Pubs + Breakfast Trade = It's a Match Made!

Breakfast

Breakfast Trade

As the most important meal of the day, it’s almost no surprise that the breakfast and brunch trade is booming! With an impressive 51% of the population now eating breakfast out of home at least twice per month, according to research by the New York Bakery Company.

And the amount consumers are willing to spend is growing too; research now reporting an average of £3.30 for an out-of-home breakfast, which is 31% higher than a similar survey carried out in 2008. This means an extra 107m breakfasts are being bought by consumers annually!

What makes the breakfast trade a #MatchMade for pub businesses?

Looking at the growth of the breakfast trade, the figures show that this area could be a great opportunity for all businesses in the hospitality sector to target new customers and expand sales. But why pubs in particular?

Traditionally pubs are will remain closed during the mornings, but making the most of the breakfast trade can be a prime opportunity for boosting footfall. Doing so, businesses can enter a growing market while simultaneously bolstering a traditional dead zone in their sector.

How to get started:

Menu

Breakfast Menu

When it comes to building your breakfast menu, there are dozens of different combinations to experiment with and services you could offer. Think beyond toast and tea - although don’t forget them either, 79% of British consumers say tea is an integral part of the daily routine!

Consider the convenience route. A coffee to-go along with a pastry or fruit salad has become a morning routine for many workers during the week. You can capitalise on this by adjusting your menu for commuters or regular passersby and offer a ‘breakfast on the go’ with pastries, breakfast burritos, or granola pots.

Alternatively, forgetting the rush, you could relax things a little and aim for the brunch market instead.

"Brunch, in particular, has become one of the coolest weekend meals and one involving groups, so operators can generate fantastic word of mouth promotion and sales if they can do it right,” says Simon Cannell, Manager Director at Speciality Breads.

"It's genius as it ensures customers come a bit earlier and it’s up to venues to make them stay all afternoon. Again, this means making the brunch occasion a spectacle and pushing the upsell. That could be attentive staff, bottomless brunches, creative brunch cocktails or even champagne!

Staff

Breakfast Trade

The late night of working at a pub can already be demanding on employees, so bringing early mornings into the mix can be a tough sell for both kitchen and front of house staff. Make sure to be fair and flexible with hours and staff rotation, and be aware that you may have to consider expanding your team.

If this isn’t possible, there is always the option of frozen breakfast produce which can safeguard against waste and ensure consistency.

Paul Whitely, UK Brand and Communication Manager at Aryzta Food Solutions says: “If the methods are pure, the ingredients are top quality and the skill in bringing this all together is high as it possibly can be, then using frozen breakfast items should never be viewed as a compromise.”

Marketing

Marketing Brunch

Competition is high in morning mealtime trade and pubs may not be at the front of people’s minds when they’re looking to dine out for breakfast or brunch. But there are a few things you can do to help your business stand out.

When getting the word out about your breakfast menu, make sure to share details and any special offers with your online audiences via your website, social media, and email bulletins to your existing customer base. Think offline too and invest in an external A board to put outside the door and attract passersby.

Don’t forget to get involved with seasonal events - like pancake day, National Bread Week, and strawberries and cream for Wimbledon - to keep your menu fresh and timely too!

Another great way to build relationships as well as promote your brand can be to partner up with other local businesses. This could be sourcing produce from them - as Kanella and Co, this month’s Small Business of the Month, do! - or letting any nearby offices know that you can now cater breakfast meetings if need be.

 

Sources

Pub & Bar Magazine

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