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

Where​: Shibden Mill Inn, Shibden, Halifax, West Yorkshire

The idea​:Chocolate-based afternoon tea to celebrate National Chocolate Week.

How it works​: The weekday teas were offered as an alternative to the pub’s regular afternoon tea menu, with all cakes being chocolate based. Prices ranged from £13.50 for a standard tea to £19.50 with a glass of Champagne.

Marketing​: The offering was promoted via the pub’s social media sites and website as well as through e-shots to its database of customers. In-house, the teas were advertised on table talkers and blackboards throughout the pub.

Be prepared:​ The pub’s kitchen team were briefed that every cake should be chocolate-based and were given the freedom to design their own menu.

Pay-off:​ Demonstrates the diversity and quality of the pub’s offering; attracted new chocolate-loving customers; provided an opportunity to promote other future events.

Key benefits:​ Generated an increase in footfall and takings. Acknowledges National Chocolate Week whilst at the same time raising awareness of the pub’s afternoon tea offering.

Advice: ​Owner of the freehold pub, Simon Heaton, says: "Plan out exactly what you wish to achieve and then ensure you thoroughly promote the event. It is important that all staff buy in to what you are going to do and that all the planning and promotion is backed-up by great service and a quality offering."

Best outcome: ​Takings boosted by £500

Market morning​

Where​: Hare and Hounds, Bath, www.hareandhoundsbath.com​​

Twitter​: @HareHoundsBath

The idea​: A market, held in the pub in conjunction with Crumbs magazine, as part of the Great Bath Feast, a month-long festival staged by Bath Tourism.

How it works​: In the spirit of a farmers’ market, the event consisted of independently run stalls, where suppliers sold and offered samples of their produce. Complimentary tea and coffee and breakfast canapés were available. The first 100 customers also received a free goodie bag and a copy of Crumbs magazine.

Marketing​: Marketing involved the pub’s social media sites, using boosted posts on Facebook and plenty of visible interaction with suppliers on Twitter in the preceding weeks, leaflet drops and working with Crumbs magazine who featured the event in the two issues leading up to the market and championed it on their social media sites. The event was also featured in the brochure and on the website of the Great Bath Feast.

Be prepared:​  Suppliers needed to be contacted and signed up. The pub was keen to use as many of its own suppliers as possible with a couple of new additions, including a locally distilled gin and a vineyard in its first year of trading. Each of the dozen suppliers involved was asked to bring something to sell, something to sample and something for the goodie bags.

Pay-off​: Provided an opportunity to network with suppliers; creates public goodwill which leads to an increasing amount of return custom.

Key benefits:​ As a business in its first three years of trading, establishing the pub’s identity and values and strengthening links with the local community is of paramount importance.

Advice​: Darren Hales, operations manager for parent company, The Bath Pub Company, says: "Choose your suppliers wisely and ensure that stalls are run by someone who is knowledgeable and enthusiastic about their produce."

Best outcome​: At least 300% increase on normal midweek footfall.