Innsight Summer Edition 2015.

EST. 2011 IONA PUB PARTNERSHIP’S BI-MONTHLY TRADE MAGAZINE SUMMER 2015

BEST NEWCOMER &BEST SPECIALITY BAR

PANDA & SONS- EDNIBURGH -

BEST NEWCOMER& CASUAL DINING

RUM SHACK- GLASGOW -

BEST TRADITIONAL PUB

BLUE BLAZER- EDNIBURGH -

BESTSPECIALITY BAR

POT STILL- GLASGOW -

CHECK OUR FANTASTIC HOOCH DEAL ON PAGE 27!

CONGRATULATIONS TO OUR WOW 24/7 FOOD & DRINK 2015

AWARD NOMINEES!

TO VOTE PLEASE FOLLOW THE LINK ON THE IONA FACEBOOK

PAGE BEFORE 25TH JULY!

Also available: BOOKING FORMS / OPENING HOURS POSTERS / JANUARY BOUNCE BACK CARDS / FESTIVE, CHRISTMAS DAY & HOGMANAY MENUS / EXTERNAL

POSTERS & VINYLS / SNAP & LOCKABLE FRAMES / FESTIVE RUNDOWN FLYERS

Yea, yea I know it’s only June! However with roughly 200 days left until the day itself, it’s the preparation and planning you need to start thinking about now!

A very high percentage of Edinburgh venues were fully booked for Christmas by the last week in July last year. This really puts into perspective the level of organisation and forward planning by potential

competitors but also in turn potential customers.

Whether you’re a veteran of the Christmas game or you’re spending your fi rst with us - your BDM, Craig (Graphics & Marketing) and Andy (Food Development) will be in contact shortly to discuss any

requirements you may need to get you started on the path to Christmas 2015 glory!

Please see below for a sneak peek at our four designs for this year. We’ve taken your feedback on board and have kep them simple, clear and updated a fan favourite from previous years. Have a favourite? Hate them

all? Hate Christmas in general? Let us know!

TO KEEP UP TO DATE WITH ALL THINGS CHRISTMAS REMEMBER TO SUBSCRIBE TO OUR LITTLE GUIDE TO BIG EVENTS EMAIL IF YOU HAVEN’T ALREADY! SIMPLY EMAIL: [email protected]

Christmas Countdown

2 | I N N S I G H T SUMMER 2015 WWW.IONAPUB.COM

WELCOME TO SUMMER

... hopefully soon! It’s now June and apart from a warm spell a few weeks ago, this attempt at a Summer has been pretty disappointing so far. That doesn’t mean to say you shouldn’t be prepared though!

On page 20 we cover how to make the most of any outdoor space you may have as well as many hints and tips on how to improve and over all, get it right.Did you also know we’ve launched our new Graphics & Marketing catalogue as well as our new website? No? Well pop over to pages 8 and 9 to feat your eyes upon each and see how to act to fi nd out more.

I know it’s June and Summer hasn’t even properly kicked in yet but, see that thing to the left... yea that’s appraoching and if you’ve not already started we’ll need to start planning fairly soon.

Myself and Andy Morgan as well your BDM will be on hand over the next few weeks to get your Christmas feet off the ground and on track to make this a truely spectacular festive season to remember!

Until then, have a great Summer and any generic or bespoke graphics or marketing requests please contact your BDM.

SUMMERIS COMING...

WHAT’S LEGAL?LICENSING UPDATES WITH LIZ SHAW

04

PUB STORIESCATCHING UP WITHREDMOND’S, CAMPSIE& THE HERMITAGE

06

NEW WEBSITEHAVE A PEEK AT WHAT WE’VE CHANGED AND HOW IT AFFECTS YOU

08

GRAPHICS & MARKETING CATALOGUEIT’S BIGGER & BETTER FOR 2015!

09

FOOD IN YOUR PUBA CATCH UP WITHOUR FOOD DEVELOPMENT MANAGER ANDY MORGAN

10

BUSINESS BOOSTERSEE OUR NEW OFFER IN PARTNERSHIP WITH TENNENT’S TRAINING ACADEMY

12

ROCKSTAR ENERGYWIN ONE OF THREE GOODY BAGS WITHROCKSTAR ENERGY!

16

IONA INITIATIVEWHO ARE GENERTAION Z AND WHY DO YOU NEED TO ATTRACT THEM?

18

LITTLE GUIDE TO BIG EVENTSSUMMER &BEER GARDENS

20

BUSINESS BOOSTERTHE WAY WE WATCH FOOTBALL HAS CHANGED. ARE YOU READY?

24

CONGRATULATIONS!A LOOK AT WHICH SITES HAVE BEEN NOMINATED FOR AWARDS.

26

SIX OF THE BESTOUR TOP PICKS OFPUBS CURRENTLY FOR LEASE

28

LOOK OUT FOR OUR AUTUMN ISSUE...

• HOW TO CAPITALISE • FOOTBALLON HOT DRINKS AWAY DAYS

• CHRISTMAS • SUPPLIER OFFERS• ST ANDREW’S DAY • SPOT THE BALL• RUGBY WORLD CUP • & MORE CHRISTMAS

WWW.IONAPUB.COM SUMMER 2015 I N N S I G H T | 3

- Editor.

LICENSING WITH LIZ SHAW

We catch up with Iona’s very own Licensing Paralegal to keep you up to date with the latest licensing news and hopefully out of trouble!

WHAT’S LEGAL?

What, only 18 out of the millions of drinks sold during the year, I hear you say? Surprising, isn’t it?

