Business Opinion

with John McNamara CMBII

BII chief executive

Smoking ban is a clear signal to raise the bar

With Christmas feeling like a distant memory, it is time the licensed trade focused on working together to ensure that the public remember the positive impact we have on our communities and society as whole. Smoke-free public places will raise the issue of what a pub really has to offer.

Currently, many people choose to go to pubs that have already introduced a ban on smoking and they are enjoying the venues' smoke-free environments - that's their unique selling point, for the moment. But what will happen when all pubs are no smoking?

The public will want more. I have heard from a number of licensees and our members saying that we need to remember what the pub is actually all about. It is not simply about drinking and smoking - although these are acknowledged elements.

We need to look at the variety of drinks we serve, the food offering, service, décor, and atmosphere; and try to differentiate venues. Last year I read a dissertation written by a local degree student who had researched why people went to similar pubs in Camberley High Street.

All four pubs are what could be described as high density, vertical drinking circuit venues and attract a lively young crowd at weekends.

Some of the pubs offer drinks promotions and other don't. If we are to believe some sections of the media, the young people should be flocking to the pubs selling the cheapest alcohol. Not so.

The defining factors were the calibre of the DJs, the seating areas, the food offering and the selection of drinks, not the pricing.

While this is just one example of research, I am sure we can all think of successful pubs, such as the Fountain in Clent, that position themselves above others in the area by using imagination, business flair, fantastic service and an open mind to attract customers. These are four attributes that all licensees need to enhance or develop if they are to make a success of the smoking ban.

The trade needs to be seen to be working together towards a common goal. The ban is coming. I would urge everyone in the licensed trade to make all the preparations they can to make this a success and it is more than offering your smoking customers an outside area; it is about upping your game and making your pub something special.

Finally, I would like to see the pub companies, trade organisations and the industry as a whole coming together to instigate a TV ad campaign urging the public to support and use pubs this summer. We have a lot to shout about.