Valentine not so sweet

After an unseasonably strong start to the year, trading took a downturn for Richard and Jaqueline Macey, lessees at the Fountain Inn, Clent, Stourbridge, Worcestershire. But, as reporter JOHN HARRINGTON discovered, it was largely as a result of Valentine's Day falling on a Saturday Readers may have seen the names of Fountain Inn licensees Richard and Jacqueline Macey at the Morning Advertiser's Best Pub awards last month. The Fountain Inn was judged best tenanted pub of the year in the central region, but missed out on the overall prize. "We were disappointed we didn't win," Richard admitted. "But it means next year we will attack even harder." Business was disappointing at the start of February too. This was after an unseasonably strong start to the year, thanks to a stream of punters making return visits after their Christmas parties. And for Richard, St Valentine's Day 2004 was also something of a let down. As in previous years, the pub offered a set menu at £29.95. But one crucial difference existed. "It was on a Saturday so the pub was packed anyway. This was a shame as we usually do really good business at Valentine's." In all, takings in the first two weeks of February were down around 10% on the previous year. "We know for next year to target these weeks," Richard said. Thankfully though, business picked up from the middle of last month due to a combination of factors ­ not least half term, which pulls in families at the food-led pub. Exciting changes are under way on the food side with the appointment of a new head chef, who started on Monday. Graham Hughes, 35, came from a restaurant in Torquay. Richard is confident the new man, chosen from 11 applicants, will be a success. "His sweets in particular are excellent. We have very high expectations." Richard is full of praise for the way his staff pulled together in the six weeks or so since they heard the news of their former head chef's departure. They have become more efficient workers and regularly help each other. "We've only ever lost two members of staff and on both occasions the staff have become more of a unit. They are like team players, working harder as the pressure grows." Staff training has always been important for Richard and Jacqueline, and so far this year another two staff members have taken part in the Every Serve Perfect course run by Diageo. Two more workers are due to follow suit in March. The hosts also distributed leaflets to their staff with information about the British Institute of Innkeeping's accreditation courses. Richard said they keep a very watchful eye over their finances, and the only account with money to spare is staff training ­ hence their encouragement for the workers to brush up on their service. The Maceys' tight rein on spending can also be seen from their approach to the upstairs function room. The room, which houses a skittle alley and a separate bar, is "in pretty good nick" but would benefit from a touch-up to the paintwork. Richard explained: "Painting of the upstairs is set to start at the beginning of the new financial year. We've spent the decorating budget already. It wouldn't cost more than £100, but if you over-spend that's when problems start." Like many others in the industry, Richard is concerned about preparation for the new licensing laws. He said his local authority has not contacted them about the changes, and although his company, Union, has offered advice and financial help to deal with the new licences, some of his fellow hosts appear less than prepared. "Some of them don't even realise what has been happening," he said. "To be honest I can't see it falling into place." Business booster The Fountain Inn has started using a system that should help licensees get a better idea of their finances. They simply chart their expenses for each area of the business (eg: wages, cleaning, heating and lighting) and compare them like-for-like with the previous year. "We try to work out where some bills are excessive," said Richard.