Pub Chalkboards by Adrian Patrick

Professional Chalk Board Writing & Illustration Services

2011-12-30T10:45:00.000-08:00

'Nobody does it better!'

To have your venue's chalkboards professionally written and illustrated simply CLICK HERE for full details, or just email or phone to discuss your requirements. The vast majority of venues are easily completed with one day. If you are local, then half day rates are available. The actual number of chalkboards that can be illustrated depends mostly on size and complexity.

Text only chalkboards take much less time than ones with pictoral illustrations for example. As a rough guide you can expect up to twenty average chalkboards being completed with a day, assuming the boards are already blacked out and DRY.

Costs are fully inclusive of all materials and travel expenses. Payment on the day is required. I'm very easy going so feel free to get in touch if you have any questions or want to discuss ideas beforehand. Don't worry if you need help coming up with wording, I'm happy to assist!

If you are in need of additional chalkboards or A-boards let me know as I can have them made up to measure at a really reasonable cost. I can even have them shipped to you if it is just a few new illustrated chalkboards you are after!

Mural at the Villa Hotel, Wrea Green

2011-12-30T10:22:00.000-08:00

Recently completed a mural for the Villa Hotel, depicting the venue as it might have looked a century ago. With no actual reference to go from, I simply made the image up!! Painted it in sepia tones for that aged look....

For more Pub Murals CLICK HERE

Artwork for ShortList Magazine

2011-04-12T23:52:00.000-07:00

ShortList, the nationally distributed lifestyle magazine for men, recently ran an article based around the traditionsl British Roast. To acompany the article I produced a full page illustration incorporating prescribed text.

The style is similar to my pub chalkboard illustrations and was produced large (A1) and printed full page (Oversized A4)

For illustration services please email ady@ady.co

The particular style of chalkboard illustration is a trademark of Adrian Patrick and subject to copyright.

World Cup Chalkboards

2010-04-27T11:01:00.000-07:00

Just thought I'd make sure everyone who shows sports at their venue are fully promoting the World Cup. The Pub's Chalkboards should be in place by now, securing your market share of the supporters.

Although Red and White is a popular way to go in my part of the country, being the England colours, it might help to be a little more subtle if your house also caters to families and diners. The emphasis on patriotism can be a off-putting for these markets.

Why not 'go green'? Just as a complimentary colour, a sort of grass pitch effect like iI have been using in the background of some of my World Cup Chalkboards.

World Cup themed Chalkboards, while promoting the showing of games, is subtle enough to be in keeping with the PUB's dining and family ethos.

Chalkboard Menu

2010-04-27T05:16:00.001-07:00

New Chalkboard Menu recently completed. Hand written and illustrated along the back bar at a golfing facility. I kept the visuals and te format pretty cool and slick as opposed to the more rustic style I usually produce for the pub trade. Click on the images for larger views.

I kept the visuals to a minimum. Too many would have looked a little out-of-place and not in keeping with the venues asthetics. The hand illustrated Chalkboard Menu not only generates more sales than a basic printed sign, it makes a far more striking impact, when done professionally.

Those little bits of artwork I did do were high quality... it has the effect of drawing the customers eye while they work out whether they are printed or hand-illustrated (they are the latter of course).

The entire chalkboard menu took around six hours or so to complete starting from scratch. Here's a close up view of my Chalkboard Art and menu writing...

Pub Marketing through A-Boards - Essential Points!

2010-03-31T02:51:00.001-07:00

CLICK HERE FOR THE MOST RECENT POST!

A-boards are a great way of grabbing the attention of passers by. Often a pub without any roadside A-boards can look closed and will be easily missed by passing trafic.

An important point to remember however is that if your Pub's A-boards are aimed at catching the attention of drivers/passengers in cars is that they aren't going to be able to read more than a few words and that the message must be clear, direct and to the point.

Overcomplicated roadside A-boards are a common mistake and only really suitable for viewing by pedestrians. Even then, it is preferable to have the main promotion heading large and highlighted and keep any additional pedestrian information small, thereby serving both those on foot and in vehicles.

PUT OUT YOUR A-BOARDS EARLY!

Sometimes a Pub's A-Boards go astray, so it can be a good idea to bring them inside at night. Fair enough. But what time do managers put them back out the following day. 11 ...12 o'clock? Opening time?

If the Pub has any amount of passing traffic, that traffic starts before 8am. 8 o'clock should be the LATEST time that A-Boards are put on display. As long as the boards are selling the idea of calling in for lunch, joining them on a quiz night, seeding the thought of going back for a Sunday lunch, ...then this needs to be communicated as early as possible.

Drivers are at their most alert in the morning. By home-time, they are tired, don't retain information, and just want to get home. They won't be paying the attention that they might have earlier in the day.

Putting the A-Boards out first thing allows them to maybe have their lunch hour at your venue that day. Or mention to their colleagues they've noticed there is a pub quiz. Or perhaps they will think of taking out their family for a Sunday lunch at the weekend. And it sends out a clear, consistant message that your pub is thriving and there's plenty going on!

Sundays are especially useful if you are anywhere near, or located on a journey to, a car boot sale. People are out at the crack of dawn visiting these, and are open to persuasion regarding their lunchtime dining plans. Even though you are closed at that time of day you should still be 'selling' your venue's key messages.