That statistic may look like the police don’t mind how intoxicated your customers become. However, we have witnessed increasing enforcement across the country in recent years and operators need to take care not to fall foul of the police and local enforcement teams.

So what is the legal position? Section 141 of the Licensing Act 2003 makes it an offence to knowingly sell or attempt to sell alcohol to a person who is drunk, or to knowingly allow alcohol to be sold to such a person on licensed premises.

MOVING HOUSE? It is an offence for a personal licence holder to fail to notify their Licensing Board of a change of address:

Licensing (Scotland )Act 201088. (1) A personal licence holder must, no later than one month after any change in the licence holder’s name or address, give the Licensing Board which issued the licence notice of the change.

(2) A notice under subsection (1) must be accompanied by the personal licence or, if that is not practicable, by a statement of the reasons for the failure to produce the licence.

(3) A personal licence holder who fails, without reasonable excuse, to comply with subsection (1) commits and offence.

(4) A person guilty of an offence under subsection (3) is liable on summary conviction to a fi ne not exceeding level 2 on the standard scale.

Where I have not, as such, read reports of how many personal licence holder have received such a fi ne, I can say that failure to notify Boards of changes of address has, undoubtedly, contributed to the vast number of personal licences which have been revoked.

Most of the Licensing Boards, while not obliged, write to personal licence holders to remind them of refresher training ‘due by dates’. Those personal licence holders who failed to notify their Board of a change of address will, naturally, not have received such a reminder!


TOP TIPS FOR DEALING WITH DRUNK CUSTOMERS Dealing with drunks is a daily hazard for operators of licensed premises. Aside from issues of health and safety, loss of reputation and potential prosecution, your licence is at risk if you sell to drunks.

What is a drunk man’s idea of a balanced diet? A drink in each hand. But as operators across the country will know, dealing with drunks on a daily basis is no joke.

But how seriously do the police take the issue of serving drunks? Well, did you know that in 2012 there were only 18 prosecutions for serving drunk people?

www.ionapub.com InnSight / October November December 2013 / 13

But what is ‘drunk’? Unfortunately, there is no precise legal defi nition, but in one case the court said that the ordinary and natural meaning of the word ‘drunk’ was the same as the dictionary defi nition, which refers to “having drunk intoxicating liquor to an extent that affects steady self-control”.

Here are some tips for dealing with intoxicated customers...

If you need any Challenge 25 posters for your venue or any

other number of licensing documents please contact

your BDM who will organise a delivery for you.

ARE YOU CLEARLY

DISPLAYING IN YOUR VENUE?

In October 2011, the Licensing (Scotland) Act 2005 was amended

by the introduction of a new mandatory condition for all premises

licences and occasional licences. This provides that there must be an age verifi cation policy in relation to the sale of alcohol on the premises.

The law has set a minimum age of 25 years for the policy where it appears to the person selling the alcohol that the customer may be

under the age of 25 years.

As a result of this change in the law, customers in any premises

in Scotland licensed for the sale of alcohol, including pubs, clubs,

restaurants, supermarkets and convenience stores may be asked

to produce identifi cation where they appear under the age of twenty fi ve to prove that they are over the age

of eighteen and can lawfully purchase alcohol.

RASGRetail of Alcohol

StandardsGroup


You might be concerned that your profi ts might be hit if you refuse customers who are drunk. You may worry that your reputation for being a ‘fun’ place to go may be damaged.

But remember the considerable dangers to your licence and the risk of enforcement if you do not have a carefully planned strategy for dealing with drunks.

1. Ensure that your staff (including your doorstaff) are trained to look for the signs of intoxication or evidence of pre-loading.

5. Be alert in case customers buy on behalf of drunken people.

7. In the event that you encounter a drunken customer, avoid confrontation and give clear reasons for your actions. Let the customer know your venue’s policy on intoxication and the law.

2. Refuse entry to anyone who is - or appears to be - drunk.

3. Make sure your staff have knowledge of ABVs and alcohol units. Your staff should have this knowledge for all of the drinks on sale in your premises, particularly the most popular.

4. Encourage your customers to drink water and eat food. If possible, have food available for your customers during all hours of service.

6. If you or your staff are in doubt about whether a customer is drunk, refuse to serve.

8. Ensure your promotions are responsible and do not encourage drunkenness. Consider the Government’s sensible drinking guidelines. Promotions should not encourage speed drinking or condone or encourage excessive or irresponsible drinking.

9. Keep track of social media relating to your premises. You may unwittingly have become known as a place where it is acceptable to be drunk. You might have become an enforcement target for the police and local licensing teams.

10. For larger premises, consider employing an ‘intoxication marshal’ to monitor, assist and protect your customers.

LEGAL REFUSAL OF ENTRY You may have read about the recent discrimination case regarding a Wetherspoon pub in north London and travellers. Often a messy scenario, where does the law stand on refusal of entry?

The reason must for any refusal must not be unlawful. Equality legislation makes it unlawful to refuse entry on the grounds of race, religion, sex, sexual orientation or disability.

If, for example, the reason for refusal is not because of someone’s race but because that person is a known troublemaker then the refusal would usually be lawful. It is when there is either outright discrimination or stereotyping of classes of people that discrimination occurs and is clearly unlawful.

When contentious refusals are made it is worth noting the specifi c reasons in an on-site log book. For example, if the individual(s) is/are banned by Pubwatch or has/have been involved in violence at another pub that night.

Training you staff in spotting signs of trouble or how to handle a variety of situations is also key.

