magazine - Irish Pubs Global

INVITATION
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Contents
4
A Toast to Arthur
Guinness unveils 2011 Arthur’s Day
Line-up Featuring Top Artists
6
IPG Conference for the Americas
Highlights of the Irish Pubs Global
Conference in Philly
8
Three Wise Men
Irish Pubs Global Team
6
Industry Experts from the IPG
Conference
offer
insight
into
increasing sales, motivating staff and
social media marketing
12
Raise a Glass
Your FREE pull-out poster for Arthur’s
Day
11, 14
Guinness Trivia
Live Artists, Arthur’s Day
4
15
‘To Arthur’
How to run a successful Arthur’s Day
promotion in your pub
16
Live Entertainment
Doing it Right to Increase Revenue in
your Pub
18
Fergal Murray, Master Brewer
20
Arthur Guinness Fund
Supporting People with a Business
Head and a Social Heart
20
Guinness Master Brewer
Ciara McCarthy interviews Fergal
Murray
22
Rugby World Cup New Zealand
22
The Two Part Tour
Your New Zealand Irish Pub Guide for
the Rugby World Cup
from the
IPG president
Welcome to this special Arthur’s Day
Edition.
And what a blast!!! Being honest, it’s
a brilliant way for Guinness and Diageo
to sell more. The only way they can
do this is by creating ways for you,
our Irish Pub Global member, to make
money. Happy Days!
This is a way to bring customers in
and to give them a unique and special
experience. To boot, its fun. It’s an
opportunity to “Toast” and feel part of
an extraordinary global community.
By being creative, the worldwide Arthur
Guinness celebration can match St.
Patrick’s Day.
Individually we’re a cottage business,
globally together, we are a billion $
industry. We can do lots together to
boost business. IPG are also offering
a prize for the best Arthur’s Day pub
celebration anywhere in the world (p3).
An important Arthur legacy is putting
something back into the community.
It was a central theme of our Philly
Conference when Sean Coughlan, of
Social Entrepreneurs Ireland, spoke and
we raised money for charity.
Community CSR worked for Guinness
for 250 years and still works. It can help
you bring new customers through your
doors and with profit, it’s important to
put something back.
Sláinte to Arthur,
Enda O’Coineen
President, Irish Pubs Global
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IPG
CHAPTERs
From top left to bottom right: Dave Magrogan (Vice President, IPG & Philadelphia), Paul Daly (South
Germany), Conor de Barra (Brussels, Belgium), Tom St. John (Paris, France), Patrick Gallagher (Sydney,
Austrailia), Kieran O’Connell (Melbourne, Australia), Declan Surlis (Shanghai, China), Nigel Sutton
(Uganda, Africa), Paul Watson (Thailand), Guillermo Gonzales (Castanenda, Mexico), Joe McGuinness
(Nova Scotia), Noel Gentelles (Boston), Paul Hurley (New York), Nicki Ellerbroek (South Dakota), Kieran
Folliard (Minneapolis), John Elliott (Colorado), Craig MacDonald (Southern California)
Irish Pubs Global are swiftly developing a Chapter network all over the world. Each Chapter
has a President and Advisory Board, depending on size. A portion of your membership fees
promote Irish Pubs in each area while the balance will fund the central IPG Support
Operations.
Chapter Objectives:
• Create a ‘community’ of owners and managers for the sharing of knowledge
• Promote a set of standards, as devised by the Global Board, in Irish pubs and agree a
rating system
• Respect and support the diversity and individuality of Irish pubs and groups of Irish pubs
• Assist Irish pubs in building and maintaining links with Ireland
• Assist Irish pubs to build business and improve profitability
• Promote the Irish pub concept globally, but on a local level
• Build relationships with key suppliers and represent the interests of Owners & Managers
if/when appropriate
• Be a vehicle through which interested parties can communicate with Irish pub Owners & Managers
Do you wish to become part of a Chapter in your area or form a new Chapter?
If so, contact us on [email protected] or +353 86 210 4584
Not part of the best & ONLY Irish Pubs Owners & Managers Association yet? Go to www.irishpubsglobal.com to join now
Irish Pubs Global Competition
for
Best Arthur’s Day Promotion
THE GATHERING
October 2012
Dublin, Ireland
Please submit your photos, any YouTube video
footage & a description of the activities in your
Pub on Arthur’s Day this year to the judging
panel by Saturday, October 15th, 2011
MAIL TO: [email protected]
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G U I N NESS ® HAS U NV EILED 2 0 1 1
A rthur’ s D ay™ LINE-UP
FE AT U RI N G
S C I S S O R SI STERS
A N D STEREOPHON ICS
T hird annual global
celebration honouring one
of I reland ’ s greatest men
—and ex ports
“Live music, global
party, secret pub
performances,
incredible bands, great
cause… Arthur’s Day is
On Tuesday, July 19th, 2011 GUINNESS®, the world’s best
selling stout, unveiled plans for its third annual global
Arthur’s Day™. The date will be marked by a series of highprofile music events and celebrations in 40 countries around
the world to honour the remarkable life and legacy of Arthur
Guinness—the legendary philanthropist and founder of
GUINNESS®. It’s a unique celebration with substance that
benefits the Arthur Guinness Fund™ which supports social
entrepreneurs in communities around the world.
Following the huge success of last year’s celebrations, a
worldwide ‘toast to Arthur’ will start in Ireland at exactly
17:59 on Thursday 22nd September; honouring the date
Arthur Guinness signed the lease on the St. James’ Gate
Brewery (in 1759) and introduced GUINNESS® to the world.
The toast will launch a jam-packed night of live music
performances taking place all across the world, starting in
Dublin, Ireland. As clocks strike 17:59 locally around the world,
countries including Italy, Germany, France, Spain, Caribbean
nations, Malaysia, Indonesia, Australia, Japan, Singapore,
Hong Kong, and South Korea will join the celebrations. In
Ireland, the festivities have grown to include the four cities
of Dublin, Cork, Limerick, and Belfast in Northern Ireland.