If you know of a local artist then I can't emphasise the benefits enough to having striking artwork diplaying your messages. They really can grab people's attention. All of the Pub Chalkboards you see on this page is artwork done by hand, by myself for pubs throught the NorthWest. But there are several chalkboard writers around the UK who will be able to write a clear crisp message at the very least. Your BRM may be able to find one nearby. Otherwise, if you are writing it yourself, keeping it simple, short and neat will help give out the clearest message.

If you are employing a professional chalkboard artist, try and get hold of pub A-Boards with removable / reversible insert panels like the ones shown above. By planning long-term, with future offers on the reverse side, it will reduce the number of times you need to call us in! It also gives you the option of changing your marketing emphasis on different days throughout the week.

Chalkboard Writing Tuition

2010-03-12T22:56:00.000-08:00

Currently under development - Please call back soon, or in the meantime...

Check Out some latest examples of Chalkboard Wriing by clicking here!

Punch Taverns Roadshow

2009-10-22T10:44:00.001-07:00

EDITED MARCH 2010:

Spent a day as an exhibitor at the Punch Taverns Roadshow held at the Reebok Stadium in Bolton. Punch hold the event for its tenants as a means of coming face-to-face with potential suppliers. Many seemed really pleased to have had a chance to see my Chalkboard work. Hopefully it will inspire some creative ideas for their venues.

Feedback about the event from visitors was generally positive - some guests stated it was worth coming along just to finally get my number having seen my work around the North West - which was cool! There were a couple of remarks by attendees that there wasn't enough new products or suppliers on show; that it was mostly just suppliers or products that they already use or were aware of. For their part at least, the organisers and staff from Punch came across as very enthusiastic and were trying their best to make the show a success. Some of them were really trying to convince me to come out from my stand and drag customers over - which really isn't my thing...

Its now March 2010 and since the event I have had feedback from dozens of customers - all saying that it was worth attending just to have secured my services alone. Most have admitted that out of the 60 or so suppliers in attendence, I am the only one they really remember pursuing due to the unique and valuable service I provide! I will be writing a follow-up article shortly providing testimonies.

copyright infringement

On a side note - I had the chance to pick up Punch's own Design and Print marketing materials they've been sending out to their tenants. I've just been reading through it and find so much of it to be really insightful, and eloquently written. Page after page is filled with great advice, from marketing through up-sales, to guides on how to write A-Boards - It was amazingly well presented.

And then I realised why it all sounded so very familiar......

PUNCH HAVE LIFTED THEIR MATERIALS WORD-FOR-WORD FROM THIS VERY WEBSITE!

......I know I suppose I should take it as a compliment, but my work is subject to a little thing called copyright! It just smacks of unprofessionalism really. Whoever was responsible really hasn't done their company any favours in the long term.

Still, you know you must be doing something right when the country's largest PubCo uses your marketing knowledge for its own benefit.

UPDATE - AUGUST 2010

So I'm looking through Punch Tavern's new Christmas marketing guide which has been rolled out across its managed estate and lots of nice photos of creative Christmas chalkboard artistry.

They did seem rather familiar etc etc ....taking photos off my website and publishing them without even a credit or a web adress, when you've just had a telling off for copyright theft is, well, a bit tacky really. If you aren't going to credit the people whose work you lift, you might want to pay for licensing at least.

Just bear in mind that you will be found out and named and shamed, and your managers notified.

Very silly.

More Pubco H&S nonsense

2009-10-15T09:09:00.000-07:00

So I'm helping out a house within one of the (biggest) pubco's managed divisions and I overhear the manager explaining to the cleaning staff that they have additional responsibilities with regards to any contractors that might need to be admitted outside of opening hours.

Firstly, that they should ask for I.D (fair enough, though I fail to see how they might verify such identification), and secondly - get this - that they must make sure all visiting contractors are aware of all the fire exits in case of an emergency.

As representatives of the pub company, cleaning staff now have a duty of care towards outside workers, apparently.

After the manager and the visiting auditor talked briefly about the difficulty in ensuring the hired help adhere to company policies, and how it counts against the manager if they fail to meet health and safety requirements, I couldn't hold it in a moment longer!

"WTF? When a customer approaches the bar to request a pint of your mighty beverage, do you say 'woooaaah, just hold on there feller! ...Not before we talk Fire exits'!? - No - cos there's bloody great illuminated signs everywhere for them to see!"

Its surprising how few managers question requirements that come down from headquarters. All this is about is somebody somewhere wanting to justify their importance to the company. Somebody needs to compile evidence of the impact they've made within the company at their year-end appraisal.

If your Ops Director tries to pass down this latest guff simply send them to me and I'll be happy to explain how the pub trade works (just fine without such nonsense)!

Halloween Ideas!

2009-10-15T08:55:00.000-07:00

Spooktacular ideas for pubs this Halloween.

I'll add some more links shortly:

THEMED DISHES

Here are a few links to recipe ideas hosted at thepublican.com
http://www.thepublican.com/story.asp?sectioncode=6&storycode=57111
http://www.thepublican.com/story.asp?sectioncode=6&storycode=57112
http://www.thepublican.com/story.asp?sectioncode=6&storycode=65240

HALLOWEEN PUB QUIZ

More than 30 FREE spooky pub quizes can be found at the following link:
http://halloweenquiztime.multiply.com/

More links will be added soon.

