Service and quality are keys to success
In the current economic climate it is pleasing to find pubs bucking the trends.
I got quite a shock this week in a pub I know quite well to see the owner in there at 8pm. big beaming smile and a hearty welcome from behind the bar. I enquired how he was doing and he grinned and said he was a thousand pounds a week up every week in January, and December had been the best ever.
We ordered four pints of a certain ale and he said "let me know when you want your free pint" as he clipped a card that acknowledged his offer of 'buy four pints get the fifth free. "And, oh by the way, here's some complimentary nibbles".
We sat down and supped our delicious pints. We all commented how spotlessly clean the pub was. "Will you be dining?" a member of staff who passed asked us. When I returned to the bar to repeat the order, I was greeted with "So which beer will you be having as your complimentary pint, and do you need any more nibbles?"
Now this is not rocket science but it seemed to be working. Great service, great cask ale and some free nibbles.
Contrast that with an experience in a branded outlet in London earlier in the week. I met someone and we sat in what was what we thought was a table service area near the bar — nobody approached us yet there were three staff chatting by the bar.
We decided to have something to eat, and having given up on waiting for some table service, we decided to go into the dining section of the venue. There was a meeter and greeter by the entry to the restaurant section, who offered to show us to a table. We walked by some high tables and asked if we could sit there. We were told, "No, they are bar tables". We carried on through the venue and saw some booth areas and asked if we could sit there — we were told "No, they are for four or more in case we get busy?" This was a staggering response given the venue was at about 25% occupancy and it was now 1.15pm. We were eventually seated where the greeter wanted us to sit and we were offered menus.
The experience did not get any better. I would be staggered if this venue was equally a thousand pound a week up on last year. By the way, no other diners arrived during the time we were there — so much for the expected rush!
Given the current climate there is no excuse for a bad or even mediocre experience. I am not saying that the branded managed house experience cannot work, but given the choice, I know who would get my custom.
This year, one glimmer of hope is the opportunity presented by tourists visiting the UK given the weak pound vs a number of foreign currencies. Here we have an opportunity to excel with great service to claw back some of that lost home business as a result of the credit crunch. We have a unique offer. The Great British pub.
Stephen Crawley is managing director of the Caledonia Brewing Co.
