Planning ahead is crucial to maximise the sales opportunities presented by key events on the calendar.
Celebrate British Food
British Food Fortnight, organised by Love British Food, is the biggest annual, national celebration of British food and drink. Established in 2002 in the wake of the Foot and Mouth crisis as a flagship event to bring food initiatives, events and projects across Britain to the public’s attention, it presents the opportunity for anyone in the industry to promote the benefits of buying and eating British produce.
What to do
• Create a one-off menu or experiment with new dishes using British produce
• Display POS material and hang Union Jack flags
• Brief front of house staff to promote the event to customers when ordering
• Make popular dishes special by sourcing British ingredients: Soup of the Day and Bangers and Mash for example
• Have Chef’s Specials highlighting local produce. For example, a steak and ale pie draws attention to your range of ales behind the bar
• Name producers and farms rather than simply ‘local’ on your menu
• For children’s menus and school dinners, create menu cards that detail where the food has been sourced
• Organise a quiz night about British food
Shake it up!
London Cocktail Week is the world’s biggest cocktail festival. The seven day event celebrates the capital’s vibrant and fantastic cocktail scene. With 300 bars signed up for the event, it presents an opportunity for bars and brands to showcase their talent, as well as the best mixed drinks available too.
Why get involved?
It’s a huge event for London and will bring in a lot of new and existing trade. If a neighbouring venue is one of the bars signed up for the event you can cash in on their trade by offering your own event on their back of theirs. This will help put you in the spotlight for future custom and raise revenue.
What to do
• Have a cocktail offer at specific times
• Have a speciality cocktail or cocktail of the day
• Hold a masterclass in cocktail making
• Offer cocktail and food pairings
• Shout about your event on social media and in house
• Encourage customers to post pictures on social media
Fish is the Dish
Seafood Week celebrates the amazing fish and seafood on offer in the UK, creating the perfect platform to encourage more people to eat more fish, more often. The eight day annual campaign is run by Seafish and offers operators daily species, recipes and inspiration throughout the event. This year it is expected to be bigger and better than before, and businesses across the whole supply chain will be tempting consumers with great ways to buy, cook and dine out on great seafood choices.
What to do
• Sign up now to be part of the seafood week at fishisthedish.co.uk/seafoodweek/my-seafood-week
• Join in with the social media campaign #fishpunday on 5 October to help kick off the event and use #seafoodweek to let customers know you are involved
• Have a ‘fish of the day’ on your menu
• Have a special offer on your fish dish – a 2FOR1 or early bird menu – during quiet times to help boost trade
• Encourage people to eat fish in different ways by serving fish cakes or seafood curry
• Contact your local newspaper to tell them about your plans for the week, to raise awareness and attract trade