23 Tips to get into the Winter Spirit

01. Work with the season, not against it. Once you have people in, they will stay longer in winter because they don’t want to venture out again. What is your F&B and entertainment offering to entice them to stay?

02. Think “cozy”. When people come in from the cold, they want to be instantly warm. Look at cold, hard surfaces and consider how they can be adapted – with rugs or furniture for example – for the winter months.

03. Outside areas need to be sheltered from the elements. That might be overhead awnings fitted with rain detectors that close the roof at the slightest hint of rain.

04. Fire pits are always popular in semi-covered beer gardens.

05. Offer packages that will help pre-bookings. Dinner and a movie or theatre ticket.

06. Use imagery that evokes the best of winter: warm fires, cozy settings, anything that makes your establishment look winter friendly.

07. May is Australian cocktail month – but keep it rolling for a while longer with cocktails that are suited to winter (eg. not chock full of ice).

08. Longer term, work with your local tourism operators or promotions boards to develop reasons for people to visit your locale and stay for a while.

09. Adjust your pricing if horrible weather starts killing off your bookings – but always keep an eye on profit margins. Consider options that go beyond price cuts. For example, offering long stay incentives or providing discounts in your dining room for in house guests.

10. Invent a promotion and then advertise it. Maybe you can have a pop up in your car park – or even within your pub. Hire an igloo. See how you can work in with local businesses and organise giveaways that will help generate business for all concerned.

11. Find reasons for business travellers to choose you. Internet and other technology is important to road warriors, as is early check in.

12. Work your emailing list. Keep your communication going but fill it with multiple “hooks” that will entice patrons to come back. Never send an email if you don’t have anything to offer. It devalues your comms.

13. Use Facebook advertising to target your age demographic in your local area. Use the A/B testing feature so it pushes the best performing ad.

14. Make sure you are the go-to spot for daytime coffee. Is your coffee better than people can get at Maccas?

15. Take a look at your entrance areas on a rainy day. How are they holding up? Are they becoming a slip hazard? Is there a place for people to stow umbrellas? Does a freezing blast of cold air hit patrons every time the door is opened?

16. Make sure your heating systems have been checked.

17. Check your insurance policy for storm damage coverage. If you reduced your insurance during COVID-19 lockdowns, have you reviewed what you need now?

18. This is so obvious but it has to be said: make sure your menu reflects the season. Work with your chef to knock out anything that isn’t selling and replace it with new options. On-demand printing makes updating most menus a breeze these days. Don’t get caught in the old habit of thinking that a winter menu can’t be changed until spring or summer.

19. Plan ahead. Your seasonal menu will affect your inventories. Don’t get caught with summer ingredients that will go to waste.

20. Look after outdoor areas for smokers. Make it as comfortable as possible.

21. Train your staff. Studies show that patrons are three times as likely to complain on a rainy day. It’s something staff should know and be prepared to work with, to get people into a happy mood.

22. People make plans based on weather forecasts. If it is forecast for rain, they are less likely to make a booking to go out. If you see that the forecast was wrong, jump onto social media and promote yourself. Consider doing a blitz of online ads in your area for a few hours as an experiment.

23. If power goes out and you have a generator, get straight onto social media and let people know that you have light, hot meals and power outlets to charge their phones.