With the food we had some restrictions in terms of capacity and equipment, so it was key that the food revolved around the best ingredients and dishes which could be delivered at a consistent level across all sessions. So we centred the menu around Stonebaked Pizzas and Steamed Buns and working with suppliers to make great dishes.

Lastly, but most important to us, is our people. Ultimately we knew if we are to be successful the thing we had to do is make sure we had the best people working with us. This is the critical difference we can make to create this modern community bar. The fi rst and biggest decision we made was to become the fi rst bar in Scotland to pay our staff the Living Wage. We want people who work with us to come to work happy and content and be able to enjoy working, not worrying about bills and how much they earn, we believe paying a Living Wage is key to this. And help to ensure we create a welcoming and nurturing environment.

current operators in the area and i bumped into a friend who was looking at buying a fl at in the area. This convinced me that taking over what was then the New Variety might be a good idea. The friend was called Redmond, so as he helped me decide we named the bar after him.

After agreeing a scheme and installing a Kitchen Iona carried out a great fi t out and we opened on the day the Commonwealth games started.

Our aim with the bar was to create a modern community bar that served the needs of the whole community and all felt welcome and comfortable in, whether they where reading a book and drinking a coffee alone or out for a bottle of Prossecco with friends.

We knew a great Beer range was key so have a rotating cask and keg lines alongside some greta products like Heverlee, and Joker, the more traditional Guinness and Tennent’s lines are also very popular. We also have a greta selection of bottles including Drygate products.

Redmond’s was born after spending many years in the industry working for some great companies like Guinness, Saltire Taverns, G1 and Glendola Leisure. I decided it was time to try opening my own bar.

Iona presented a great opportunity and way of starting as my own boss. After looking at several sites across the city, it was while looking at a site on Duke St that two things happened; as i walked around the people i saw didn’t seem to match the

The Campsie, The Hermitage, Redmond’s &

Each month we take a look at pubs in the estate that have either been recently invested in or have their own good news story.

PUB STORIES

modern community bar that served the needs of the whole community and all felt welcome and comfortable in, whether they where reading a book and drinking a coffee alone or out for a bottle of Prossecco with friends.

We knew a great Beer range was key so have a rotating cask and keg lines alongside some greta products some greta products like Heverlee, and Joker, the more traditional Guinness and Tennent’s lines are also very popular. We also have a greta selection of bottles including Drygate products.

some greta products like Heverlee, and Joker, the more traditional Guinness and Tennent’s lines are also very

Redmond’s is at the start of its journey but the early signs are encouraging and very quickly we seem to have bedded into a great community.

At the start of the year we completed a much waited refurbishment at the Campsie. Six months on, the business is booming and we’re delighted with the results.

With a location right on the edge of Bishopbriggs, this venue has fantastic views right on its doorstep and now, as you can see from the photographs, we have one to match mother nature’s work inside as well!

Working with an experienced tenant, Alex Lyle, we carefully prepared our planning for the refurbishment focusing on a great new lounge and

function room, supported by an exciting new food menu. Of course, it still offers everything from live sports to bingo, but it’s the new décor which really captures the rustic feel and warm atmosphere. Indeed, Alex has also introduced snazzy new uniforms for his team, who it has to be said, are all delighted to be working in such a great looking venue!

With its fl owing waterfalls and natural wildlife art work, the Campsie now offers a congenial country welcome to all of its customers, old and new.

THE CAMPSIE... A BEAUTIFUL VIEW!

for the refurbishment focusing on a great new lounge and

• A bank of general posters was supplied for their launch including;

Meal Deal, Live Sports, Function Room for Hire & many more!

Having only recently having their fi rst child some would say this was the wrong time to look at leasing a business, however James, who has an unbridled passion for the industry made it clear this was the best time as it would bring a fresh challenge on all fronts!

James, who was previously a unit manager for G1 group, has worked tirelessly so far to develop a new menu for the site and this has been a key area of the growing reputation in the local community. Having turned his back on the live sport element that existed previously within the unit some would say this was a risk. However, with sales growing each week and food sales far beyond previous levels it’s clear that the customers share in the view that the

In the affl uent area of Morningside in Edinburgh lies a great community pub named the Hermitage, a recent change of tenant in August saw James Gulter and his wife take up the reigns with their long standing wish to run their own business

coming into fruition.

Hermitage should be more food led and less orientated towards weekend sport.

There has also been the introduction of a Monday quiz and weekend entertainment, both of which are going well and seem to be well attended and growing in popularity.

We would like to wish James and his family all the best for the future at the Hermitage!


WWW.IONAPUB.COM

NEW WEBSITE!

We opened the forum took on board comments made in relation to the ease of use, functionality and overall feel of our website of old and have been hard at work over the past few months working on something I’m sure you’ll all agree is a massive improvement.

With a view to fully launch in the next couple of weeks please look out for our introduction email nearer the time which will take you through how to log in to our tenants area and what to expect in the near future!

Additionally like our Facebook page to be kept up to date not only with this subject but many more key news pieces, offers and . No cats or dinner photos - we promise. OK, maybe just one!


IONA TOOLBOX INNSIGHT MAGAZINES

GRAPHICS CATALOGUE

Easy access to digital copies of past editions of each respective publication!

Within this section you will fi nd a whole manner of tools, paperwork, legislation and ideas that will assist you not only on the day to day running of your business but also planning for the long term future.

• FINANCIAL• COMPLIANCE• TRAINING

• STANDARDS• SERVICE• PERSONNEL

Under each icon there are a selection of printable and saveable materials that not only will this ensure that you are compliant with licencing laws but also ensure you are getting the best from your staff and more importantly making the money you deserve.

