MyStar News June 2026

ADVENT CALENDAR GETS 40,000 CLICKS

Multiple operators Steve Orme and James Thomson opted to use their £500 advertising budget to increase social media awareness of their three Surrey sites and encourage footfall.

They created a Christmas Advent Calendar prize draw, giving away £1,000s of product-related prizes across 24 days to be redeemed at one of their pubs. Each location gave away eight ‘gifts’ and got exposure from the other sites’ followers.

Every day at 10.00 a.m., a 30-second video was posted on social media of Steve opening a window or door at one of the three pubs, offering a different prize, like free cocktails, desserts or an hour of shuffleboard. To qualify, viewers needed to follow, like, share and comment on the video. The winner was then announced at 8 p.m.

Says Steve: “It was our most successful social media campaign. The average post opening rate was 12,000, peaking at 40,000 – a 40-fold increase on our norm. Awareness increased enormously. We gained 400 long-term followers for our new Twickenham pub and saw increases at the other two. Typically, winners would bring friends, redeem their prize and spend more on top, making it a win-win for everyone. Thousands promoted our pubs on their social media while the cost to us was minimal, as we were giving away our own food, drink or activities.

“I rushed around all three sites doing all the filming in one day, which, although fun, was full-on. This year we’ll share the filming with our staff to make it easier.”

CHRISTMAS - ALL WRAPPED UP

Mindful of his own struggles to find kid-free time in which to wrap Christmas presents, licensee Justin Muldoon decided to provide a helpful community service and simultaneously boost trade.

He promoted The Loggerheads in Market Drayton as a place to ‘wrap prezzies without little peeping eyes’ on the first three Monday evenings in December from 6 p.m.

Customers loved the concept and trade increased 10%.

Says Justin: “We cranked up the Christmas music, creating a festive atmosphere. Attendees were mainly mums getting together in groups of four to 12, drinking wine, prosecco or hot drinks while present wrapping. The feedback we got was great, though more customers said they’d attend if it was earlier in the day. Having trialled it and seen an uptick in sales, we’re building on the activity this year. We’ll host it between 3–8 p.m., offer mulled wine and introduce a deal on our small plates, which are perfect for the occasion. We’ll also promote it earlier in November. You can have fun with it. Both my wife and I joined in on different evenings.”

CHRISTMAS EVE PIVOT MAXES TRADE OPPORTUNITY

A renowned food-led local, The Spylaw in Coliston, maxes out trade on Christmas Eve and closes on Christmas Day to allow staff to have family Christmases.

On Christmas Eve, a reduced menu is served till 8 p.m., after which bouncers are positioned at the door, and from 9 p.m. to 3 a.m. The Spylaw then becomes a party pub.

Licensee James Gulter has run The Spylaw since 2019 and has seen each Christmas Eve get busier as word-of-mouth spreads.

He says: “Christmas Eve has a different atmosphere. It is when youngsters who’ve grown up in the area return home from university and jobs and reconnect with one another. Hundreds turn up and consume lots of whatever drink is on-trend – vodka in 2024 and Amaretto last year. We used to have a DJ, but it’s not needed. Instead, a staff member manages a Spotify list. We clear the decks before opening the door, removing bar stools, candles and drinks menus. No sparklers or vaping are allowed inside. We also rig the bar for speed of service, using disposable cups rather than glassware.

“In Edinburgh, bars are automatically granted a licence till 3 a.m. during the festive season. However, pubs in other parts of the country might need to apply for a late-night licence and have qualified bouncers if they’re open after 1 a.m. Our bar and door staff liaise closely to manage numbers safely. Everyone, including me, works that night, but this year we’ll need extra help on top.”

‘PRESENCE OVER PRESENTS’ APPROACH HITS THE MARK

Licensees Luke Millington and Alex Macdonald promoted Christmas events at The Fox Pub & Kitchen, Urmston, by reminding customers to make memories.

The pub’s Presence over Presents! strategy included a Christmas light switch-on attracting 1,100 people, activities for adults and a series of festive children’s experiences. There was a Grub with Grinch event for 25 at £25 each, an Elf Workshop for 25 kids costing £25 per head, plus Santa breakfasts, which attracted 160 children and 50 families. All events sold out.

