December is far and away the biggest trading month of the year for the hospitality industry. Friends and family come together to celebrate the season with food, drinks and weekends away, embracing the sense of frivolity which abounds ahead of the new year.
This boost in profits helps to sustain establishments through the rest of the winter so, between Hallowe’en and Christmas, your focus should be firmly on festivities. Properly preparing your pub for the festive season is essential to ensuring a decent share of this spike in demand.
Risk management
This is likely to be a priority in your preparations. The sheer volume of people coming through the doors in the run-up to Christmas can create hazards for your employees and customers alike.
Avoiding overcrowding is vital. Work out the maximum capacity of your venue, taking into account any fixed seating areas, and make sure not to fill your pub beyond this point. Overcrowding could cause crushes and claustrophobia, and a blockage of the exits in the event of an emergency.
Having someone on the door to count in your customers is the easiest way to remain compliant with your capacity limits. You should also have a security guard who can check customer bags for harmful objects or substances and help keep queuing customers in check.
Unfortunately, theft or damage is a common occurrence in hospitality establishments during December. You may find it helpful to check if you have the right level of pub insurance to meet the potential challenges of the season.
Attracting customers
Once your establishment is ready for an influx of people, you can switch your focus to attracting them.
Themed events are one of the best ways to do this. Consider introducing a special menu with a touch of festive fun such as a new Christmas cocktail list. You could also plan a festive fancy dress party and give out prizes for the best costumes.
Live entertainment is another great way to entice customers. Hire a musician or a band to play their way through carols and Christmas songs and people will be singing along in no time. You could also consider a stand-up night led by a selection of comedians, or a festive quiz.
Christmas is an expensive time of the year, so cost-effective offers will also be inviting. Put together special packages for groups as well as some daily discounts like Happy Hour or two-for-one offers on drinks. Make sure to promote these saving strategies effectively through signage and social media.
Staff management
Last but equally important is staff management. It is vital that your employees are braced to be busy and confident in navigating the stresses of the season.
First and foremost, make sure that your staff are up to date with any special festive offerings you’ve arranged. Go through food and drink recipes and outline any available discounts.
If possible, take time to get them in the spirit ahead of the December rush with a fun-filled team event or the chance for some time off. This will help to keep morale high throughout the month.
You should also plan the staff rota well in advance of the month to allow your employees to make their own Christmas plans and ensure that each day of December runs smoothly. Recognise the pressures of the season and ensure that your staff have adequate breaks between shifts.