YOU GUYS HAVE SPOKEN! SINCE LATE LAST YEAR WE HAVE BEEN TAKING ON BOARD COMMENTS IN RELATION TO HOW WE CAN IMPROVE OUR WEBSITE IN A NUMBER OF KEY AREAS.

/ionapubpartnershipAlso like us on Facebook...

We recognise that you may not always know what you are looking for until you see it - and that’s where our graphics catalogue comes in. One of the biggest of its kind and designed entirely in-house,

it has many hundreds of pre-designed graphics packs for you to choose from. Whether it be Christmas menus or posters for wine tasting and live sport, we have it all covered.

If you haven’t received a copy yet be sure to email [email protected] for your own electronic copy or alternatively ask your BDM for a hard copy.

See something you like? Follow the simple steps on page two to take your order forward. As always any feedback or ways we can improve on this service is always very welcome!


If you have emailed Craig over the last month or so you can also download it via

the link at the bottom of his emails!

FOOD IN YOUR PUB

Andy Morgan is Iona’s very own Food Development Manager. Here he updates us on any issues or stories from the past few months.

FOOD ANDY

It may seem ridiculous, but creating outrageous dishes that you actually don’t tell anyone about could help create brand loyalty and drive profi ts.

America’s fast food chains were the fi rst to clock on to the benefi ts of these “secret menu” items.

When customers realised they could potentially turn their gastronomic fantasies into reality, beastly offerings such as the “Monster Mac” – a big mac fi lled with a whopping eight beef patties – began being ordered then surreptitiously catalogued and reviewed by users of prominent secret menu resource

Unsurprisingly, since then, the movement hasn’t stopped growing.

Some other notable and popular secret menu offerings have included Starbucks’ neuron-shattering “Liquid Cocaine”, which consists of four espresso shots, four pumps of white chocolate syrup, ice and milk and KFC’s “Triple Down”, a club sandwich with deep fried chicken pieces instead of bread and a calorifi c fi lling of bacon and cheese.

Whilst fast food joints may seem better suited to using secret menus for promotion due to their prominence in public awareness, food-based pubs could use similar techniques to treat in-the-know customers to a unique dining experience.

The advantage of secret menus is that it drives customers to join a ‘club’. The advantage of offering a product to members of a ‘club’ is that customers feel exclusive and at the same time operators gain greater access to them.

Pub operators, offering special secret products can help build a club whereas for larger chains it’s a way of expanding an already existing one.

Some UK outlets have already begun offering secret items, often requiring a secret code from prospective customers.

At the Dorsia in London, a secret arugula ceasar salad can be ordered by asking a waiter or waitress if they’ve read American Psycho. In the novel, Dorsia is an exclusive NY eatery where psychotic protagonist Patrick Bateman repeatedly fails to get a booking.


So whilst this method of ordering does risk making you look like a bit of an oddball, the results can be delicious.

At Italian restaurant Antico, also in London, diners can get their hands on a serving of Campari

ice-cream by asking a waiter if he has “cold balls” (no joke).

pre-bake jacket potatoes, cut them in half and rub them with olive oil and garlic, fi nishing them off on the BBQ as needed and serving them with crème fraiche and chives.

FOOD SAFETYConsider the best location – be wary of open fl ames and where the smoke will go. And it’s always worth doing a HACCAP analysis. Cross contamination can be costly. Make sure whoever’s handling your meat is fully trained.

To celebrate the season we’ve compiled a few tips on how operators can spice up their summer menus.

A good grasp of how to take your offer further than a shrunken burger on a stale sesame seeded bun will gain pubs a reputation as the place to go for a smoking hot barbecue.

Research places online that have done a good BBQ in the past and become inspire with ideas for adding a premium feel to classic BBQ meals, without adding signifi cantly to the cost.

THINK BEYOND BURGERSAdd adventure with ribs – they’re relatively cheap but exciting. Experiment with marinades, seasonings and rubs. Or you could try wrapping a whole fi sh in foil, stuffi ng it with garlic, lemon and fresh herbs and sticking it straight on the grill.

CONSIDER CHEAPER CUTS TO MAXIMISE MARGINSCheaper cuts like feather blade or brisket cost less than steak. Slow cook fi rst and fi nish on the barbecue to still deliver that ‘wow’ factor without the high cost.

DON’T SKIMP ON SIDEStry adding spices and seasoning to make chips and fries stand out. You could also offer a selection of salads, crunchy veg slaws, corn on the cob and roasted veg. Similarly, you could

Summer is on our doorstep and for operators lucky enough have an outdoor dining area, it’s the perfect time to cash in on the hot weather with a solid barbecue offer.

HAVE A PLAN BLet’s face it: even in midsummer, the UK’s weather can switch in a second. Make sure you and your customers have somewhere to shelter, whether that means moving festivities inside or erecting a tent or gazebo.

BE DIFFERENTHow do you differentiate your snack offering from others? Everyone loves crisps and nuts but having one or two more unusual line ups like spicy pork

scratchings can hel pto make your business stand out.

ON TRENDS SNACKS Healthier eating habits have driven

healthier bar snacks. In response why not start popping your own popcorn? Experiment with different seasoning

and fl avours. Invite customers to submit suggestions, hold a tasting night and then vote for ‘Popcorn of the Month’.

That will then sit beside regular lightly salted popcorn for the following month.

Buying in bulk helps to reduce packaging and manage portion controll,

while maximising margin.

SPECIAL SERVES Give your customers nuts in unique branded glasses to create a more

special serve. If you don’t have space for supplier glassware, why not

experiment with your own?