Says Luke: “The kids’ activities took place at quiet times in the afternoons and lasted two hours. For Santa’s breakfasts, children walked through a Winter Wonderland into a marquee to meet Santa, who read a story about being kind and caring. They swore an oath to save Christmas as the elves were on strike, made wooden aeroplanes, stuffed teddies and prepared gift boxes containing treats and a selection box, which they took home.

“For Grub with Grinch, we created a bit of theatre and spent £1,000 on a Grinch costume, which we’ll recoup ten times in coming years. The Grinch ate with the children, oversaw a dance-off, got the kids to decorate the tree, then stole it, returning it later, apologising and claiming his heart had grown three times. Parents loved the activities as much as the children and purchased drinks and food while watching. To save costs and maintain control, we do the entertainment ourselves, with our general manager playing Santa, me playing the Grinch and Eddie the cheeky elf.”

FESTIVE SHARED DISHES RESONATE WITH CUSTOMERS

A decline in bookings for traditional Christmas roasts and a rise in the popularity of small plates led licensees Jamie and Sally Hanson at The Thornhill, Calverley, to offer a Christmas Sharing Board, a Festive Buffet and festive small plates.

Jamie explains: “We are always busy over the festive period, so in December we reduce the size of the menu to make it easier to produce and minimise wastage. Customers had been choosing from the normal menu rather than a set Christmas lunch. As a result, we decided to repurpose our small plate dishes and use them for sharing boards and buffets. We also noticed that people booking for office or group get-togethers are looking for more informal options.”

The Thornhill’s small plates include Pigs in Blankets, roast potatoes with brie and cranberry, and festive loaded chips. The buffet, aimed at groups of 10 or above, is priced at £14.95 a head and consists of six or seven small plate options and festive sandwiches, such as turkey and stuffing or cranberry and brie.

Adds Jamie: “Our £25.95 sharing board for two, or four if a starter, is made up of a couple of our usual small plate dishes – honey glazed chorizo and chicken liver pâté with Yorkshire chutney, chilli jam and toast. We just added a Camembert to give it a festive touch. The 2026 December menu will be similar to last year’s as it’s proved really popular.”

COMMUNITY NEW YEAR’S DAY DOUBLES TRADE

Regulars of the wet-only Red Lion in Stone weren’t interested in celebrating New Year’s Eve at the pub when Vikki Warrilow took it over a year ago.

So instead, she decided to focus on New Year’s Day, creating a Community New Year’s Day. Customers were asked to donate bread and cheese, with Vikki providing pulled beef and gravy with crackers.

She says: “I wanted to start a new tradition at the pub. Encouraging locals to spend New Year’s Day together provided the opportunity and was a great start to the year. Seventy people aged 30–65 attended, with 20 customers and staff bringing bread and cheese. My contribution was a ‘thank you’ to the community for supporting me throughout the year. Everybody loved the idea. They’d had their fill of socialising with family and just wanted to spend an afternoon relaxing in the pub. People arrived at lunchtime and stayed until the evening. Trade was double that of previous years. We had two posters in the pub promoting New Year’s Day and a post on social media. Customers would mention if they intended participating in advance, which made it easier to estimate numbers for catering.”

CHRISTMAS TEAS PROVE TO BE A CRACKER

The Stag in Warrington is a popular destination for teas in the summer months. Adding a festive twist has ensured they’re also popular in the weeks leading up to Christmas.

Bookable from September, the teas are available for two-hour slots from 21st November.

Included are festive finger sandwiches – turkey, cranberry and stuffing – with cakes, scones, a glass of mulled wine and unlimited pots of tea and coffee, all for £29.95 for two. Mini crackers on the plate and holly and snowflake decorations on the cakes provide a Christmassy touch.

Says licensee Neil Sparkes: “Insisting customers book in advance means we know the numbers and can prepare the teas ahead of time. We store the cake stands in a cool room, ready to be served, which ensures the kitchen isn’t overloaded at busy times. The teas are served all week, with Fridays and Saturdays the most popular days. We promote them on social media and occasionally have a push on Groupon. Women aged 30 to 70 typically book, looking for something a bit different and more relaxed than a pub meal. Hosting festive teas is a great little add-on that attracts new faces.”