Rivals sniff the Phoenix air
The Phoenix, a managed Laurel house next to the Bank of England in the City, became London's first no-smoking pub at the beginning of the year. CLAIRE HU caught up with manager Debbie Curran to find out how trade has been in the past six weeks Business is booming at the Phoenix, as an aggressive promotional drive has spread the news about its no-smoking policy. Many punters who first visited the pub out of curiosity have become lunch-time regulars, and the menus are being revamped to offer this group new choices. Year-on-year sales for March increased 53.1%, and the two weeks before Easter were "storming", says Curran, with Laurel chief executive Ian Payne ringing to congratulate the team. Unlike other smoke-free pubs which have seen food sales increase at the expense of liquor, the Phoenix has managed to maintain a 20% (food) to 80% (alcohol) split between the two categories. In addition to banning smoking, the pub has a state-of-the-art ventilation system and a recent spell of good weather saw the bar operating at full capacity. "We are looking forward to a good summer," says Curran. "We have fantastic ventilation as well as a smoking ban, so its a great environment in the warm weather." As the bar is located in the City, away from residential areas, there have been no complaints about noise from customers popping outside for a smoke. Along with the other 15 no-smoking pubs in the Laurel estate, the Phoenix is delivering weekly reports to head office and its progress is being closely monitored. There have also been several visits from rival pub company managers, keen to find out how the smoking ban has gone down with customers. "There have been lots of directors coming in for a nose around," says Curran. "Some of them introduce themselves, which is nice, and some of them don't, but you still know who they are by the way they are quizzing you!" The Phoenix is displaying new guides on Laurel's no-smoking pubs on the bar, which have been snapped up by customers. Discussions are continuing within the company, and at the Phoenix, over converting another Laurel pub in London to smoke-free status. The recent controversial call by JD Wetherspoon's boss Tim Martin for a blanket ban on smoking across the trade within two years has not gone down well with Curran. She says: "I still believe we should be offering people a choice. If there is a blanket ban, there will be a drop in trade across the board and everyone will feel the pinch." The pub will start trialing table service next week, and will take on two new staff. Lunch-time trade has increased dramatically and Curran believes table service is vital in a busy City venue like the Phoenix. "The pub is now full of tables and chairs, and people who have brought clients for lunch may not want to leave them to go to the bar," she says. "I'm sure it will work really well and encourage sales." A recent staff outing saw Phoenix employees enjoy a night out in Islington. "We went to a Latin American bar and didn't get home until 4am," says Curran. "It was a great release of tension and really nice to get to know people outside of work." It was such a success Curran now plans to make it a six-weekly occurrence, pooling tips to pay for it. The next trip will be to see the Mamma Mia musical in the West End.