Among the globally renowned stars to perform are SCISSOR
SISTERS, Stereophonics, Aloe Blacc, Calvin Harris and
Ed Sheeran who will be kick-starting the celebrations.
GUINNESS® is also looking to identify new and emerging
bands with the once-in-a-lifetime chance to perform at an
Arthur’s Day™ celebration.
going to be huge!”
-Ash
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The annual Arthur’s Day™ celebrations benefits the Arthur
Guinness Fund™, which identifies and supports social
A TOAST TO ARHTUR
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entrepreneurs aiming to make positive changes in their communities such as helping
bereaved families in Europe, or reducing harmful waste in deprived areas of Africa.
The aim of the fund is to create a self-sustaining movement for grass-roots social
entrepreneurship in the markets where GUINNESS® operates and inspire a generation
of potential change makers.
Oliver Loomes, Global Brand Director for GUINNESS® said: “Arthur Guinness was such
an inspiration, not just as a brewing and business pioneer, but for his tremendous
philanthropy. I think he would be incredibly proud that for the third year running,
more and more people all over the world will come together on this anniversary to
celebrate and toast his good name while supporting the great work of the Arthur
Guinness Fund™.”
The SCISSOR SISTERS said: “Your Scissor Sisters are always ready to celebrate, and this
year, we’re tipping our hats to the Irish Godfather of Good Times, Arthur Guinness. We
are so happy to announce our participation in Arthur’s Day as part of a phenomenal
line of bands sure to set the Emerald Isle on fire September 22nd! Ireland has always
provided us with great gigs and smashing
good times (not to mention great beer),
and we’re sure this will be no exception.
See you in Ireland at our Super Secret
Scissor Pub - and don’t miss out on
raising a glass with us to Mr. Guinness.
Cheers, Arthur”
Aloe Blacc commented: “It has been an
incredible year for me so far and I am
so thrilled to be invited to play Arthur’s
Day. Having heard the amazing things the
Arthur Guinness Fund is doing around the
world, and with my own goal being to
encourage positive social change through
my music, there was no question… I had to
be involved. From the line up announced
so far, I’d say it’s looking set to the be the
best year yet - am hoping I’ll get a chance
to see some of the other great acts while
I’m there. See you on 22nd!”
The first instalment of acts being
announced also includes:
Paloma Faith , Ash, Miles Kane, Ryan
Sheridan, Royseven , Cashier No. 9,
Bressie , Keywest , The Kanyu Tree, The
Lowly Knights and A Plastic Rose.
The Arthur’s Day™ celebration was set
up in 2009 to coincide with the 250th
anniversary of the signing of the original
lease at St. James’s Gate. u
For more information on Arthur’s Day™ please visit www.facebook.com/guinness or www.guinness.com.
irishpubs global | 5
The GUINNESS, ARTHUR GUINNESS DAY. Arthur’s Day™ and ARTHUR GUINNESS FUND™ words and associated logos are trade marks.
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IPG
Conference
PHILADELPHIA
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Dave Magrogan
addressing the attendees at the 2 0 1 1 ipg conference
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The Crystal Tea Room in Philadelphia was
the venue selected for the Irish Pubs
Global “Conference of the Americas”
which ran from the 18th to the 20th of
April.
Stephanie Joyce & hudson austin
A Look Back at the IPG Conference in
Philadelphia, April 2011
With close to 200 Irish Pub owners and
managers present, along with leading
industry
professionals,
suppliers,
designers and manufacturers; the event
was declared a resounding success.
The conference came on the back of the
inaugural Irish Pubs Global Conference
held in Galway last September, where
owners and managers of Irish pubs
overseas gathered for the very first time.
Though the content of the conference
was primarily geared towards the United
States and Canadian market, delegates
attending the conference came from as
far afield as Australia, Uganda, Brussels
and Mexico. Thus reinforcing the belief
that; “everywhere in the world, you will
find an Irish pub”.
Increasing profitability, authenticity,
sustainable access to the best of Irish
produce and networking were the
dominant themes for the event. All of
which were conducted in the opulent and
historic Crystal Tea Room in Philadelphia,
with an Irish music group, the Mickey
Finn Upstarts, flown in from Inis Oirr
especially for the event.
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The conference provided an excellent
forum for networking among pub owners
and leading industry professionals.
The conference content was delivered
over the course of two and a half days
with ample breaks for networking and
opportunities to meet key vendors the
likes of Food Services Ireland/Sysco, US
Foods, Diageo, Tourism Ireland, Bord
Bia, Ballymaloe Country Relish, Jameson
Irish Whiskey, Tullamore Dew, Tourism
Ireland, BandBidder.com, Murphy’s and
Mickey Finn’s.
For the event, Irish Pubs Global
partnered with Dave Magrogan, founder
and CEO of the Dave Magrogan Group,
who among other operations, boasts
the 7 strong chain of Kildare’s Irish
Pubs. Notably, the contribution of
Dave Magrogan was fundamental to
the success of the event, whereby he
hosted and provided excellent content
on pub profitability and motivational
speaking – drawn from his
RhinoLiving.com
philosophy
and
lifestyle. Added to this, key members of
the group, notably: C.O.O Frank Kaspar,
Marketing Director Frank Daly and
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“Irish Pubs Global is a brilliant
concept, and it’s long
overdue”
Rory Guinness
“A big congrats - you should be very proud of the
work you do, what a concept!!”
Danielle Shuttleton
deValera’s Irish Pub, Brussels
Iveagh Trust & Guinness Family
jamison celtic rock
Managing Partner Jay Murphy all made
telling contributions to proceedings over
the course of the conference.