DISPLAY ITIt’s no good having great snacks if customers can’t see them! Bring

snack up from under the counter and remind staff to upsell when they take drinks orders - you could be driving incremental sales to every round!

OFFER TREATS All Bar One gives every customer who

orders a hot drinks a free shot glass fi lled with smarties. It’s a clever low-

cost gesture that makes customers feel valued and more likely to return.

BUISNESS BOOSTER

Bring the Tennent’s Training Academy to youwith a new initiative from Iona Pub Partnership

ON-SITE TRAINING


Iona has teamed up with our partners at Tennents Training Academy to develop a training course for your team, which can be delivered in your business, this can be tailored to suit your specifi c venue and skill level of your staff, our trainer has experience running some of the most prestigious venues in the country and will enthuse your team throughout this excellent course, subjects delivered are:

Additionally we can add modules for food, coffee, wine and cocktails so all aspects can be covered within your premises. This course can be delivered from £250 for up to ten staff, that’s four hours training with a qualifi ed trainer for £25 per team member.

• CUSTOMER SERVICE• STANDARDS• PRODUCT KNOWLEDGE• PERFECT SERVE• LICENCING STANDARDS

If you are interested in fi nding out more on this course or running it within your business please speak with your Business Development Manager.

IONA INITIATIVE

www.ionapub.com InnSight / Autumn 2014 / 15

June

WHAT’S ON?A quick look ahead at this months events you should be thinking of promoting in your pun

11th-4th July Copa America

Things to promote:• Copa America empty

belly & watch live here posters

• Matchday meal deals, drinks promotions (Thurs - Sat - 72 hours)

• Director’s box and best seats in the house competitions

• Penalty shoot-out in your beer garden or car park

• Football shirt or matchday ticket raffles

• South American bottled beers

• Match of the Week meal deals

• Beer v Beer from nations- Argentina v Brazil- Quilmes v Brahma

15-21st US Open

Things to promote:• Watch live golf here• Themed food & drinks• Raffle/prize draw to win

golf day out

29th-onwards Wimbledon

Things to promote:• Watch live tennis here• Support Andy here!• Special Andy burger• 20% sweatband/tennis

get up discount (food)


21st Father’s Day

Things to promote:• Dad’s eat for free• Cask ales• Father’s Week for

working dads

July

WHAT’S ON?

12th Wimbledon Final

Graduations

Things to promote:• See guide on page

10th-12th T in the Park

Things to promote:• Buy a Tennent’s and go

in draw for tickets• Live band night • Battle of the Bands

A quick look ahead at this months events you should be thinking of promoting in your pun


4th-12th Tour de France

Things to promote:• Charity cycle• Bring in a exercise bike

and offer 50% off food bill if Xkm are completed

Darts & Dominoes

Things topromote:• Recruitment

posters for teams

13th-19th The Open

Things to promote:• Ask about our kits• Themed food & drinks

24th-25th Wickerman

Things to promote:• Buy a Tennent’s and go

in draw for tickets(+ data capture)

• Battle of the Bands

START YOUR COUNTDOWN TO CHRISTMAS OVER ON PAGE 2!

www.ionapub.com InnSight / Autumn 2014 / 15

August

WHAT’S ON?A quick look ahead at this months events you should be thinking of promoting in your pun

31st TransferDeadline Day

Things to promote:• Watch here posters• Event meal deals,

drinks promotions (Fri til Mon - +72 hours)

• Talk up transfers with your matchday crowds

• Director’s box and best seats in the house competitions

• Penalty shoot-out in your beer garden or car park

• Football shirt or matchday ticket raffles

• European bottled beers• Deadline day bingo!• Beer vs Beer (Promote beers

whenever anyone decent signs. Eg Manchester Utd sign Ronaldo! Come and watch his debut this Sunday with Sagres for only £2.50 per bottle.)


11th UEFA Super Cup

Things to promote:• Watch live here posters

& social media graphics• Best seats in the house

competitions• Penalty kick in your

beer garden or car park• Football shirt or

matchday ticket raffles

14th-15th World Pipe Band Championships

& Piping Live/GlasgowThings to promote:

• Food & drinks offers• Pictures taken with

a piper• Whisky tasting• Beer festival• Bagpipe lessons

• Food & drinks offers

7th-31st Edinburgh Fringe

7th-29th Edinburgh Tattoo

16th National Rum Day

BUSINESS BOOSTER

If alcohol in your pub isn’t a priority with ‘Generation Z’(those born after the mid-90s) then what actually is?

GENERATION Z

LICENSEES THAT FULLY CONCENTRATE ON CREATING AN ENVIRONMENT THAT ATTRACTS THE NEXT GENERATION OF PUB-GOERS WILL REAP THE REWARDS, RESEARCH SHOWS.

A study of Generation Z-ers - those who were born after the mid-90s - cited a myriad of reasons why they do visit the pub, such as; space away from the parents and to chill out, meet friends and study, but none of these had anything to do with having a drink.

Male dominance, the ‘old guard’ at the bar and feeling out of place ordering cocktails or soft drinks were also reasons cited by 18 to 24-year olds for not visiting pubs, the study by Hospitality agency Elliots found.


There was nothing about the products pubs offer in the responses. It meant there is a big opportunity for licensees here, if they just get the environment of their pubs right for this age group. They want it to be friendly, safe and quiet.

One thing the research also pointed towards was that although young people have a below-average level of disposable income, they spend more of their money (23%) on food and drink compared to everything else.

