In a world where dining experiences are constantly evolving, The Licensing Guys are on a mission to modify the restaurant industry in England and Wales. Our goal? To eliminate the concept of ‘Bring Your Own’ (BYO) restaurants and bring the convenience of on-premises alcohol sales to establishments. In this article, we will explore the economic benefits of selling alcohol ancillary to a table meal, discuss the requirements for obtaining a Premises Licence, and provide valuable tips on how to effectively market this new service.
The Economic Benefits of Selling Alcohol Ancillary to a Table Meal
Selling alcohol alongside a meal can significantly enhance the dining experience for customers and bring numerous economic advantages to restaurants. Firstly, by offering a diverse selection of alcoholic beverages, restaurants can attract a wider range of clientele, including those who specifically seek out establishments with a comprehensive drinks menu. This not only increases footfall but also contributes to higher sales revenue.
Furthermore, selling alcohol ancillary to a table meal allows restaurants to tap into additional profit streams. Alcoholic beverages often have a higher profit margin compared to food items, meaning that restaurants can boost their bottom line by incorporating them into their offerings. Additionally, the presence of alcohol can lead to an increase in the average spend per customer, as patrons tend to be more willing to indulge in extras or premium items when enjoying a drink.
From a customer perspective, having the option to purchase alcohol directly from the restaurant eliminates the hassle and inconvenience of having to bring their own. It enhances the overall dining experience, providing a one-stop-shop for all their culinary desires. By offering a complete package that includes food and alcohol, restaurants can elevate their reputation and appeal, resulting in improved customer satisfaction and loyalty.
The Requirements for Obtaining a Premises Licence
To bring an end to ‘Bring Your Own’ restaurants, The Licensing Guys assist establishments in obtaining a Premises Licence, which grants them the legal authority to sell alcohol on their premises. However, it’s essential to understand the basic requirements and procedures involved in acquiring this licence. The Licensing Guys relieve you of the burden of completing this convoluted process, and hope to have you licensed within one month of being commissioned to undertake the work.
Application Process: The first step is to complete and submit the application form for a Premises Licence to the local licensing authority. This form requires detailed information about the premises, its owners, proposed activities, and measures to promote responsible alcohol service.
Operating Schedule: A comprehensive operating schedule must be provided, outlining the days and hours during which alcohol will be sold, the type of alcohol to be served, and any specific conditions or restrictions to be implemented.
Neighbour Considerations: Applicants must consider the potential impact on the local community and address any concerns related to noise, public safety, and crime prevention. It may be necessary to consult with local residents, the police, and other relevant authorities.
Applicant Suitability: The licensing authority will conduct checks to ensure that the applicant and the proposed designated premises supervisor (DPS) meet the necessary criteria. This assessment considers criminal records, previous licensing history, and other relevant factors.
Consultation Period: A 28-day period of public consultation is required, giving responsible authorities, local residents and businesses the opportunity to provide feedback or raise objections regarding the application.
Fees and Renewal: There are associated fees for obtaining a Premises Licence, and it’s crucial to renew it within the specified timeframe to maintain legal compliance.
Tips for Marketing the New Service
Once a restaurant has successfully obtained a Premises Licence, effectively marketing this new service becomes vital. Here are some valuable tips to help promote the transition from a BYO establishment to one that offers on-premises alcohol sales:
Digital Presence: Enhance the restaurant’s online presence through a visually appealing website and active social media accounts. Share enticing images of delicious food and enticing drinks to attract potential customers.
Content Marketing: Create engaging blog posts, articles, or videos that highlight the advantages of dining at a licensed restaurant. Focus on the convenience, variety, and elevated experience that customers can enjoy by having access to an extensive drinks menu.
Collaborations and Partnerships: Collaborate with local alcohol suppliers, breweries, or distilleries to showcase unique offerings or host special events. This can generate buzz and attract new patrons who are interested in trying different beverages.
Special Offers: Introduce exclusive promotions, such as happy hours, meal and drink bundles, or loyalty programs, to incentivize customers to choose your licensed establishment over others.
Word of Mouth: Encourage satisfied customers to share their positive experiences through online reviews or word-of-mouth recommendations. Consider offering incentives, such as discounts or freebies, to customers who refer new diners.
Local Marketing: Engage with the local community by participating in events, sponsoring charity initiatives, or collaborating with nearby businesses. This fosters a positive image for the restaurant and encourages locals to choose your establishment for their dining needs.
By effectively implementing these marketing strategies, restaurants can effectively communicate the benefits of their newly acquired Premises Licence and differentiate themselves from BYO competitors.
So: If you own a ‘Bring Your Own’ restaurant and want to discuss the important transition to becoming a licensed premises, why not call us to discuss how we will assist perform this radical step change to your business. We will even train your staff in Responsible Alcohol Retailing if required. Book an appointment for a FREE Consultation via the calendly function on our website. We’re looking forward to talking to you.