New Year
£ £ boost
January is known to be a quieter time in hospitality, however, it doesn’t need to be that way for your outlet. Taking advantage of Dry January could be just the thing you need to boost trade… The Christmas decorations are packed away. The New Year’s Eve festivities are over. The pace may drop for a short while, but let’s keep your customers coming in! Dry January began in 2013 and has grown in popularity ever since. In 2021, 6.5 million took part. What a great opportunity to turn lost revenue from alcohol sales into an inspirational way of bringing customers into your outlet! Adam Russell, Director of Foodservice & Licensed at Britvic, says: “Currently
28% of consumers order tap water when they want a non-alcoholic drink. If 200 people visit you in a day, 56 could be spending £3-£5 on a low/no alternative. The missed sales could be as much as £100,000 or more per year.” Customers still want a chance to meet friends in January, however, there aren’t many options that don’t involve alcohol. Be the place people can go to experience something different, while having a healthier start to the year. Try these ideas to pull customers in.
Terrace Collins
mocktail masterclass Cocktails’ cleaner cousins are a growth area in on-trade. CGA’s Mixed Drink Report shows ‘half of cocktail drinkers are now engaged with low/no alcohol variants [so] there is clearly a huge opportunity for operators and suppliers.’ Capitalise on this by putting on a mocktail masterclass. Get customers behind the bar having a go themselves. To make it more personal, when they book ask them their drink preferences (sweet, sour, bitter) and tailor the session to that. To encourage more spend, offer 20% off lunch or dinner on the day.
An impressive-looking mocktail for customers who like a bitter edge to their drinks.
Ingredients • • • • •
1 part Teisseire Cranberry 4 parts Britvic Apple Juice 1 egg white Half bottle Britvic Bitter Lemon Rosemary sprig and/or pear slice, to garnish
Method 1.
Add all the ingredients (apart from garnish) to a shaker filled with ice. Do a double shake. 2. Pour into a collins glass and garnish.
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