Has Santa been yet? :Is it too early to plan ahead?

As we currently enjoy warm weather across most of the UK and many of us are even jetting off to even warmer parts of the world, few people are thinking about Christmas … or are they?

The hospitality industry thrives during the festive season and the best organised businesses plan early.

It is the same with those tasked with group bookings for workplaces, clubs and friends/family, thinking ahead means not missing out on the preferred venue.

So whether your pub offers a full dining experience or specializes in a cozy atmosphere with exceptional drinks, preparing for Christmas and New Year is crucial to ensure a successful and profitable holiday season. Here’s a comprehensive guide to help you get ready, covering everything from decor and staffing to menu planning and marketing.

Plan Ahead: Timing Is Everything

Start Early: Ideally, planning for the festive season should begin at least three months in advance. This allows ample time to organize events, adjust menus, decorate the space, and market your offerings.

Key Dates to Remember:

• Christmas Eve and Christmas Day

• New Year's Eve and New Year's Day

• Office parties and festive gatherings typically start from early December.

Festive Decorations: Set the Mood

Create a Cozy Atmosphere: Whether you’re a gastropub or a quaint local spot, decorations play a vital role in setting the festive tone. Think twinkling lights, wreaths, baubles, and maybe even a Christmas tree. For pubs focused on drinks, cozy elements like candles, fairy lights, and festive table settings can make a big difference.

Themes and Consistency: Choose a theme that aligns with your pub's identity—traditional, rustic, modern, or whimsical. Consistency in decor creates a cohesive and inviting atmosphere that customers will love.

Special Menus and Festive Drinks

For Pubs Serving Food:

• Firm up your policy on bookings. The last thing you want is cancellations at the last minute so may consider pre-pay or deposits. We have a guide to deposits on our toolkit or here.

• Seasonal Menu: It seems obvious to incorporate festive dishes such as roast turkey, stuffing, seasonal vegetables and mince pies. Think about your venue in particular, could you offer something to stand out that represents you? Consider offering a prix fixe Christmas menu for parties and special occasions.

• Dietary Needs: Ensure you have options for vegetarians, vegans, and those with dietary restrictions. The holiday season is a time for inclusivity, so make sure everyone can enjoy your festive offerings. Remember that those with specific dietary needs will often be the ones who steer the group to book somewhere that caters for them.
  

For Pubs Specialising in Drinks:

• Festive Cocktails: Create a menu of holiday-themed cocktails like mulled wine, spiced cider, or eggnog. Signature cocktails with festive names can add a fun twist.

• Warm Beverages: Offer a selection of warm drinks, including hot chocolate, mulled wine, and spiced rum punch, perfect for warming up on cold winter nights.

Entertainment and Events

Live Music and Entertainment: Book local bands, solo artists, or DJs to create a lively atmosphere. Christmas carolers or a special New Year's Eve countdown can also be big draws. Remembering many of the best are booked early, and some already booked from last year!

Themed Nights and Activities: Host themed quiz nights, ugly Christmas sweater contests, or karaoke sessions. These events can be great for bringing in groups and creating a fun, engaging environment.

Special Events: Consider organizing special events such as a Christmas Eve dinner, a New Year's Eve party, or a Boxing Day brunch. These events can be ticketed to help manage attendance and cover costs.

Marketing and Promotions

Online Presence: Update your website and social media channels with festive graphics, event details, and special menu items. Use platforms like Facebook, Instagram, and X (formerly Twitter) to share your preparations, behind-the-scenes content, and upcoming events.

Email Campaigns: Send out email newsletters with holiday greetings, event schedules, and special offers. Encourage customers to book tables in advance for busy nights.

Gift Vouchers: Promote gift vouchers as the perfect Christmas present for regulars and newcomers alike. They make excellent last-minute gifts and ensure future visits. We have a guide to gift vouchers on our toolkit or here.

Staffing and Training

Hire Seasonal Staff: The festive period is busy, so ensure you have enough staff to cover the increased footfall. Consider hiring temporary staff and ensure they are well-trained.

Staff Training: Train your team on the special menu items, festive cocktails, and customer service excellence. A knowledgeable and friendly staff can enhance the customer experience.

Incentives and Morale: Keep your team motivated with incentives such as holiday bonuses, staff parties, or small gifts. Happy staff create a positive atmosphere, which is contagious to customers.

Pricing

Food: You will need to find the balance between profitability and competitiveness. If you are ahead of the competition then you won't know their prices yet, but what did they all do last year? If your business is new, make sure to check our everyone's offer and pricing to use that info next year.

Our FREE GP app can help with menu pricing.

Drinks: Whilst customers don't have bottomless pockets in December, they are less sensitive to price. Check when your suppliers will put their prices up in the new year. Reviewing your prices ahead of time can allow you to make the most of the festive season Our FREE GP app can help with drinks pricing from wines and spirits, down to dashes of postmix.

Logistics and Supplies

Stock Up: Ensure you have ample stock of food, drinks, and decorations. Order festive ingredients and specialty items well in advance to avoid last-minute shortages.

Health and Safety: Review your health and safety protocols, particularly if you’re expecting larger crowds. Ensure cleanliness, proper food handling, and adherence to local health guidelines.

Post-season Follow-Up

Thank You Messages: After the festive season, send thank you messages to your patrons via email or social media. Express gratitude for their support and invite them back for future events.

Feedback and Reflection: Gather feedback from your staff and customers to identify what worked well and what could be improved for next year. This helps in planning better events and offerings in the future.

Use the busy period to drive trade: While we expect most of our pubs to be busy in a December, traditionally business can tail off in January and February when people are spent up or doing dry January. Tempt them back with incentives such as a free desert in January, 10% off etc.

The Christmas and New Year period is a prime time for pubs to shine, offering an opportunity to attract new customers and reward regulars with a memorable experience. By planning early, creating a festive atmosphere, and offering special menus and events, you can ensure a successful holiday season.

Remember, the goal is to create a warm, welcoming environment that encourages customers to relax, celebrate, and enjoy the festive spirit in your pub. Cheers to a joyous and prosperous festive season!