It seems for young people it’s not about a night full of drink anymore but about picking one or two they know will be good with the most popular gins chosen by students being premium.

Weekends are still really important and this age group are still willing to spend money on a big night out. Conversely, they also have really set ideas about value for money and how much they expect to pay for food and drink in pubs.

However, most importantly, pubs need to have that wow factor. Whether that means a certain item on the menu or interesting decor, it must be easy enough for them to share on Instagram!

-BUT HOW DO YOU CAPTURE THIS CROWD?If your seriously focused on bringing 18-25 year olds to your pub you must have something more than an alcohol promotion.

That might seem like an easy task to some but attracting, engaging with and gaining customer loyalty within this crowd is one of the main challenges facing licensees these days.

Creating a desirable space for 18-25 year olds to drink, dine and socialise in night after night, week after week is all about working with their wants, needs and habits.

Drinking is no longer the biggest draw to a pub - the environment, dining offer and social happenings are!

Beginners events have worked well in the past as a means of introducing staple events to new customers.

As mentioned previously, people of Generation Z have plenty of disposable time but limited disposable income. They are looking for an enviroment with an informal atmosphere and a social dining experience with a strong value proposition above alcoholic promotional offers.

Generation Z tell us that they want a place to meet fi rst and foremost, a private place where they won’t be overheard, they prefer zoned areas that are subtly divided into age-appropriate settings, and a variety

NIGHT PHOTO CLASSES Night photography is a great way to interact with customers of all ages by offering a safe midweek place to encourage a current or even new hobby with like-minded groups or individuals.

In the fi rst instance you could tease your Facebook followers with the idea and gauge the reaction before contact a local college for advise or recommendations to start you off.

The class should ideally cover a range of principles, including long exposure, fl ash and shutter speed. You could learn how to use your equipment properly and adjust your settings to take photos after dark.

The start and end of classes would ideally both be held inside the pub where you have the opportunity to upsell snacks and drinks and encourage repeat custom during other nights of the week via your internal marketing and customer service.

Night photography requires a very different approach to photography in the day. Once you’ve learned these differences, you’ll be able to capture amazing photos. The class could take a safe walking route around the local surroundings or even a nearby - more interesting - area, so you can practise your newfound skills.

Class sizes would ideally be kept small so each participant will have a chance to interact with the host on a one-to-one

basis. As there could be a substantial amount of walking involved that night, so please advise that people wear comfortable shoes and bring an umbrella should the weather call for it.

Once the class ends invite the customers to share their photos on your Facebook wall or alternatively send them to you and you can upload the best ones to an album each week. You could go one step further and also create a Facebook group where members can exchange photography tips, ask questions and receive constructive criticism on photos.

SMARTPHONE PHOTOGRAPHY COURSE Gone are the days of blurry, pixelated phone shots. Smartphones are giving conventional cameras a run for their money nowadays; and it’s all right there in your pocket.

As an alternative to the nightime photography classes why not invite people along to be taught you how to get the most out of their smartphone camera and the numerous photography apps on the market. Customers can learn to take great shots using techniques that make their subject stand out. Photography principles such as lighting, composition and editing could also be covered.

Participants would only be required to bring a smartphone equipped with camera functions. In addition to hosting it in your pub or function room you could also lay on snacks for the participants and upsell drinks. This can lead to uploading their results to your Facebook, Twitter or Instagram page to encourage further members to your club/event.

of intimate enclosures for couples and small groups along with larger areas for informal parties.

Bar Gumbo, a city centre site, pulls in the 18-25 crowd most nights with its rustic blend of French/Deep South bespoke styling. It has been refurbished to provide a fi tting setting for unique events, live bands and along with their excellent themed menu and cocktails they have turned Generation Z into loyal patrons.


Having customers savvy on social media platforms can work wonders for your business.

From general posts checked in at your venuei ncluding key hashtags to creating loyalty with check-in rewards in the shape of free desserts on certain days or monthly prize draws to win

a meal for two - create a buzz and see your online presence really take off!

LITTLE GUIDE TO BIG EVENTS

Beer gardens are appealing for two reasons.One, people like beer. Two, people like gardens

BEER GARDENS

IT DOESN’T TAKE MUCH SUN TO TEMPT VITAMIN D-DEPRIVED BRITS OUTSIDE AND MOST PEOPLE’S FIRST THOUGHT IS FINDING A GOOD BEER GARDEN, WITH DINING ALFRESCO A CLOSE SECOND.

Two in three adults ate food cooked on a barbecue last summer and the pub sector is the closest eating-out competitor to home-barbecuing. But pubs need to offer something more special these days to tempt people out of their back gardens.

Beer gardens came about in the 18th century as the result of one of life’s happiest accidents. German beer brewers began planting gardens on their rooftops because they found it to be an effective method for keeping the temperature cool enough for their brews to ferment. Soon, some of the more enterprising brewers found it profi table to begin serving beer in those gardens, and the concept has been booming ever since.

Anyway, back to the people like beer, people like gardens chat. Put the two together and people are bound to enjoy themselves. However, creating the right atmosphere, the Gemütlichkeit, within the space will take some care and attention.


What is Gemütlichkeit? In short, it’s a German word that describes the feeling of social acceptance, belonging and overall cheerfulness from good hospitality.

Atmosphere might seem like an ethereal phenomenon that just happens without effort and cannot be controlled. But in truth, a concentrated effort will create the kind of atmosphere that draws customers in and keeps them coming back

HAVE YOU TRIED KOPPARBERG FROZEN SUMMER FRUITS YET?

