Create an experience guests want to return to

Whether it's a first-time visitor or a regular customer, a great experience can be the difference between a one-off visit and a repeat visit. From the moment guests book or walk through the door to the moment they leave, every interaction helps shape their perception of your venue.

Creating a warm, welcoming atmosphere and delivering consistently good service can help ensure your venue is the first place people think of when they're planning a catch-up, meal or drink during the quieter winter months.

Top tip: Ask a member of staff what guests comment on most often about your venue. Their feedback can help you identify quick wins to improve the customer experience.

Refresh your drinks range for winter demand

Winter presents an opportunity to review your drinks range and ensure it reflects how customers are choosing to socialise during the season. From premium serves for festive celebrations to alcohol-free alternatives for designated drivers and moderation-minded consumers, a well-balanced range can help you appeal to a wider range of guests.

While Dry January is an important trading opportunity, demand for low and no alcohol options often increases throughout the festive season too. Offering a strong selection alongside your core range can help ensure everyone in a group feels catered for.

It's also worth looking for opportunities to introduce seasonal products, premium serves or limited-time specials that encourage customers to try something new and trade up during their visit.

Top tip: Speak to your MCB Account Manager about your winter ranging plans. From seasonal best-sellers and premium serves to low and no alternatives, they can help you build a range that's ready for the months ahead.

Build an events calendar around key trading occasions

Events give people a reason to choose your venue over staying at home. In fact, CGA research found that 63% of consumers look for new experiences when they go out, rising to 74% among 18- to 24-year-olds.

Anchor your calendar around key trading occasions such as Christmas parties, New Year's Eve and the Six Nations, then fill the quieter weeks with regular, recurring events. Whether it's a weekly quiz, live music night or tasting event, consistency helps build familiarity and gives guests a reason to return throughout the winter months.

Keep formats simple enough for your team to deliver confidently and focus on creating experiences your customers will want to come back for.

Top tip: Map out your events from November to the end of February. Include at least one recurring fixture and share the dates with your team so everyone can help spread the word.

Offer value without compromising on experience

As consumers continue to watch their spending, value remains an important consideration when choosing where to go. That doesn't necessarily mean offering the lowest prices. Instead, focus on delivering experiences and promotions that customers feel are worth spending on.

Simple offers such as meal-and-drink bundles, sharing serves or weekday promotions can help encourage visits during quieter trading periods. The key is to make your offer easy to understand and relevant to your customers, while maintaining the quality and experience that keeps them coming back.

It's also worth considering how different customer groups use your venue during winter. Families, sports fans and groups of friends may all be looking for different reasons to visit, creating opportunities to tailor promotions around specific occasions and audiences.

Top tip: Review your January and February promotions now and identify one offer that gives customers a clear reason to choose your venue.

Promote your venue consistently

Even the best events, drinks range and promotions won't drive footfall if customers don't know about them. Building awareness should be an ongoing activity throughout the winter months, not something that's only done a few days before an event.

Start promoting key dates early and maintain a steady drumbeat of communication across your channels. Social media, email marketing, in-venue POS and staff recommendations can all help keep upcoming events and offers front of mind with customers.

Don't overlook your Google Business Profile either. For many potential visitors, it'll be the first impression they have of your venue. Keeping your opening hours, photography and event information up to date can make it easier for customers to choose you when they're deciding where to go.

Consistency is key. Rather than promoting lots of different messages at once, focus on a handful of key events, offers or seasonal products and make sure customers see them more than once.

Top tip: Plan your winter marketing activity alongside your events calendar, ensuring every event, promotion and seasonal range launch has dedicated support across your channels.