From mid-September to early October, celebrations for the world’s largest folk festival, Oktoberfest, will take place! This globally recognised event was first hosted in Munich in 1810, to commemorate the marriage of Prince Ludwig and Princess Therese of Saxony-Hildburghausen. Today, it is possibly more associated with drinking enormous steins of German beer, accompanied by a traditional pretzel or bratwurst.
Although this is a German festival, it is celebrated all over the world, and UK hospitality businesses can certainly cash-in on such a fun event. Whether you’re running a German themed beer hall or a traditional British pub, let’s explore how Oktoberfest events in the UK can boost revenue for businesses.
How Pubs Can Celebrate Oktoberfest
Various UK hospitality businesses can make the most of Oktoberfest, but let’s start with looking at Oktoberfest ideas for pubs and how they can make it work for them.
Customers who are looking to join in on Oktoberfest fun will expect traditional German fare. Therefore, pubs who are interested in hosting a special Oktoberfest event should look at investing in the following:
- Authentic German beers: Augustiner, Paulaner, Erdinger, Schneider Weisse, Krombacher, etc.
- Traditional German bar snacks: Pretzels, bratwurst bites, or a German cheese and meat platter. Consider expanding to a full small plate menu or serving traditional German meals as part of your main menu during this period.
- Oktoberfest décor: Decorate with blue and white bunting that has the traditional Oktoberfest diamond pattern. Set up communal tables like a beer hall if this is suitable and serve beer in steins.
You could even go the extra mile and have your bar staff dress up in classic Oktoberfest dress such as dirndls and lederhosen.
What Other Options Are There for Oktoberfest Events in the UK?
If you run an event venue instead of a pub but you would also like to utilise Oktoberfest to boost your revenue, here are some other ideas you might want to explore.
German Food Market
A lot of people might associate German markets with the Christmas period, but Oktoberfest is a perfect opportunity to create a market space for UK consumers to enjoy. Your market could include a beer hall/beer garden as a central focus, with food vendors selling traditional German bratwurst/currywurst and pretzels, as well as other street food options like burgers, with vegan/vegetarian alternatives on all the menus too.
Additionally, your market could also include live music to enhance the festive spirit, and even traders selling artisanal wares for market attendees.
The great benefit of a German market for Oktoberfest? You can utilise the same layout for a Christmas market in November and December. All you’ll need is to swap the décor!
Corporate Package Ideas
Another option to explore if you’re looking to make money from Oktoberfest is putting together corporate packages around this theme.
This could include fun activities such as:
- Decorating beer steins.
- Making traditional pretzels.
- Making/decorating Lebkuchen, the traditional gingerbread hearts that are often sold at Oktoberfest.
- A quiz on the history of Oktoberfest or German culture.
If your corporate event extends to the evening, employees can enjoy a catered three course German meal and sample traditional German beers, wines, and spirits.
Themed Club Nights/Student Nights
Oktoberfest promotions in UK nightclubs also have the potential to boost revenue. You could host ‘best dressed’ competitions and encourage clubbers to come in fancy dress. A prize could be a £50 tab at the bar, or something similar. This idea might appeal to students, in particular.
Other options are to only play music from German DJs and musicians, and this could extend to clubs that might just focus on rock music, techno, or cheesy pop classics. All these ideas can be paired with special deals on German beers or themed cocktails.
How Will Oktoberfest Promotions Boost Revenue?
Now we have explored some ideas of what you can do to celebrate Oktoberfest as a UK hospitality business, let’s take a closer look at exactly how it can help to boost revenue for you.
- Boost Drinks Sales: As customers are having fun, they’ll be encouraged to stay at your pub or event for longer. Drink deals will also tempt them to spend more, and you can charge a higher margin on premium German beers.
- Upsell Food: Another way Oktoberfest can increase revenue is through upselling food offerings. Traditional German bar snacks or small plates and sharing platters are an excellent way to get your customers spending more.
