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Money Makers: Ideas for driving food and drink sales at your pub

By PubFood

- Last updated on GMT

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The Farmers Arms in West Yorkshire holds walking events that start and finish at the pub
The Farmers Arms in West Yorkshire holds walking events that start and finish at the pub
Ideas for driving food and drink sales at your pub

Open air cinema for private parties

Where: ​County Arms, Wandsworth, London

Website: www.countyarms.co.uk

Twitter: ​@TheCountyArms

The idea: ​Open air cinema set up for a themed private party at the pub.

How it works: ​The cinema was set up on the pub’s upper deck - a raised area of decking in the garden – and screened the film Point Break to tie in with the theme of the party. Guests enjoyed a barbecue buffet and were able to buy ice buckets of six bottled beers or Bulmers ciders. A range of  other menu options are also available for private bookings including canapés or selections from the pub’s a la carte and bar menus. The pub has also held a couple of Sunday afternoon cinema sessions for children, with complimentary popcorn, during the summer.

Marketing:​ Promotion is via the pub’s Twitter feed

Be prepared: ​In the event of bad weather, the pub’s summer lounge area can also be used for screeningswith each area seating 15-20 people. ​The pub’s widescreen TV’s were used for the event along with branded deckchairs, ice buckets and tea lights supplied by Bulmers.

Pay-off:​ The Sunday afternoon showings have added to the pub’s family offering and have made a good addition to its Sunday lunchtime children’s story time sessions.

Key benefits:​ Adds a point of difference to private parties, increasing bookings and turnover.

Advice: ​General manager of the Young’s managed house, Ed Hoskins, says: “Make sure that the event is well publicised. Keep it cheap too to attract more guests.”

Best outcome: ​Broadens the pub’s private function offering

Pub walking maps

Where:​ Farmers Arms, Holmfirth, West Yorkshire

Website: www.farmersarmsholmfirth.co.uk

The idea: ​Maps produced of walks starting and finishing at the pub.

How it works:​ The maps illustrate three different walks, with distances of 2.5, 3.5 and five miles. Packed lunches are available to order and Hike and a Bite meal deals are offered at lunchtimes and all day on a Sunday.

Marketing: ​1000 maps were distributed around local guest houses, bed and breakfasts and camp-sites as well as via a local newspaper distribution to 500 households over a bank holiday weekend.

Be prepared:​ It cost £500 to have the walks mapped out professionally, to ensure they were completely safe, and for the map to be designed. 

Pay-off:​ Capitalises on the pub’s location in a good walking area; offers something different to more standard meal deals; attracts both locals and tourists; demonstrates the pub’s commitment to introducing new ideas.

Key benefits: ​Increases lunchtime footfall and takings; the maps have paid for themselves in one weekend alone.

Advice:​ Licensee of the Punch leasehold, Danielle Montgomery, says: “Do not cut corners on safety – it was our biggest concern that the maps were accurate and the walks safe. Also, timing is key. During the summer, before a bank holiday weekend, was the perfect time to distribute as many maps as possible.”

Best outcome:​ The maps are attracting bookings from large walking groups

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