Christmas Pub Projects

2009-09-24T09:35:00.000-07:00

Check out a range of Christmas projects to see if there is something similar you can do for your pub. If you are interested in having me produce bespoke Christmas displays or murals simply email me at adrian@adrianpatrick.co.uk to discuss. A friendly response guaranteed!

Click here or on the images above to see loads of Christmas ideas!

Make an impact - and get ahead of the competition - in this climate that's what counts!

Bookings for Christmas

2009-09-23T23:07:00.000-07:00

While bookings for Christmas should be well underway by now, I'm still coming across an ocassional pub that has yet to start advertising! I have been pushing Christmas since mid August. You simply have to.

"The customers don't like it!" I hear as an excuse. Well that isn't a reason to lose your business. And it depends on how you go about it. And these customers who aren't ready to face the coming season are generally the same customers who phone in December wanting to book a table for 8!

To put it as simply as I can: If you don't start advertising in August, the office parties will have already booked elsewhere that did start in August. So how late you start depends on how much trade you are happy to lose.

And certainly, customers might get wearisome when they see you installing a 16 foot banner promoting Christmas Fayre while they are enjoying a BBQ in your beer garden... but their groans more reflect the retailish nature of the promotion tools handed out by head-office. Although it has been known for independents to go down the awful banner route.

I can't stress it enough - you are far better simply writing a chalkboard as neatly as you can simply stating that bookings for Christmas are underway. If you can find an artist willing to help then this would indeed help. Customers never moan about having Christmas forced upon them when the message is handpainted and creative. Make it quirky. I have sometimes drawn a snowman, wearing Burmuda shorts and sun glasses on a palm beach, looking at his watch, with the message "It will be here before you know it - book early to avoid disappointment!"

If you can find a chalkboard artist in your area this is a great opportunity to use one to change the emphasis of your advertising from Summer to Autumn. Halloween is nearly here and Guy Fawkes. Children in Need also come November. All should be planned by now. Just bear in mind that its a busy time of year for chalkboard artists so do book in advance. After all these years I still find it incredible that managers phone up expecting you can get to them within a week!

In short - do what you can but do it quickly. And by October at the latest, try and arrange a Christmas display by the entrance. Even a small table arranged with crackers, champagne glasses, holly and tinsel with your menus fanned across can help sell the concept and get those customers booking.

Click here for loads more creative Christmas Ideas

The Ever-Changing Wine Menu - Solution

2009-09-23T04:26:00.000-07:00

Whether part of a pub chain or independent, your wine menu is subject to change throughout the year. And while nothing beats hiring a chanlkboard artist when communicating your offerings, it can be difficult to call them back out just to change a couple of prices or a wine or two. One solution is to incorporate the printed menus within a stylish surround hand illustrated by an artist, or chalkboard illustrator.

The benefits to this solution are that the customer is still drawn towards the board due to its hand-illustrated nature, and the wine list itself can be changed each time a new one is printed.

Pubs vs Supermarkets - The Pub Delusion!

2009-09-23T03:09:00.000-07:00

I've reduced this posting down to just concentrate on what managers can do to differentiate the pub and supermarket sectors in the publics' eyes. My main article on WHY I CAN'T SUPPORT MINIMUM PRICING can now be found here: http://minimumpricing.blogspot.com

WHY MANY PUBCOS ARE GETTING IT WRONG:

While managers in the trade are distracted by the battle with the supermarkets many pubcos themselves start 'buying into' the same delusion. Retail style banners are everywhere. Big Red Bold letters shouting out "SALE" or "ALL OUR PRICES SLASHED!". Huge red and white corex signs wih retail style "cut price offers". You'd think that some pub chains have been bought out by Asda!

And so the delusion spreads. Do we really want customers to start seeing Pubs and Supermarkets as offering the same, but at widely different prices. Its time this whole game stopped.

If you are part of a chain please leave the retail style posters in the box. Paint all of the insides of your poster frames black and find a member of staff with neat handwriting and see if they can better advertise your key messages and help project an image better associated with the brand that is "English Pubs". Or ask amongst your customers if there are any art students willing to have a go at chalkboard writing in return for a few drinks!

And lest we forget, there are several professional chalkboard artists across the country. But even if you can't spare the budget, writing the messages yourself on chalkboards will be FAR more effective at getting customers' attention, and will help delineate the differences between the sectors.

CASE IN POINT:

The Dog and Partridge, ironically situated RIGHT NEXT DOOR to a Tesco Express store! Now of course the pub has handily been supplied with Big Red Marketing Materials from head-office, almost identical to the ones in the huge window spaces of Tesco.

Fortunately, since the manager is an asset to the company (read: knows better that head-office's marketing dept) he employed a chalkboard artist (that would be me) to black-out some exterior panels and turn them into prime spaces for chalkboard illustrations.

These pictoral signs re-inforce the selling points of the venue. Sure, price of beer is an issue these days, but only in terms of competition with neighbouring pubs. And even then, while you might offer the exact same kinds of attractions as your competitors, as in this case, those attractions can be communicated more effectively - thereby drawing customers away from your competition! And, you know, it didn't cost all that much. In fact it costs less than simply hiring a professional painter to paint the exterior! And you end up with something far more striking than any amount or external refurb could achieve by itself.