Social media and hospitality training
guru; Barry Chandler, a native of Cork
and founder of Interactive Hospitality,
Barkeeper.ie and thebarblogger.com
conducted seminars and open panel
discussions on grass-roots marketing
and reinforcing the value of connecting
with your patrons and customers through
social media channels.
Irishman Dónal Ballance (founder of
Ballance Hospitality manageforprofit.com ,
an independent consulting practice based
Melissa Zirolli, Dave Magrogan &
Ciara McCarthy ( I rish pubs gl obal )
ENDA O’COINEEN, JACKIE O’HALLORAN BERNSTEIN
( D E P U T Y C O N S U L G E N E R AL )
in Toronto), presented thorough and eyecatching presentations on operational
and strategic development for Irish Pubs
across the US. Drawing on his wealth of
knowledge stemming from over 25 years
of experience within the industry and his
comprehensive understanding of finance
in the hospitality sector, Dónal was one of
the stars of the event.
On Tuesday, the conference split in two with
separate content provided for owners and
for managers. In addition to the forums,
Conor Cunneen hosted a motivational
speaking seminar and Jameson Irish
Whiskey brand ambassador Stephanie
Joyce hosted a comprehensive Jameson
Irish Whiskey tasting session.
Later that evening, New York pub owner
and President of the United Restaurant
and Tavern Owners Association, Paul
Hurley was honoured as the Irish Pubs
Global Humanitarian Pub Owner of the
Year. The award, presented by Deputy
Consul General Jacqueline O’Halloran
Bernstein, recognized the contribution
that Paul has made to the Irish community
in New York for the last number of years;
both through his association with the
Saint Patrick’s Day parade and as one of
the founders of Fáilte32.
& PAUL HURLEY
Celebrations lasted long into the evening
and Philadelphia’s famous trad-band
“Jamison Celtic Rock” brought the house
down with their legendary session.
The conference concluded on Wednesday
afternoon with a presentation of Irish
Pubs Global by Ciara McCarthy, Managing
Director of the company. Nominations
were also made for Irish Pubs Global
Chapter Presidents around the world.
Cillian McGovern
Business Development Director
Irish Pubs Global
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Sysco food services
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three wise men
Three Industry exp erts, who spoke at the Irish Pubs Global Conference in Philadelphia this April, offer
insight into how to fill your establishment on Arthur’s Day using techniques such as social media and
personnel motivation, thereby increasing sales and reaffirming the authenticity of your Irish Pub.
With more than 223,000 Facebook fans,
Guinness was reaching out to their target
audience. Fans who had taken the time
to ‘like’ their page and receive information about Guinness would be the first to
know. On top of that, Facebook’s sharing
capabilities would allow the message to
be seen by many more Facebook users.
Guinness has made social media work for
them in regards to Arthur’s Day. Now it’s
your turn.
How to Fill Your Bar on Arthur’s Five Ways To Celebrate Arthur’s
Day Using Social Media
Day Using Social Media
Barry Chandler, CEO
Interactive Hospitality
For more info: www.interactivehospitality.com
On July 15, Guinness used social media
to let fans know that a big announcement was coming, right on their Facebook
page. Three days later, the announcement
was revealed.
Arthur’s Day is back for 2011! With the
link to the official Arthur’s Day launch
video shared on their Facebook wall,
Guinness let fans know that the global
celebrations would kick off on September
22nd at 17:59 in Dublin.
In 2009 and 2010, Guinness celebrated Arthur’s Day with 70 artists across 30 venues. The live celebration was broadcast
on TV in over 70 countries and watched
by more than 25 million people. This year,
they’ll be doing it all over again.
So why did Guinness take to their Facebook page to make such a big announcement?
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Countdown to Arthur’s Day with Social
Media Specials
In the weeks leading up to Arthur’s Day,
use your social media sites such as Facebook & Twitter to count down the days
and offer specials to fans.
For example, you could tweet “Ten days
until Arthur’s Day! Come in and mention
‘Twitter’ to get 10% off your tab.”
You could also designate a daily “phrase
that pays” that customers can mention to
receive special discounts.
“Five days until Arthur’s Day! Today’s
Phrase That Pays is: ‘grist of the mill.’
Mention this to our bartender to get today’s secret special.”
If promoted properly, this could also help
to increase business on the days leading
up to Arthur’s Day or during hours that
may otherwise be slow.
Guinness-themed Check-In Specials
While Foursquare & Facebook Places has
a number of options for the types of specials you can offer customers, there are
a select few that will fill your bar faster
than others.
Try offering a Flash Special on Foursquare
for Arthur’s Day. For example, “The first
119 people to check in after 17:59 get
their second pint free.”
Why those numbers? Well, 119.5 because
it takes 119.5 seconds to pour the perfect
Guinness. 17 minutes and 59 seconds because Arthur Guinness signed the lease
on the brewery at St. James’s Gate in
1759.
You can also use a Facebook Places
‘Friend’ Deal to reward groups of customers when they check in together. Help
spread the word about your business on
Arthur’s Day more rapidly. Offer Guinness
drink specials to customers who check in
together. Use Facebook to promote the
special and remind customers to check
in.
Live Twitter Feed
Show a live Twitter feed at your bar or
restaurant on Arthur’s Day. Create a hash
tag specific to your location on Arthur’s
Day and let your customers know so they
can live tweet while there.
Use a third party site like Twitterfall.com
to display everyone’s live tweets. Have
the bartender or DJ remind customers to
tweet with the hash tag and check out
the feed to see theirs displayed.
Guinness-themed contests
Hold a contest that encourages your
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Facebook fans to be active on your page.
Have fans upload photos of themselves
all decked out in Guinness attire or drinking a pint of Guinness to your Facebook.
The owner of the photo with the most
votes will be crowned Guinness Guy or
Guinness Girl for Arthur’s Day. Reward the
winner with drink or food specials.
