Christmas parties, office lunches, early finishes at the pub; it’s little wonder that most hospitality venues take in at least 60% of their annual income during the festive season in a regular year. A good Christmas can see you through the bleaker months of January to March, but before you write Christmas 2020 off as a bad job, there are many ways to boost your revenue and make it the most wonderful time of the year! Here are 5 ways to maximise Christmas in your venue for 2020.
1. Run multiple sessions.
If this were a race for Christmas number one, this tip would sell out before Jess Glynne could even get a look in. Running different sessions enable you to cater for more guests and increase revenue. You may have relied on evening Christmas parties for the office crowd, but consider packages at different times of day too. A champagne brunch or a bottomless afternoon tea is likely to go just as well as the traditional meat and two veg parties, and it means you can cater for smaller groups.
2. Use your data.
Most hospitality venues have a database but most barely skim the surface of its potential. It’s left to fester like last year’s Brussel sprouts, unloved and unappreciated. But your database could be your secret weapon to more revenue this Christmas. Your database is filled with this festive cracker; people who’ve been to your venue before. Presumably they liked it- why not give them a chance to visit you again this Christmas with one of your new, fancy packages (see above!).
3. Continue takeaway.
Whilst there will be people who are chomping at the bit to get back to your venue for a Christmas tipple and some moreish nibbles, there are others who aren’t quite as keen. Maybe they’re shielding, maybe they’re still nervous at eating out, maybe they have a family of 40. Whatever the reason, don’t let them miss out on Christmas at yours and include your Christmas menu as a takeaway option. Virtual teams gathering for takeaway festive feasts is set to be a big trend this year which you could also capitalise on.
4. Reward not discount.
After the tough year to end all tough years, venues have suffered enough and customers appreciate that. Now isn’t the time to devalue your brand with discounts that make your work unprofitable but to reward customers instead. Introduce a simple loyalty programme that offers rewards that resonate with your clientele based on what they spend.
5. Build for next year.
If all else fails or if all else succeeds, always try and keep your mind on the bigger picture. Before we know it, we’ll be in 2021 and in a whole new year. Your business may have adapted in new, unexpected ways in 2020 but 2021 is the time for your business to not only recover but thrive. Put the plans in place now that will set you up for the New Year. Build on those relationships with any new customers that come through your door and give them a reason to return, get your systems in place that help you to maximise staff and operational efficiency and make those changes you’ve been holding back on. In 2021, there will be winners and losers, make sure your venue is one of the winners.