My main point is for our balmy Pubcos. Pubs and Spermarkets are not the same. And customers really don't need to be pursueded otherwise by Pubco marketing departments!

The Country Pub - Creating Character Through Chalkboards

2009-09-23T00:33:00.000-07:00

I recently visited a lovely traditional pub within an idyllic English village setting. Serving cask ales traditional pub food and with letting rooms it was one of only two pubs in the village. It had just been taken over by an enthusiastic couple looking to re-establish the venue as a warm and inviting village inn, providing for both the local village and those all-important weekend visitors.

The pub they had aquired was well kept, and the interior, while replete with wooden beams and real fires, just felt clean. The exterior was a little stark, with modern signage, not really in keeping with the surroundings, and it'll be a job to restore the beer garden to its former glory. But all the ingredients are there. An opportunity to show the pubcos just what an English pub can be once more.

Tapping into heritage:

The village and its pubs are steeped in a sense of history, as it had been the location of a US Air Force base during WWII. The Landlord had the idea of using motifs from the era to dress their daily specials board. So for this I made a quick painting using some reference photographs to provide a header for the specials. Throughout the day, both locals and visitors would do a 'double-take' as they were drawn to the specials board, and, as is the point, went on to order food! As for the rest, we worked together to find ways to communicate a sense of what was on offer both to locals, and to visitors to the area.

The service style and quality was already being taken care of so my aim was to emphasise the message and bring out the character. We did talk a little about providing offers which would maximise opportunities especially with lunchtime business customers, while not cutting into profits already provided by the small but regular local trade. And there are I feel still more opportunities to be had in pushing mid-week evening dining trade. Initially at least, the job at hand was to find a way for the pub to make a statement, communicate its selling points, and in such a way as to improve 'brand identity'. The brand being the 'branded-free' traditional English pub... a brand in itself!

The Brand(less) Identity:

The main effort was to add character to the exterior through hand-illustrated chalkboards. There was already a single board in place, written by the landlord, covering the basics such as Sky Sports. Although chalkboards far exceed printed signage in terms of drawing attention, we have to be careful what that message says about the quality of a venue. Always try to employ a local artist if possible, in order to draw the eye of passers by, while keeping within the overall asthetic.

The new owners also wanted to dress some of their signs with an ocassional fox or hound, though I was sure to provide them with 'friendly' illustrations. No bloodsports for this pub! We used a traditional 'chipped away' font, with serifs. Though obviously hand illustrated, the chalkboards needed to deliver a sense of that traditional establishment identity; An English pub, proud of its heritage, and inspiring confidence in passing punters. 'This pub cares about providing quality.'

A couple of the A-boards that had come with the pub had seen better days, but I had brought a few boards with me as this is often the case. The older boards were able to be placed on the roadside away from the pub - great for passing traffic - and no-one needs get too close. The new A-board would stand by the entrance. I can't stress enough how important an A-board positioned near to a pub's doorway is in establishing an inviting 'open for business' image.

Changing A-board solutions

As I had travelled some distance, and this was a one-off visit, there was some concern about having seasonal messages presented on the A-board, which, once re-painted and re-written by the staff, would no longer be in keeping with the rest of the chalkboard signage. The solution, which I often employ, was to have pre-made inserts. These panels fit snugly withing the frame. Once the advertised event or offer expires, the panel can be either reversed, or removed completely revealing the next message you wish to display.

So while initially advertising homecooked food and cask ales in order to establish its identity, the panels would soon be switched to advertise seasonal messages such as Christmas bookings. As soon as the A-board was in place it was doing its work. In fact, I even noticed the other pub's landlady, while driving past in the car, stop to take a look at the newly installed feature. A-boards are simple, but effective. I am still amazed that some pubs give them so little thought.

The same chalboard styles were carried throughout the exterior. Two large boards were illustrated with fox/hound images to be installed in place on some of the large bare walls covering the outside of the building. I believe these will really draw attention to the pub.

As an artist I was proud of the work I had done, in reinforcing the character of the venue. And as a marketeer, I know that the pub is taking its uniquely English brand a step further; The 'modern-day' Traditional Country Pub.

Pub Menu Writing

2009-07-09T11:23:00.000-07:00

Writing a pub menu - in traditional black and white, yet friendly style. Keep to the point when laying out your entire menu on one board. For descriptions, people can refer to the menu on the tables. For a menu like this, its meant to be seen from the tables, to give customers an overview of the range of options available.

Specifically, this type of menu board serves to compliment the table menus. Try to break it down into meal types... seperating your menu into sections just makes it a lot easier to read.

Offer a 'Manageable' menu!

2009-06-19T09:12:00.001-07:00

Sometimes I find myself writing out Specials onto small slats, which are then hung by the pub onto hooks on a plain board. I've introduced many pubs and companies to the concept over the past and it is a great way of maintaining consistency. And its certainly preferable to illegible scrawl on smudged blackboard surfaces!

If Specials are a pubs main focus for driving the menu then I usually recommend no more than a dozen. For venues with a larger fixed menu, I'd suggest less than half a dozen specials.

From an operational stand-point there are obvious advantages in keeping a tightly focused range of offerings, both in terms of stock control, and in staff training.

