Quick Look: Tennis
Sponsored by Pimm's
Roger Federer, Rafael Nadal and Novak Djokovic enjoy gargantuan fan bases on our shores. These titans will ensure that every championship is worth a watch. Make sure you consider the demographics of your local area too, if you have a large French community nearby for example, the likes of Lucas Pouille, Adrian Mannarino, Richard Gasquet and Jo-Wilfried Tsonga will also be big draws.
In August we will be treated to the start of the US Open, and hopefully, Andy Murray's return to Grand Slam tennis. In September, the Davis Cup will see the Great Britain team in action against Uzbekistan. The world's finest female players clash at the WTA Finals in Singapore shortly after, with the boys battling it out at the ATP Finals in November. With so much great tennis action ahead, any tennis player worth their salt will ensure that they are firing on all cylinders before hitting that first serve. Preparation is key to a player’s success and is key to your success too...
1 - Use your outlet to create maximum awareness of your Tennis themed activities. Use chalkboards, POS and displays to promote upcoming fixtures. Consumers head to the centre of the bar, this is the best place to put your key point of sale items. It goes without saying customers will browse your back bar while waiting at the bar so consider advertising here too. Exterior chalkboards and banners can be used to promote fixtures to passing trade.
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2 - Make sure you brief your staff so they know exactly where they should be and what they should be doing for a slick performance. Brief all staff on potential upsell opportunities – you could always offer some incentives to get them geared up and motivated to sell, it’s surprising how much offering a staff reward can boost your sales.
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3 - If you have space, why not have a bottle bar in the garden (licence permitting)? This can ease pressure on the bar at busy periods and could easily be created with a small table and ice-filled tub. From here you could serve not only bottles of beer and fruit cider (which grows by 28.3% in summer) but your pitcher serves and G&T’s.
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4 - Data shows that being able to reserve a table would encourage consumers to watch sport in the On-Trade. While it seems fairer to not take bookings, or particularly hard to manage for busy events, it does offer you the opportunity to make some early sales and relieve pressure on the day. Ensure all screens are in full working order and positioned for optimal viewing making sure you have comfort for the smaller events and lots of space for the big crowds at the larger events. And check projectors prior to big events to ensure no last-minute disappointment.
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5 - Many people will watch the quieter match-ups at home so why not give them a reason to come out by offering table service. It gives people a real treat and they don’t have to get up whilst watching the match. The easiest way to do this, if you don’t usually offer table service, is to have a member of staff roaming the floor and checking for almost empty glasses, then offering to grab them one for the bar. You can leave a bill and collect payment later, or even equip your staff with money belts.
When the action on the screen is gripping, customers will limit trips to the bar. Serving pitchers, of course, filled with Pimm’s but also cocktail serves, beers and sangria is a great way of increasing sales. You can achieve good margins on these serves and they encourage consumers to enter into ‘rounds’, which can increase the rate of sale. Not only that, but it will ensure happier customers as they will be queuing at the bar less and helps to add a little bit of theatre to the whole experience of drinking out.
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One of the best ways to improve your drinks sales during a big event, such as the US Open, is through the creation of a bespoke occasion based drinks list. This separate focused menu should feature a range of premium spirit serves, shared drinks, premium spirits and sparkling wines. Handing a customer this focused menu, tailored and themed to the occasion when seated or at the bar immediately turns there attention to choosing one of these drinks, serves that should be ones that make you more margin. Remember, the vast majority of consumers have not chosen their drink by the time they reach your bar or take their seat, giving you the opportunity to move them away from considering a draught beer or house wine.
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One of the most effective methods for increasing spend per head is to offer food promotions. Bundling up a drink and some food items for a set price encourages guests to trade up and eat out. Many tennis fans may already be wishing that they didn't have to cook something when they get home, so a food promotion is just the extra push they need. With the quality and provenance of ingredients important to the modern consumer, highlight any local or premium ingredients used when promoting your food offer. Our Design Studio team produce thousands of menus every year and have prepared a range of 'Summer of Sport' templates to ensure a quick turnaround.
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27 Aug-9 Sept: US Open, New York
14-16 Sept: Davis Cup semi-finals and World Group play-off
22-28 Sept: WTA Finals, Singapore
10-11 Nov: Fed Cup final
12-18 Nov: ATP Finals, London
23-25 Nov: Davis Cup final
View more: bbc.co.uk
We hope that you've found our Tennis guide useful. Matthew Clark is here to help you in making this Summer of Sport the best summer yet for your outlet, so if you have any questions, comments or require any extra assistance, get in touch with your account manager or contact us here.