With summer hopefully encouraging more consumers out of the house and into pubs and bars, Heineken is aiming to help operators maximise the opportunity the warmer months present with a range of top tips that can keep customers happy – whether the sun shines or not.
1. Foodie appeal
It’s essential that operators think about food options and how drinks sales can be driven alongside meals. By promoting a combined food and beverage offering, outlets will deliver greater value to the consumer. For example, a ‘burger and beer’ style deal is a simple ploy that will increase footfall, while a formal food and drink matched menu will drive spend in a higher-end venue.
2. Sporting occasions
Almost a fifth of UK adults specifically go to the pub to watch football, so showing the sport can result in big increases for beer and cider sales. In order to capitalise on the summer of international football, it’s essential to remain stocked up. To tackle congestion at the bar, licensees are advised to think differently about drink formats, by employing jugs and pitchers of beer to decrease the number of visits to the till.
3. Pub gardens
If an outlet has a garden or terrace serving food and drink there is a surefire way to bring people together and draw in crowds. Cider sees an uplift of 10% during summer, so expanding upon the selection of premium flavoured ciders stocked in the fridge will encourage trade-up and result in greater spend. A BBQ can also be used to increase dwell time.