Guinness-themed Trivia
One great way to engage fans on social
media sites, like Facebook and Twitter,
is by asking trivia questions. Take advantage of this occasion by making your
questions Guinness-themed.
To build up anticipation for fans to join
you on the evening of Arthur’s Day, ask
one trivia question a day at 17:59 for a
few days leading up. Check out the Guinness Trivia on pages 11 & 14.
For example, on the Monday before Arthur’s Day, you can update Facebook
with:
“Three days left ‘til we toast Arthur.
Here’s your Guinness Question of the
Day: What’s the real colour of a Pint of
Guinness?”
Later in the day, answer the question with
“Ruby Red” I know, it surprised me too!
So these are just a few ways to promote
Arthur’s Day using free social media tools
like Facebook, Twitter & Foursquare. I’m
sure you can come up with even more.
Ireland’s Global Ambassadors
Donal Ballance, CEO, Ballance Hospitality
For more info: www.manageforprofit.com
During the past ten years, a number of
articles in the Irish media have derided
the growth of Irish Pubs outside of Ireland as somehow lacking in authenticity
or cultural integrity and not reflective of
the ‘modern Ireland’. I recall an article in
The Irish Times by Fiona McCann (October
2009) which described these businesses as ‘McPubs....exporting craic to allcomers’ and how they had reached ‘full
market saturation globally’. Fiona should
have spent time at the IPG conference in
Philadelphia this year with two hundred
Irish Pub operators from all parts of the
world to find that not only is the pub category in growth, it is one of the fastestgrowing and least saturated casual-dining
concepts globally. As pubs continue to
develop in Europe and North America and
expand into markets like India and China,
saturation is not on the horizon. In the
United States alone, the Irish Pub business is conservatively worth well over $2
billion and, as the Philadelphia conference delegates proudly heard, it is also
by far the most profitable segment within
the casual-dining category.
The challenges for Irish Pub operators remain consistent, no matter their location
on the globe. Like any business, pubs require effort to make them successful and
find growth. There are the operational
challenges of maintaining food, beverage
and labour costs...and there are the more
subtle challenges of maintaining authenticity and cultural integrity. The former is
about putting in place efficient systems
and processes or hiring someone to do
that for you, the latter is about understanding that we are not just providing
a good standard of Irish-style food and
beverages in an Irish-style setting. Truly,
we are selling the genuine fun, friendliness and hospitality of Ireland. In a global
cookie-cutter restaurant world, this is our
unique differentiator from the competition and something we need to refresh
regularly through cultural ties in the local
community, links with the mother-ship,
management/employee coaching, and effective local marketing.
In light of the changed economic environment, the Irish Pub Diaspora has an even
more important ambassadorial role in
communicating Ireland’s enduring qualities to those who might be interested in
visiting or investing. At the end of the
day, let’s all raise a pint to a phenomenal
business that lifts the spirits of so many
around the world.
5 Ways to Increase Sales and
Motivate Your Staff
Dave Magrogan, CEO, Kildare’s Irish Pubs
For info: www.davemagrogangroup.com
I have met pub owners from around
the world and the number one question
they ask me is: “how can I increase my
sales?”. To increase sales in your Irish
Pub you need to first increase the morale of your staff. Staff motivation and
happiness have a direct correlation to increased sales. Follow these 5 basic rules
to both increase your sales and improve
the attitude of your team.
Daily Contests
Daily food and drink sales goals with an
immediate reward following the shift will
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immediately drive up sales and it will
motivate your most competitive staff.
Pick high profit margin items or items
that help reinforce your brand identity.
Contests can be as simple as who sold
the most pints of Guinness, the most desserts, or the most fish and chips. Make
sure the reward is immediate.
Staff Education
Hold a fun but informative meeting to review your product offerings. Educate your
staff in detail about the most important
items you want to sell in your pub. Make
them an expert about your premium
drink offerings and the most important
food items. Staff that know exactly what
is expected from them are happier and
perform better. Well-educated staff with
clear expectations are retained longer,
achieve higher guest check averages, and
are more positive with your guests.
“Craic Teams”
Develop teams of “craic dealers” that
promote your pub on the street, to local
businesses and on Facebook. Set them up
into different teams and have them run
different promotions. Reward the team
that has the best event or promotion. A
simple example: A Craic Team can promote and organize an Irish Trilogy dinner
pairing Guinness, Harp, and Smithwicks
with a special appetizer, entree and dessert. This helps build teamwork and
drives your employees to promote things
they love about your pub. It will become
a fun contest with the staff trying to develop the best promotion.
Celebrate Success
Share all your daily, weekly and monthly
sales goals with your staff. When you hit
a daily goal, celebrate in some small way
that day: A free pint or dessert when they
are done with their shift. For weekly goals
and monthly goals, make it a bigger prize.
For yearly goals, throw a giant party! Your
staff will appreciate being recognized for
being part of the bigger picture, and will
be motivated to make you more money.
Upsell Upsell Upsell
The easiest way to increase your sales
right now is to upsell to your current
guests. If 2,000 people a week come
through your pub and you can capture
just $2 more per person, it would add
$4,000 to your weekly sales. Simple upselling ideas include: Taking the guest
from an inexpensive beer or liquor to a
premium product, developing a greeting
for your staff that suggests sharing appetizer for the table, upselling a small side
salad with every entree and sandwich
order. We have had tremendous success
selling mini desserts. Most guests will try
a small dessert over a large dessert. Run
daily contests and reward the server with
the highest guest check average.
Educate, motivate and celebrate with
your staff. When you win, give them a
piece of the upside and they will continue
to improve their performance! u
that’s a lot
of pints
THIRSTY?
Around ten million pints of
GUINNESS are drunk around the
world every day; or almost 2 billion pints a year
St. James’s Gate Brewery brews
4.5 million hectolitres of
GUINNESS every year
THE RED
STUFF?
