Optimising your outside area: Top tips to attract more guests
Making the most of the outdoor area in your pub, bar or restaurant in the UK requires some careful consideration. Here are our top tips for creating a popular summer haven that will drive guests to visit you all summer long:
1. Weatherproofing: The UK is known for its unpredictable weather, so it's crucial to prepare for all conditions. Invest in sturdy, weather-resistant furniture that can withstand rain, wind and sunlight. Consider providing temporary or permanent coverings, such as awnings, umbrellas or retractable roofs, to protect customers from sudden rain showers or excessive sunlight.
2. Heating solutions: Extend the usability of your outdoor space by incorporating heating options. Patio heaters, fire pits and even outdoor heaters can create a cosy atmosphere and keep customers comfortable during cooler evenings or transitional seasons. Ensure the heating solutions are safe, properly ventilated and comply with local regulations.
3. Lighting: Lighting plays a vital role in creating ambiance and extending the usability of your outdoor area into the evening. Utilise a combination of soft, warm lighting, such as string lights or fairy lights and functional lighting for visibility. Consider solar-powered or energy-efficient options to minimise operating costs.
4. Greenery and landscaping: Incorporating plants, flowers, and greenery into your outdoor space can enhance its visual appeal and create a more inviting atmosphere. Utilise planters, hanging baskets or vertical gardens to maximise space. Choose low-maintenance plants suitable for the local climate and ensure regular watering and maintenance to keep them looking vibrant.
5. Comfortable seating: Provide comfortable seating options that encourage customers to linger and enjoy their time outdoors. Opt for ergonomic chairs, padded cushions, or even outdoor sofas and loungers. Consider versatile seating arrangements that can be easily rearranged for larger groups or events.
6. Outdoor bar area: Set up a dedicated outdoor bar area to cater specifically to customers enjoying the outside space. Offer a selection of refreshing drinks, including signature cocktails or seasonal beverages. Consider installing a draft beer system or outdoor bar counter for convenient service.
7. Menu adaptation: Create a menu tailored to the outdoor experience. Offer a variety of food and drink options that are suitable for al fresco dining. Consider incorporating seasonal dishes, barbecue specials, or refreshing snacks that complement outdoor dining. Ensure that your menu is easily transportable and that you have suitable outdoor food preparation facilities.
8. Entertainment and atmosphere: Enhance the outdoor experience by providing entertainment options and creating a lively atmosphere. Consider installing outdoor speakers for background music or live performances. If you have the space you can offer games like giant jenga or table tennis to engage customers and create a social atmosphere.
9. Efficient service flow: Ensure that your outdoor area is seamlessly integrated with your overall service flow. Implement a table ordering system or mobile ordering solution that integrates with your pub and bar EPoS to streamline service and reduce wait times. Train your staff to efficiently manage outdoor orders and prioritise customer satisfaction in this area.
10. Ongoing maintenance: Regularly inspect and maintain your outdoor space to keep it clean, safe and visually appealing. Assign staff to regularly clean tables, chairs and any outdoor structures. Monitor the condition of plants, replace any wilted or damaged greenery promptly and address any necessary repairs promptly.
The summer of sport
With three major sport events and finals being hosted in the UK this summer (Men’s UEFA Champions League, Champions Cup and British Grand Prix) alongside the Euros in Germany and Summer Olympics in Paris, the season presents a huge revenue opportunity for pubs and bars.
Creating your outdoor space as THE space to watch the summer’s biggest sports events could be a key footfall drive for your venue. In the last six months alone, over 8.5 million consumers have watched live sport in pubs and bars. Once in venue, 83% of them say they typically spend more on food and drinks than on regular visits.
How to prepare your pub garden for the summer of sport:
- Promote your pub’s best features – if you’re planning on installing big screens, outdoor projectors or a premium sound system, make these the stars of your targeted promotions and highlight the immersing viewing experience you can provide. Bear in mind the unpredictable weather, and as suggested before, make sure your garden can take it rain or shine.
- Create a buzz with FOMO – emphasise that your place is THE place and play out the fear of missing out (FOMO) card – offer pre-booking for the best seats, table ordering so your guests don’t need to leave their seats to order drinks and miss the action. If you have a loyalty program, make sure to tie in sports-related promotions.
