The St Albans-based group, which operates more than 290 food-led pubs and restaurants across the UK, has focused its offering during June, July and August around 'the summer of sport'. A focus that appears to be paying dividends during Euro 2012 and in particular during the home teams' matches.
On the evening of the first England match against France like-for-like sales were up 37 per cent on the previous year representing a boost of more than £100k. As England beat Sweden it was a similar story off the pitch with a sales jump of around £165k.
Matches involving Ireland have also been popular with sales growth of around 5 per cent on average when the Irish are playing.
Size matters
According to a survey, the results of which were reported on BigHospitality in February, when it comes to showing live sport in pubs there is a benefit to publicans by choosing larger screens or projectors. Screen size is as important to sport-loving punters as pub location and drinks prices.
Simon Dodd, commercial and people director at Orchid, said the quality of the football TV coverage was behind the strong performance of its pubs during the matches.
"With Sky Sports in every pub, not to mention 3D TVs, a great atmosphere and the chance to enjoy the match over a drink or a meal with friends, it is no wonder that we have seen such positive results," he said.
European feel
"England may keep us on the edge of our seats and Ireland might be on their way home, but for our pubs it’s been glory all the way," Dodd added.
Although the England matches have scored best for Orchid pubs, a number of the venue managers have said the key for licensees looking to benefit from the footy in their boozers is to embrace the whole of the tournament.
"We don’t just look after the English," Lawrence Shirley, general manager of the Alexandra in Harrogate, said. “We bend over backwards to make it a venue for other nations to enjoy the tournament as it’s not just about us. We have big followings here for many other countries including, Spain, Holland, Poland, Ireland, Greece and Portugal. Above all, it’s important to create that all round European feel."
Opportunity
Among the best success stories for Orchid, the Old Ball in Leeds experienced like-for-like sales growth of a massive 334 per cent during the England/Sweden match.
BRB The Junction in London also had a boost of around 300 per cent and general manager Michael Muldoon said the tournament presented an opportunity for pubs.
"We knew Euro 2012 would be a great boost for the pub, but this level of sales is something else. It’s a great way to start the summer of sport and a great opportunity to attract new customers as well as our existing ones. Our package of ‘food, drink, viewing equipment and atmosphere’ is renowned as one of the best,” he added.