It is a common misconception
that GUINNESS is black. It is, in
fact, a very dark shade of ruby
red
Paolo Nutini
ONE MAN’S
HARP...
The Irish State wanted the harp
as its national symbol but because the GUINNESS brand had already claimed it as a trademark,
the State turned the harp round
Snow Patrol
global
top five
The top five GUINNESS markets
around the world in terms of
sales are Great Britain, Ireland,
Nigeria, the USA and Cameroon
free poster
Turn overleaf for your Arthur’s
Day pull out poster to promote
celebrations in your pub!
Imelda May
irishpubs global | 11
22ND SEPTEMBER 2011
WORLDWIDE CELEBRATION
JOIN THE
The Guinness word and HARP device are trademarks. © Guinness & Co. 2011
Drink Guinness Responsibly
RAISE YOUR GLASS HERE AT 17:59
Guinness
Diet?
A pint of GUINNESS Draught has
fewer calories than a pint of
semi-skimmed milk or pint of
orange juice
Kelis
9,000 year
lease
Arthur Guinness was a brilliant
innovator and had the foresight
to take out a 9,000 year lease
on St. James’s Gate Brewery in
Dublin in 1759
Sharon Shannon
irish pride
Almost 1 in 2 pints consumed in
Ireland every day is GUINNESS
Newton Faulkner
Ode to
Guinness
In 1759, Arthur signed on the line
Expertly brewing beers for more
than 250 years
Here’s to days gone, and the
good times to come
To laughter, to friends, to
Guinness, To Arthur!
Westlife
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O n Arthur ’s D ay, S eptember 22nd 2011, celebrations will take
place across the globe as they have done the past 2 years
r unning. At 17:59, signifying the year in which Arthur G uinness
signe d a 9,000 year lease on St. James’ G ate, people will come
together to raise a glass to Arthur at live music events and
festivities across the globe. Arthur ’s D ay is more than a toast at
one minute to six, the occasion can be har nessed to increase
custom and takings in your pub in the days and weeks leading
up to the main event, and rival St. Patrick ’s D ay in ter ms of
festival atmosphere.
to arthur
How to run a successful Arthur’s Day promotion in your pub
In the run up to Arthur’s Day
1. Display the pull-out poster from
the center of this magazine in the
window of your pub
2. Inform your Diageo/Guinness rep
that you plan to host an Arthur’s
Day event:
a.Request a Guinness POS kit
b.Confirm the time of the toast in
your region
3. Promote the event in your Pub using signage and merchandise from
the Guinness POS kit
4. Countdown to Arthur’s Day with
social media specials, boosting
business in the weeks and days
before September 22nd, see p8 for
our ‘How To’ Guide
5. Book a live band for Arthur’s Day,
see p16 on how to source live music for your Pub
6. Ensure you will have sufficient
personnel available to cater for increased business on Arthur’s Day
7. Inform your customers they can
find out more about Arthur’s
Day on www.Guinness.com or
www.facebook.com/Guinness
On Arthur’s Day
1. Encourage patrons to arrive at
your venue in advance of the 17:59
toast by scheduling:
a.Guinness Promotions
b.Live Music
c.Trivia Quiz, see p11+14 for
Guinness Trivia
2. Encourage your bar staff to sell
Guinness for the Toast
3. Tune into www.facebook.com/
Guinness for a live video stream of
the Guinness toast from Ireland at
17:59 GMT
4. Organise your own Toast to Arthur
at 17:59
5. Have your band recite or sing the
Ode to Guinness, see p14
6. Stream music from the Arthur’s
Day event in Ireland (available on
www.facebook.com/guinness)
7. Display a live Twitter feed in your
venue on Arthur’s Day
8. Ensure your customers enjoy Guinness responsibly throughout the
event:
a.Ensure water is readily available
b.Organize food specials, see p10
for ideas on how to upsell
c.For more information please visit www.DRINKIQ.com u
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live
Live Entertainment in licensed premises
creates a positive atmosphere, enhances customers moods which influences
spending behavior, thus increasing revenue. Statistics show that pubs which feature both live and recorded music, take,
on average 44% more revenue than pubs
that do not. This figure rises to 60% at
weekends. In establishments where food
is served, diners were prepared to spend
more money when background music was played compared to those with
none. Also different types of music have
different effects on people. For instance,
classical music encouraged customers
to spend 20% more and pop music 16%
more. Whether you run a traditional
pub or a modern bar, using music
entertainment
Doing it Right to Increase Revenue in your Pub
I rish Pubs G lobal speaks to Chris Kelly, L I VE E N T ERTAI N ER
A N D FOUN D ER OF BANDBIDDER.CO M, O N HI S EX PE RI E N C E S WI T HI N
T H E I RI SH PUB I N DUSTRY
can make your business a successful
one that stands out from your competitors and attracts more customers.
I grew up in a musical family and started
my live music career at the age of 15 in
Ireland. I quickly realised how the mood
of our band influenced customers in a
pub. We had the power to make them
smile, laugh, tap their feet, sing along
and dance. But most importantly we kept
these customers entertained and wanting us to play music all night long. I had
learned the value of live entertainment!
I have since worked with pub owners and
managers to guide them in using music,
both live and recorded, to create an atmosphere that draws in more customers. I also founded and run the online
business, www.BandBidder.com, to help
publicans source affordable live entertainment.
1. The first thing you need to do if you
are looking to use music for positive
effect is consider carefully the type
of music best suited to your premises and clientele, to ensure that the
mood and style best fits the desired
atmosphere and intended customer
behavior. Decide on how regularly
you want to have live music. Concentrate on getting this right, whether
it is originals or covers, local entertainers, or afternoon jazz. Music offers you a solid identity, a brand, and
connects you with your local area.
2. Live music attracts new business,
so ensure that you choose the type
of music that your customers want
to hear. Do not be afraid to try out
different sounds until you get it
right. Acknowledge your loyal or
regular customer base by asking for
their preference. Use this informa-
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tion when choosing your live entertainment and, also, when choosing your background piped music.
