Money makers: Ideas for driving food and drink sales at your pub

Family-friendly events​

Where: South Causey Inn, Stanley, Co. Durham​​

The idea:​ Family-friendly events are organised to coincide with major bank holidays such as Easter, Mother’s Day and Father’s Day. The proprietor of this award-winning pub keeps 34 ponies and offers free pony rides as well as activities such as Easter egg hunts and feeding other animals including alpacas, lambs, goats, horses, ducks and hens. An annual scarecrow festival, due to be held this Easter from 18-21 April attracts up to 400 adults and 160 children who enjoy seeking hand-made scarecrows dotted around extensive grounds.

How it works:​ Families attend fun events free of charge

Marketing:​ Local press, pub website, Facebook, Twitter, flyers and word of mouth.

Be prepared: ​Pay attention to health and safety when customers come into contact with animals on your premises

Pay-off:​ Awareness of the pub has grown and more people are popping in spontaneously for coffee or meals. Children are keen to bring their parents to the pub.

Key benefits:​ Innovative way to utilise space and boost wet and food sales

Advice:​ Focus on organisation, menu choices, warm welcome and friendly, efficient service.

Best outcome:​Increased loyalty through trade boost on event days

Spring tasting menu​

Where:​ The White Horse, Harpenden, Hertfordshire​

Tenure: Peach Pubs freehold​

The idea: ​Quarterly event to introduce new seasonal dishes to the menu and boost profile

How it works:​ Five-course tasting menu (£28 per head) featuring two starters, two mains, dessert sharing board and glass of wine in exclusive 12-cover pre-booked event.

Marketing: ​Facebook, Twitter and Instagram were used to post images of the dishes taken by general manager (Ms) Sam Aylard to tempt customers. Regulars not attending the event often share the images on social media.

Be prepared: ​Customers who haven’t booked often want to join in on the night, so it’s worth reserving a couple of extra covers, which will always be requested spontaneously.

Pay-off:​ Networking is key to this small event, where customers who didn’t know each other previously often arrange to meet again for dinner at the pub.

Key benefits: ​Customers love meeting the head chef, who attends the dinner, and booking ahead for the next one. This event was a great opportunity to taste the chef’s new lobster pie.

Advice: ​Be clear about all details of the next event to ensure effective upselling

Best outcome: ​Boosts loyalty and encourages new customer networks