But far more importantly is the stand point of the customer. It benefits the customer to see a compacted menu, which while covering all the main meal groups, provides enough variety that they will want to return to try other dishes in the future. Also, your menu should say something about your venue that sets you apart from the competition. Dishes unique to yourselves, either through ingredients, cooking method or presentation, are a sure way to boost the 'good-will' value of your pub. But keep it focused!

A customer faced with much more than 30 main course options will find themselves unable to make a decision quickly. Also, they will not come away with any lasting impression of your pubs identity as too broad a menu provides confusion.

Example of utter madness:

At a venue recently, they were carrying... get this... over 70 main course specials! And that's in addition to its permanent menu of around 40 main course dishes. In fact, they had to divide the range of specials over two seperate specials boards, located some forty feet apart! And this, I witnessed over a bank holiday weekend!

My heart goes out to all of the families who had to endure a dining experience at that venue. With each family member having to walk from one end of the pub to the other, each time faced with a 'wall of words' before returning to their table menu, having by then forgotten which dishes were of interest. How on Earth customers are expected to come to a decision when overcome with masses of menu descriptions imparting every item's ingredients and cooking methods! You could eat there every week for over two years before having to order the same dish twice!

This is frankly stupid! It certainly does not help the customer. One can't help but wonder the thought processes of company bosses who are pushing internal communications to increase the rate of table turnover on busy days, while at the same time working to increase the time it takes for a customer to decide what they will order!

So like I said. Try to offer a 'manageable' menu. It helps customers, staff and stock, and cuts down on training. It may even reduce the cost of 'chalkboard writing'!

Pub Carveries!

2009-06-19T08:14:00.000-07:00

All Illustrations by myself (copyright Adrian Patrick)

Recent months have seen several major pub companies returning to traditional carvery set-ups. Punch (formerly Spirit) announced recently that they were looking at dispensing with the much immitated 'Two for One' brand in favour of value for money dining, and were considering introducing carveries as part of the re-focus.

While some commentators consider that Carveries are out-dated ("very 1970s" I've heard some say) , there can be no denying the success of recent 'Carvery Brands' in the value market. Besides, most customers taking their families out for meals weren't old enough to be in pubs in the 1970s! So for them, this is new!

One of Punch's troubled spin-off companies is going for the carvery market, though in their case, price-pointed at the higher end of the market, serving only at weekends, rather than selling it as a value dining concept.

And one of the bigger players who borrowed the 'Two for One' concept from Punch seem to be getting in on the act. Some of its higher-turnover venues are losing 241 and are currently having slick new Carvery stations installed. Surely a testament of their confidence when venues, already doing well, are shifting focus in this way!

Surprisingly, the designers of several companies are recognising the value of installing Chalkboards at the rear of the Carvery stations. The above photo illustrates a well-thought out hanging concept.

Tip: When relaunching your pub's menu with a new 'carvery concept', try not to confuse the customer. Maintain the focus on your carvery ethos, especially around the serving station. In fact, make no mention of other food products within 10 feet of it!

As the crunch bites, companies are fighting to reposition themselves. Individually, I think they are on the right lines and each company is working hard to make 'carveries' work for them. Overall though, since so many companies are each relauching their venues as carvery pubs in order to stand out from their competitors, one has to wonder if these changes will do little to alter their respective market share.

They will each benefit though, if the carvery concept is one that will bring out those families currently staying at home.

UPDATE SEPT 2009: CHRISTMAS

So September rolls along and a menu change. And since a chalkboard artist is required we have the perfect opportunity to sell Christmas to our hungry customers. An opportunity that one pubco's 'marketing department' is happy to do without! Upon seeing their brief I was astounded at the lack of Christmas advertising being stipulated during an autumn marketing excercise.

Fortunately, on this ocassion, the manager of the venue is an asset to the company. Although the venue would soon be visited by company overlords she took the decision to concentrate less on promoting desserts to people who have yet to even start their main course, and instead go with an attractive and bold Christmas push! Its just a couple of days since and the effect on bookings has been massive.

Here is the result:

A Christmas Chalkboard hanging behind the Carvery station calling on customers' attention. A call for bookings, and a description of the Christmas Fayre menu, read by customers while queuing for their carvery meal; while hungry and enticed - is the perfect scenario!

Low-cost Exterior Re-Branding

2009-06-19T06:26:00.000-07:00

The Boars Head, previously a Brewers Fayre pub, now owned by a smaller company whose brand uses the same colours.

Since introducing a broader, finer menu with more 'local' dishes particular to the region, the new managers were keen to stamp their mark on the exterior of the pub.

Afforded a low budget, and specifically unable to change the actual colours of the pub, the solution was to remove all of the commonly used company branded signage and go for some low-cost signwriting.

The lettering was rendered by hand and despite using the same 'company colours', it made for a stark contrast to its previous pub-chain look.

The result gives the pub a more 'countryfied' appearance in line with its new style of menu and service.

The hanging sign, a portrait of a Boar's head, looked a little 'cartoony' and its skin was actually the wrong colour and texture.

It was re-done in a more traditional style with a simpler surround, in keeping with the new ethos.

I painted the Boar facing in opposite directions on two seperate boards, so when hung in place, they would always be facing the traffic, by whichever direction it was passing!

Increase Food Sales Easily ...Guaranteed!

2009-04-21T23:56:00.000-07:00

We are all used to doing it by now. While taking food orders we begin by asking if they would like any Starters... there are a couple of ways of going about this that are Guaranteed to result in an increase in sales.

