1. Look at your menu options

We’re using our product range to give customers a reason outside of sports to head in. We have relaunched our wine list with the help of our supplier to provide a decent selection, both by the glass and bottle. We will also look to refresh this list seasonally, listing more whites and roses in the warmer months.

Within the confines of our tie agreement, we’re seeking out more craft and interesting beers to stock on draught and regularly rotate the guest ale on offer.

Additionally, we have a great & extensive selection of gins available. Each paired with a complementary tonic or mixer and garnish. Coming in big Copa style glasses, they look great too. We offer a happy hour 2 for 1 offer on them after work to pull people in for their first drink.

2. Tap into the local community

We’re on the same street as halls of residence for a local university. Not only have we been lucky enough to find some great bar staff among the students to join our team, we are catering for the student market in venue too. Specifically, the large number of American students that live in the buildings, we hosted a big Thanksgiving event, and we’ve applied for a late licence for the SuperBowl.

We also offer student discounts and activities like beer pong for them on quieter nights.

3. Attract the corporates

With news of the ‘work from home’ advice to come to an end in the coming weeks, we think this is a great opportunity to renew our relationships with nearby offices and companies.

We’re offering lunch promos, either a set menu offer, or an agreed discount for nearby offices. We are also lucky enough to have a space that we can hire out for private use, for office drinks and celebrations.

As a central London venue, there are also a couple of conference centres nearby, and we’re in discussions with them to host post conference socials.

4. Calendar events

Every venue will have key calendar events that appeal to their usual customer base, and of course they should continue to focus on and promote these, but are there other events which could attract a different customer base?

We’re not the type of venue that would be popular for a couples Valentine celebrations, so we’re planning to focus on the Galentines / Palentines audience of friends socialising together.

We also like to support national charity days, running limited edition products and making a donation of profits from them.

5. Review your social content

We are making sure our social content is balanced between the existing audience and the new ones we’re trying to attract. As mentioned, we’re always full for the big sporting events, so we don’t publicise every specific match in an attempt not to put off non-sports fans. We try to shout about all of the things from the four points above we’re doing too!

With not only Covid, but a venue fire having hit us in the last 20 months, like many other hospitality venues it’s been the toughest of times. Prior to the Omicron curveball, October and November were a real glimmer of hope for us in terms of footfall and profits and a reminder just how much the public love the hospitality industry. Because let’s be honest, nothing at home can ever beat the perfectly made and served drink you’ll get in a pub, bar or restaurant!

Cheers,

Shaun.