Pitching for a Perfect Summer
“Summertime, and the livin’ is easy…” or so the song goes. However, for the on-trade, summer is one of the busiest times of the year as customers gather to enjoy the sunshine. Add the fact that the next couple of months sees Euro 2016, Wimbledon and the Rio Olympics, get your offer right and the summer of 2016 is set to be a big one!
Take Stock shows you how best to capitalise on the profit potential of this heavy footfall.
Weather forecasting has come on leaps and bounds since the days of checking seaweed in the back garden, and while the Great British sunshine can never be guaranteed, subscribe to one of the free sunshine can never be guaranteed, subscribe to one of the free weather forecasting services like netweather.tv or metoffice.gov. uk for a daily email update that includes a five-day prediction. That way you can bring in extra staff and get the garden parasols and outside catering areas ready, in plenty of time. If your beer garden is tucked away around the back, invest in a simple, low cost A-Board to ensure passing customers know you’ve got an outside area.
Strut your stuff
People are constantly looking for new and exciting things to do, eat or drink. However, there’s a lot of competition
out there, so make sure you stand out from the crowd by advertising all your events, sports screenings and the food and drink promotions you’re running, to both your regulars and passing trade.
You’ll obviously need to ensure that the brands and styles of drinks your regulars like are in plentiful supply. But what else can you do? Demand for lower calorie and lower alcohol drinks is on the up as more and more people strive for a healthier lifestyle. Make sure therefore that the range of drinks you have on show include options for these customers – and capitalise on the availability of seasonal fruits in both your drink creations, and garnishes. And make life easier for your team, keep your customers for longer and help the party mood by having sharing options in every drinks category.
Beer & cider
Run special offers on pitchers of draught beer and cider. You’ll save time as customers will be topping up their own glasses, allowing staff to clear empty tables and offer table service for pitcher refills and food. Offer pitchers of shandy too. They’re back in demand as a long thirst quenching drink that with lower alcohol content, keeps the party going longer. Advertise ice cold buckets of bottled beers and ciders for a fixed price or why not up sell and offer food and a drinks bucket for a fixed price. Finally, don’t miss out on the huge demand for fruit ciders from brands like Rekorderlig, Bulmers, Old Mout, Pimm’s Cider Cup and take advantage of new trends. This summer sees the launch of Smirnoff’s new fruit ‘spider’ – spirit infused cider. (See What’s New for more details). Advertise any new additions to your range on blackboards around your venue and make sure your staff are kept informed of any new products.
No longer just for style bars, cocktails are now featuring more and more within the mainstream pub market, offering
the opportunity for an enhanced margin and can give your outlet a point of difference. With most cocktails, it takes the same time to make double the quantity. So, have a selection of alcoholic and non-alcoholic sharing cocktails available – promote them too. The margin is brilliant; the theatre will drive copycat purchases and by developing your own signature – serves, you’ll be offering something customers can’t get anywhere else. And you don’t even need to be much of a mixologist – as innovations like the new Tails Cocktail mixes mean you can have a sharing cocktail ready in the time it takes to pour, shake with ice, garnish and serve (see page 8 for details).
Prosecco, Cava, Asti, Champagne – demand for bubbles of every kind keeps on fizzing. By all means have your standard offerings, but don’t miss out on the profit potential of bubble-based cocktails. Many are familiar with a Kir Royale – champagne with a little Crème de Cassis. But, did you know that bubbles go well with a whole range
of liqueurs? Pick your fruit, find the matching liqueur, mix, garnish with the fruit and away you go. It looks healthy too! Why not offer The Pornstar Martini, growing in popularity,this simple creation contains Champagne, passion fruit liqueur and vanilla vodka – simple!
Pitchers of Pimm’s and Sangria have long been summer favourites. They offer drinkers a cooling, refreshing and tasty shared drinking experience. But you don’t have to stop there. With Mojito, Pina Colada, Sex on the Beach, Daiquiri and Margarita remaining the most popular cocktail choices, Take Stock brings you some inspirational ideas
for sharing pitchers you can promote throughout the coming summer season.
Sources of Inspiration
Check out the following for lots of cocktail recipe inspiration!