Cracker Pack 2019

Plan Ahead

Planning ahead is crucial to maximise the sales opportunities presented by key events on the calendar.

British Food Fortnight
The event celebrates all things British. It will help attract new customers, increase spending from existing ones and show that you are serious about food sourcing and provenance.

Why choose British?
• You’re supporting the economy
• Helps lower your carbon footprint when using fewer imported foods
• British meat is produced to some of the highest welfare standards in the world
• Britain’s pig farmers operate by UK law to standards of welfare that are higher than those of nearly every other EU member state
• Our beef and sheep industries are the envy of the world, so protect our livestock industry by buying British
• British chicken is the safest chicken meat in Europe: 2% of them have salmonella compared to 30% in Europe

How to celebrate
• Promote the event before dining and after on your social media pages
• Create a one-off menu or have daily specials using British produce
• Display POS material and hang union flags
• 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

Seafood Week
The annual campaign is aimed at getting more people to eat more fish, more often. Run by Seafish, it highlights the variety and quality of fish and shellfish on offer in the UK.

Why get involved?
• Seafood Week 2018 was bigger and better than ever before. The campaign reached over 416 million (+75% on 2017)
• Businesses got involved with great ways to buy, cook and dine out on great seafood choices
• Consumers in the UK eat on average only one portion of seafood a week. By encouraging customers to increase their consumption it will help improve the nation’s health

What to do
• Sign up to be part of the seafood week at
• Promote the event in-house and on your social media
• Have a fish of the day or create a one-off menu for the week
• Offer early bird 2FOR1 meals
• Encourage people to eat fish in different ways by serving fish cakes or fish curry
• Offer child friendly fish meals (and portions) like fish fingers, haddock goujons and tuna pasta bake
• Have complimentary nibbles on the bar to get customers excited about fish. For example, cod bites, crab parcels and calamari

London Cocktail Week
The celebration of the capital’s cocktail scene is the biggest event of its kind in the world. Turning 10 this year, it’s a party you want to be involved in!

Why get involved?
• It’s a huge event for London which will bring in a lot of new 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 the back of theirs
• Getting involved will help put you in the spotlight for future custom and raise revenue
• Shows that outlets outside of London can still be involved and capitalise on the event

What to do
• Have a cocktail offer during quieter times of the day to attract trade
• Create your own signature cocktail or have a 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 the event and pictures on social media by suggesting hashtags they should use
• Host a competition for the best cocktail photo posted. The winner gets a free cocktail, post event

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