Money Makers

Theatre in pub garden​

12 pubs across Fuller’s managed estate in southern England

Website:​ www.fullers.co.uk/shakespeare​

Twitter:​ twitter.com/FullersMSND

The idea: ​In 2010, theatre producer and publican Tom Tucker at Fuller’s managed pub the Rose & Crown in Ealing, who wanted to make Shakespeare’s plays more accessible by staging them in pubs, started with Much Ado About Nothing in his beer garden. By 2013, Tucker had founded Permanently Bard theatre company, dedicated to producing Shakespeare’s plays in pubs. Following seven performances of Twelfth Night at two Fuller’s pubs in 2013, Tucker’s company joined forces with 12 Fuller’s managed pubs across the south of England this summer to produce A Midsummer Night’s Dream​ in their gardens.

How it works:​ Audiences ordered food and drinks whilst interacting with performances.

Marketing:​ Pub website, social media, in-house; word of mouth; local media previewed and advertised shows.

Be prepared:​ Use appropriate sound and staging equipment

Pay-off:​ Most shows sold out, with positive feedback from performers and customers about food quality and atmosphere

Key benefits:​ Showcases food, drink and entertainment offer; attracts new audiences

Advice: ​Fully engage pub teams, focusing on reaching local communities

Best outcome: ​TheWhite Buck in Burley, Hampshire, almost doubled sales over two nights (compared to those nights during previous four weeks).

Food stall at festival​

The Truscott Arms, Maida Vale, west London

Website:​ www.thetruscottarms.com​; www.london.tastefestivals.com​

Twitter:​ @TheTruscottArms

The idea: ​For five days in June, Andrew Fishwick’s freehold the Truscott Arms was included in a line-up 25 leading London restaurants at the Taste of London festival – one of several events organised internationally to showcase restaurants, chef demonstrations, local products and pop-up bars. The pub was selected alongside well-established Michelin-starred restaurants to provide taster dishes, plus cookery presentations from head chef Barry Snook.

How it works:​ The organisers took a percentage of profits and charged each visitor £26 entry. They estimated attendance of 55,000 from Wednesday 17 to Sunday 22 June. The Truscott Arms was asked to participate in the summer festival following its successful stall at Taste of Christmas last December.

Marketing: ​Event marketing plus the pub’s website and social media

Be prepared:​ Dealing with 6,500 customers was non-stop, with three staff serving and four in the kitchen daily.

Pay-off:​ Boosted the pub’s profile and attracted new customers

Key benefits: ​Reaching an international audience through a major event

Advice: ​Engage plenty of staff and sponsorship; always include vegetarian options

Best outcome: ​Ideal profile-raising opportunity in food-themed public space