Money Makers - Ideas for boosting food and drink sales at your pub

The Great British Barnes Bake-off​

The White Hart Barnes, London, SW13

Website: www.whitehartbarnes.co.uk​​​

The idea: A community fundraising baking event on behalf of local charity for vulnerable youngsters, St Christopher’s Fellowship.

How it works: 35 entrants paid £2 each and chose from 10 entry categories at this Young’s managed house. Creations were brought to its Terrace Kitchen and placed in group categories for judging by a panel including the pub’s head chef Martin Wright and local Gail’s Bakery head baker Roy Levy. Entrants enjoyed complimentary baked nibbles until results were announced and prizes donated by local businesses were awarded. A Local Eateries category created fun business rivalry.

Marketing: Social media; in-house posters; flyers distributed on-site and locally; community notice-boards, including one in Gail’s Bakery; by email to database and via Barnes email newsletter.

Be prepared: As well as completing entry forms in advance, competitors turned up on the day, so be clear about rules.

Pay-off: Demonstrated and strengthened community profile; significant talking-point among regulars and new customers; raised £130 including voluntary donations.

Key benefits: Brought the pub into contact with enthusiastic new audiences.

Advice: Market in advance as fully as possible.

Best outcome: In response to strong demand, a similar event is being held in six months.

Date nights​

Four O Nine, Clapham Road, London SW9

Website: www.fouronine.co.uk​​

The idea: Weekly date night menu, plus complimentary bottle of house wine, for couples.

How it works: The event runs every Tuesday night with live music on the last Tuesday of each month.The three-course date night menu, which varies each week, is charged at £25 per person.

Marketing: Baskets of date night chocolates are left with local businesses, to promote the event, in return for a voucher for the business to spend at the restaurant. Flyers and posters have been distributed to the surrounding residential areas and e-newsletters sent to customers of parent company, Livelyhood Pubs. Four 0 Nine’s social media sites are also used.

Be prepared: Candles are used to create an intimate and romantic setting whilst the monthly live music also sets the mood.

Pay-off: Introduces a new concept evening for couples. Increases takings on a typically quieter mid-week night.

Key benefits: The pub targets 20 covers on a normal date night and 40 on the date night with live music. The event introducesnew customers and increases booking sales as well as restaurant brand awareness.

Advice: Optional menu items, such as a cocktail or side dishes, provide an opportunity to upsell.

Best outcome: Targets both new couples, looking to impress, and those who need an excuse for a night out.