Father’s Day on 19 June is a chance for pubs to push sales and increase footfall.
Once seen as a gimmick, Father’s Day can be bigger than Mother’s Day when marketed well and is one of the on-trade’s busiest events.
The pub environment is one that dads tend to feel comfortable in, and it offers good value for family dining. Most offer an all-day menu which gives the customer flexibility over eating times – something that helps on a special day like this, especially if dad has to coordinate with his childrens’ timings for the day.
What to do?
Keeping dad and his family entertained on the day will mean they will stay longer in your premises once they have eaten – and that means more drink and snack sales! Most men like to watch sport. The F1 Baku Grand Prix and the US Open final are being shown on the day, so if you have access to these, it is worth showing them – and advertising showtimes. Booking a live band is a great option, if you can afford it. It will keep customers in your premises for longer than they may have originally planned. Old school board games have had a resurgence recently and are now a popular theme in pubs. They can be played by any age, and the best thing is they stir up some healthy competition among the family – as well as a lot of laughs.
If the sun is shining, your profits could soar. Most men (and women) love nothing better than drinking and eating al fresco so make sure your beer garden or any outdoor space is ready (see our feature on page 53) and the BBQ is lit! A sunny day attracts all sorts of walk-ins so it’s best to have a few extra members of staff on standby – if only to cover main meal times.
Shout about it
In the weeks running up to the event make sure you promote Father’s Day on your website, through social media and in-house, asking regulars if they’d like to book a table. Put up posters and promote your menu. Make a noise about everything from the menu – food, drink, entertainment and offers.
The day may be about dad, but extended family from children to grandparents will be sharing his special day, so make sure you stock up on bottled soft drinks and fruit juices as parents are willing to splash out on special occasions. For designated drivers or non-drinkers, flavoured and decaf teas will be essential. Good coffee is a must, and for those dads who are designated drivers make sure you have some low and alcohol-free beers.
Toast the day
Most dads will want to have draught or bottled beer, but depending on your menu a chilled white or a bold red wine is a necessity (see our food and drink pairing menu in your March/April Take Stock). Stock up on stout, Guinness and cider (see our feature on page 29), as these are popular drinks. Being a special day Dad may want to push the boat out and have an after dinner port, or even opt for a single malt. See our feature on whisky on page 42 for the best ones to serve.
A dad’s dinner
A Sunday roast is still a firm favourite but in the last Take Stock we brought you a Father’s Day menu designed to give you ideas on how to plan your own. It can still be viewed at www.takestockmagazine com. Most dads love meat, but make sure you have a fish option and a vegetarian option on the menu too. Get the barbie out if the sun is shining as diners love nothing better than a grill – and the smell will attract walk-ins too! To drive footfall, why not offer a free pint with every dad’s meal ordered?
Find the Mixed Grill with Crispy Hens Egg and Faggots recipe here