The 4.0% abv drinks take at least 8 hours to freeze and are recommended

to be served with the garnish of a lime wedge for the Strawberry & Lime

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AVAILABLE NOW VIA WALLACES OR MORTONS!

It is no accident that one of the most important purchasing criteria

for publicans is a good outside trading area.

Gardens offer plenty of scopefor operators to develop income

from all aspects of their businesses.

Gardens and terraces can double trading capacity and should be

viewed as a formal extension to your internal trading areas.

As the summer trading season gets into full swing, take steps

now to supplement your income and make your garden a key aspect

of your business.

BBQAt the slightest hint of sun the smell of barbeques can be detected drifting across suburban areas of the UK. The ultimate summer social activity, a barbeque in a pub can become a community event. Not only does a barbeque smell fantastic it provides much-needed sustenance to pub-goers

Of course British beef burgers and quality sausages should be the staple of any pub barbeque and it can help create a carnival atmosphere in a pub beer garden – just do not forget to stock up on buns!

DESIGNIn addition to seating arrangement and lighting, there are other elements of restaurant design to consider when setting up your beer garden. People are most comfortable when they feel a sense of enclosure without being overwhelmed by it. TRY THIS... Low fences and trees surrounding your beer garden are a good way to create this effect. Use a variety of textures in order to avoid monotony.

Similarly, it is a good idea to use a color theme but to introduce plenty of variation to counterbalance that theme.

For inspiration, search Google or Pinterest for the world best beer gardens!

BLOOMIN’ BEER GARDENS!If you have the spare space or are lucky enough to be at the creation stage of a new beer garden why not invite locals to plant their own fl owers, bushes or trees?

This is a nice way to involve the community and make them feel like they have more of a connection with the pub.

Another idea would be to hold gardening lessons for the older customers during quiet weekdays. Target seasoned pros or go down the beginners route by marketing it as an intro to gardening! Hold it in the morning and capture them for some lunch!

SPACE & SEATINGThe original beer gardens in Germany lined up rectangular-shaped outdoor tables in rows in order to seat as many patrons as possible. This had the unintended consequence of forcing strangers to sit next to each other, which made beer gardens a great place to socialize and meet new people.

TRY THIS... when arranging your seating, consider setting up long tables with benches or chairs. Create a communal setting that encourages the cheerful sociability of your beer garden. Remember to provide plenty of shade to encourage customers to linger longer. Place market umbrellas around seating areas to keep patrons cozy and cool

HEATER OR INDOOR AREA?As the sun goes down and the temperature cools there will be some who wish to remain outside and enjoy the atmosphere. This is where patio heaters allow punters the chance to stay outside in comfort to enjoy their evening drinks.

A covered area with heaters is even better. We all know the British summer is not always the rain-free haven we all crave and sudden downpours should not force everybody into a potentially cramped pub. After all, the British are ever-the-optimists and it is sure to brighten up at any minute, isn’t it?

EXTERNAL SCREENINGSAs touched on earlier, external screenings of anything from sporting events to classic fi lms or even just for added POS. Keep an eye on Three Sisters in Edinburgh to see how to do this well.


WHAT TO DO RIGHT AWAY

• Far too often, we see poorly maintained trade gardens that have been taken for granted and aren’t

cleared or cleaned every day. Having some tables outside and hoping

they will be used on warmer days is not enough. It may sound obvious, but start by getting a grip on your

presentation.

• Make sure the lawn is cut, rubbish is removed and the area is tidy. Be sure to thoroughly clean

outside furniture and children’s play areas. If your table and chairs are

starting to look a bit tired, invest in some good-quality outside furniture.

• It is vital your garden is suffi ciently enclosed to be safe

for young children, so make sure gates and fences are secure. Finally, there’s no point having a beautiful garden if no one knows about it, so make sure there are signs and

boards that visibly promote it.

TOP BEER GARDEN TIPS


As usual we have three fantastic design for you to choose from. Simply order via your BDM quoting which style and fi lling in the spaces where you have some text/offers.

It’s always good to include prices or offers in any marketing you produce. Do you have any USP or perhaps cheaper prices over your local competitors?

If you do make sure you inform your BDM about these when ordering so we can include it on any posters, banner or table talkers you need!

REMEMBER A4 & A3 POSTERS ARE £FREE!

If you need any larger scale sizes please contact your BDM who will be able to arrange. Examples of prices of posters and frames are:

MAKE SURE YOU’RE SIGNED UP TO OUR LITTLE GUIDE TO BIG EVENTS EMAIL THAT GOES OUT EVERY MONTH! ASK YOUR BDM OR CRIAG FOR MORE DETAILS!

These are how we communicate our big promotions and inform you of the best & easiest ideas to promote your venue around key event opportunities.

HAVE A LOOK AT OUR LAST FIVE LITTLEGUIDES,WHAT ONES

HAVE YOU MISSED OUT ON?27/05 - CHRISTMAS

21/05 - FATHER’S DAY09/04 - GRADUATIONS15/03 - BEER GARDENS02/02 - MOTHER’S DAY

Rekorderlig 2015 6+1 A4 Ad with Dry Apple Iona HIGH_RES.pdf 1 02/06/2015 12:15

HEAVYWEIGHTS COLLIDE IN THE BATTLE FOR

It’s all kicked off in the tussle between Sky Sports and relatively new kids on the block BT Sport

LIVE FOOTBALL

The price for the privilege of broadcasting Premier League football has rocketed in recent years and last week hit an incredible £5.1bn for the three seasons from 2016. Sky and BT will between them show 168 live games with both expressing delight at the outcome. Live top-fl ight football has been the engine of Sky’s growth over the past two decades since the formation of the Premier League. The company was determined to hang on to the lion’s share of matches and, by its own admission, paid much more than forecast. It has been rewarded with more matches than ever before and best match picks.