Typically, when asking the person ordering the food if they would like any starters they will only order what they had decided at their table, while looking at the menu. The decision, having already been made, is unlikely to change at this point without an additional incentive.

1 - You can place a small bar top board beside the food till clearly listing the Starters available. If they have queued while waiting to be served they will have had time to focus on the chalkboard. When taking their order and asking if they would like a starter, why not point to the board. Drawing their attention to it provides an extra incentive as they can see specifically what is available.

2 - If you don't have a way of displaying your Starters selection beside your food till then why not go straight in and suggest a safe favourite; 'garlic bread'. Up-sales work best when offering a 'specific' product. A really good technique is to suggest a specific Starter to the customer at the end of taking their food order. The customer has been ordering delicious food from you, is probably hungry and looking forward to it being brought to their table. At this point casually ask if they would care for some 'garlic bread to nibble on while they are waiting for their meal'. It works.

Obviously you can combine both these practices to really bulk up the number of sales of your Starters! Give it a try and see for yourself.

Garage Doors? ...Watch This Space. Customers do!

2009-04-19T01:21:00.001-07:00

Built in 1900 The Bridge Inn, at Port Sunlight on the Wirral, is a large and beautiful Tudor-esque style pub with a maze of corridors and servants quarters beneath. Being a historical village, bold and colourful A-Boards are probably inappropriate for putting out key messages. Besides, even illustrating the pubs only A-Board in a traditional black and white style still did nothing to solve the problem of the wind blowing it across the road!

Solutions:

Exterior Garage Doors... A perfectly large double garage frontage painted black and crying out for some traditional looking mural illustration which could incorporate promotional messages, chalkboard style, and could be changed over time.

A mural illustration such as this would normally cost somewhere around £100 or so.

Two 60's style round white planters outside were panelled square with chalkboard illustrations applied to each side in a traditional black and white style

These additions in no way detract from the overall aesthetic, but do provide a talking point for customers.

Try and look for opportunities to enhance the pub's message around the exterior. While I'm not suggesting we saturate every available space with promotional material, passers-by appreciate smart looking creative concepts, and it can be great fun finding new and unusual ways to put out your key messages!

Close-up view of the garage doors' mural illustration:

Click here for a larger view

Putting out the 'A' Boards

2009-04-19T00:02:00.000-07:00

Sometimes a Pub's A-Boards go astray. It happens. So it can be a good idea to bring them inside at night. Fair enough.

But what time do managers put them back out the following day. 11 ...12 o'clock? Opening time?

If the Pub has any amount of passing traffic, that traffic starts before 8am. 8 o'clock should be the LATEST time that A-Boards are put on display. As long as the boards are selling the idea of calling in for lunch, joining them on a quiz night, seeding the thought of going back for a Sunday lunch, ...then this needs to be communicated as early as possible.

Drivers are at their most alert in the morning. By home-time, they are tired, don't retain information, and just want to get home. They won't be paying the attention that they might have earlier in the day.

Putting the A-Boards out first thing allows them to maybe have their lunch hour at your venue that day. Or mention to their colleagues they've noticed there is a pub quiz. Or perhaps they will think of taking out their family for a Sunday lunch at the weekend.

And it sends out a clear, consistant message that your pub is thriving and there's plenty going on!

Sundays are especially useful if you are anywhere near, or located on a journey to, a car boot sale. People are out at the crack of dawn visiting these, and are open to persuasion regarding their lunchtime dining plans.

Even though you are closed at that time of day, you should still be 'selling' your venue's key messages.

Just a thought.

Are you sure your Steak was okay? ...Really???

2009-04-18T23:38:00.000-07:00

One Major Pub Chain, not satisfied with instilling the need to interrupt customers eating on three - count them THREE - occasions to ask if 'everything is okay with their meal', now want to challenge diners on a particular aspect of their food.

The company in question is requiring managers to train their staff to appear interested in the customer's dining experience. Specifically, this is to consist of picking out one food item and asking how that actual item was.

"...and was your steak okay madam?"

"Why? ....Did you drop it?"

I've already seen our hard-pressed staff embarrass themselves by attempting to carry out this edict. It is bad enough that the Pub industry has got it so wrong - people DO NOT want to be interrupted THREE times during their meal and private conversation. It is bad enough that Pub Companies can't simply ask their staff to introduce themselves properly, and that if the customer needs anything just ask. Staff are observant. They can see if something is wrong and attend to it. Checking back once? Okay, probably good. But that's it.

But Don't - PLEASE - at the end of a customer's meal then say "...but your fish sir, are you sure that was okay? I mean, are you certain? Really?"

The customer's mind races with the possibilities that had preceeded the fish's arrival at you table. Did it smell off to the kitchen staff? Was it old stock found at the back of a cupboard? Had they used it to skid across the floor like snowboarding....?

Come on....

If your Ops Director is attempting to sell to you this 'ultimate concept in enthusiastic diner relations' ...just send them to me.

Pub Cellar Doors ...Chalkboards!!

2009-04-16T09:09:00.000-07:00

Pub Chalkboards, and especially A-Boards, work great to grab the attention of passing traffic. For The Ribble Pilot at Preston however, although we had a massive amount of passing traffic, all that was on display was the rear of the pub. There were a couple of signs fixed in place at the roadside, but simply not enough 'message'. More A-Boards weren't an option as the roadside is quite away from the pub, exposed to the wind, as well as to passing thieves!