3. Next, set up your infrastructure. If you
need to soundproof your premises, do
it before you begin getting complaints
for noise. Some space in a corner or,
even better, a small stage is all that is
needed for a live band or entertainer
to start up. Most musicians have their
own sound-system, but if you can afford to, you should get your own and
have it fitted around your pub. Having a quality sound system has huge
benefits and can pay for itself in the
long term. Entertainers will not charge
as much if they do not have to bring
equipment, plus you have a great
sound system for playing your own
recorded music. If you are fitting a
sound system, make sure to have your
live music feed playing in staff rooms,
kitchens,
customer
washrooms,
outdoor patios and smoking areas.
4. The best advice that you could take
from this article above all else is to
hire an ENTERTAINER. The difference
between an entertainer and background piped music is that live entertainment provides a personality to
the audience that, if chosen correctly
by your pub, will enhance the experience of your customers resulting
in repeat business. There is a wide
range of live entertainment available
to owners and managers in the global
Irish Pub market and the choice of
talent available for booking is better
than it has ever been. Also, the cost
of booking live entertainment has decreased considerably in the last few
years. If you become known as the
place for great live entertainment,
customers will keep coming back.
5. Finally, live entertainment brings a
sense of fun and motivation to what
is, after all, your workplace. Music
boosts the morale and productivity of
your staff and it is a proven fact that
productivity is lower when no music
is played. Do not be afraid to get your
bar staff involved in the gig by having
them interact with the entertainers.
6. Now that you’re ready for live entertainment and you have booked your
preferred entertainer, it is time to advertise your gig. Local papers, flyers
and posters are the traditional routes
for advertising. However, more and
more publicans and venue owners are
realising the benefits of cost-effective,
direct contact with their customer
base by using social media such as
Facebook and Twitter to promote their
live entertainment events in real-time.
7. Encourage the band to promote your
pub as a venue to their existing fan
base. Work with your preferred entertainers, promote them and have them
promote your venue. Most bands and
entertainers have built their own following so use that to your advantage.
Arthur’s Day is being promoted by
Guinness in 40 countries worldwide, all of
which are represented by IPG. Why not
join in the celebration and avail yourself
of the free global promotion and advertising and book some live entertainment for
the day in your pub. If you are on a budget, auction your gig on BandBidder.com:
the acts will come to you and will be no
more expensive than your auction price
limit. Your revenue intake and customer
base will increase and you will have a
great day to boot!
C hris K elly
live entertainer &
founder of bandbidder .com
BandBidder.com is a website
where Irish Pubs and Hotels looking
for live entertainment can put their
gig up for auction with their maximum
budget. Entertainers who are members of Bandbidder.com can bid for
the gig, up to the maximum auction
price. You can subsequently review a
detailed profile of those that bid and
choose the most suitable act for their
gig. This service is free for Irish Pubs Global Members so don’t forget to use the
registration code IPGMUSIC when registering.
Check out the video on our home page
to see how you can be using BandBidder.com to have musicians coming to
you for gigs.
BandBidder.com
+353 (0)1 4434437
[email protected]
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SUPPORTING
PEOPLE WITH A
BUSINESS HEAD
AND A SOCIAL
HEART
The fund was launched in 2009, celebrating the 250th anniversary of the lease to St. James Gate Brewery being
signed. Through the Arthur Guinness Fund, Guinness & Co
is committed to identifying and supporting social entrepreneurs globally, with the skills to deliver a measured,
sustainable change to communities around the world.
The fund was kickstarted by Guinness with an investment
of €2.5 million, which is making a positive and significant
transformational impact on local communities, both in Ireland and abroad. Since 2009, they have invested a further
€1.65 million.
WHAT IS SOCIAL ENTREPRENEURSHIP?
Social entrepreneurs are people who recognise social
problems and use entrepreneurial thinking to create solutions designed to engender lasting, positive change.
T E N I R I S H S O C I A L EN TREP REN EU RS AWARDE D
€ 6 5 0 ,000 I N F U ND I N G F RO M ARTH U R
G U INN ES S F U N D TO H ELP D RI VE SO CI AL
C HA N G E I N I R I S H CO M MU N I TI ES
Ten Irish social entrepreneurs are set to help the unemployed, save lives, improve skills and create a more dynamic, innovative Ireland with the help of a €650,000 investment from the Arthur Guinness Fund.
The entrepreneurs were announced on July 12th, 2011, as
the recipients of the 2011 Arthur Guinness Fund with each
of their unique projects receiving financial support and
professional business mentoring over the next two years.
Speaking at the announcement, Tanya Clarke, Marketing
Director, Diageo Ireland said, “Arthur Guinness, the origi18 | irishpubs
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Tanya C larke
W estern E urope B eers M arketing Director with
nal philanthropist, provided the inspiration for the Arthur
Guinness Fund and the Guinness brand is delighted to be
in a position to continue his philanthropic legacy today
through the Arthur Guinness Fund.
Through the fund, we have encountered some amazing
people who possess a business head and a social heart.
In the face of a tough economic environment, they are
pushing ahead and playing their part to help bring about
positive social change in the communities in which they
operate.”
CASE STUDIES
United States
The ARTHUR GUINNESS FUND has made a commitment to
the Clinton Global Initiative to partner with Youth Business
America (YBA) to extend micro loans to aspiring entrepreneurs of legal drinking age and above.
YBA is a branch of The Prince’s Trust Youth Business International. This project plans to commit support to at least
150 young entrepreneurs in the YBA programme over approximately five years. The programme will also provide
volunteers from Guinness & Co., and its parent company
Diageo plc, to offer counsel in marketing and innovation
and educate business developers about the importance of
establishing social responsibility practices for their new
ventures.
