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A potentially busy week in the family dining calendar is looming on the horizon, and savvy restaurants and pubs are getting ready to reap the rewards. With Hallowe’en falling on a Thursday this year, followed by Guy Fawkes Night the following Tuesday, there are plenty of opportunities to cash in as revellers spread their festivities across three weekends. But whilst there is opportunity to bring in the punters, establishments should be looking to the long term to ensure they earn repeat business from this lucrative market in the future. It’s an important time for businesses to showcase themselves to the family market, and to offer that reassurance that they offer the same high standards of service to families as they do to other customers. HospitalityGEM has lots of mystery diners with families who can help to provide genuine insights into the service they receive when going out for a meal. We receive feedback from families who tell us they feel it is important for staff to engage and interact with children, and something like this can make a real difference by making families feel welcome, comfortable and valued. Other touches are important to help ensure the family market is well catered for. For example, something to draw with and on can go a long way, and whilst the kids are occupied the parents might feel inclined to stay and spend a little more. Also, there is no point in claiming to welcome toddlers unless you have highchairs for them to sit in! Some pubs prefer to employ a ‘no children after 7pm' style policy, which allows them to cater for both dining families and evening drinkers. This approach is fine as long as it is clear from the outset, and you’re not seating families down at 6pm expecting them to be finished and out the door within the hour. Most of it is common sense, but you’d be surprised how many pubs get it wrong. Give families a warm welcome, prompt service, good food and a reasonable bill, and they should be back for more. So with Hallowe’en and Guy Fawkes Night in mind, we've come up with a couple of suggestions to help pubs and restaurants hit the mark: Try to generate trade during the late afternoon (when the younger witches and ghouls come out to play). Consider encouraging your staff to dress up for a bit of fun, as long as it doesn’t clash with your brand! A crackling fire is a good addition to create a real atmosphere. Maybe you could have a special dessert menu with yukky things like worms, spiders and goo (not real ones, obviously). If you’re a pub with a big garden, how about a treasure hunt for pumpkins? Serve food before the fireworks display, and why not consider dusting off the barbecue for some tasty al fresco grub Soup and hot chocolate are a must for fireworks displays Don’t forget to subtly advertise your family Christmas offering to your captive audience!
