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

Pizza Idol design-a-pizza competition​

Where: ​Ring O’ Bells, Christleton, Chester

Website: ​www.ringobellschester.co.uk​

The idea:​ Local school children enter an annual Pizza Idol competition, run by the pub, to design a pizza to be incorporated into the pub’s pizza menu.

How it works: ​Entry forms are sent out to local primary schools. The three finalists, from each of the two regularly participating schools, then visit the pub to create their designs under the guidance of the pub’s pizza chef. Family members and teachers are invited along to sample the creations, with the winning design being featured on the pub’s pizza menu. The winner’s family is also invited along for a complimentary meal to celebrate the launch of the new pizza.

Marketing: ​A press release is sent to local newspapers and coverage is included on the pub’s website and in its newsletter.  The competition is also promoted via the participating schools.

Be prepared: ​A simple entry form needs to be drawn up and sent out to schools and time needs to be set aside to paper- judge the entries and consider their commercial viability.

Pay-off: ​Develops relationships with local schools and families. The competition has been successfully running for several years.

Key benefits: ​Raises awareness of the pub and its pizza offering. Friends and family of the competition winner increase footfall and takings.

Advice: ​Managing director of the Trust Inns leasehold pub, Ian Wade, says: “Keep it simple and establish a link with a specific member of staff at the schools, as they are the driving forces behind the schools’ participation.”

Best outcome: ​100 entries received

Feast-style game night​

Where:​ Talbot Inn, Mells, Somerset

The idea:​  A feast-style game menu served in the pub’s private dining space, the Coach House Grill Room.

How it works:  ​Guests are seated around a large table and served a selection of game dishes, banquet style. There is no menu to choose from – guests simply eat and share together.The offering included spit roasted haunch of fallow deer, whole loin of wild boar and whole bird partridge, mallard and pheasant as well as hand stuffed roe deer sausages and a hare, squirrel and rabbit stew.

Be prepared: ​The game is supplied by a regular who manages parts of the local estate and hunts for game. Guests were charged £30 per person for the food.

Pay-off: ​Creates a completely different feel to a standard restaurant night, offering regular customers a break from the norm.

Key benefits:​ Creates a buzz among the locals and adds a new dimension to the pub’s offering. Raises the profile of the pub as well as increasing takings.

Advice: ​Head chef of the leasehold pub, Pravin Nayar, says: “Don’t make the evening too formal and limit the number of guests attending, to create an intimate and relaxed atmosphere, where everyone feels like an invited guest rather than just a paying customer. We offered a maximum of 25 places even though demand was much greater.” The event boosted takings by £1,500 to £2,000.