The new Friday night slot will see up to 10 games kick-off at 7.30pm or 8.00pm. These matches could prove to be valuable footfall drivers and feature top teams that might favour a Friday night match before playing in the Champions League the following week.

Those who come to the pub regardless of whether there is sport being screened could be persuaded to stay longer and spend more if a match is being shown.

As always it will be down to individual pubs to make the most of these matches through effective marketing creating the right atmosphere and maximising spend.

BT Sport entered the market in 2013, proving an attractive option to pubs. Figures revealed last year show that 30% of UK pubs now subscribe to the channel. It has secured 42 matches, four more than previously.

Live sport remains a key footfall and profi t driver for pubs and Premier League football is essential for those whose business model relies on their venue being the best environment in which to watch games outside of going to the ground.

DRIVERSDavid Rey, managing director at Sky Business, said the deal was great news for customers. “We will show three times as many matches as any other broadcaster, with the best match picks and live coverage across more days of the week. Plus, for the very fi rst time, pubs will be able to show live Premier League matches on a Friday night.

“They can continue to look forward to our Super Sunday double-headers and Monday Night Football, which are key drivers of footfall, while also benefi tting from kick-off times across the weekend. The deal ensures that Sky Sports venues will continue to be the place to follow the biggest matches.”


It will be interesting to see how attractive those new

fi xtures turn out. Licensees may discover new customers

in the casual football fan who fi nds it easier to justify going to the pub to watch

the match on a Friday night after work with friends or colleagues than, say, on a Saturday lunchtime when

family or other commitments might prevent them from

doing so

APPEALThe new deal will see BT Sport show a live Saturday evening game every Premier League weekend from 2016/17 for three seasons. The company said this will allow it to build on its current programming and appeal to an even larger audience.

Bruce Cuthbert, director commercial customers, said: “We’re delighted to be showing Premier League football for a further three years and that we have secured the prime Saturday evening slot. These new rights will enhance our existing schedule of sport.”

PUB PRICESBut what will the new deal mean for subscription prices? Sky said the price paid per year is around £330m more than analysts’ forecasts, but it has a plan to fund the bid and will work hard to minimise the impact of higher costs on customers.

Last year Sky announced a 5% increase in subscription prices for pubs following three consecutive annual freezes. BT increased its prices for commercial customers by 2.7%. Both broadcasters justify the rises by pointing to the continued investment in content and range of support tools on offer to licensees.

Price rises are likely to fi lter through eventually; at some point the broadcasters will want a return on their investment, but any substantial hike in operating costs will cause some pubs to make tough commercial decisions.

For the new deal, it’s not clear whether other bidders were involved in the process, but publicans will at least be breathing a sigh of relief that a third broadcaster has not joined the party and there won’t be an additional subscription to pay.

Both broadcasters are spending heavily on enforcement activity to protect their copyright. Both are at pains to reinforce the message that the only way Premier League football can be shown legally in pubs is via a commercial agreement with Sky or BT. This enforcement is likely to continue as Sky and BT look to protect the value of their investment

MARKETING HYPE?One argument gathering some pace in recent years has been regarding the lack of excitement and entertainment on offer from the league dubbed ‘the best in the world’.We’ve listed a few facts and fi guresfrom last season’sPremier League so you can decide for yourself.Is the cost of live football spiralling out of control or still regarded as value for money? Let us know via [email protected]

To be added to our football database and be kept up to date with tips and ideas for matchdays

as well as monthly football posters - including

internationals and UEFA competitions please email [email protected]


“Building an even stronger line up will help our customers increase footfall and dwell time throughout the week,” - Bruce Cuthbert, BT Sport

• Chelsea lost only four games all season (in all competitions), a record low for a team in the Premier League era.

• QPR became the fi rst team to lose their fi rst 11 away games in a top-fl ight season since Liverpool in 1953/54 Source: www.skysports.com

• Ander Herrera scored with six of his seven shots on target in his debut Premier League

• Sadio Mane's hat-trick for South-ampton against Aston Villa took just two minutes and 56 seconds, the fastest ever seen in the Premier League

The number of points Harry Kane’s goals secured Spurs

John Terry became the

EPL’s all-time highest scoring

defender

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Don’t fancy any of the ones listed above?

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THE VOLUNTEER19 South Bridge Street, Airdrie, ML6 6JQ

• Situated in a busy town centre• Maintained to a high standard• Minimum operational costs• Popular with locals

WEE MILL1 Baronald Street, Rutherglen, G73 1AF

• Excellent location • Large bar area with stage and

separate lounge• Compact commerical kitchen• Potential to expand on current trade

ELEANOR COLLIER07971 449 374

INTERESTED? PLEASE CALL

DAVID GOODWIN07989 190 020

INTERESTED? PLEASE CALL

GAZELLE1213 Govan Road, Glasgow, G51 4PW

• Large two bar traditional pub• Excellent main road location• Close to Southern General Hospital• Well established business• Would suit experienced local operator• Small well equiped kitchen

COACH & HORSES102 Dickson Drive, Irvine, KA12 9HD

• Large pub with bar & function suite• Sole trading position in large mixed

housing estate• Good Kitchen Facilities• Excellent opportunity to build a

business for the local community

Innsight Summer Edition 2015.

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Transcript of Innsight Summer Edition 2015.