Being the owner of a pub is a demanding job. There are many aspects to consider in the day-to-day running of your establishment as well as longer-term challenges like marketing and events. One of the most important factors when running any hospitality venue is health and safety. If you serve food, for example, it’s essential that all staff are fully trained in matters such as food hygiene procedures.
But once you’ve addressed basic considerations like training, an organised staff rota to manage demand and assign proper breaks, and the possibility of exploring pub insurance to help cover a variety of eventualities, how do you take the next step?
Improving your pub’s reputation and attracting new customers requires going the extra mile to make it a place worth visiting.
Focus on customer service
Customers are more likely to return if the service is great. That means being welcoming and friendly, regardless of how busy it is and how stressed you might get. If a customer complains, deal with it politely and respectfully and aim to solve the issue.
Encourage customers to leave reviews if they’ve enjoyed their visit or ask them to provide feedback on their experience so that you have a clear picture of how to improve.
Organise events
Breaking up the week or month with special events is a great way to attract new customers to your venue. You might consider live music, quiz nights, themed food evenings or wine tastings.
You could also tailor your events around seasonal celebrations such as Christmas, New Year, Easter or summer.
Join social media
These days, it’s essential to market your business on social media – you can bet that, even if you’re not on Facebook, TikTok or LinkedIn, your competitors are. You can use socials to promote all aspects of your business such as offers, events, new menus, booking methods and contact information. Adding images and videos is a great way to bring it to life and plant the seed of visiting in readers’ minds.
Highlight your USPs
What makes your pub different? You could point to employing a reputable chef, being dog-friendly, offering a play area for children, having a large beer garden or even brewing your own beer on site. Make sure these are communicated via your social media and website.
You should also showcase any awards that your pub might have won or been shortlisted for; they’re an easy signal to customers that you’re worth their time.
Reward system
Adopting a loyalty program is a great way to attract returning customers. Consider discounts, a free drink via a stamp system after spending a certain amount of money or a voucher reward for birthdays.
The best strategy will depend on the location of your pub, the type of customers you’re targeting and the food and drink you offer. It’s also useful to check out local competition to see how they’re attracting new punters.
Finally, it’s worth revisiting your marketing strategy regularly to ensure you keep your offerings fresh, unique and in line with current trends.
