Secrets of my success
Anthony Mears has increased turnover at his pub, the Ivy House in Chalfont St Giles, Buckinghamshire, five-fold in under 10 years. He tells EWAN TURNEY how he did it
My success
'In 1996, the Ivy House was running as more of a French bistro. It was turning over £3,000 a week - just ticking over really. Our turnover is now up to £15,000 a week and £750,000 a year. It has been real, consistent growth. Our aim is to break through the £1m mark. Food is an important part of our business and accounts for around 65% of turnover.'
Three reasons why my business is successful
1. The level of service: if you give rubbish service that is what people will remember. Service is the most important thing.
2. The offering: quality food, wine, beer, restaurant area and accommodation.
3. The location: the Ivy House has a very good location in the Chiltern Hills with great views.
How I get good levels of service
'It's by attention to detail. You have to keep banging away at it. It doesn't just happen overnight. It's training, it's motivation, it's recruiting the right people. It's like bringing up kids - unless you are on the ball the whole time, things will slip. It's having a passion and making sure everything is always right.'
How I recruit the right staff
'The main thing is to have an idea of the type of person you want and not to compromise on that. It's very easy to say sometimes: 'well they are not ideal for what I want but they'll do'. The problem is that will undermine your offer. The only real criteria is the right personality. If you are good with people, you can learn the nuts and bolts of the job. With a small team you have to recruit people that fit in and enjoy the environment.'
How I keep my team motivated
'Give them the opportunity to contribute to the business because it is their business too. If it is just come in, serve some beers and go home, then it's just a job. Encourage them to get more involved in ideas, give them feedback and share in the good things like winning an award.'
My best idea
'Healthy-eating menus. My wife, Jane, developed a menu based on Slimmers World and that worked very well.
'Then we did a coeliac menu (gluten free) and a dairy-free menu. It has not only increased trade, but it significantly increases customer satisfaction because there is often someone in the group who is restricted in some sense.'
My biggest risk
'Two years ago we remortgaged and spent £500,000 on a refurbishment. It was a big commitment and it took us quite a while to summon up the courage to do it. It was a lot of money to spend.
'You have got to be bold and confident that it is going to pay off to spend that kind of money. We converted an old stable block into a dining area, built five letting rooms and new toilets - including a disabled one - extended the bar and installed ventilation.'
How I plan to grow my business
'The accommodation adds an extra perspective to the business. We can now do package deals including a room for the night on New Year's Eve or Valentine's Day. We also hope to link up with the local golf club and provide a package for golf weekends.'
My top tips for new licensees
'The business planning stage is the key. The first couple of years is a nightmare. You need a clear and simple business plan, not the 20-pager you take to the bank, but a one-pager in your mind. You have to be clear what type of pub you are, where you are going to get customers from and how you are going to achieve that.'
My five tips to improve business
1. Watch your margins. Look at both ends - cost savings and profit. There is no point just concentrating on cost savings if you screw the business up.
2. Staffing is a balancing act. Think about what you need to develop the business and where you can cut costs.
3. A clear business plan - have a one-pager in your mind.
4. Your standards have got to be good.
5. Know your market.
Mears' ideas 1. Outside catering
The team can cater for just about any outside event - whether it's a working lunch, barbecue, wedding, birthday or funeral - meeting the needs of anything between 10 and 200 people.
There are two options: a finger buffet at £9.95 a head or a fork buffet at £15.95 a head. They also provide drinks, cutlery, glass and china hire.
'If it proves to be a major success, we hope to get a van and do a lot more of it,' says Mears.
Mears' ideas 2. The Wine Club
Another simple but effective idea from the Ivy House. If customers like the wine they try, why not sell them a case of it instead of letting them go down to the supermarket to spend their money? Special deals are open to customers, such as buy 10 bottles and get one free. It is ideal in the run-up to Christmas and New Year when people will be stocking up for the family visits.
