Home' Australian Hotelier : AH APRIL 2016 Contents 22 | APRIL 2016 AUSTRALIAN HOTELIER
Every pub caters to different
demographics, whether it be based on
location, age groups, levels of income,
or particular social groups. Pub owners
and management are aware of the different
demographics frequenting their pubs, and cater
to them accordingly.
One demographic that most pubs -- from
inner city to suburban to regional -- should
consider is that of young families. This
demographic is a great group to target as it can
add to your customer base during the day, both
during the week and on weekends.
Families looking for a great day out with
their kids will look for a venue that caters
to children, both through meal options and
activities/entertainment, so that both parents
and their kids can enjoy the day out. Whether
you have a little space or a lot to dedicate kids
in your pub, there are various ways you can
cater to them, and therefore capitalise on this
demographic and increase your revenue.
If you have the space, indoor or outdoor play
equipment is a great way to attract parents
and their young children to your hotel.
While it may be a substantial outlay in
the short-term, play equipment can add
to your overall revenue in the long run,
with adults spending more on food and
beverage while their children play.
And there are many different options
for play equipment depending on your
available space and how much you
want to spend. Imaginationplay,
an Australian company
that specialises in play
equipment, has several
different options for any budget, from wall
activity panels for smaller spaces, to large
indoor and outdoor play structures that include
many different activities within them.
One pub that houses a variety of equipment
and activities for kids is The Ettamogah in
Sydney's north-west. It has a large outdoor
playground and jumping castle that both
operate every day. Inside, there's an arcade
room for older kids and teenagers. But what is
most exciting about the pub's facilities for kids
is the rock wall, a rock-climbing wall that is
operational from Wednesday to Sunday, and
daily on the weekends. Both the rock wall and
the games room are fully supervised by staff
at all times, allowing parents to sit back and
enjoy their time in the pub as well.
Ettamogah's licensee Eric Lim has seen the
real value in providing these facilities to patrons:
"The games and rock wall have been a great
investment. They have attracted a lot of new
customers and given our faithful locals
something new to try while they are here -- even
the adults play some of the games."
FEEDING THE FAMILY
Another incentive for parents to come to the
pub with their kids is a kids' meal menu.
Rather than having to spend extra money on
adult-sized meals that they generally won't eat,
having smaller and cheaper options that feed
the entire family reasonably, makes parents
more likely to have their meal at your venue,
rather than elsewhere.
"Let's face it, kids will not eat an adult-sized
meal, so offering kids' meals are a necessity,"
says Kylie Murphy of The Australian Hotel and
Brewery. The hotel located in Sydney's Hills
Shire is very popular with the locals, and part
of that popularity is in catering to the growing
family population of the area.
Not only does The Australian Hotel and
Brewery offer great kids' facilities, it also offers
great kids' meal options, ranging from $8-10.
Meals such as chicken schnitzel, a cheeseburger
or pizza, also come with Healthy Meals Side
Options, allowing parents to choose from
steamed greens, salad or chips to accompany
their child's meal.
An original incentive at The Ettamogah, and
at most other ALH pubs, is the Club 4 Kids
program, a rewards program that incentivises
repeat business. Kids get a free gift when their
parents join them up and a free meal on their
birthdays. Meal deals are held regularly, and
with every fifth meal purchase, that child
goes into a draw for a monthly prize. Very
popular indeed, the program currently has
Another great addition to kids' meals are
FOR KIDS HAVING ACTIVITIES AND
FACILITIES IN YOUR HOTEL
FOR KIDS CAN ADD TO
REVENUE BY ATTRACTING
FAMILIES TO YOUR VENUE,
SPENDING MONEY ON
FOOD AND BEVERAGES.
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