Day in the Life: chameleons and day parts

Long gone are the days when pubs shut in the afternoon after a three-hour trading session and opened at five ready for the evening.

It does seem strange now and of course there are generations of customers who have never experienced such trading patterns.

True, certain pubs still choose to close their doors on afternoon trade but that is a rational decision rather than one enforced by law. And there are some outlets doing business from 9am, which would have horrified publicans of yesteryear.

So are there real benefits to opening longer and how does a pub attract a variety of clientele for different occasions throughout the day?

Traditionally, city centre outlets have an advantage over suburban and rural locations because they have the potential to appeal to a vibrant daytime trade of office workers, shoppers and visitors and then, particularly at weekends, attract a younger drinking crowd.

High street brands such as Slug and Lettuce, Pitcher & Piano and Hog's Head have the ability to trade in this fashion but there is a set of rules they need to follow:

Great location​

- In the immediate hinterland of shops and offices

- On a major young people's circuit

- Near to suitable local transport links

Signage​

- Needs to communicate a host of offers

- Has to denote quality across all areas

Appropriate design​

- Stylish interior to attract a mix of clientele

- Space that naturally segments the venue into eating and drinking areas

- Appropriate lighting to alter mood

- Large enough to accommodate live music and DJs

- Mixture of movable furniture to match relaxed as well as upbeat occasions

- Robust furnishings to withstand late-night sessions

- People-watching areas so customers have points of interest

Food offer​

- Flexible enough to provide a serious lunch as well as tasty finger food for informal occasions

- Great breakfasts that rival local cafés

- Healthy options across the board

Drinks offer​

- Top quality coffee and tea to match nearby coffee bar chains

- An imaginative range of beers

- Interesting soft drinks

Staff and service​

- Different staff for different time slots

- A variety of staff with different skills focused on a specific part of the operation

- A manager with a vast knowledge of the business

Music​

- Carefully chosen music policy

- An understanding of what level and style is appropriate for which occasion

- High quality of sound.

The problem with attempting to trade on many different levels is that it can all become mediocre and we end up with little quality across the board.

The secret is to understand how to operate within your given micro market and tweak the offer accordingly.

So you may not be able to compete with the variety on offer at a great breakfast café down the road but you might be able to provide the best sausage sandwich and become known for that.

Equally, providing you are set up properly you should be able to rival the coffee bar chains in terms of product and price.

It's a matter of understanding what is in the immediate locale and bettering that offer.

Phil Strongman is otherwise known as The Pub Doctor. His service aims to help smaller pub operators improve their business. Go to www.thepubdoctor.co.uk​