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with 2 01 1 Awardees , I rel and
Great Britain
In 2010, The Arthur Guinness Fund, in association with
UnLtd (the Foundation for Social Entrepreneurs), identified 18 social entrepreneurs who have a brilliant urban
regeneration idea that will make a difference to their local
community. In addition to receiving various levels of funding, these social entrepreneurs have access to business
training and volunteer support from Diageo Great Britain
to help in bringing their social ventures to life. In 2011,
the Arthur Guinness Fund is working in association with
Ashoka to identify the next generation of leading social
entrepreneurs, and nominations will close at the end of
November.
West Africa
Relief International (RI), an international NGO with over 30
years’ experience in marketing socially-beneficial consumer products in urban and rural areas of Africa, is currently
implementing a Household Water Filters (CrystalPur™ water filter) for low income families in Ghana and Nigeria.
The project aims at providing clean drinking water to over
250,000 low income populations, with substantial health
and socio-economic benefits through savings on medical
bills and time due to ill health. As part of RI’s Household
Water Filters project, Diageo is funding the distribution
of 3,500 free water filters to schools and communities in
Ghana, along with plastic buckets, a tap and some educational materials.
Indonesia
The ARTHUR GUINNESS FUND will work with The British
Council on a programme to develop a sustainable support
system for a growing body of community-based entrepre-
neurs working to deliver climate and social solutions that
will deliver tangible benefits in their communities.
The programme aims to develop a network of 30 established community-based entrepreneurs to support 120
early-stage community-based entrepreneurs. This network
will provide sustainable solutions to various social and
environmental problems by applying innovative business
approaches to the early-stage business plans.
Global
Working in partnership with Ashoka, the world’s leading
community of social entrepreneurs, a total of 30 Ashoka
Fellows will be elected with the support of the Arthur Guinness Fund over 3 years. Sasin Chalermlarp, in Thailand is
one such Ashoka Fellow.
Environmental conservation efforts in Thailand have long
been characterized by conflict between the State and the
people. Ethnic minorities inhabiting some of the most
valuable forests of Thailand and Southeast Asia have been
particularly affected by these conflicts.
Sasin Chalermlarp is developing a conflict management
mechanism to protect the largest remaining forest complex in Southeast Asia. By restoring the credibility of indigenous ways of life, he has enabled forest inhabitants not
only to remain in the forest, but also to collaborate in conservation efforts alongside government officials as equals.
For further information please visit www.guinness.com or
www.facebook.com/GuinnessIreland u
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FERGAL
MURRAY
Master Brewer,
Guinness
Fergal completed a brewing degree
at the Institute of Brewing in London
and was Master Brewer at St. James’
Gate. Here, he learned the tradition of
brewing GUINNESS under the tutelage
of other Master Brewers who guarded
the legacy and vision of Sir Arthur
Guinness.
Murray not only has a tremendous
passion for the craft of brewing, but
also enjoys the art of drinking a pint
of GUINNESS. “Drink with your eyes
first, taking in the beauty of the
pour,” instructs Murray. “Then raise
your glass proud and take a healthy
first sip; always with your eyes to the
horizon.”
F ergal Murray
25 years mastering the craftsmanship of G U I N N ESS
As a Master Brewer for GUINNESS and Global Ambassador for the
Arthur’s Day 250 Celebrations, Fergal Murray is charged with
maintaining a 250 year-old legacy of making beer that has become
a standard of quality and innovation.
All the while, Mr. Murray has found time to travel the world to share his
infectious passion and extraordinary knowledge of the great black stuff.
Beyond beer making, he has also mastered the art of pouring the perfect
pint by creating a six-step process unique to GUINNESS – and has shared
that knowledge with bar professionals and beer lovers across hundreds of
cities around the world. The goal of each visit is the same: enhance the
consumer’s appreciation of GUINNESS by ensuring that it is served – and
consumed – perfectly each time.
Murray began his legendary career with GUINNESS in 1983 as a research
chemist. “I immediately was in awe of the greatness and magic involved
in making a pint of the world’s most famous stout and decided then that
I would like to learn the art of brewing,” recalls Murray. Ten years later,
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Murray took some time out of his exciting schedule to sit down to an interview with Ciara McCarthy, MD, Irish
Pubs Global.
IPG: Where did you learn brewing and
where have you worked?
Murray: I’ve only worked for Guinness
and that’s where I learnt my brewing. Brewers of Guinness are handed
down the knowledge internally here
at St James’ Gate, you really can only
learn how to make Guinness here.
Fundamentally to be a Guinness Master Brewer you need to have access
to the lore, the craft and the science
of brewing that they have here in St
James’ Gate. I grew up with it here
and learnt how to make great Guinness by just being present and actively involved here for 28 years.
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IPG: How did you get interested in
making Guinness?
FM: I became a member of the staff
here and realised how fantastic a
brand it was and how much people
enjoyed what I was making every single day. It’s an amazing reaction that
so many people around the world enjoying what we do and that keeps me
motivated.
IPG: How has Guinness changed since
it was originally created by Arthur
Guinness?
FM: The original recipe is the same,
the fundamentals are all the same.
What has changed is modern technology, and combined with those same
ingredients has come to make Guinness more consistent and make it
taste even better than it did way back
when. I think Arthur would be very
proud of how we’ve taken it along!
We’ve had big iconic changes -from
big wooden vats to the introduction of
refrigeration and automation - along
with the growth of the brand across
the world but the 4 natural raw materials of water, hops, malt and yeast
are still there.
IPG: How many different types of
Guinness are produced? And what’s
your favorite?
FM: There are fundamentally 4 pillars: Draft Guinness, Guinness Extra
Stout, Foreign Extra Stout and we’ve a
new one called Guinness Black Lager.
