Money Makers
Conversion of smoking to dining area
Where: Cheers café-bar & tavern, Fraserburgh, Aberdeenshire
Website: www.cheersbarfraserburgh.com
Twitter: @cheerscafebar
The idea: Conversion of canopied smoking area to alfresco lounge at this award-winning freehold in March 2014 provides 80 extra dining covers. As a private function area with a dance-floor, it caters for 120.
How it works: The cement floor was replaced with high quality laminate and the exposed sides fitted with large concertina windows plus two glass-and-wood doors. An audio-visual system was installed and outdoor bistro furniture replaced with indoor furnishings. Smoking areas still cater for 180.
Marketing: Facebook images were posted. Three local newspapers ran ads and cover stories, and large ads were placed in tourist magazines. The pub website is being updated.
Be prepared: Some customers need reminding that the area is smoke-free. Keep conservatory ventilation comfortable in summer.
Pay-off: Rising trade from young families who enjoy having a drink and meal in a smoke-free environment during weekend cabaret performances. Smoking areas still cater for up to 180.
Key benefits: The £38,000 conversion was an instant hit, increasing weekly turnover by £1,500 to £2,000. Sales have risen from £17,500 weekly this time last year to £20,000.
Advice: Maximise space wherever possible
Best outcome: Owner Dennis Forsyth expects a strong impact on winter sales, especially at Christmas.
Orient Express Dinner
Where: The Babbling Brook, Shurton, Somerset
Website: www.thebabblingbrookinn.co.uk
The idea: Travel the route of the Orient Express with a themed course of food from each country
How it works: Each course on the menu was designed in mind of a destination that the Orient
Express stops at, making seven courses in total. A vintage jazz band played throughout the evening to give the experience an authentic feel.
Marketing: The pub raised awareness for the event through their Facebook profile and website.
Adverts were also placed in house and local papers
Be prepared: Research needed to be undertaken on the local cuisines of each country, as well as drinks to suit each destination. Decorations to suit the event had to be sourced in advance.
Pay-off: Creates a wonderful atmosphere and gives a good profit. Great feedback from customers.
Key benefits: People get into the spirit of the evening with a black tie dress code. A unique event that interests different people and new customers.
Advice: Advertise early to get the best possible exposure and make the promotion cost effective and enjoyable for customers and staff alike.
Best outcome: New and old customers enjoyed themselves and feedback to the organisers and to other members of the public brought in new clientele.
