The mercury may be pushing 30 degrees, but managed pub and bar group TCG is well advanced with its plans for Christmas. By investing in technology and people to drive advance sales, the company has achieved a major uplift in festive bookings compared to the same point last year.
Party planning tool
TCG has introduced a new party planning tool at a number of its sites with high levels of functions trade such as the Henry’s Café Bars in London. The tool helps to convert enquiries, particularly from corporate customers, into firm bookings.
At the same time, TCG is rolling out its online reservation system through online booking and customer marketing specialist LiveRes across the entire estate, following a successful trial which boosted bookings by an average of 20% per site.
TCG chief operating officer Nigel Wright said, “We’re delighted with this level of pre-bookings with four months still to go before the start of the festive season. Many businesses want to have their Christmas entertainment plans for staff and clients in place in good time, and our investment in IT solutions that make it easier for the customer to book their festive event with us has been money well spent.”
Strong festive offer
He added, “Improved technology is only one reason for our success. We have also created a very strong festive offer for our customers, whether they want a sit down meal or a buffet option. Added to which, we have continued to recruit and develop a team of talented sales managers for our key sites, who are making a huge difference to our ability to seek out corporate function customers and convert a higher proportion of enquiries into firm reservations.”
Kate Coppinger, sales and events manager for Henry’s Café Bar Covent Garden, said, “The new party planning tool is a godsend for a busy site like Henry’s. It automates the routine parts of managing function bookings, which frees me up to do more ‘value added’ work with our customers to make sure their party at Henry’s is the best they’ve ever had. And that brings in repeat business and referrals, so it’s a good investment of my time.”