Planning ahead is crucial to maximise the sales opportunities presented by key events on the calendar.
Showing sport over the summer can help you raise revenue by attracting new customers, as well as giving existing customers an excuse to stop by and stay.
What to do
• Decorate your premises with flags and bunting for popular events like FIFA World Cup, Wimbledon and the Tour de France.
• Have easy to eat and themed menu specials such as strawberries and cream or a wine of the week or beer to represent the country of the sport being played.
• Show popular games during quieter times – for example, Wimbledon opens on Monday 2 July so why not show the first lunchtime match?
• Have a ‘Welcome back Premier League’ party when the football returns in August.
• Make use of the bank holiday (27 August) and coincide a BBQ with showing the Rugby League final and Premier League games.
• 2-15 July: Wimbledon
• 7-29 July: Tour de France
• 8 July: Formula 1 – British Grand Prix
• 15 July: FIFA World Cup Final
• 19-22 July: The Open
• 20-22 July: Rugby Sevens World Cup
• 11-12 August: Premier League 2018/19 season starts
• 25 August: Rugby League, Challenge Cup final, Wembley
Make sure your menus and events are both prepped, promoted and ready to launch once the temperature drops.
What to do
• Get involved with British Roast Dinner Week in September. The competition presents the perfect opportunity for you raise awareness of your establishment as well as trialing demand for a ‘roast every day’.
• Support National Curry Week in October. The annual event gives outlets the chance to experiment with more traditional, healthy curries by holding a one-off event or making the dishes more prominent on your menu for the week.
• Consider and create more varied vegetarian and vegan options.
• Boost your children’s menu
• Create a wine and food pairing menu.
• Speak to your supplier about stocking up on seasonal (and local) ales and gins.
• Hold a Bonfire Night event. It falls on a Monday this year giving operators the opportunity to boost a quiet day or hold it on the weekend before. Look at takestockmagazine.com for ideas and the health and safety guide.
Christmas is the biggest event in the calendar. Although we are still enjoying the British ‘summer’ plans should already be in place for autumn and now is the time to start thinking about the festive season.
What to do
• Plan your Christmas menu – not forgetting vegetarian and vegan.
• Begin to promote your menu and events via social media, website and in-house, and make a member of staff responsible for updating them…create a teaser campaign to generate interest.
• Make sure your booking service is efficient, easy and accessible – online or telephone.
• Recruit staff early – good temporary or permanent staff will be snapped up quickly, so don’t lose out.
• Check that your music licence is up to date.
• Dust off your decorations well in advance to check that they are in a suitable condition to ‘deck your halls’.