- Encourages Group Bookings: Themed events are seen as something special, and this can encourage groups of friends and families to get out of the house to have fun and make memories. Carefully curated packages can also appeal to those looking for private parties or corporate events.
- Ticket Sales: If you are hosting a club night or themed event, the buzz around this can increase revenue through ticket sales and drinks sales on the night.
- An Opportunity for New Customers: Finally, through smart social media marketing and PR opportunities, you can encourage new customers to come to your pub, bar, or event who may have never been before.
What Should Businesses Do to Prepare for Oktoberfest?
If you want to capitalise on Oktoberfest as a UK hospitality business, here are some key considerations to help you prepare.
1. Look into Partnerships
A great way to make the most of Oktoberfest and make savings is by looking into partnerships with suppliers of German beers. Not only can this lead to discounts on wholesale beer purchases for your businesses, but being connected to a recognised global brand can boost your business’s credentials and appeal.
2. Plan Your Food and Drink Offerings in Advance
Customers will expect traditional German cuisine as part of the Oktoberfest experience. Make sure you plan your menus in advance so you can order everything you need for both drink and food offerings in time for your event. You should also work out the best bundle deals for customers that will also boost your revenue. For example, for every 2 steins of beer, customers get a free pretzel.
3. Encourage Pre-Bookings
To make sure your staff aren’t overwhelmed, and customers aren’t disappointed, encourage pre-bookings. This can be taken online or over the phone, but it will give you some idea of how busy your pub, restaurant, or event will be.
4. Make Your Event Social Media Ready
Through décor, food and drink presentation, and even having staff wearing costumes, make sure your pub/bar/event venue is on theme and looking great. Not only can this be great for your social media promotional content, but your customers will love the opportunity to photograph themselves having a good time in this setting too.
5. Promote Early
Finally, if you want to get the most out of your Oktoberfest event, start promoting it around the end of August and certainly by early September. This will give your customers plenty of time to discover your event, making it easier for them to make plans to attend.
FAQS
What do you need to host an Oktoberfest event?
To host an Oktoberfest event, you’ll need German beers, authentic food, themed décor, and entertainment. Guests expect steins filled with lagers or wheat beers, pretzels, bratwurst, and Bavarian touches like blue-and-white bunting, Oompah music, and staff in traditional dress.
What are the best beers for Oktoberfest celebrations?
The most popular Oktoberfest beers are Paulaner, Erdinger, Schneider Weisse, Bitburger, Augustiner, Hofbräu, and Krombacher. These brands are recognised worldwide and offer authentic German lagers, pilsners, and wheat beers that UK venues can showcase.
How can UK pubs benefit from Oktoberfest?
UK pubs can benefit from Oktoberfest by attracting new customers, increasing group bookings, and boosting food and drink sales. Running themed nights, offering German beer deals, and creating festival-style menus can drive revenue during a typically slower trading period.
Do customers expect authentic German food for Oktoberfest?
Yes—most customers expect authentic German food like pretzels, bratwurst, and schnitzels during Oktoberfest. However, pubs and restaurants can stand out by adding creative twists or offering alternatives for guests who prefer different flavours or dietary options.
Don’t Miss the Oktoberfest Opportunity This Autumn
Although Oktoberfest has its roots in Munich, it does offer a lot of potential to UK hospitality businesseslooking to increase their revenue. It’s an ideal celebration to cash-in on, particularly if you have felt a late summer slump in sales as people spend their money going on holiday instead of the local pub.
This works as a wonderful autumnal boost, gearing your business up for the busier Christmas periodthroughout November and December, and serves as an excellent alternative or companion celebration of other events such as Halloween and Bonfire Night for pubs, bars, restaurants, and event venues in the UK.
To make sure you’re getting the most out of Oktoberfest, remember to plan early, lean into an authentic German theme, and make sure you’ve got plenty of beer steins, pitchers, bunting, and serving platters to make a show of everything you’ve got on offer!
