East Anglia

White Horse

Bedford, Bedfordshire

Nigel and Sue Anstead show that good training pays dividends. Last year, they increased wine sales by over 40% at the White Horse by the simple expedient of attending a wine course and then passing the knowledge gained on to staff members.

This is but one of the numerous initiatives that Nigel and Sue have tried since taking over as managers of the Charles Wells pub two years ago. When they arrived, the White Horse had undergone a substantial refurb, but wasn't achieving the level of trade expected from the community pub.

Pulling in the punters

Trade is now blossoming thanks to live music sessions, open mic nights, holding quizzes on Sundays and Tuesdays, ramping up the food offering and themed dinners - to name but a few. Outside businesses have been courted by initiatives such as offering breakfast meetings and catering for wakes.

Nigel comments: "For the first six months, we struggled. Then, things started taking off."

Spreading the word about the events being staged at the venue was undertaken by external advertising with local newspapers and leaflet drops. Banners and 'A'-boards were used outside the pub, while posters and table talkers were used inside.

However, Sue says the biggest contributor to increasing footfall has been the "warm and friendly welcome that we make sure everyone gets".

Goodbye burgers

Last year, the couple grew wet sales by over 40% and food sales by nearly 40%. The increase in food sales has been helped by Nigel and Sue dropping the burger menu that they inherited. Sue says: "The burger menu didn't work because a meal cost £6.75 and anyone making six visits would have gone through the entire menu.

"And besides, there are plenty of other, more established places offering burgers all around us."

Nigel adds: "Now, we are remembered for a warm welcome from friendly staff, not our burgers."

An extension to the kitchen is now planned to cater for the growing numbers of diners at the White Horse.