The Guv'nor

Great service will help your pub to survive

By the time this article is printed everyone will probably be in reflective mood about the Easter that never was, pondering the future and hoping summer arrives pronto. In my view, it doesn't necessarily have to be that negative — undoubtedly the industry is completely under siege, but we have to draw on all our reserves and fight.

Although a relative newcomer to the retail side of things, I have been working within the industry since I was 16. That apprenticeship to many may seem insignificant (25 years cleaning pub loos), but it's been the catalyst for me improving my business today. Yes, as the humble cleaner, I have seen all the good trends, bad trends, great managers, poor managers, good decisions and bad decisions you could imagine, plus all the economic ebbs and flows to boot.

We are undoubtedly looking at what could be a very grey year for many, having already faced unprecedented hurdles over the past year — increased energy costs, rents and rates, the smoking ban, a poor summer, food inflation, beer increases, rising wages, and, just like a proverbial kick, the Chancellor adds his bit.

For what it's worth, whatever the gloom, we can still be proactive in attracting new customers and trying to keep the existing ones. Let's not forget, they are finding it tough as well.

At the Cutter we are always looking to draw positives, so in response to the Budget we have decided to hit back with our "Beer Tax Credit"; you can call it a promo or PR stunt, we prefer to think of it as a campaign. If you're seen to be supporting your customers and the community, you will deflect the unjust comments about raising prices and build up great local support and spirit.

Improvements within our pubs don't have to be promotionally led; try to look at your pub from a customer's point of view, as we do. Make staff smile, look smart, be polite; it costs nothing and really does work. We average two emails or letters a week complimenting us, and nine out of 10 letters mention our staff in the best possible light.

Look at your pub loos — while your regulars are used to them, new customers are not. Give your loos a cheap makeover and stick up air fresheners — it will make all the difference.

Most tenants do not have pubco wallets, so work out what you can do better. In my experience, the first things to go when it gets tough at the top is the cleaners followed closely by excess staff. So presentation of your pub could be key. While the pubcos try and promo their way out of trouble, we need to stay friendly, smile, and offer quality products and clean loos!