Post Budget Blues? – Here’s Some Food for Thought!
Introduction
There is no denying that the hospitality sector can be tough, and costs just keep on rising! It seems that for pubs, with 2.1 closing every day, it really is survival of the fittest! Although we might not be able to change government policies, are pubs doing absolutely everything possible to mitigate the rising costs?
Are you so busy working in your pub that you haven’t taken a helicopter view of your pub recently and asked yourself whether you are operating effectively or considered creative ways to improve profitability?
In this article, I am focusing on just one area where profitability can be improved – increasing spend per head which can sometimes be easy to overlook. Here are ten questions to prompt some reflection on your current approach, with suggestions to help you enhance the customer experience—and your bottom line.
Top 10 Questions to Increase Spend per Head
Are my staff trained to upsell effectively and naturally?
We have all been out for a meal and the serving staff haven’t offered more drinks, or desserts or coffees. Does this describe your staff? Upselling should enhance the customer experience and make them feel looked after. Train your team to suggest upgrades that match the customer’s mood in a way that encourages them to spend more, rather than feeling blatantly upsold to. This could be as simple as recommending a premium spirit or a larger pour. Or encouraging guests to try a more exclusive wine with their meal or suggest an upgrade on a popular dish.
Do they promote your events by asking if they fancy coming to your next pub quiz or sports night? Fully training your staff to effectively upsell is one of the most effective ways to increase spend per head.
Do my menu and drinks descriptions make customers excited to order?
Take a look at your descriptions—do they paint a picture? Whether it’s a “Full-Bodied, Locally Brewed IPA” or “Hand-Breaded Chicken Tender Strips with a Zesty Garlic Dip,” tempting language can influence choices. How about describing signature cocktails, local ales, or featured spirits in a way that feels irresistible, or using this approach for popular menu items to increase premium selections.
Do I offer tempting add-ons and sides that customers want to try?
Small extras can boost the bill without feeling like a big upsell. Wet-led pubs might consider snacks like seasoned nuts, olives, or Doritos with a trio of dipping sauces to pair with drinks. Or offer novelty crisps with an unusual flavour which can become a talking point. How about Walkers Cheese Toastie with Heinz Beanz flavoured crisps? One enterprising landlord has made an art out of it – read about it here.
Food-led venues could offer premium sides like garlic butter prawns, truffle fries, or speciality sauces that complement main dishes, creating easy upsells that add to the experience.
Am I regularly featuring special or seasonal items to add variety?
Limited-time or seasonal specials create a sense of excitement and encourage customers to try something different. Do you rotate in seasonal cocktails or local brews to keep the drinks menu fresh? Or feature dishes with local or seasonal ingredients. If so, do you do this often enough? Your goal is to bring in something new that draws attention and justifies a premium price.
Is my menu laid out in a way that guides customers to higher-value items?
Strategic menu layout can guide guests to high-margin choices. For both wet- and dry-led pubs, ensure that premium items or house specialities are in easy-to-see spots, like eye-level placements on a menu or highlighted as “recommended.” This subtle encouragement helps direct customers naturally toward higher-value options without pushing.
Have I considered offering group sharing platters or packages that add value?
People love to share food and drink, and group platters are a great way to cater to social gatherings. You could offer a “mix-and-match” platter of mini cocktails, local craft beers, or sharing snacks. Or maybe create family-style platters of cheeses, meats, or themed dishes for groups to enjoy together, making for a social experience that also boosts the total spend.
Am I offering attractive meal-and-drink packages that add value?
Bundled deals are popular, whether it’s a food-led set menu with a glass of wine or a wet-led offer like “Beer and Burger” night. Try bundling a pint with a snack to drive additional spend from customers who come just for a drink. You could offer multi-course packages with drink pairings, giving guests a full experience at a slightly higher price point than a single item.
Are my staff actively suggesting desserts, coffees, or after-meal specials?
For customers ready to wind down, an appealing suggestion can be the perfect nudge. Do your staff place dessert menus on the table before the table get restless and ready to go? If customers say they are full – offer a dessert with two spoons. Or a speciality coffee instead? Why not offer a trio of mini desserts for them to share?
Do I have any unique, local, or exclusive products that add something special?
Local touches add charm and appeal to venues. For wet-led pubs, this might mean featuring a locally brewed beer or an exclusive small-batch spirit, which many customers are willing to pay a premium for. Dry-led venues could highlight local ingredients or a special dish that captures the essence of the area. These unique options elevate the experience, making customers feel like they’re part of something special.
Do I use table tents, boards, clip frames or inserts to highlight high-margin items?
Little prompts can go a long way in encouraging guests to try something new or more premium. Do you use table tents to promote a “cocktail of the month” or a high-quality spirit. Or feature a chef’s special on a small menu insert. These gentle reminders help direct attention to high-margin items that customers may not have otherwise noticed.
Wrapping Up
Whether wet-led, dry-led, or somewhere in between, these questions can help you find ways to increase spend per head by enhancing the customer experience. Small adjustments can have a big impact on your bottom line, all while making customers feel like they’re getting great value.
Reflect on what you’re doing now and see if there are one or two areas where a little change could go a long way. After all, a happy customer who feels well looked after is more likely to come back—and to spend just a bit more each time.
If you would like to spend an hour discussing how you can increase profitability in your venue with a business coach – you can book a free, no-strings-attached coaching session and have some quality time working on your business, not just in it. Interested? Get in touch to find out more.
