Under Starters Orders

Finally, the news we’ve been waiting to hear. No more dilly-dallying, we’re under starters orders to see who will come out strongest. The long-anticipated event to change the hard slog of reduced footfall and wet weather has happened.

Yes, the annual cheese-rolling has taken place at Gloucestershire’s Cooper’s Hill. Summer has started and with it the opportunities for catering businesses to join in with themed events and menus.

The Euros

Last weekend saw success for Manchester with United beating City in the FA Cup Final. This traditionally has been the end of the football season, when it was a non-summer sport. But the UEFA European Football Championship better known as the Euros literally kicks off on 14th June with Germany versus Scotland. England start on 16th against Serbia.

The quarter-finals, should any British team get this far, are on 5/6th July and semis on 9/10th. The Championship runs through to the final on 14th July. For those not following football and wanting to host another event, it’s Bastille Day. This celebrates the French national day and the French Revolution. Goodness only knows what would happen, if France gets through to that final! Either way a French-themed event for your business would be a safe bet; unless their opponents are England!

Paris Olympics

A century after it last hosted the Olympics, Paris will host its third from the 26th July to 11th August and then the Paralympics from 28th August to 18th September. The last time, in 1924, led to 2 movie legacies. The British runner Eric Liddell declined to run on the Sunday finals of the 100m. A story celebrated in Chariots of Fire. The other was Johnny Weismuller’s successes in the pool, before in the 1930’s he became Tarzan. Not a bad outcome, given he only began swimming on his doctor’s recommendation having contracted polio at the age of 9!

Paris will see 329 events contested for individuals and teams. The day for the largest number of medals is the 3rd and 4th August. A case of less the Super Saturday of London 2012 and more Whole Weekend. Interestingly each medal will contain an original piece of the Eiffel Tower. An inspired way to get rid of waste from regular maintenance.

Another Event

One other event is the General Election being held on 4th July. The weekend following is of course widely celebrated in America as Independence Day weekend. We’re not sure that was considered when the date was chosen!

For catering businesses, events and themed menus are a great way to create additional trade. They give a reason for promotion, which by experience, leads to returning customers. Planned effectively they bring in much needed cash to replenish reserves.

With the summer of sport, there are dates to avoid. Or perversely to push for those who don’t like sport. The latter could be linked through history, culture or local tradition. The choice is endless but could make your catering business, a winner by summer’s end.

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