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Plan Ahead, Christmas edition - Take Stock magazine

Plan Ahead

The start of a new year is infamous for being the toughest time of the year. However, with great marketing, your profits could soar this January. Events at the beginning of the year are great opportunities to set the scene for a successful 2018.

New Year, New Start
January is the perfect time to get all those jobs done that you have been putting off or not had time for.

• Menu – does your menu need a refresh? Dishes or design, now is the time to do it as you’ll have time on your hands to sit down and think about it.
• Cleaning – use January to deep clean your premises. Appoint members of staff to help, or close for a day or two and hire a professional.
• Training – what training does your staff need? Book your team on well chosen courses that will add value to your business once the team are trained. Consider bringing a trainer in-house, to train your team more conveniently.
• Recruitment – January is a month of new beginnings for some, resulting in many changing jobs. This presents a great opportunity to introduce new talent to your team. Recruit via an agency or do it yourself through your social media and local media.
• Social media – update your social media platforms and engage your customers by promoting your menu or any events you are holding.

Try Jan
Try January was set up by the industry to counter the sales dip created by Dry January, and encourages operators to attract customers through promoting new drinks and food or celebrating particular brands.

• Make sure you use the hastag #TryJanuary on all your social media posts.
• Hold a one-off event such as a gin tasting or Mexican night.
• Experiment with new dishes and drinks on your menu. Promote your offer via social media and in-house to gain interest.
• Stay festive – The Churchill Arms in Notting Hill keeps its dazzling decorations up until mid January because it helps to attract custom and keeps the pub trading ‘non stop’.
• Create a menu that includes a selection of healthy, low-fat dishes to attract those customers on a new year diet.
• Hold a games night or hire a band for the weekend. Activities will help to attract customers who don’t want to drink alcohol but still fancy a night out.

Valentine’s Day
The day of love falls on a Wednesday in 2018 – a day many customers see as the downward path towards the weekend – so use clever marketing to exploit this mid-week event, and boost a typically quiet night.

• Have a lunchtime or early evening menu offer – mid-week customers may not want a late night.
• Stock up on Prosecco!
• Be creative with flowers and chocolates to create a romantic touch.
• For those who would prefer to celebrate at the weekend, create a night to remember by holding a Valentine’s dance on the Saturday night. Add good food and drinks for couples and singles to enjoy.
• Create Valentine’s cocktails to suit drinkers and drivers. Visit takestockmagazine.com/recipe/categories/cocktails/ for the Passion Punch (alcoholic) and Passion on Ice (non alcoholic) recipes.

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