Money Makers

Kids’ cupcake decorating​

The Bolingbroke, Battersea, London

The idea: The pub’s kids’ menu offers homemade cupcakes for children to decorate themselves.

How it works: Children order a cupcake, which is covered in icing, from the dessert menu. A range of items are then provided for the children to use to decorate the cakes.

Marketing: The dessert concept is promoted on the pub’s menu and website as well as via service staff.

Be prepared: Decorative items are chosen to appeal to children in terms of both taste and ease of decoration. Items include hundreds and thousands, marshmallows and chocolate buttons. Cupcakes are also offered at the pub’s sister site, the Rosendale in nearby West Dulwich.

Pay-off: Keeps children happy, occupied and sitting at their table which can be beneficial to customers without children. Great feedback from children
and parents.

Key benefits: Extends family dwell time and encourages repeat trade. The idea has been such a success that a new Renaissance Pubs site, the Latchmere in Battersea, will be launched in May with a ‘decorate your own gingerbread man’ children’s dessert option.

Advice: Co-owner and operations director of parent company, Renaissance Pubs, Mark Reynolds says: “Making a decent cupcake is very important because it’s often the parents who eat the actual cake, rather than the children. Eighty to 90% will be sold at weekends so make sure you order enough decorations. Running out on a Sunday is not fun!”

Best outcome: 50 cupcakes sold per week in each site.

Book exchange​

The Kennington, Camberwell New Road, London SE5

The idea: Book exchange in the pub’s snug.

How it works: Customers can take or borrow a book, leaving another in its place.

Marketing: Promotion is on the pub’s website and social media sites as well as internally.

Be prepared:  The snug has been created from what was formerly a thoroughfare. The area has been divided to create some privacy and has a custom-built book case, which also houses board games and other items of interest. Old Chesterfields and a chandelier have also been installed. An initial collection of books was supplied by the pub’s owners with subsequent additions coming from the pub’s customers.

Pay-off: Recycles unwanted books and benefits the local charity bookshop which takes in any excess books. Customers like the fact that they can take something away for free.

Key benefits: Brings a sense of community to the pub as well as creating an interesting focal point.

Advice: Owner/manager of the Blue Cube Bars’ site, Lee Freeman, says: “It’s good to share. Creating a community feel can be more difficult in a London
pub but our customers are happy that there is a useful home for their unwanted books.” Creating a cosy, comfortable space encourages customers to stay and read.

Best outcome: Extends customer dwell time