5 steps to a bounce back this Easter

Cracking family fun is key to eggcellent profits on this bank holiday weekend

With schools breaking up for two weeks on Friday 29 March, the Easter weekend is the perfect opportunity to attract families to your outlet. Last year, both pubs and restaurants noted an uplift in their sales over this four-day holiday.

According to CGA, pubs reported an 87% uplift in drinks sales last Easter Sunday compared to a normal Sunday, with many also seeing a surge in visits between 2pm and 5pm across the weekend. Restaurants saw a 3.09% increase in transaction volumes over the extended Easter weekend. It’s proof, say analysts, that families are prepared to spend on ‘special occasion’ treats over the weekend and the school holidays that follow.

Cater for little and large

From seasonal lamb chops to scotch egg specials, make your menu flexible and fun to cater for all sizes of appetites and occasions. Whether guests are having a three-course Easter Sunday roast or dropping in for a Saturday afternoon
drink and a snack. Price-bundled small plates that are easy to serve are popular with families looking to grab a snack between activities. They’re also a quick win for your margins. Think mini lamb skewers, quiches and spiced sausage hot cross bun sliders. If the children are happy, the parents are. Adjust your menu so smaller guests can enjoy three set-price courses that include fun starters and desserts such as mac ‘n cheese in the shape of an egg or bunny-shaped sweet pancakes. It’s an upselling opportunity that means everyone can enjoy their Easter meal together.

Create happy family afternoons

School holiday afternoons are the perfect opportunity to host ‘family happy hours’. Revisit your snack menu and hold egg hunts for the little ones during quieter spells to bring in new business. Promotions, such as a hot drink and biscuit for a fiver or children’s lunch deals, will make parents more likely to drop in. Activities are a great way to boost footfall in between your lunch and dinner service. Offer cornflake nest-making or egg painting. Make sure your local schools know what you’re offering before they break up by sharing offers on relevant Facebook pages to encourage visits from parents.

Make margins in any weather

When the sun’s out, the fun’s out and margins climb. Warmer weather boosted sales by 2.7% in 2023, according to MCA. Last year’s success came when the sun shone, so invest in awnings, umbrellas or a pergola to give your outdoor seating area a refresh and feel-good factor. Outdoor heaters (do research the most effective for your space) make the great outdoors even greater whatever the weather, and increase the number of covers all year round. Keeping an eye on the forecast and adapting your outdoor space will help you attract and serve greater footfall more easily. If it’s going to be sunny, order a bouncy castle. Rain in the forecast? Invest in a marquee for the weekend.

Stock seasonal tipples

Bar managers need to be ready as wallets and purses loosen the day before Good Friday. If the sun shines, last year’s 39% boom in cider sales could be topped, so it’s worth stocking up on best-sellers Inch’s and Bulmers. For a more luxurious Easter Sunday or Monday afternoon treat, Murphy’s Irish Stout or Camden Stout perfectly complement roast dinners. They’re also a good fail-safe if the weather doesn’t behave. Stout and world lager were best-sellers last year, while sales of soft drinks jumped an average of 65% over the Sunday and Monday. Take advantage of this trend and celebrate spring’s larder with fruity mocktails. Combine seasonal flavours like strawberry, apple and rhubarb for no-alcohol specials.

Buy (and sell) local

Trial a two-week collaboration with nearby businesses to showcase their Easter produce in your specials. Customers love buying locally sourced products, so consider stocking some items on the bar for them to purchase as well as using in your dishes. Test out Easter-themed drinks, springtime food specials with these ingredients.

Marketing matters. So make sure you’ve got flyers, posters and social posts promoting any events, activities or offers out at least two weeks in advance.

Banish bill shock

Despite Barclays reporting that half of customers are keeping an eye on discretionary spend*, appetite remains strong for relaxed holiday ‘get-togethers’. Clearly defined promotions and fixed-price specials will offer value for money and help you attract larger groups over Easter. Communicate your offer well online and in-house, tell everyone about your mouth-watering special offers! It is a significant outlay to take the extended family for a meal, but if your customers know they’ll get good service, good food and a good price at your venue, they’ll spend more when they’re with you.

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