A SUMMER OF SPORT

5 minutes

As the sports tournaments start to become more frequent the closer we get to Summer, now is a great time start planning a summer menu with specials to entice the guests.

The pub is still a key on trade venue for customers to consume the game. An estimated 8.5 million British consumers have watched games while out in the last 6 months.

To ensure you make the most of these occasions & help get started towards creating the perfect summer menu. We have created a range of simple & delicious mixed drinks with margins that are even tastier.

While fine tuning your offer this summer there are some further key ideas to consider to increase profitability.

It's not just the beautiful game

Football dominates, of course, accounting for 53% of all online searches for pubs showing sport. That means we have 47% representing all other sport which is a massive opportunity for & a great way to set yourself apart from other venues.

A sporting reputation builds loyalty, 89% are more likely to revisit a venue if they know matches are screened.

Now is the time to consider diversifying what you show, the NFL has seen huge growth each year & focussing advertising on live cricket could be a great way to get new customers through the door.

The untapped potential of women’s sports is clear, 48% of landlords are planning to show more women’s sport in an attempt to attract more women and families to watch live sport.

Increased Spending

The summer is the perfect time to introduce new food & drink menu offerings. Sporting events are the ideal for showcasing special menus combined with sport specific promotions.

This is a key opportunity to bring in new customers especially as fans spend more. Their average monthly spend on eating and drinking out is 36% higher than those who don’t visit pubs and bars to watch sport.

This coincides with the visit timeframes, 87% say they stay longer than usual when a live game is on.

Sharing & Flavours of Summer

Given the social nature of sporting events consumers are more inclined to eat and drink together. Your menu offering should coordinate with this, sharing platters and pitchers (sharing drinks) are a great way to utilise this occasion.

54% of consumers purchase cocktails on promotion when they go out for cocktails. So focussing promotions towards sharing serves during events will put those sales over the line.

Popularity of flavours move with taste trends, currently the data is indicating 48% of consumers go for fruity flavours & 46% looking for refreshing i.e carbonated.

The top 10 most popular mainstream classics in recent years include 15.5% Pornstar Martini, 6% Long Island Iced Tea & 4.1% Aperol Spritz (Volumetric sales data).

A twist on these classic cocktails coincide with data & also have key bar calls that consumers feel most comfortable with. Most importantly, mixed drinks don’t have to be complicated. These suggested serves enable your bar staff to make drinks in three simple steps.

Check out some fresh & trending recipes you can serve this summer!

A SUMMER OF SPORT

It's not just the beautiful game

Increased Spending

Sharing & Flavours of Summer

Spiced Ice Tea Pitcher

Aperol Pitcher

Passionfruit Pitcher

Summertime Pimm's Pitcher