With summer now in full swing, Heineken UK has compiled a series of tips designed to help pubs take full advantage of the summer months.
1. Sunshine serves
The average on trade outlet takes around 2 per cent extra revenue throughout summer, with cider taking the lion's share with a 16 per cent increase.
While mainstream beers and ciders are still important to a venue's core offering, tap into the trend for premiumisation by tempting consumers to try a more premium beer or cider. Old Mout – the fastest growing premium flavoured cider in the on trade – is a popular choice.
Meanwhile, lager peaks in the summer with a 5 per cent increase. Premium sunshine lagers such as Sol and Desperados see an even greater increase in sales over summer.
Consider increasing your fridge space for sunshine lagers, along with packaged cider, to meet demand and increase visibility. Placing these trade up brands on the top shelf of the fridge will also help boost sales and drive value.
2. Food and drink pairings
In an economy where experience is key, outlets should be prepared for summer with a well-thought out food offering, carefully curated to match its drinks selection. Seasonal menus and specials which incorporate local produce and emphasise the provenance of ingredients are a big hit with consumers, with 50 per cent saying they want to make healthier lifestyle choices by actively choosing sustainably-sourced or organic produce.
Promote seasonal menus and specials with a sustainable focus alongside special drinks offers.
If not already in place, it's important to add a children's menu or offer smaller portions to entice families.
Highlight food and drink promotions as well as new menu additions on Snapchat and Instagram. With over 89 per cent of 21-34 year olds active on social media, this will help you to connect with a millennial audience.
3. Pub gardens
Long summer days are the ultimate win for pubs with gardens and there is plenty that owners can be doing to drive footfall and spend. For one, serving food and drink that customers associate with the outdoors is a simple way to ensure the outlet meets the demand. Make sure your outside space is tidy and attractive to consumers too.
53% of customers would visit a pub more often if there was a good garden – so tell your customers you have one! Make sure you have plenty of outdoor seating, both shaded and in the sun.
Consider setting up a temporary bar in the garden. A secondary bar can also reduce queue-time at the main bar, ensuring higher frequency and increased dwell-time.