Festive cheers!

Turn your bar into a winter wonderland with these simple festive planning steps

It’s important to gear up for Christmas as early as possible to lessen the impact of the poorer performing months in January or February.
That’s the view of Karissa Mason, Deputy and Events Manager at the Queen of Bradgate, one of Leicester’s most popular food and drink venues.
She starts decking the halls and preparing for the run-in a full year in advance, so find out why it’s vital to stay ahead of Santa…

Crack your cocktail offering

“We’re known for our craft beers and cask ales, but at Christmas cocktails and spirits outstrip everything and give us a good price point.

Our daily cocktail happy hours, two for one deals and masterclasses maintain our reputation all year, but from November people are in high spirits and like to treat themselves whether they’re eating or not.”

Karissa is stocking up on rich, creamy flavours such as Baileys or peanut butter for an espresso martini with a twist: “They perform well when people want indulgence, but we split our cocktail menu to keep the classics such as Long Island Iced Tea and Cosmopolitan.”

Keep it fresh

Guests make time for leisure and catching up as the big day gets closer.

Get your proposition right and half will visit your venue at least three times in the build-up, while one in five will return multiple times. Keep your bar offering fresh with guest ales and special offers alongside imaginative food pairings.

Be polite and proactive

“Make sure your festive menu is talked about in advance. A good chunk of Christmas income is linked to annual parties and corporate bookings,” insists Karissa.

Her venue’s guests start asking about the festive menu within weeks of their last company outing, with many Friday and Saturday slots in December booked by March.

“One business said they loved their party meal so when I saw we only had one slot left I let them know. They snapped it up, so it pays to be politely proactive,” she says.

“We usually have the Christmas food and cocktail menus on tables by August so businesses can see ours before anyone else’s, and book early.”

- Karissa Mason, Deputy and Events Manager, Queen of Bradgate

Mix and match

Make sure your whole day reflects the customer-base. Older customers love lunch deals, while younger, mid-life guests look for happy hours and experiences. Christmassy live music or carols maybe? The younger crowd are more open to trying something new and trade up opportunities, so go all out to inspire them.

Inspire the indulgence

We all push the boat out a little at Christmas so stock up on something a bit special for your customers.
They’ll be happy to pay a bit extra to celebrate the most wonderful time of the year.

Anne Bonny Rum

In the spirit of its pirate namesake, this adventurous rum blends the cultures of Jamaica, the Dominican Republic and Réunion Island to bring consumers a bold moment in every sip.

La Trappe Blond – 6.5%

This Trappist beer with a golden hue offers a rich taste experience while remaining approachable. It delivers a fruity aroma with malt scents and a spicy palate with notes of caramel.

La Trappe Dubbel – 7%

This classic dark-brown Trappist ale with an ivory-coloured head has a full malty and caramel-sweet taste with the subtle, sweet influence of dates, honey and dried fruits

Rodenbach Fruitage – 3.9%

Fruitage is the refreshing fruit beer from world renowned Belgian brewery, Rodenbach. Brewed to 3.9%, a blend of red ale and natural cherry juice delivers a balanced and thirst quenching beer.

Cornet Oaked – 8.5%

This oaked, strong, blond Belgian beer’s subtle vanilla note is achieved by adding oak chips during brewing, which began in honour of 11th century knight Salomon de Maldeghem.

Whitley Neill Distiller’s Cut

Mix 25ml of classic London Dry Gin with 15ml of elderflower cordial and lemon juice in an ice-filled glass. Top with prosecco and garnish with lemon and mint. for a Distiller’s Festive Fizz.

Don't forget the snacks

KP Flavour kravers flame grilled steak

Across the festive season, nut sales increase by 60%*. Keep this tasty option in your customers’ eyelines and make the most of the profit opportunity. High protein and bold in flavour, KP Nuts are five times the size of their nearest competitor, so give your partygoers the best (and most delicious) this Christmas.

*Source: Nielsen IQ, Total Coverage, Total Value, w/e 26.12.20

Tyrrell’s sea salt and cider vinegar crisps

With a premium crunch and flavours that get punters coming back for more, these crisps will make every visit to your venue feel like a special occassion. Winning 93 Great Taste Awards across the range, they’re a great accompanyment to a glass of wine (or even a festive fizz). Remember, 85% of customers are more likely to buy those on display.

*Source: Toluna – Feb 2024

Maximise your space

Don’t be afraid to shift bar furniture to promote products with good seasonal margins. Champagne and sparkling wine perform well while upselling more premium beer than usual tempts ‘treat myself’ guests.

“Putting a mulled wine urn on the bar drives spontaneous custom. We also see a big upturn in premium vodka and gin as sales surge in the final four weeks of the year.”

- Karissa Mason, Deputy and Events Manager, Queen of Bradgate

Make it heart-warming

“We think about the stories of our guests. They might be at a works ‘do’, dropping in after Christmas shopping or meeting friends, so they want a special and very festive experience, says Karissa. “The venue needs to be warm and cosy with a relaxed atmosphere in customer areas and a brisk efficiency in the bar, kitchen and front of house.”

Don’t forget the small stuff

Little luxuries mean a lot, especially at Christmas when customers are happy to pay a little more for premium beer or spirits to get the festive fun factor.

“That said, it’s an expensive time of year so any deals or offers that give your customers added value such as happy hours, experiences or small freebies go down a storm.”

Tell people about it

Karissa insists: “You can have the best offering out there but if people don’t know about it, Christmas can pass you by. Word of mouth from people in groups or corporates is crucial because they return or come back with family or friends. We update Instagram and Facebook with warm shots of food, drink and events as December nears to grow anticipation.”

Be fair with your team

Your people are key to keeping customers happy so looking after them is vital, says Karissa. “I give everyone their entire Christmas rota in November so they can check their shifts fit in with their family Christmas and see if they’re happy to pick up any extra.

“Being open and upfront with your team in advance will earn their loyalty and keep them happy. We have good staff recruitment and retention so it must be working.”

Learn from the past

Compare patterns from previous years and use them to stay ahead of orders, bookings, sales and prices this year. If once a week deliveries didn’t match demand, increase them to two.

Karissa says: “The same goes for something as mundane as the bins, crockery and cutlery. If you didn’t have enough last year, restock now.”