There are few businesses more beloved than a great British pub, and nowhere do pubs shine quite like the Cotswolds. From roaring fires and rustic beams to golden ales and garden seating, a well-run Cotswold pub is a destination in its own right. But charm alone will not bring in the crowds. Whether you rely on tourism or your local community, marketing matters. In this guide, we break down practical, proven ways to market your pub more effectively, drive revenue throughout the year, and build a brand that lasts.
Part 1: Building a Memorable Brand and Experience
Start With Your Brand
Most Cotswold pubs do not think of themselves as having a “brand,” but every pub has a reputation. That reputation is your brand in action.
Think about what you want your pub to stand for. Are you the walkers’ haven, the best roast in the village, or the boutique foodie pub with rooms? Your answer shapes everything, from menus and music to the way your team greets a new table.
Visual identity matters. Is your signage attractive and consistent? Are your menus and blackboards in keeping with your pub’s atmosphere? Is your tone of voice warm, cheeky, refined, or rustic? Your personality should come through in every touchpoint, both digital and physical.
It is also important to define your audience. Are you looking to attract locals with dogs, London weekenders, or families looking for a kid-friendly spot? You do not need to please everyone. You just need to feel unmistakably like yourself.
Ask yourself; What Do You Want to Be Famous For?
Every great pub has a hook; a reason people talk about it, recommend it, and come back. It could be roaring log fires and low ceilings. It could be the best roast in the county. A huge beer garden with views. Live folk music. Dog treats at the bar. Figure out what your pub’s “thing” is and double down on it.
You don’t need to be everything to everyone. In fact, trying to be can make you forgettable. Instead, play to your strengths. Ask regulars what they love most. Look at what nearby pubs don’t offer. Then, start shaping your identity around that core idea, from your signage to your social posts. People can only remember one or two things about a place. Make sure they’re the right things.
Make Every Guest Experience a Marketing Touchpoint
Your team are your front-line marketers. Train them to welcome guests warmly, to remember regulars, and to create moments worth remembering. These can be small touches, like offering a dog treat, presenting a beautifully plated dessert, or simply knowing a guest’s name.
Menus should reflect your brand. The wording, design, and structure all play a role in shaping perception. Think too about the less obvious elements. Music, lighting, seating arrangements, and the general cleanliness of your space all influence how people feel and whether they will return or recommend you.
Menu Psychology and Pricing Strategy
Highlight your best dishes using icons, boxes, or section titles. Anchor high-priced items to make mid-range options feel more affordable. Use storytelling to increase perceived value: a note about local lamb or heritage vegetables can justify a higher price.
Offer sharing plates, smaller portions, or add-ons to increase flexibility and upselling opportunities. A bit of psychology goes a long way.
Get Photography Right
People eat with their eyes. Whether on Instagram or Google, your photos are often the first impression people have of your pub.
Invest in seasonal photography that captures your food, your space, and your team in action. Natural light, real guests, and thoughtful composition will always outperform stock photos. Update your imagery regularly and use it consistently across your website and social channels.
Part 2: Becoming Easy to Discover
Turn Footfall Into Free Advertising
Your frontage is your first impression. Well-kept signage, flowering baskets, seasonal decorations, and chalkboards with tempting specials can make people stop and take notice. Think about how your pub appears from a distance, both on foot and by car. Signage should be clear and attractive, and anything that catches the eye can make a big difference.
Adding visual interest helps. A vintage bike, playful signs, or crates of pumpkins in autumn create natural photo opportunities. These stop-and-stare moments not only draw people in but can also lead to shares on social media.
Nail Your Google Profile and Local Listings
Claim and complete your Google Business Profile. Add recent, high-quality photos of your food, drinks, interior, and garden. Keep your opening hours up to date, including special holiday hours. Make sure your categories accurately reflect your offer.
Do not stop at Google. Submit your pub to local directories and ensure your name, address, and phone number are consistent across all listings.
Get the SEO Basics Right
Create a simple, mobile-friendly website that includes your location, contact information, and keywords people search for. Include a map and make your bookings button easy to find.