- Offer themed deals – get creative with your promotions and offerings to generate excitement and elevate your usual ‘pub grub’. You can use football or Olympics puns in your dish's names, such as "The Ronaldo Rocket" spicy burger or "Team GB Sharing Platter" - it’s the time to be playful with your menu. Consider dishes that are perfect for outdoor dining and are suitable for the weather conditions of the day.
- Organise your behind-the-scenes – the influx of sports fans means you'll likely need extra hands on deck, so plan your staffing needs (consider dedicated outdoor staff) well in advance for big events and make sure your staff is trained – they know the events schedule, are familiar with promotions, and are equipped to handle high volume with a friendly attitude. Maximise your outdoor area to accommodate large groups and think about organising standing areas. During peak hours, consider a simplified "match day" menu with items that are quick to prepare and serve. If you have a table ordering app or POS system with quick ordering features, promote this as a way for guests to get their food and drinks faster and be upfront with customers about potential wait times during major events.
Promoting your venue's outdoor space for maximum impact
As a pub, bar, or restaurant owner, operator, or manager, you have a wealth of resources and skills at your disposal to effectively promote your venue's outdoor space. By leveraging technology, optimising online visibility, highlighting unique features, and harnessing the power of social media, you can attract and captivate your target audience.
Let's explore some effective strategies to help you make the most of your outdoor oasis.
- Embrace technology: Utilise your hospitality CRM for targeted marketing to promote your venue in the summer. Access Acteol CRM has a weather trigger that enables you to send out timely emails when the weather is favourable. Think as well about specifically targeting newer mailing list customers from the last 6 months who haven’t experienced your venue in the summer. Tailor your marketing communications to promote your summer menu and highlight your outdoor features, such as a kids' playground or outdoor TV. Craft personalised emails that showcase your seasonal culinary delights, refreshing beverages and inviting atmosphere. Utilise CRM automation tools to schedule and send these targeted emails at optimal times, to maximise customer engagement.
- Enhance Google visibility: To ensure your venue's outdoor space gets the attention it deserves, focus on improving your visibility on search engines like Google. Optimise your website's SEO by incorporating relevant keywords, including outdoor space-related terms. Encourage satisfied customers to leave positive reviews, as these can significantly impact your search rankings. Additionally, consider creating a Google My Business listing to provide accurate and up-to-date information about your outdoor amenities, operating hours and special events.
- Highlight unique features: If your outdoor space boasts unique features like a kids' playground or outdoor TV, be sure to highlight them in your promotional efforts. Emphasise the family-friendly aspect and create dedicated marketing materials that showcase the playground, emphasising safety, cleanliness and fun. Similarly, promote your outdoor TV as a gathering spot for sports enthusiasts to watch live games, creating a lively and immersive experience.
- Utilise DesignMyNight: DesignMyNight and similar platforms offer a valuable opportunity to reach a wider audience interested in exploring new venues and experiences. Ensure your outdoor space is accurately listed with compelling descriptions and high-quality images. Regularly update your listing with any upcoming events, special offers or seasonal promotions. By engaging with these platforms, you can tap into a community of like-minded individuals actively seeking new places to socialise.
- Harness the power of visuals on social media: Social media platforms like Instagram provide a visually engaging platform to showcase your venue's outdoor space. Share captivating photos and videos that capture the ambiance, decor and unique aspects of your outdoor area. Encourage customers to tag your venue in their posts and share their experiences. User-generated content can be a powerful tool in generating buzz and attracting new visitors. Consider running photo contests or featuring customer images on your own social media accounts to further encourage engagement and organic reach.
Ready for your venue to sizzle this summer?
Summer typically means a revenue boost for hospitality venues as customers head outside to enjoy the (sometimes limited) British sunshine. And for venues with a nice patch of outdoor space, this really could make for a sizzling summer of sales.
In this article, we’ve explored some of the reasons why maximising and promoting your outside area can significantly impact your bookings and revenue. From creating an inviting and functional space to addressing common challenges, like unpredictable weather and maintenance, we’ve provided top tips for optimising your outdoor oasis. Additionally, we've delved into the importance of promoting your venue's outdoor space through targeted marketing campaigns, leveraging technology such as Access Acteol CRM to send weather-triggered emails, showcasing your summer menu and highlighting your venue’s unique features.
Now, it's time to take the next step and consult with Access Hospitality experts in marketing promotion and software to enhance your efforts and drive more bookings to your hospitality venue this summer.
