Taking the Bull pub by the horns

Licensee Karen Hunter tells Tony Halstead how she turns over £280,000 a year at the remote Black Bull, in Etal, Northumberland, despite business being highly seasonal.

How I got here​

I remember sitting outside the Black Bull and promising myself one day I would be running it. That was about 40 years ago, so it's taken quite a time for the dream to come true. I ended up taking over here in May 2005, I have worked in various pubs as a manager, but always wanted to run my own business and this is my first.

The pub had been trading at a very low level and the former licensees were keen to get out, so it was a case of striking while the iron was hot and I took the Punch business on a lease assignment.

Turning business around​

The Black Bull dates back almost 700 years and is fairly well known as the only thatched pub in Northumberland. It's an attractive building and has managed to retain most of its historic features inside, so we realised it had a lot going for it and that the potential was certainly there. It needed a certain amount of TLC and the rear of the pub required a lot of work to convert it into a beer garden, which we felt was vital to attract the summer tourist trade that was necessary to make the business work.

There are only about 50 people living in Etal, which is really a hamlet, so attracting customers from farther afield formed a major part of the strategy.

The most important decision was appointing a chef, Stephen Percival, who I had worked with before. He devised a new menu that began to pay dividends over the first summer. The locals had given the pub a wide berth, but they began to return almost from day one when they realised that I aimed to return the pub to its community roots.

Weather and location​

The business here is seasonal and the weather has an enormous effect on trade, which disappears in tune with the rain, the snow and the dipping temperatures. There is no bus route and getting a taxi is a nightmare, so on many winter days we are very quiet indeed.

Many days are a complete write-off, but the door is always open for the locals. The last two winters have been very bad in this part of the world. We were snowbound for long periods in December and January, but I tried to keep things going whenever possible. Things got so bad I had to lay off staff because there was not enough cashflow to pay them. During the worst of the weather I ensured older people in the village were okay and kept them fed with warm meals, which they really appreciated. The village was literally engulfed in snow some days, but it was surprising the efforts people made to get to us.

One couple arrived on skis from 10 miles away to visit us one day. The weather is such a big influence on business, but it's something we have learnt to live with and build into our business plans. We know the pub has to make the bulk of its money during the summer and rely on one-off events through the winter to keep things ticking over.

Summer trade​

The pub is located in very attractive countryside, close to the River Tweed and nine miles from the Scottish border. However it is very remote, which means we have to maximise summer trade to compensate for the big drop in business over the winter.

The summer is dominated by tourists and visitors, many of them arriving in Etal on the Heatherslaw Light Railway, which runs every day between May and October. When the train is full there can be upwards of 100 people arriving in the village several times a day. You can see the pub from the station, which is only 200 yards away, but we also put up posters to advertise our offer and make sure we gain the business.

The other main plank of the trading strategy was to attract customers by putting on themed events at

quieter times of the year, such as Halloween and St Patrick's Day. It has worked very well and now a lot of local people know where to come for a good party.

Boosting business in winter​

The biggest single event staged at the Black Bull is Halloween, but rather than just one day the whole thing lasts for a week. The pub puts on various events with regulars donning fancy dress. I have collected witches outfits from all over the place over the years and they all come out for an airing each year — together with various ghoul and ghost costumes it makes for quite an atmosphere. The pub has become renowned locally as the place to go for Halloween. Trade is so good it compares to the busiest weeks in high summer.

The other big event is the annual charity raft race when hundreds turn out. On top of that children's birthday parties have become a speciality of ours, as well as lots of christenings, weddings, music nights and charity fund-raising events.

The story so far​

The Black Bull has come a long way in five years, but it's been hard work and I have to be very thankful to the locals and regulars for supporting the pub. I have tried to make the most of the Black Bull's old-world charm so decided right from the start to run the pub on very traditional lines. It would be foolhardy to try and change from that.

One of the gratifying things has been the custom we have received from people who have travelled

quite a distance to visit us and many of them come from over the border in Scotland. It's all about consolidation now before I ever contemplate making any changes to the way we do things.

Cask ales and unfussy pub food​

The chef here, Stephen, has been the big factor in developing our food business, which has enjoyed good reviews in local papers and magazines.

I am a little cramped for space inside the pub and have limited seating, but in the summer the kitchens produce an average 300 or so covers a week. The menu is unfussy, typical pub food, but the accent is on quality and we buy from local suppliers wherever possible. Stew and dumplings, liver and onions and home-made pies are all very popular. Everything is bought fresh, nothing is frozen and all our chips are hand-made.

Cask ales are served in summer, but in the winter volumes do not justify them, except during Halloween week when Hobgoblin or some other suitable ale is stocked.

Facts 'n' stats​

Pub: The Black Bull, Etal, Northumberland

Owner: Punch Taverns

Lessee: Karen Hunter

Tenure: Six years

Annual turnover: £280,000

Wet:dry split: 33:67

Food GP: 68%

Beer GP: 55%

Meals per week: 300 (high season)

Average main course: £8.50

Average spend per head: £12

Staff: Two full-time, four part-time

Pint of cask: £3

Pint of lager: £2.80

Pint of Guinness: £3