Sweet Success

Tea-party fun​

At freehold the Roseleaf in Leith, Edinburgh, owner Jonny Kane has seen the popularity of his Mad Hatter’s Tea Parties (£13 per head) rocket as locals and new customers share news and images of sweet and savoury treats. At least 50 weekly are held, with a record high of 140 tea parties. The gatherings are mostly hosted at the weekend, and cakes, pastries and bread are all home-made daily on the premises, with a limit of 20 covers per party. Red Velvet cupcakes with sweet cream cheese frosting and chunks of home-made oaty gingerbread are among recent favourites. Drinks are charged separately, with “pot-tails” – a special cocktail selection served in teapots – plus free fancy hats boosting profits and adding to the fun.

Icing on the cake​

At freehold the Bull, in north London’s Highgate, one of owner Dan Fox’s most lucrative and innovative uses of otherwise quiet space featured Saturday daytime cupcake-decorating workshops in partnership with Maria Yilmaz at Hampstead Cake Company. Yilmaz used a Groupon deal and her website and the Bull team used their website to promote the £29 deal, bookable in advance. Synergy with local businesses inspired Fox to organise the successful event and offer the space free. Numbers soon rose from 15 to 40 per half-day session, attended by many women and some men. About 75% ordered soft drinks, tea or coffee before and during the session, and often wine later in the afternoon, and menus were offered to encourage workshop students to eat afterwards.

Flexible space​

At the Railway, in Streatham, south London, run by Parched Pubs and leased from Enterprise Inns, Parched co-director and general manager Shane Ranasinghe maximises the pub’s food offer by using a room at the back with a separate entrance as a morning tearoom from 9am to midday and offering brunch from 9am-3pm. The transformation has boosted daytime food sales by 30% since last September. Parents pop in after the school run for croissants, followed by mid-morning customers who enjoy locally made organic Fairtrade cakes and often stay for lunch. While children’s activities feature twice weekly from 9.30am, Ranasinghe is clear about not allowing this demographic to dominate. Parched Pubs’ focus is firmly on building family trade as part of a holistic approach to growing the business.

Charity combo ​

The Penwig Hotel, an SABrains-owned managed house in Cardigan Bay, Ceridigion, supported April’s UK Coffee Week, backed by the company through its Great Little Coffee & Cake concept, offering any regular-sized beverage with cake from £2.95 to £3.75 every day until 6pm.

Manager Mike Wheeler says: “UK Coffee Week brings together coffee-lovers to improve access to safe water in coffee-growing countries: this year’s initiative supported Project Waterfall in Tanzania. It was the perfect opportunity to contribute and create an occasion. We displayed posters and collection boxes, donated 10p from each coffee-and-cake combo sold and publicised the venture widely to our 1,000-plus Facebook followers. “Selling up to 400 coffees and cakes boosted the Penwig’s coffee sales by approximately 15% and attracted positive Facebook feedback and sharing.”

Angel cake​

“Tailoring cake decorations and styles to suit your demographic boosts business and reputation via word of mouth,” recommends Helen Greer, co-proprietor of multi-award-winning freehold the Feathers Inn, in Hedley-on-the-Hill, Northumberland. “Children eat with their eyes, so try making an impact with personalised decoration, keeping flavours simple at child-friendly events.”

“For adults, making a giant cake with a stack of local cheese raises our profile at outside events and goes down well among those preferring cheese to cake. We use our silver cake stand and tie a raffia bow. Crafted from raw milk, the cheeses are matured on pine shelves in the cool, Northumbrian air for up to 24 months for depth of flavour.

“Creating Anthony Gormley’s famous Angel of the North statue out of cake was one of our biggest challenges – but it looked magnificent and got everybody talking!”

Bake-off bonanza​

A charity bake-off event at the White Hart in Barnes, south-west London, encouraged participation by new customers, raised awareness of the food offer and added a talking-point by allowing competitors a kitchen visit. Thirty-five entrants paid £2 each and chose from 10 categories at this Young’s managed house. Creations were brought to its Terrace Kitchen and judged by a panel including 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. As well as completing entry forms in advance, competitors turned up on the day, encouraged by social media. The event’s success has encouraged organisers to arrange another in six months.

Cater for mums-to be​

Yummy Pubs ‘head of mischief’ Tim Foster’s partner’s experience of some foods appealing more than others during pregnancy led to the company offering “bumptastic” treats for mums across its sites. “It was fun and a talking point; offering a home-made cake of the day, and ensuring we included gluten-free and lactose-free recipes, attracted a wider range of customers,” says Foster.

“We researched old recipes to help create appealing cakes as well as a story about our local sourcing and British ingredients. 

“Large layered cakes, such as chocolate and parsnip, are favourites. Selling 12-20 slices of cake per day, per pub, at £2.25 brings a GP of 75%. Offering a choice of little treats displayed on the bar throughout the day has bolstered sales and customers’ overall impression of our food.”