With the most anticipated weekend of the year on its way, it’s time to prepare ourselves for the Coronation of The King & The Queen Consort. The early May bank holiday has always presented a great opportunity to the on-trade. Did you know, across this Bank holiday in 2022, total wet led sales across the U.K. were up +21% versus the average weekend in April or May, and the greatest uplifts came from the Sunday & Monday.* This year, it presents even more of an excuse for outings, in fact, 75% of pubgoers have already reported they are interested in the King’s Coronation and are open to the possibility of celebrating it in the on-trade.^ It’s evident this momentous occasion offers an opportunity you wouldn’t want to overlook. In fact, learnings from the Queen’s Jubilee last year showed that pubs who hosted a celebration for the Jubilee had an incremental uplift of +4.7% vs those who didn’t.٭
So, how can you attract footfall to your establishment and increase your sales? We’ve complied some top tips and practical advice to help you make the most of this historic event.
1. Broadcast the event live.
As the pageantry of the weekend begins, many patrons will be looking for somewhere to celebrate. Most of us will want to watch the ceremony live, so why not host a viewing party? Whether you can screen the event inside your establishment, or have the option to set up a projector outside, broadcasting it live is sure to bring in the crowds. Please do make sure you have all the correct licenses in place and in good time in order to do so.
2. Decorate your establishment.
One of the easiest ways to create a joyful atmosphere and draw attention to people passing, is by using themed decorations. Pull out your Union Jack flags and decorate your premises inside and out. You could use balloons, bunting, and banners that reflect the colours and theme of the Coronation. Think about interesting ways to use our Nations colours red, white, and blue, to promote your celebration in the few weeks prior to the event. This will capture attention, promote your event, and allow time for people to make plans to join you in celebrating the ceremony.
3. Maximise your outdoor space.
Making the most of your outdoor areas can bring great rewards; from being able to increase your trading capacity, to attracting a wider audience or on-site spend. If that wasn’t enough, they can also act as an advert for passing trade. So, it’s time to trim your trees, mow the lawn, power-wash the paving and brush the decking. We often overlook maintenance when we are looking after customers. A clean, safe environment has been proven to promote dwell time and increase onsite spend. A relaxing and inviting atmosphere will encourage your customers to stay longer, thus generating more sales on food and drink. To take things one step further, you could even set up a pop-up bar to serve beverages and operate a barbeque.
4. Promote your celebration
Make sure you’re letting people know as far in advance as possible that you will be hosting a Coronation event. Let bar staff know to tell customers in the upcoming weeks, use posters in your establishment, your website and social media. The earlier you advertise, the more time you provide people to plan their activities for the weekend. You could even think about taking bookings in advance or offering a ticketed event to allow you to plan for capacity constraints.
If you’re looking for an effortless way to draw attention, you could also consider using social media marketing. Social media platforms such as Facebook and Instagram provide advertising tools that allow businesses to reach a wider audience through specific targeted advertising. You can target specific demographics such as age, interests, behaviours, and most effective, a geographical location. This will allow you to target people who live in, have recently been to or are travelling to your desired area. Social media advertising is by far the most cost-effective method of reaching a desired audience.
5. Serve a great pint.
It sounds obvious, but it’s a really important one. Delivering the perfect pint is essential for repeat purchases not only the weekend of your event, but in the future too. Make sure your staffing team are all equipped and well trained in setting up, pouring and delivering a great pint. This is from the cellar set up all the way through to the temperature of the beer and using the correct branded glassware. Remember, our cellar service teams are always on hand to provide help and assist, so please reach out to us if you need any help for this or future events.
6. Create an experience.
Possibly the most important tip is to make sure you create a memorable experience for your customers that will keep them coming back for more. Think about ways in which you can create atmosphere in your establishment, simple things like a quiz can really get a crowd going whilst also increasing dwell time and spend. Weekend offers are also a great way to encourage consumers to trade up and create a buzz. Don’t forget to get your staff involved too, running a staff incentive for the event can be a great way of generating excitement in your in-house team.
Find out more.
Visit royal.uk/coronation-weekend to find out more about the service, how and where to watch it and accompanying community events you may wish to take part in, like The Coronation Big Lunch and The Big Help Out.
[Sources: *SP&B JAT EPOS Jubilee April May 2022.
^Toluna Survey, 28th February 2023, N=283, N=153.
٭SP&B JAT EPOS Jubilee April May 2022.]