Viva España: how one pub made a killing by looking to Spain for inspiration

Website: ​www.millbrookinnsouthpool.co.uk​

Twitter: ​@southpoolducks

The Idea: ​To run a Monday afternoon late lunch event focusing on Spanish food that is cooked outside on a huge barbeque. Items such as prawn Tortillas, grilled sardines, and Chicharones De Cadiz all make appearances on the menu. Licensees Ian and Diane Dent have a home in Andalucia, Spain and decided to bring the idea to Devon.

How it works: ​Around 40 people attend each event and pre-book at £15 per head. A Flamenco guitarist plays during the afternoon session while food is cooked in the pub courtyard. Lunches are linked into travel by boats to the pub that moor on the nearby pontoon when the tide is high.

Marketing: ​E-flyers to the pub database, website, Twitter and A-Boards.  Facebook is used with targeted marketing of specific types of people and groups at a low cost.  Holiday providers also promote the event via social media.

Be prepared: ​The licensees prepare and cook the food, tables and chairs are set up and Spanish crockery is used to serve the menu. The event is run in the courtyard and a Gazebo is on hand if the weather is not good.

Pay off: ​Lunchtime business increases five-fold when the Mediterranean lunches are held.  Many newcomers book again, as well as the regulars.

Key benefits: ​Loyal customers, new customers as well as holidaymakers come along to enjoy the event. It also provides extra business during a traditionally less busy time of a Monday afternoon. There is also an opportunity to upsell other products.

Advice: ​The food has to be of a high quality to ensure that people want to come back and re-book.

Best Outcome: ​Keep the pub busy on a Monday afternoon and bring in new customers. To ensure customers enjoy an afternoon of Mediterranean food and entertainment.