If you can, add schema markup or use plugins. Write occasional blog posts to boost visibility for specific searches.
Investing in Paid Search and Ads
Use Google Ads to target keywords like “best pub lunch near Bourton.” Focus campaigns within a set local radius. Promote events, menus, or seasonal offers with geo-targeted Facebook or Instagram ads that reflect your real-world experience.
Collaborate with Cotswold Attractions
Many visitors to the Cotswolds plan their day around major attractions—think Westonbirt Arboretum, Blenheim Palace, or even local market towns. Reach out to nearby tourism operators, walking tour companies, and B&Bs to set up referral partnerships or cross-promotions. A simple “10% off with proof of entry” offer can drive footfall, while inclusion in local visitor itineraries or guidebooks builds long-term awareness.
Also, stay in tune with the Cotswolds’ seasonal calendar—whether it’s Cheltenham Festival, Christmas markets, or summer food fairs. Aligning your marketing around these spikes in footfall (with relevant menus, events, or outdoor setups) helps tap into the rhythm of the region.
Part 3: Building Relationships and Loyalty
Get More (and Better) Reviews
Reviews do not just help with visibility. They build trust. Train your team to ask happy guests to leave a review, and make it easy with table cards or follow-up emails. The more recent and relevant your reviews, the more convincing they will be to new visitors.
Showcase positive reviews on your website and social media. Do not let them sit in isolation. Make them part of your story.
Handle Negative Reviews With Grace
No business can avoid the occasional bad review. What matters is how you respond. Aim to reply quickly, acknowledge the feedback, and where appropriate, offer a remedy or invite the guest back.
Done well, a thoughtful response can impress future guests more than the original review.
Build a Smarter Mailing List
A mailing list is a powerful asset when used with intent. Go beyond collecting addresses. Segment your list by visit type or frequency. Use simple automation to send welcome emails, birthday offers, or monthly specials.
This approach makes your messages feel personal, even if they are not. People are more likely to respond when it feels like the email was written for them.
Create or Join Loyalty Schemes
A good loyalty scheme rewards regulars and helps turn one-off visitors into repeat guests. Start with something simple. Offer a free drink on the fifth visit, or a discount for locals on midweek evenings.
Joining a local loyalty network like Cotswold Collective can also expand your reach and align your pub with other trusted local businesses. The key is to offer real value, not just another stamp card.
Social Media and Micro-Influencers
Your audience is not just scrolling. They are choosing. Use your social channels to create familiarity and preference.
Work with local micro-influencers who already love the area and share your values. These might be dog walkers, foodies, or lifestyle bloggers. Invite them in to experience your menu or attend events. Their posts offer genuine third-party validation that carries weight.
At the same time, make your own feed relatable and human. Feature your staff, showcase your food, highlight events, and tell the behind-the-scenes stories that make your pub different.
Part 4: Attracting Guests with Purpose
Events and Collaborations
Special events bring in new guests and give regulars a reason to return. Think creatively about your calendar. Can you run a seasonal tasting menu, a jazz night, or a cider pairing with a local orchard?
Collaborate with producers, artists, or small brands. You will tap into their following while creating something memorable for your own guests.
Market your events across all channels; email, social media, in-pub signage, and local event listings. Treat them as mini-campaigns, and build a rhythm people come to expect.
Manage Seasonal Highs and Lows
A Cotswold pub often sees peaks and troughs. The busy months are a gift, but the quieter seasons are an opportunity.
Capture data in peak season; emails, feedback, favourite dishes; and use that insight to stay front of mind through the quieter months. This is when locals matter most. Target them with thoughtful offers, seasonal menus, and small events like quiz nights or tasting clubs.
Develop offerings that are less weather dependent, like pre-orderable roasts, pub hampers, or a weekly ready meal pick-up. These ideas support your cash flow without stretching your team.
For more ideas, check out this guide to managing seasonal revenue.
Final Thoughts
You do not need a huge marketing budget. You need to be findable, memorable, and consistently welcoming. Start with the basics. Get your listings right and make your pub inviting. Layer in good photos, regular emails, thoughtful experiences, and simple events. Do that well and you will become the pub they remember.
