What can you do this summer to increase sales?

Now your back open and completely back to normal soon (hopefully) it's now about making the most of this summer

After over a year of being locked down and working from home, and now a four-week delay to the total re-opening of hospitality, the prospect of socialising with friends and family in the on-trade is an irresistible one for consumers. After all, a video call at a kitchen table with a glass of wine really can’t compete with a midsummer evening in a great licensed venue.

Now more than ever the public know that it isn’t just great food and drink the hospitality industry offers, but an authentic experience which money hasn’t been able to buy for large parts of the past year. And that’s been reflected by the enthusiasm which has greeted the gradual reopening of the trade so far.

With better weather pairing perfectly with a packed sporting calendar and a reawakened love for the hospitality sector, there’s plenty for operators to build upon this summer by using every rule to their advantage.

We spoke to three experienced figures in the on-trade about how to make the most of the coming weeks and months

So how can you sell the experience this summer, using every rule to your advantage?

  1. Create a themed or cut down menu of customer favourites that enable you to take advantage of the increased footfall in your outlet this summer
  2. Create your own event to tie-in with local activities. Is there a local marathon taking place that finishes near your outlet? Or a local fate taking place over the summer? Create your own event when the footfall opportunities are already higher
  3. Offer events that stand-out vs. your competitors, how about inviting a local band to play on a Friday or Saturday evening to encourage both new customers and existing ones to visit?
  4. Utilise your social media channels with some low level spend to advertise if you are showing the summer’s sporting events. Think about also offering themed drinks or themed meal deals to encourage trade-up