makro's Get Ready for Kick Off campaign, which ran from January to April, more than 1,000 of our customers have already ensured that their television equipment is up to scratch by qualifying for a free branded TV from Makro.

"For those who missed out on the promotion, but are still looking to upgrade their equipment just in time for the tournament, Makro is offering a range of HD TVs in sizes up to 50-inch, which promise to create the ultimate World Cup atmosphere."

Machines​

Meanwhile Christine Jinks, director of marketing for Games Media, points out that TVs aren't the only machines that need to be in top condition. "Our message to pub operators this summer is simple: don't forget about your machine income.

"The World Cup is a massive business-building opportunity for the trade and, as a valued form of customer entertainment and consistent source of additional income, gaming machines should be part of the mix before and during the tournament," she says.

Games Media has introduced a World Cup theme to its video amusement-with-prizes menus. There is a countdown clock to the tournament's opening match and a ticker tape displaying weekly fixtures from 11 June onwards.

The company has also devised a World Cup promotion in the form of a machine sweepstake. Players register by inputting their details at the terminal and will be randomly allocated the name of a participating World Cup nation via text message.

Those given the World Cup's eventual winning team will be entered into a prize draw to win a holiday to one of the semi-finalist countries.

"We know how busy staff are going to be during the World Cup, but it's worth remembering that just one additional hour of play per week can deliver an uplift of up to 10% in machine revenue for the venue," says Jinks. "It really is worth the additional effort to promote machines and content."

Food​

Fans will be hungry and pubs can make good profits on making sure customer appetites are satisfied.

"Pubs are likely to be full to the rafters for all the action," says Adrian Greaves, associate director of McCain Foodservice. "This gives licensees a great opportunity to offer convenient food that is easy for chefs to turn around — speed will be essential for customers who will want to eat while watching a game in a busy space."

Greaves says the company has a number of quick and easy snacking solutions, which are ideal in a busy pub where all eyes are on the screen.

"Our Classics Southern Fried Spirals and Signatures Mozzarella Cheese Sticks, for example, are great finger foods, which offer something a little different and allow customers to eat while concentrating on the game." The former can also be served in a pint glass for added convenience, he says.

And Makro's Craft agrees that "vertical dining solutions" are the way forward for pubs during this period. Not only can these foods be prepared from frozen and eaten while standing up, he notes, but licensees can maximise profits by offering fans the convenient food they want, produced at a low cost.

Inside the pub​

If you want fans to get in the mood, make sure this is reflected in the pub and in your staff. There's plenty of PoS material out there to make a good football-themed environment.

"It's all about supporting supporters," says Debs Carter, marketing director for Beverage Brands, owner of WKD. "Everyone watching the games in pubs up and down the country will be doing their bit to cheer on teams, and it's down to licensees to make that experience the next best thing to being at the game. As well as advertising activity and consumer promotions, WKD will be offering an extensive range of humorous, football-related PoS materials to support stockists, bring smiles to fans' faces and give outlets a football makeover."

Staff can reflect the spirit of football too. "The most important squad on match days is the team behind the bar," says Carter. "When they perform well things will run smoothly, so fans can concentrate on the important business of watching the match. Providing bar staff with branded T-shirts to make them feel, and appear, an important part of events can make a real difference."

Glasses​

Plastic cups may be a good option in order to reduce the risk of accidents. Bunzl Catering Supplies says it has launched a new range of reusable polycarbonate glasses for the World Cup. The glasses are dishwasher safe and can withstand up to 300 uses without showing signs of wear and tear.

It is also offering a range of environmentally-friendly single use tumblers made from PLA — a resin derived from plant starch.

"It's essential to be prepared and the growing incidence of glass-related injuries highlights the need for safe alternatives to conventional glassware," says regional director Paul Willcocks.

Meanwhile, Makro says it has a wide range of alcoholic beverages in plastic bottles.

Drinks range​

It's not just about beer during the World Cup. To cater for a wide range of people it's worth thinking about drinks that might suit families and females as well.

"By offering a selection of wines from around the world, such as Liebfraumilch for German matches and Green Cape for South African games, licensees can appeal to a wider market than traditional beer-drinking football fans, and offer a World Cup party atmosphere that will ensure repeat visits," says Makro's Craft.

And Halewood International senior brand manager Nigel Tarn points out that the World Cup provides a great opportunity for licensees to push imported and niche beers, such as Tsingtao. The beer sells well with Chinese food (a good snacking option) he says, and it can provide some interest to a food menu.

It could also be a good occasion to upsell alternatives to beer. "The World Cup tends to bring people together in pubs and bars to watch the games that may not usually do so, and, therefore, there is an opportunity to upsell alternatives to beer," says Halewood senior brand manager Sue Beck.

"World Cup cocktails allow bars to offer something specifically targeted at their female customers. Lamb's Spiced Rum has a collection of simple serves and delicious cocktails such as Chilled Gecko and Lamb's Spiced Tea, perfect for both pubs and bars as a light and refreshing alternative to beer for women."