Central: The

Marquis Wellington London Road, Leicester

Terry Cable has been in the trade for more than 30 years and is from the old school of licensees. "I don't do promotion, I don't do cheap beer and I don't advertise. The way to succeed is by promoting customer service and exceeding customers' expectations," he asserts.

These principles were needed when he and wife Julie stood in as relief managers for the Marquis Wellington before taking on the Everards tenancy six weeks later.

He doesn't pull any punches when describing what the Wellington was like two years ago. "It was full of undesirables, prostitutes and drug addicts. You could smell the gent's toilets as you came through the front door ­ and they were 50ft away."

Terry says the Wellington's downfall was a result of frequent management changes and trying to compete with other pubs in the area for the student market by offering cheap food and drink.

As soon as Terry and Julie took over, out went cheap drinks. Out went the old bought-in food menu to be replaced by one where 90% of the dishes are prepared in-house and from local produce where possible. Out went the undesirables after the 20-strong employees were given Terry's rule-of-thumb message: "If you would not want to sit next to them, turn them away."

He says it took no time at all to turn the customer base around to one that provides a good mix of clientele throughout the day. Students still use the pub, but they have been supplemented by people from all walks of life; meaning trade doesn't fall through the floor during breaks in term time.

Even though the Wellington now averages around 800 meals per week, it is still a wet-led pub with a wet:dry ratio of 65:35. The new food offering has helped stimulate wines sales with more than 100 bottles consumed per week ­ a 250% increase under the Cables' stewardship.

Total turnover for the pub now exceeds £700,000 and margins have improved on both wet and dry sales.

Although the pub has a large screen, Terry doesn't subscribe to Sky Sports because that would deter the customers he wants ­ thinkers, drinkers and eaters. Thinkers are catered for on Monday nights with what Terry describes as "one of the most cerebrally challenging quizzes around". The quiz costs contestants £1 per head and the money goes to the £2,500 needed to train a guide dog. The pub is on its way to paying for a fifth dog and Monday trade has risen to a point when even a quiet night nets £1,500.