Stocking up for Christmas: Get your festive plans in order
It's always the same, isn't it? You think you've got ages and then all of a sudden Christmas is just around the corner.
The stress of Christmas preparation can leave publicans feeling less Christmas cheer and more 'Bah! Humbug'. But to avoid the stress of the festivities, it's important to get prepared in advance to make this Christmas your pub's finest.
Deck the Halls
A vital element of getting into the Christmas spirit is in the decorations. Firstly, if the space is available, a Christmas tree is a must. Be careful to pick one that doesn't take up too much space or cause a hazard for customers.
Then there is the colour scheme. Although a mismatch of old decorations can look quirky, it doesn't suit every pub, and a colour theme running throughout the decorations can look sophisticated.
Bunzl Catering Supplies has just launched its largest collection of festive tableware, crackers and partyware for the catering and hospitality industry, with its new Christmas and New Year brochure for 2010.
The brochure showcases an array of tableware ideas in festive colours, themes, patterns and fabrics from contemporary rich creams, blues, silvers and blacks to more traditional reds, golds and greens. What's more, the collection is complemented by a range of festive essentials including Christmas trees, baubles, tinsel, garlands, wreaths and lights.
"Glamour and sparkle promises to be a big hit this Christmas," agrees Mike Hardman from Alliance Online. Last year, the non-food and disposables wholesaler sold two and a half million Christmas crackers. Mike recommends checking out what you have left over from last year.
Depending on your type of customer and what fun stuff you have planned this year, it is important to make sure all the Christmas goodies hit the mark when it comes to giving your customers what they want.
As well as a wide range of crackers, Alliance Online has a selection of fun novelties such as party poppers, fun hats and streamers that are guaranteed to liven up any party.
If you're after something a bit different, Alliance is also stocking flashing neon shot glasses. These are a great way of getting the party going, and if that isn't your cup of tea there is something for every theme and budget with Alliance's catalogue of over 2,000 Christmas products.
Do they know it's Christmas?
There's no point in organising events if you don't get the word out, and why not start as soon as possible?
Matthew Woodward, head of marketing at Scottish & Newcastle Pub Company (S&NPC), says: "In our experience the pubs that start promoting Christmas early and making themselves known as a great place to enjoy the festivities do the best."
Matthew adds that with such a wide choice of venues for people to celebrate, licensees need to promote what they are doing externally and that traditional advertising routes are not enough. "Licensees need to consider alternative avenues, such as word of mouth and Facebook," he says.
Another way of keeping customers up to date with your Christmas plans is through your telephone system. PH Audio, on-hold marketing supplier, can help publicans use telephone services to inform customers of, for example, entertainment that will be on in the pub, or changes in opening hours.
The information comes in the form of marketing messages to customers who are transferring or waiting on hold on the phone.
The geese are getting fat…
With an increasing number of pubs now offering food, more creative menus help outlets attract new diners - particularly at Christmas. It's a good idea to plan the Christmas menu well in advance and take into consideration what ingredients will be available at the time.
Roasts account for 20 per cent of food sales in UK pubs according to Nielsen research, with sales of roast carvery dishes soaring. Always a popular option at Christmas, they offer great profit potential.
Serving meals from carveries not only gives customers the opportunity to pick and choose what they want on their plates, but it can also mean less waste in the kitchen.
Bernard Matthews Foodservice has a range of turkey products that have great 'carvery appeal' to draw in customers. As Duncan Marsh, general manager of Bernard Matthews Foodservice, explains: "Frozen turkey products available for Christmas menus are now far more innovative than many caterers probably realise.
"We developed delicious frozen British turkey products that meet the demands of kitchens with less skilled staff, healthier products that meet Food Standards Agency targets and products that reflect popular market trends such as the carvery boom."
And even if you're not offering a carvery option, turkey is a versatile choice. Unlike most other meats, it pairs well with both red and white wine. And it offers countless opportunities for creating tasty dishes with leftovers, thereby limiting wastage for the more cost conscious pub kitchen.
But if you want to stand out and try something different, there are other options available. Oliver James Foods has on offer a mix of flavour-rich ready prepared dishes. The dishes range from the quite unusual rabbit and pheasant terrine flavoured with fennel, honey and Armagnac, to the more traditional prime turkey fillet filled with a simple sage and onion stuffing.
"Many people will have the big turkey meal on Christmas day and so like to try something else a little special at other social occasions and are prepared to spend over their usual price point," says Martyn Thomas, director of Oliver James Foods.
"So our range offers the caterer an opportunity to create an interesting Christmas menu of 'must have' dishes such as liver parfait and turkey alongside more indulgent options such as a game casserole or duck in orange sauce. "Busy professional kitchens may not have the time, resources or skills to prepare this style of dish for themselves," he explains.
Oliver James' ready prepared single portion dishes are supplied frozen for maximum convenience and minimum wastage.
www.bernardmatthewsfoodservice.co.uk
PH Audio currently
supplies the service to over 6,000 clients, including companies within the pub, restaurant and hotel industries such as TGI Friday's and Village Hotels.
"Publicans will more than likely have established a visual identity for their business, but adding an audio element to your Christmas marketing ensures that your punters are always kept informed and you're one step ahead of the competition," says Mark Williamson, sales and marketing director at PH Audio.
Simon Pawson, manager of the George in Cleckheaton, West Yorkshire, has tried the system. "We introduced the system after receiving dozens of phone calls enquiring about our Christmas opening hours," he says.
"Now punters can find out everything they need to know in a way that is consistent with our brand.
"I used to see our telephone system as a pointless box that cluttered up the office.
"The new system has turned it into a cost effective marketing tool, allowing us to communicate with our customers and cross market our other events and services, such as our New Year's Eve celebrations."
The Christmas spirit
At Christmas more than any other time it is essential to get your drinks offerings right. Especially since customers are often willing to let their hair down and try a more diverse range of liqueurs.
Continental Wine & Food (CWF) believes that you can use this opportunity to create drinks that can help stretch profits further.
Vicky Lee, marketing mana