So I simply boarded up the rear cellar room doors and applied some Chalkboard Illustration work and the result makes a huge difference.

The large artwork means that key messages can be taken in instantly and the chalkboards don't take anything away from the overall aesthetic of the pub. Actually they really brighten up what was previously a rather plain looking exterior. The Chalkboard Art can be seen clearly from the main road, which is 50 meters away!

As the doors themselves are slat paneled the whole lot was re-boarded with a smoother chalkboard surface. After the artwork was complete several coats of satin laquer was added.

Loads more examples of Pub Chalkboards can be found in the Chalkboard Gallery here.

Musical Tables

2009-04-11T00:18:00.001-07:00

Anyone working in a major Pub Group will know the importance of maximizing seating capacity at busy times.

Many managers will spot a couple sat at a table with four chairs and spring into action. The dynamic skills of some managers really does impress. Within just minutes of the unassuming customers taking their seats the manager will hurl himself across the floorspace and pounce upon his prey. It's like something out of a BBC wildlife documentary. His victims never stood a chance. After moving the hapless customers to a table with two - count them ....TWO - seats, the manager watches over his restaurant floor, master of all he surveys, filled with pride, knowing that once more he has restored order to the chaos that we call the service industry.

...Just Stop it now.

What are these managers afraid of?

It can't be that they are worried they will lose sales, as what they have just done will DEFINITELY result in a LOSS. I have seen this far too often when working at Pub venues across the country. And I get to hear the customers' conversations once the manager has left their table too.

If managers want to maximize seatings they have only these choices....

A - Erect a stand or sign stating 'Please wait here to be seated'

B - Erect a stand or sign stating 'Please wait here to be seated'

If customers are asked to wait to be seated then it is easy for the waiter to guide them to an appropriate table between waiting on. No problem.

IF managers DO NOT do this then under no circumstances should they ask a customer to move once they have seated.

BECAUSE if the pub is full, and customers arriving have no where to sit since the tables haven't been managed properly, then these customers will just aim to arrive earlier next time. Or maybe even try the venue on a different day. However, if the camp guard... I mean manager... makes customers move once they have seated, then the offended parties will quite probably never return. What they might do of course is leave a negative review on the internet.

So forget what the Pub Companies say in their training materials. I have a better system. Either Manage the tables, or don't. But don't manage after the fact. The customer will not appreciate being herded.

A-boards - keep it simple!

2007-05-08T01:44:00.000-07:00

chalkboard illustrations

2007-05-08T00:18:00.000-07:00

If you are thinking of hiring a chalkboard artist and are wondering about the cost, then as a rough guide, the A-board illustrations below would cost between £10 - £20 per side. That's for the quality of work seen here. For more basic chalkboard writing it would probably cost you less.

Many more examples are found within the Gallery here.

the TOP-TEN locations for effecive communication

2007-03-22T00:23:00.000-07:00

1 A-BOARDS
Focused messages with clear chalkboard writing and art will catch the eye of most passing traffic.
2 INTERIOR CHALKBOARDS
Preferably at eye level with tidy chalkboard art, they do more for sales than wall mirrors!
3 TENT CARDS
Placed on the tables to grab the attention of seated & relaxed customers.
4 EXTERNAL WALLS
While not as effective as A-boards it still provides for a good ‘hook’. Though remember that Chalkboard art is more effective at grabbing attention than printed signage.
5 BACK BAR
Let your back bar work for you while customers are waiting for drinks. A small bar top chalkboard with some neat writing will aid in upselling.
6 TOILET WALLS
An often overlooked but premium ‘distraction free’ advertising space.
7 INSIDE MENUS
Especially effective for driving up-sales and food/drink pairings.
8 ABOVE THE BAR
Sometimes overlooked by designers, above the bar is a great place for chalkboard art, particularly with regard to forthcoming events andpromotions. Everyone looks toward the bar.
9 FOYER/ENTRANCE
Not a place for complicated offers, but great for giving reasons to return!
10 LOCAL PRESS
Targeted campaigns can encourage increased trade on quiet nights.

A-Boards.... The number 1 promotional resource! Illustrate the main theme of the promotion in large type, and keep additional pedestrian read information small. This illustration immediately informs passing drivers that there is a Quiz on Thursdays. All other information is aimed at pedestrians passing by.

easy poster frame solution

2007-03-19T07:04:00.000-07:00

Cover yourselves for when you are left without poster inserts for your poster frames. Simply black-out the back panel and write a generic - year round message with a chalkboard marker. While posters aren’t a terribly effective means of communication an empty poster frame is unsightly and a wasted opportunity to up-sell or feature promotions.

If you outsource your chalkboard illustration it may even be worthwhile dispensing with head office supplied posters completely. For most poster frames removal of the glass panel can easily be done and you are left with a smart framed chalkboard on which your chalkboard artist can advertise your next event.

Outside Tables ....Chalkboard Space!!

2007-03-19T01:28:00.000-07:00

Due to the smoking ban there will be more customers than ever wanting to take advantage of your outside drinking areas. There is a need to prevent these customers from feeling excluded from the pub atmosphere!

