For managed pubs, bars and restaurants, the festive season provides a bumper end to the year – and the boost is getting more significant each year. Sales rocketed by 8.8% last December compared to the previous year, and in London, the figure swelled by 11.5%1. People seeking festive experiences fuelled the increase, so how can operators maximise the opportunity and push sales higher this season? Let us be your guide…
For many, the festive season is a chance to indulge, treat one another and celebrate. Consumers are looking for something a little special and are willing to pay to trade up from the norm – in fact, when it comes to burgers, consumers are willing to pay £5.10 more for a gourmet variety and £1.35 more specifically for a gourmet bun2. Christmas is the time to make sure you have a premium offer on your menu. It could be a Christmas limited-edition, an elevated section of a bigger menu or a stand-out ingredient.
Gourmet burgers most commonly feature quality, glazed brioche buns (69%) and double patties3, while according to our Britain’s Best Burger research, cheddar cheese and British bacon are among the most popular burger ingredients4. Alongside classic favourites, consumers also like to experiment with flavours and Christmas is the perfect time to do this. Operators should consider serving burgers with a cranberry relish or swapping cheddar for brie. Or how about loading up a gourmet burger with turkey stuffing or offering a mushroom chestnut variety?
Set menus help operators boost revenue by creating upselling opportunities. Whether two, three or more courses, they can be designed to include higher-margin items like drinks, appetizers, or desserts, increasing overall spend per customer while providing a sense of value. Perfect for the Christmas party season, set menus also simplify ordering which appeals to large groups and in turn, draws more people through the door. To simplify kitchen operations and save time further over the busy festive season, Americana burger buns are pre-sliced and supplied frozen, ready to thaw & serve within 2 hours.
Offering drink pairings with meals encourages customers to order beverages they might not have otherwise chosen. A well-matched wine, cocktail, or beer elevates the food experience, making customers more likely to opt for premium options, raising the total bill. It’s also an upselling opportunity. Suggesting a premium wine with a premium burger or a signature cocktail with an appetizer encourages guests to try higher-margin items.
From winter wonderlands to festive film nights and the busy festive sporting calendar, themed events create buzz and excitement, drawing in customers who may not typically visit. What’s more, they attract larger groups driving footfall and revenue. Themed events also encourage customers to stay longer and spend more while special menus and drink deals related to the theme entice customers to try new things, leading to higher spending per visit.
Create a holiday-specific loyalty program where customers can earn points for every visit or drink purchase, redeemable for a free drink or meal. It will promote value for money, encourage repeat visits and boost revenue. To get in on the act, consider offering customers a complimentary Christmas-themed drink when they purchase a set number of burgers, or free festival nibbles when spending over a certain amount.
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Sources:
1 CGA by NiQ in partnership with RSM UK, Hospitality Business Tracker, January 2024
2 & 3 Americana Burgernomics research, December 2023
4 Americana Britain’s Best Burger research, January 2024