Out of those there are some variants
around the world due to legal and alcoholic content situations. All 4 are
my favourite, for different occasions,
“Raise your glass proud
and take a healthy first
sip; always with your eyes
to the horizon”
different moments in the day, week or
month where each one of those fits
the perfect time and place. It might
be a draft pint poured by a good bartender in a great iconic pub in Dublin that can’t be beaten or a bottle of
FES when you’re in downtown Lagos,
Nigeria, with a bunch of locals that
beats it all, it’s just fantastic.
IPG: Can you tell me more about
Guinness Black Lager?
FM: It’s a new product in our innovation pipeline. It has been test marketed in a number of countries around
the world, but will have a national
launch in the US in September. It’s a
refreshing lager-based product with
a Guinness roasted character coming through. They’re launching it as
a new variant into their portfolio in
North America. Guinness Black Lager
will be available in the US for Arthur’s
Day.
IPG: Do you like any other beer?
FM: As a Master Brewer I’m always
interested in what other brewers are
doing, tasting a few things around the
world, but I’ve yet to find something
that matches the fantastic taste of a
great pint of Guinness or a bottle of
FES.
IPG: You recently poured a pint of
Guinness for Queen Elizabeth II and
Prince Philip, and more recently President Obama had a pint of the black
stuff. How did that go?
FM: From a purely technical, functional point of view, making sure I poured
it correctly was one of the hardest
things I’ve ever done, I couldn’t fail,
you know? But I delivered, I was quite
happy with myself. The good thing
about seeing Mr. Obama was that he
actually knew how to drink a beer, he
knew how to drink through the head
and enjoy the flavour and I enjoyed
his reaction. He did a great job in consuming it.
IPG: Where will you be on September
22nd 2011 for Arthur’s Day?
FM: Here at St. James’ Gate, I was
here the last two years too. I’m usually the guy who pours the pint for
the host at 17:59 so my pivotal moment is to make sure the guy who’s
going to be raising it to Arthur – it
was Snow Patrol last year - has the
perfect pint. It’s all about the product,
it’s not about me!
IPG: Finally, there is tons of information about Guinness available on the
internet, but can you tell us something which isn’t widely known?
FM: What I’d like to publicans in particular is that your business will be
defined by how you pour your pint.
If you can always ensure you will
have a perfectly crafted pint in your
pub then commercially you should
be successful. Always make sure you
have the right criteria behind the bar,
when a customer tastes his Guinness
he should be getting the freshest
pint possible. I’d love to say to publicans: You’re ambassadors for our
brand and ambassadors for Ireland.
Always make sure that your bartenders go through the 6 steps to pouring
the perfect pint. The first visual impact on a customer as the pint comes
across the bar; the look; the moment
of wonder and then getting to enjoy
the reward of a perfectly poured pint
of Guinness makes sure they’ll come
back. u
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Your N ew Z ealand Irish
Pub G uide for the Rugby
W orld Cup
One country, two islands and the
fearsome Haka provide an epic
backdrop for the upcoming Rugby
World Cup in New Zealand.
Following Ireland through NZ this
September will be thirsty work for
fans! Here’s a list of our top pubs
to re-charge in and soak up the atmosphere:
Danny Doolan’s
Viaduct Basin, Auckland
This pub is an institution for rugby
and sailing fans alike. Neatly located at the Viaduct Harbour, Danny
Doolan’s has established itself as
one of the best venues in Auckland
for live entertainment and sport…
Not to mention the never ending
Nachos! Galwegian, Jeff Tuttle and
his team will provide a warm welcome
and a cold beer!
of a pub is tucked away on Devon St. and
well worth a visit!
Florrie McGreals, North Shore, Auckland
While in Auckland, a trip to the North
Shore is a must and where better to start
than Florrie McGreals? This fantastic venue has been providing lively entertainment and great food since ’93. Be sure
to ask for Cork native, Colm O’Keeffe at
the bar, to receive a Kiwi Céad Míle Fáilte.
Hennessey’s Bar, Rotorua.
Ireland land in Rotorua to take on Russia during the pool stages of the tournament. We suggest a visit to Hennessey’s,
opened by Reg Hennessy in 2002, this
bar has won many awards for it’s quality Guinness and food. For those seeking a centrally located accommodation,
Hennessy’s has its very own backpackers
above the pub.
The Claddagh Irish Pub, Auckland.
Limerick man Noel Kenihan welcomes one
and all to this great pub in the heart of
Newmarket, Auckland. This bar is famed
for its full events schedule, superb food
and atmosphere during sports events.
Did we mention the great Guinness?
Rosie O’Grady’s, New Plymouth.
Whilst in New Plymouth for Ireland’s
opening game against the USA Eagles, we
recommend stopping in Rosie O’Grady’s
for the best pint in town. This little gem
The Bog, Dunedin.
The last game in the pool stages sees Ireland take on Italy in Dunedin. Those brave
enough to make the trip south to Lord of
the Rings country will be rewarded at The
Bog. With friendly staff, live music and
great craic; reputedly the best Irish bar
in Dunedin. The big question here is: are
you worthy of joining the 100 pint club?
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check out our website
for videos and information
www.olirishdb.com
Ól Irish, the first name in Design and Build for
Irish Pubs and Restaurants throughout the world
Recognised leaders at creating unique venues on
both time and budget.
Designed with passion and built with craft,
our interiors are synonymous with the comfort
and welcoming spirit that Ireland is famous for.
If you feel that your clients deserve a little extra,
look to Ól Irish to see for yourself how our old
world charm sits with the modern world.
Ól Irish can increase revenue and positively
affect footfall.
To find out more please contact Eamonn or John
Tel+353 1 8829 739
Skype+ 1302 482 4949
email: [email protected]
irishpubs global | 23
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We provide bespoke recruitment solutions tailored to your
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Talk to us about your recruitment needs now!
Tel: Cillian on +353 86 210 4584 (Europe) | Eoin on 646 600 1672 (USA)
Email: [email protected]
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