To prevent customers (especially smokers) from feeling pushed out of venues, I made some chalkboard illustrations directly onto the table surface for a number of Spirit Group's pubs. This kept key messages and products in drinkers minds and encouraged more food sales!

(c) copyright adrian patrick

wine and food matching

2007-03-15T05:48:00.000-07:00

WINE AND FOOD COMBINATIONS CAN OFFER A MORE ROUNDED EXPERIENCE

Suggesting pairings between the food dishes customers choose and their choice of drink is a way to aid in their enjoyment of their meal providing a more rounded dining experience. Don’t be afraid to be creative. Rather than simply pair red with meat or white with poultry look for ways of complimenting a strong flavour within the dish, such as the sauce.

Be sure that your customers are aware of your recommendations before they decide upon their food and drink choices. Don’t assume they will notice that chalkboard on the wall before ordering. Hi-light suggested pairings on your wine menu, and likewise, include suggestions within your food menu, specials board, and at your food order point.

It can be a great way of encouraging up-sales too. Offer a dessert wine paired with a tempting sweet to follow their meal. It’s an opportunity to ensure customers leave with a sweet taste while having spent more.

Your wine supplier can help with creating your food matches.

a changing customer base

2007-03-08T23:09:00.000-08:00

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As the dining experience offered by the smoke free environment at GastroPubs is set to attract a broader customer base there is an opportunity to demonstrate how they could benefit by patronising your venue more frequently in the future. As has been mentioned before, the key to an enjoyable visit, is for the experience to be as easy and stress free as possible. We can do this by removing some of the barriers present for customers when making their drink choices.

FOR THE LADY! Highlight a particularly light easy-drinking white wine which might be enjoyed by ladies who are sometimes put-off by traditional pub offerings. Either on an occasional bar top board placed around the pub, on chalkboards around the pub or highlighted on the wine list board. And maybe made mention of somewhere within the main menu or on the Specials Board, recommended as an accompaniment to a salad or other light dish.

FAMILY MAN! Many Dads who you will be wanting to attract will be drivers. So we need to think about offering a range of non-alcoholic drinks, suggested on a back bar board. Dad is important as research shows he is more often the one sent to the bar and has to remember everyone elses drinks. So we have to make it easy for him when he chooses a drink of his own. Alternatively, for Lager and Ale drinkers we need to focus promotion towards the most popular products on the pumps, making it easier for sir to make a quick decision based on a familiar brand, or, if you are known for your Guest Ales then the current casks require highlighting on a chalkboard on the back bar.

Try to focus your back bar arrangements towards those buying their first drink within your venue. After they have settled and have had time to take in the surroundings they may then make more adventuous choices. But to begin with, new, or infrequent visitors require focused offerings presented clearly and a key place for this is on an uncluttered back bar. The easier their first visit is made, the more relaxed customers will be, which leads to repeat visits.

WINE AND FOOD COMBINATIONS CAN OFFER A MORE ROUNDED EXPERIENCE

Suggesting pairings between the food dishes customers choose and their choice of drink is a way to aid in their enjoyment of their meal providing a more rounded dining experience. Don’t be afraid to be creative. Rather than simply pair red with meat or white with poultry look for ways of complimenting a strong flavour within the dish, such as the sauce.Be sure that your customers are aware of your recommendations before they decide upon their food and drink choices. Don’t assume they will notice that chalkboard on the wall before ordering. Hi-light suggested pairings on your wine menu, and likewise, include suggestions within your food menu, specials board, and at your food order point.

It can be a great way of encouraging up-sales too. Offer a dessert wine paired with a tempting sweet to follow their meal. It’s an opportunity to ensure customers leave with a sweet taste while having spent more. Your wine supplier can help with creating your food matches.

pub signage - a bit of history

2007-02-19T12:23:00.000-08:00

In 1393 King Richard III decreed "Whosoever shall brew ale in the town with the intention of selling it must hang a sign otherwise he shall forfeit his ale." And so began the trade of pub signage which has kept me so busy! In the Middle Ages, since most persons were illiterate, pictures rather than words would be used. Images of religious symbols, animals and mythical or important figures were employed, which eventually would lead to many pubs becoming named after their signs. eg. "The Sun Inn" "The George and Dragon" etc.

Customer Focus: New Traffic

2007-02-18T11:35:00.000-08:00

EXTEND A WARM WELCOME TO YOUR PUB WITH A SIMPLE EXERCISE

....When aiming to increase traffic at your venue it is helpful to imagine the Customer POV. Following are the kinds of questions that will be imagined during the initial phase of their visit

*Is the exterior attractive? What sets it apart from other venues in the area?

*Is there an indication of Family Policy?

*Is food served? Homecooked? Simply Bar Snacks?

*Am I enticed to enter?

*How does the interior compare to the claims made outside?

*Where is the bar? Do I find a table first? What is the System here?

*How do I get the attention of the Bar Staff? Will they acknowledge my presence?

*Do they serve my favourite drink? If not, then what do they serve?

*What will the food be like?

*Where do I order? Do I order drinks at the same time or separately?

*How do I avoid looking stupid?

Remember that a customer Needs to feel comfortable. Ensure the customer journey is as stress free and as enjoyable as possible.

Remember - communication, communication, communication!

email adrianpatrickart@hotmail.co.uk