Pub business boosters: Four ideas for driving food and drink sales

Paella parties

Why do it?​ It gives our events a USP and the equipment is versatile
Where:​ The Five Bells, Colne Engaine, Essex www.fivebells.net​
Tenure:​ Freehold
The idea:​ Owner Darran Lingley says: “We spotted a giant paella pan when we were on holiday in Spain, and decided to give it a go as we thought our guests would love it. Hog roasts had become popular at the Five Bells but their versatility is limited, so it was time to try something new. This summer we’re planning to offer both hog roast and paella over the Diamond Jubilee holiday weekend.”
What we needed:​ “At £600 the pan sounds expensive but, as we can cook for 100, it paid for itself within two events.”
Business benefits:​ “Paella takes more than an hour to cook, is surrounded by fantastic theatre, and appeals to every generation. Since the end of September 2011, we’ve held 14 paella events and have organised six this year so far, with two planned monthly from now on. It’s also become popular as a wedding meal at the Five Bells, as well as for outdoor events in the summer. We charge £360 to serve paella to 100 wedding guests. At the other events, we can make a 68% GP on substantial £4 servings, so everybody is satisfied. It’s another string to our bow, optimising the outside area. The pan can also be used to cook curry.”
Top tips:​ “Have a pan that is one-third bigger than you think you need. Use a smaller pan for vegetarian options."

Daily-changing 3-course promo

Why do it? ​Celebrates regionality and the seasons
Where:​ Parkers Arms, Newton-in-Bowland, Lancashire www.parkersarms.co.uk​
Tenure:​ Enterprise Inns lease
The idea:​ Co-leaseholder and chef Stosie Madi has run the Parkers Arms for five years. She says: “In October 2010 roadworks seriously threatened our takings as customers had to make a 28-mile round trip instead of driving a minimum of seven miles from Clitheroe, the nearest town. So we created a midweek 2010 menu: a set three-course meal for £10, sourced within 10 miles, in the 10th month. It tripled midweek covers, so we decided to adapt it for the whole of 2012, long after those roadworks were completed.”
What we needed:​ “We use our website and Facebook and tweet all events regularly. We found publicising three months in advance and increasing intensity as events approach works best.”
Business benefits:​ “Locals and visitors love our £12 three-course 2012 menu as it changes daily, offers fantastic value, involves bartering, and is locally sourced — now within a 20-mile radius. If a local customer wants to barter produce, we’re happy to offer one free meal. Wild salmon from the River Lune will soon be on the menu. Midweek business has risen by about 40%. We often serve 80 diners every day and achieve a 75% to 80% GP. The usual GP is 70%.”
Top tip:​ “Take terroir seriously, without compromising. If rabbit is available, use it.”

Nigel Kennedy evening

Why do it?​ Raises the pub's profile and increased wet sales
Where:​ The Shepherd & Dog, Fulking, West Sussex www.shepherdanddogpub.co.uk​
Tenure:​ Freehouse
The idea:​ Co-owner Jenny Tooley says: “A couple of years ago, world-famous violinist Nigel Kennedy moved into a house in the village that had belonged to his mother, and he’s become a regular here. I’m chair of Fulking’s social committee and we’re heavily involved in organising events. Nigel loves getting involved and played at last year’s village fair. While he was writing his recent album, The Four Elements, his group of Polish jazz musicians joined him and Nigel suggested they all play for us.”
What we needed:​ “Word flew round the village and the event coincided with 12 local mums having their monthly get-together, so we knew we’d
be busy. We have 48 covers and moved tables to accommodate the band. About 100 attended, including people standing outside. The pub was crammed and the atmosphere was fantastic.”
Business benefits:​ “Our pork scratchings, which we source locally from Brighton Sausage Company, went down well and our midweek wet sales increased seven-fold. Nigel’s involvement raises our profile and residents are thrilled that he contributes so generously to village life. The Shepherd & Dog features on Nigel’s video about the new album on his website.” See www.nigel-kennedy.net for more details.
Top tip:​ “Don’t be afraid of tapping into local celebs’ talent. They may be as interested in helping you as you are in involving them.”

Starters-for-10 menu club

Why do it?​ Encourages customers to try a wide range of dishes

Where:​ Black Bull, Balsham, Cambridge www.blackbull-balsham.co.uk
The idea:​ Owner Alex Clarke says: “We had taken over a village pub that had previously run fish and chip and steak nights. These were fine but were not encouraging our customers to experiment with the à la carte dishes that we believe set us apart from the competition. We needed a risk-free and affordable way of encouraging our customers to try them, so we came up with the idea of offering sample-size dishes of our à la carte starters and mains. The starters-for-10 menu runs alongside our normal offering on Thursday evenings.”
What we needed:​ “We offer 10 dishes, which change approximately every two months, plus weekly specials and a selection of side dishes. Popular choices include scallops with black pudding and apple; mini-beer-battered fish with hand-cut chips and smoked haddock risotto. Our introductory offer is three dishes for £10, or £4.50 per dish, but I imagine prices will go up in time to, a more realistic, two courses for £10. This will still be much better value than standard à la carte prices.”
Business benefits:​ “We accepted that we were going to take a hit on our usual margins but hoped the volume of additional trade would make up for this, while attracting villagers in to enjoy our food. This in turn would encourage them to come back on other occasions for a more traditional meal. On average we serve 30 starters for 10 covers per week and the concept has proved to be a good talking point as something new and different.”
Top tip:​ “Make sure you have an enthusiastic front-of-house team to encourage more conservative customers to try out the offer.”

Have you got a great idea to boost business? Email yrfyrl.sbbggvg@jeoz.pbz​