Star Pubs & Bars has launched its biggest ever event support package for licensees called ‘What’s the Occasion?’ for its leased and tenanted pubs to meet pent-up demand from customers desperate to celebrate key occasions that were restricted last year.
After more than 18 months of disrupted trading, the programme is designed to increase sales in the fourth quarter of 2021. It focuses on sport, Halloween and Christmas, and can be accessed via Star Pubs & Bars’ website.
It features staff and licensee training videos on topics such as upselling and cross-selling, and a one-hour webinar on maximising Christmas retailing opportunities delivered by industry experts. There is also a section of insight and stocking advice for all drinks categories.
Marketing is another key component, with half-price point-of-sale material, free social media assets and free ready-made promotions.
John O’Connor, Star Pubs & Bars head of digital and retail marketing, said, “We are starting to emerge from the most challenging period pubs have ever faced. Following all the closures and restrictions, licensees are concentrating on rebuilding their business. We are introducing this package of support to help our licensees capitalise on the golden sales-boosting occasions that will take place in the last few months of the year.”
The measures announced by the Chancellor (pictured) last night may count for nothing if they don’t get the cash to the hospitality industry within the next 24 hours hours. And while Scotland is expected to benefit from a support package of £1.9bn Nicola Sturgeon is still to announce how they will be dispersing the cash and how quickly it will reach the businesses that need it most.
Emma McClarkin, Chief Executive of the British Beer & Pub Association, said,, “Whilst we welcome the measures outlined, they do not deal with the immediate cash flow and liquidity problems our industry faces.
“The Government literally has 24 hours to put together a pub specific package to prevent irreversible closures and job losses. The pub industry stands ready to work with the Government to create the rescue package that is needed.”
Angela Vickers, CEO of Apex Hotels told DRAM, “There has to be clarity over how much of this is support England specific and how much is devolved to Scottish Government. There has to be comparable support measures throughout the UK.
She continued, “I don’t think the announcement was a gamechanger, we are still in the same position as we were unless more is revealed in the detail.
Meanwhile Scottish Tourism Alliance boss Marc Crothall said, “The headline commitment is substantial and welcome but this is a moment when the headline of policy is irrelevant, all that matters is how lifeline support gets to the front line of this economic crisis.
“Small grants for small businesses are welcome but for most businesses at this level it won’t protect jobs for more than a few days and many businesses do not want the burden of extra debt… supporting payroll as other countries have done is what is needed immediately.
“Whilst the business rates relief for medium and large operators is very welcome, it doesn’t benefit all who operate in the industry and therefore alternative measures of relief such as an automatic deferral of VAT and PAYE due to HMRC and additional measures which will assist businesses in paying staff and avoiding redundancies which we are already seeing across the sector.”
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