Carl May's business plan for the Hack & Spade
Business report and proposed development plan for The Hack and Spade, Whashton, North Yorkshire
Owners: Anne and Alistair Dowson-Park
Date of visit:
Tuesday 6th to Wednesday 7th March 2007
Objectives of visit:
To get a first hand impression of the business, to discuss the operational issues that the owners have and to design a business development package for them to reach their objectives.
Owner's objectives:
To increase turnover substantially, to have a share of local market and to restore the pub back to the heart of the local community.
The history:
Going back some five to six years the Hack and Spade enjoyed an enviable reputation as a destination for fine food and great service. With two changes in ownership and the loss of a team of chefs the pub has slowly dropped in business levels and now sits uncomfortably between its history of fine dinning and a pub that is neither that nor village local.
First external findings:
The pub has all the external charm and appeal of a typical Yorkshire pub. It sits in a small hamlet and has a side car park for some 8 cars. The signage is in a poor state and the approach from one angle offers no signage at all. More attention needs to be given to convince people that the pub is open. At the time I arrived the unit was not trading lunchtimes but with closed curtains in the evening and only adequate lighting it would be easy to drive past.
There is a sizeable garden to the rear of the property that would truly help maximise summer trading as the area is a destination for many walking and rambling groups. Anne is totally opposed to the idea stating that she needs to keep the lifestyle space for her family. This I can appreciate but without maximising revenue through the potentially busy summer months, winters may prove to be the financial downfall.
The internal décor:
The immediate impression you get when you walk in is one of a bistro, which in the right location would work.
However, with the exception of 2 tables all areas are laid up and this gives casual visitors and drinkers the feeling that they are not catered for.
The colour scheme on the walls and especially the paper border is totally out of keeping for the building. The floor has beautifull flagstones but creates a cold and echoey feeling. There is an impressive wall unit at one end but on it is a sign telling people to keep things off.
The seating in all but the areas around the fire are cottage style cushion kitchen chairs creating a feeling of a tea shop rather than one of a pub.
The bar itself appears cold due to the fact that it is completely painted cream and there is no real ale offer. Just inside the door is an automated fragrance dispenser pumping out synthetic "fresh" smells.
Behind the scenes there is a well proportioned kitchen offering separate wash up and prep areas. The kitchen is very clean and has a good selection of equipment appropriate to the menu I have planned. The toilets are very well decorated and are kept very clean as is behind the bar area giving a feeling of a well looked after pub.
The food offer:
As stated on their menu they only open evenings at this time of year and close all day Monday; this only totals 12 ½ hours of food service a week.
From March to October they open at lunchtimes and serve food from 12.30 till 2.30. The presentation of the menu is very "clip-art" and does nothing to convince the customers that many of the dishes are homemade.
I saw no sign of a lunchtime menu but this does not necessarily mean that in summer months one is not available. There is a great dessert menu but again little mention that they are all homemade. In a brief conversation Anne informed me that she has based the selling prices on a proposed GP of 70%. I feel this is too high especially at this early stage in their business.
It is apparent from the feed back (I will go into more detail later) that the customer's expectations of this pub are one of good homemade fresh value for money food. Whilst I was there I had one of Anne's homemade Steak and kidney pies and it was well presented, hot and very tasty.
I am well aware of the hugely important contribution that Brakes will be making but I have pencilled together some ideas I feel should form the backbone of the menu.
Lunchtime;
Traditional Ploughman's with your choice of either;
Wensleydale, Swaledale or Sheppard's purse blue cheese
A selection of sandwiches and paninnis all served with
a mug of potato wedges
A bowl of homemade soup and crusty bread
Fresh Sardines on toast
Black pudding and bacon stack
Homemade fishcakes with chilli dip
A munchies plate for 2 to share (see Brakes for choices)
Today's choice of salad
Grilled goats cheese on Ciabatta with onion marmalade
Plus a selection of the main evening menu which can include some of the above to use as starters.
All our dishes are homemade as well as our superb chips
Whitby fish pie with fresh vegetables
Local lamb and redcurrant casserole and mash
Steak, kidney and Guinness pie with fresh vegetables
Thick sliced ham, free range fried eggs and our own chips
Crispy battered Cod, our own chips, peas and homemade tartar sauce
Our own recipe sausages in Yorkshire pudding, mash and onion gravy
Chicken, mushroom and tarragon pie and vegetables
Homemade pure beef burgers with our own chips and chilli dip
Rib eye steak, vine ripened tomatoes, giant mushroom and our own chips
Spicy chilli con carne, sour cream, rice and garlic bread
Desserts can be adapted from current offer.
Choice of coffees or freshly brewed teas
These dishes may seem typical pub fayre but if they are all homemade and use all local ingredients they will be a unique selling point.
Below is a copy of the questionnaire that was hand delivered to all village residents.
Your local community pub, the Hack & Spade, is changing - and we want YOUR help to get us on our way. q039
Our pub is now one of only three chosen across the UK to be part of a national project aimed at improving our business, and your local pub.
Thanks to The Publican magazine, industry experts will be coming into the pub over the coming months, and advising us on changes to the Hack & Spade that will make your pub better.
But first we want to hear your ideas about exactly what it is what you want from your local pub. Can we trouble you to take the time to fill out the attached questionnaire? In return to thank you for your valuable time and effort we would like to offer you a voucher to claim a meal for one.
Q1 Would you prefer The Hack and Spade to remain in its current style as a "restaurant" selling drink or revert back to a traditional village pub selling food?
Q2 Our menus will change to include more traditional pub food whilst retaining the top restaurant for finer dining. What would you like to see included in a pub menu?
What would you expect to pay for it especially if it was homemade?
Q3 Would you be interested in themed meal evenings such as fish and chip suppers.
Q4 Consideration is being given to making part of the current "bar" area into a separate snug area in which people could just sit and enjoy a drink. If this went ahead would it of interest to you and encourage you to visit the pub?
Q5 Consideration is being given to making the top restaurant area into a tearoom during the day which could also be used as a meeting place. If this went ahead would it of interest to you? Would you use it?
Q6 Would you be interested in themed evenings such as quiz nights? What would you like to see and take part in?
Q7 Would you be interested in joining or forming a pub team such as darts, quoits etc. Which would interest you?
Q8 Would you like to see any ga
