Summer can be brilliant for pubs, but it can also be unpredictable. Good weather, school holidays and longer evenings create opportunity, but they do not automatically create revenue. The pubs that make the most of summer are the ones that give people clear reasons to visit, make it easy to book, and then use every visit to encourage the next one.

Here, Peter Pitcher MBII suggests five things that he believes every pub should be doing, or doing better, this summer:

Create bookable reasons to visit

Do not just tell people you are open. Give them a reason to choose you. That could be a garden lunch, a family afternoon, a Friday night music event, a summer quiz, a barbecue, a Sunday social or a midweek food offer. The key is to package your normal trading moments in a way that feels intentional and easy for customers to understand.

People are busy, especially during the school holidays. Make the decision simple for them.

Make every post lead somewhere

Social media should not just be noise. Every post should have a job to do. Are you asking people to book a table, view the menu, message you on WhatsApp, join an event or share something with a friend?

A nice photo of a pint in the sun is fine, but a nice photo with a clear reason to visit and a direct booking link is better. Treat every post as part of the customer journey, not just a piece of content.

Keep your Google listing fresh

For many customers, your Google Business Profile is your front door. Before they visit your website or social pages, they will check your opening hours, photos, reviews, menu, location and booking options.

Make sure your summer opening hours, food service times, event information, images and booking links are up to date. Add fresh photos regularly. Reply to reviews. If your Google listing looks active, current and welcoming, it builds confidence before the customer has even stepped inside.

Capture customer details while trade is high

Summer footfall is valuable, but customer data is even more valuable. Use bookings, event sign-ups, QR codes, competitions or simple mailing list prompts to keep in touch with people after they visit.

This does not need to be complicated. Even a small, well-managed customer list can help you fill quieter nights, promote future events and reduce reliance on social media algorithms.

Follow up and bring people back

The visit should not end when the customer leaves the building.  Thank them, invite them to the next event, ask for a review, or share what is coming up next week.

The biggest shift is to stop seeing marketing as something that happens before a visit. Modern pub marketing should happen before, during and after the customer experience.

Summer gives us attention. The opportunity is to turn that attention into bookings, loyalty and repeat revenue.