Food sales increased after the concept was introduced to the company’s Wagon & Horses, Surrey, pub over the summer, according to Authentic Pub Co director Simon Bailey.
Two menu formats are served across its seven pubs – a Thai menu in the Dragon pubs and a British classics menu in the Waggon & Horses.
However, Authentic Pub Co decided to take advantage of the Dragon’s Thai food specialism and implement a streamlined version of its menu on a Tuesday to encourage locals to enjoy Thai dishes cooked to order by genuine Thai chefs at the pub, Bailey said.
“As a local pub, regulars at the Waggon & Horses can be a little wary of change,” he explained.
“We took the time to introduce them to the Thai menu, try the dishes and reassure those who enjoy steak and chips or our Sunday roast that classic pub grub would still be at the heart of our offer.”
Acquired a Tuk Tuk
Dedicated menu nights work well, but customers have plenty of choice when it comes to curry nights or steak nights. By creating a point of difference with Thai Tuesday, we stand out in the market
- Source: director
The new dishes were promoted on menus, posters, the pub’s website and social media. Authentic Pub Co has also acquired a Tuk Tuk, which travels between the pubs and was becoming well-known in the area, he claimed.
As a result of Thai Tuesdays, the Waggon & Horses has seen stronger mid-week trading, a healthier food/drink sales mix and improved cross-marketing with other pubs in the group.
Bailey added: “Dedicated menu nights work well, but customers have plenty of choice when it comes to curry nights or steak nights. By creating a point of difference with Thai Tuesday, we stand out in the market.”
Meanwhile, you and your pub could be rewarded at the Estrella Damm Top 50 Gastropub Awards in January next year for introducing an innovative idea to your business.
The Business Innovation of the Year award is open to any pub that has started a new venture or way of working that’s truly innovative and has helped to improve the business.
Last year’s winner was the Richmond Arms in West Ashling, West Sussex, which boosted trade by investing in an old Citroen H Van, from which wood-fired pizzas were sold.
Covers from 40 to 90
The initiative increased the pub’s covers from 40 to 90 and capitalised on the growing demand for street food.
Two other categories are also open for entry and include Newcomer of the Year and Front-of-House Manager of the Year.
Enter before the Friday 23 October deadline. The Estrella Damm Top 50 Gastropubs list and the winners of the awards will be revealed at a lunch at Hermitage Road Bar and Restaurant, Hertfordshire, 25 January 2016.
Find out more about how to enter here.
Top 50 Gastropubs 2016 is sponsored by Estrella Damm and associated partners include Appletiser and Schweppes, and Berkmann Wine Cellar.