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Celebrating St George's Day in your hospitality business


As patron saints go, St George’s Day is often overlooked in favour of his boozier neighbour, St Patrick. Why not make your hospitality business a champion of traditional English cuisine for the weekend? It’s an opportunity to indulge customers with classic comfort food, celebrate the diversity of the British palate and leverage the marketing potential of St George to promote your business.


Food

Everyone has their own favourite and many pubs will no doubt give British staples pride of place on their menus as standard. Toad in the hole, fish and chips and shepherd's pie are all quintessentially British dishes. Promoting an offer on home comforts of this kind is likely to see customer flocking for their favourites.

This year St George's Day falls on a Sunday, excellent for promoting Sunday dinners and carveries which are already a firm weekend favourite. Don’t forget to promote your offering on social media. A great image is a must and encourage your customers to share and contribute to your pages. Running a St George's Day competition would be a great way to build your social footprint.

Chicken tikka masala was once described as Britain's national dish, so why not string up some St George's flags and hold a curry night? A curry and a pint has long been a staple of English cuisine. It’s a dish you can make in bulk with cheap accompaniments such as rice and naan bread. Another firm favourite is an English breakfast which might be just the tonic after a long weekend! And there's always dessert! Think heartwarming stodge your mum used to make, bread and butter puddings, apple pie and Bakewell tarts…and don’t forget the custard!

Drinks

What could be more English than a cup of tea? And what could be more profitable? The margins on tea are huge, with national coffee shop chains marking up their cuppa by up to 1250%. Serving hot drinks is a tried and tested way to boost the daytime pub trade. Why not crack the fine china out and hold an afternoon tea party? This kind of event is a family friendly affair that holds appeal across the generations. The UK tea council reports Britain's drink 165 million cups of tea a day, you’d be mad not to get in on that action!

Bars can get involved by holding a tea party with a twist. Why not hold a British cocktail evening? If holding an event seems too much like hard work, simply upselling specials drinks promoted via table toppers can be a quick win for boosting profits. For traditionally English drinks think Pimms and gins! For more drinkspiration, click here for the top 5 British cocktails!

Wine isn’t the first thing that comes to mind thinking of England’s “green and pleasant lands” and yet our country boasts a growing portfolio of quality home produced wines. Chief exec of the Wine and Spirit Trade Association, Miles Beales says, “What better way to promote our English heritage on St George's Day than to crack open a top-quality bottle of English sparkling wine?”. Why not showcase a wine from your local area? Not only are you supporting local producers and championing British produce, it’s something many customers may not have tried before. Pique their curiosity, offer them a tasting session and provide a memorable experience. Click here for a list of British vineyards by region to find producers in your local area. By improving the customer experience, you improve your customer retention potential!

Conclusion

While St George may not be the most popular of British patron saints, don't let this opportunity to bolster national pride pass your business by. By championing English cuisine, old and new, you can and create a lasting impression on your customers.

Wishing you a happy and profitable St Georges day!



AUTHOR

Erin Heenan

Erin joined Epos Now in 2016 as an in-house content writer for the marketing department, making use of 10 years experience working in busy restaurants. An avid fan of shopping and eating out, she is committed to helping retail and hospitality SMEs get the most out of their businesses.



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