Indoor games

Pubs, bars and restaurants all have their own ideas about how to make the most of this year's competition. Andrew Davies spoke to someof them.

John Barras

Donal O'Brien is an area manager with Scottish & Newcastle's 115-strong John Barras chain of bars.

What are you doing to market your World Cup events?
It varies house by house, but we've got sponsored promotions with drinks companies like Guinness and Carlsberg. We've also got countdown boards in the pubs, and we're holding a customer poll where everyone can vote for their best ever England team. But then every house will be doing its own events. We've even got one which is turfing its inside to create a pitch.

How are you coping with the early kick-offs?
None of our houses, as yet, has any extensions. It all depends, some magistrates are saying "possibly" and others are saying "no chance". We'll be opening regardless of whether we have an SOE (special order of exemption) or not. Every pub will be open, as a minimum, for the first three England games for teas, coffees and soft drinks.

What are your tips for a successful World Cup?

• Pre-advertise. Make it the place for people to be watching football before the tournament.
• Make sure you have a good speed of service, use four-pint pitchers, for example.
• Get some good customer interaction going.
• Check the number of TVs, the size of them and whether they're comfortable to watch.

Shoeless Joe's

Alex DaSilva is the marketing director for Shoeless Joe's, a sports bar chain in London.

What are you doing to market World Cup events?
We haven't really needed to do much, since all the private function rooms at Shoeless Joe's were sold out within 48 hours of the World Cup draw. Corporate clients took them all and we have standing-room-only tickets available now.

How are you coping with the early kick-offs?
We will be going for an SOE on one of the events, the 7.30am game against Nigeria, so we can serve a Champagne breakfast. The 10.30am game isn't a problem as it's only half-an-hour before our normal licence kicks in, and the 12.30pm game obviously isn't an issue.

What are your tips for a successful World Cup?

• Keep the format simple.
• Make it cost-effective and value for money. Don't be tempted to overcharge.
• Ensure all areas of security are covered.

Q's

Jill Rawlins is head of communication for the Spirit Group, which operates, among others, the 50-strong chain of Q's sports bars.

What are you doing to market your World Cup events? We're making a marketing kit available to all the pubs so they're decorated in an appropriate manner. There are flags, table decorations, back-of-the-bar displays, wall charts, etc.

How are you coping with the early kick-offs?
So far only a couple of magistrates' courts have issued SOEs for the World Cup. We've briefed our managers on the current state of play and said that they can open early without alcohol if they wish.

What are your tips for a successful World Cup?

• Open early without selling alcohol. Make a point of advertising and serving breakfast.
• If you are opening early, let the police know and check there's no planning restrictions.
• If you're applying for an SOE, put a schedule of activities together. Offer entertainment and some charity fundraising events - it'll increase your chances.

Salsa!

Adam Bowyer is a marketing assistant with Salsa!, the Brazilian theme bar in London.

What activities have you planned for the World Cup?
We're showing all the Brazilian games live and making a real splash on that. We're not just selling football matches, we're selling a carnival, so we've got drummers, dancers and DJs, as well as whistles and rattles for the customers.

It's ticket-only and entry for each game is £3.50, which includes a complimentary breakfast ciabatta. We're also having traditional Brazilian party food such as coxinha for £1 or feijoada for £2. Then to drink we've got Brazilian beers and cocktails. We're trying to create a Brazilian party for every game.

How are you coping with the early kick-offs? After recent developments [the High Court decision, it looks like everyone is going to get an extended licence now. So when we get confirmation of that we'll be able to open early in the morning.

What are your tips for a successful World Cup?

• Make it different and make it an occasion. Don't just say you're showing live football, make the whole thing an enjoyable event.
• Make it easy for customers to get drinks. Have four-pint pitchers and bottle bars, for example.
• Take the pressure off the kitchen - just have a simple menu like a barbeque.
• If you're going to do it, start promoting it now.

White Hart Inn & Restaurant

Nicole Burr is the owner-manager of the White Hart Inn & Restaurant near Cheltenham in Gloucestershire. It specialises in Swedish cuisine.

What activities have you planned for the World Cup? We're hosting something for all the World Cup games but the big one for us is the England v Sweden game. Hopefully we're having Radio 5 doing a live link, as well as local TV, and the bar is being taken over by locals and Swedes coming up from London. The hotel is fully booked.

We've got a big open breakfast with a Swedish and English buffet and there'll be shots of Absolut vodka for every goal scored. So it should be quite a day.

How are you coping with the early kick-offs?
We're not doing much in that way apart from that England v Sweden game. It's invitation-only or for hotel guests. We approached the local licensing people and were told we wouldn't get it but I'm holding back to see if any of the big sports bars in Cheltenham go for a licence, because if they get it then I've got more of a chance. Our licence is from 10am anyway, so we're OK for the England v Sweden game whatever happens.

What are your tips for a successful World Cup?

• Gauge the local clientele and find out what their needs are and do promotions to suit them.
• Football and alcohol go hand in hand so make sure you have an alcohol deal or offer of some type.
• Maintain an atmosphere and get the viewing equipment right so everyone can see the game.

Hotel du Vin

Nigel Buchanan is general manager at Hotel du Vin and Bistro in Bristol.

What are you doing to market the World Cup? We are holding a series of Champagne breakfasts for local corporate clients. Guests arrive an hour before kick-off, have a glass of Champagne, followed by a huge English breakfast before kick-off. More Champagne is served at half time with fresh strawberries and pastries. Coffee and tea to keep the guests awake will naturally be available throughout the match.

How are you coping with the early kick-offs?
Some of the staff are very keen fans so they would be getting up early anyway. We have arranged an extra screen for them so they can enjoy all the action as well, once they have finished serving.

What are your tips for a successful World Cup? Get Beckham fit. If he is playing we are in with a fighting chance.