St Margaret's Tavern

Twickenham, Middlesex Oisin Rogers, manager of St Margaret's Tavern, doesn't pull any punches when describing what it used to be like. "It was the worst pub in the world ­ dark, dingy, and smelly. The sort of place you wipe your shoes on the way out." Any semblance of its previous existence disappeared last February after Scottish & Newcastle Retail invested £750,000 on transforming the 150-year-old outlet. The 13-week programme involved more than doubling the trading area (from 1,500sq ft to 3,500sq ft), extending the bar, installing a new "open-view" kitchen, and completely refurbishing the décor with new furniture. The end-result is a large open-plan trading area, but one that allows customers as much or as little intimacy as they want and all in comfortable surroundings with a choice of seats and seating patterns. While the pub was undergoing its metamorphosis, Oisin struck upon a novel way of letting existing and potential customers know what was happening. He posted the pub's website address on the hoardings. "We had 35,000 hits over a four-week period. We thought it must have been some sort of mistake or computer glitch, but when we opened the doors, we knew it must have been true." Immediately, customers swarmed inside the pub and doubled the budgeted trade figures. Oisin was therefore presented with the problem of increasing the original complement of 23 staff members to 35 ­ a feat that he managed within one week of opening. His business plan, together with work guidelines for staff, takes some beating. There are comprehensive lists of dos and don'ts that indicate the environment he wants to create inside and outside the pub as well as the standards of service expected. The instructions are written in an amusing way to educate employees rather than an army-style set of orders for them to obey. For example, they are given reminders to make sure candles are alight on every tables as well as reminding employees to regularly check outside the pub and clear up any litter or glasses. Oisin is a firm believer that customers like to know who the manager of a pub is and that the manager should be the focus for setting standards, handling any complaints and creating a welcoming atmosphere. He is also averse to having negative signs such as "no dogs", "no kids", "no jeans", "no trainers" and even the absurd "no falling over". Since reopening, the wet:dry split has settled at roughly 75%:25%, but with the potential for 270 covers inside and 130 outside, Oisin is conscious that the food offering has to be varied. "We have people who come here three times a week to eat, so a standard menu isn't good enough for them and, therefore, we have a bank of 60 specials. "I couldn't be happier and I'm really proud of the pub and the staff. My only regret is that I don't own it.