Six-figure plans

New pub owners James Middleton-Burn and Penny Hawkes share their latest initiatives with Lucy Britner

Since we last saw Penny and James at the Crown, Dial Post, West Sussex, business has accelerated, renovation has been postponed and the couple's wedding plans are in

full swing.

The couple never thought their business would smash the £300,000 turnover mark in the first year, but after six months of great trading, they have built a strong reputation and Penny says they are on target for £360,000.

The couple have been so busy during January that plans to extend the kitchen and change the layout of the pub have been postponed. But it seems that now, the couple are set for even grander designs. "We plan to knock down some internal walls and change the look of the whole building - so that it looks like one building, rather than a cluster of different roofs and materials," says Penny.

"As well as a new kitchen, we're hoping to add a function room for 40 and improve the toilets.

"We're also thinking of converting the double garage into a family-sized B&B room to accompany the existing rooms."

Although the couple are waiting for final designs from their architect and then planning permission, they are planning on a six-figure project.

The couple intend to start the building work after what will hopefully be a busy summer season.

"The potential for this place is huge. We want to get everything right and extend the kitchen to cope with more trade."

Menu matters

James's menu philosophy has always been to use seasonal, local produce so that the menu changes seasonally. James says: "I tried white bait on the menu and people love it - so it stays." Current best-sellers include:

Starter: Corn-fed chicken and black-pudding terrine with celeriac salad and home-made chutney (£5).

Main: Home-made lasagne and green salad (£8).

Dessert: Treacle tart with home-made vanilla ice cream (£4.50). This was so popular, the Crown got through 30 portions in two days.

Ultimate best seller: Sirloin steak with local vegetables, hand-cut chips and béarnaise sauce (£13). James says: "I think it's a bit cheap at £13. We sold 24 one Saturday night. The GP on the steak is 70%, but if I added £1 that'd be an extra £50 a week." James trims the steak right down and uses the trimmings to make the burgers. "Technically, my burgers are free and they are sirloin steak burgers!"

Facts 'n' stats

Average spend per head: £20

Wet:dry split: 30:70. This has changed from being 50:50. Penny says: "We always said we didn't want to create a restaurant and the facilities are here for drinkers, but lately we've attracted more diners. People have gone past that phase of wanting to go to a posh restaurant and now they enjoy a pub - where they can go three or four times a week. We will be in the Camra Good Beer Guide next year, so that should boost the drinks trade."

New initiatives

Mission statement: The couple have decided to put a mission statement on all of the tables. "The main message will be that we put local produce before cheaper produce," says James.

Theme nights: "We've also been holding special themed nights centred around national celebrations and days.

"We held a Burns Night in January and, although we were only

half full, we were busier than we would normally have been on a Wednesday night. The best thing about it, though, is that we laid

the foundations for next year and a lot of people said they would

be back."

Discounts: The pub still offers card holders a 10% discount on food from Monday to Thursday. But James would like to see a trade discount scheme. "Licensees like to visit other pubs to see what's on offer and to get out. It would be great if the trade introduced a 20% discount card for fellow licensees."

Functions: The Crown has become a popular place for birthdays and other occasions. The pub is regularly used by parties of more than 15 and James and Penny did a wedding party in March. "We hope to do more wedding parties and bigger functions when we get the larger room next year."

Staff development

There have been a few changes in the kitchen since our last visit. Sous chef Nick has finished his NVQs and left to cook his way around Australia. But James has recruited a new sous chef, Nick Sheldrick and trainee Wayne Boddy from his former pub.

Trainee Wayne is 18 and has started NVQ training at the Crown. "It's a great feeling to get people through their NVQs. The first guy I got through them is now 24 and head chef at Cromwells at Golding Barn, Small Dole, West Sussex."

All training is in-house and James tells the chefs he will guide them, but he's keen not to do the work for them. "I tell them they can come in on their days off and do stuff in the corner, using my ingredients. If it's good enough, we'll put it on the menu. If it's not, they can do it again. I get something out of it as well," he says.

The Crown chefs are paid a basic wage and the rest is a bonus scheme James has devised. At the end of the year, chefs receive one bonus if they are still there, one if the pub meets GP targets, another if they surpass turnover and one based on their appraisal. If they meet all the other bonuses, they get a further bonus.

Happiness index

Satisfaction rating: Eight out of 10. "Working conditions could be better. We want to change the carpet and such, but it'll be a good six months before we get it all sorted. Things, however, can only get better."

Stress levels: "Of course, it's a stressful environment, but it's not too bad and we know what to expect. It's good to be busy - even if that means a bit of extra stress."

Days off per week: One - usually a Tuesday or a Wednesday.

Average hours worked per week: 80.

Highlight: "If we make lots of money, the customers are happy and the food we create is well received."

On a personal note: The couple maintain that they still haven't had an argument. Penny says: "Living and working together, you have to respect each other's decisions. We both decided early on that we wouldn't bicker in front of the staff. We knew from the start that James would cook and I would do front of house."

Despite working 80 hours a week: Penny has found time to plan their wedding and James will be doing most of the catering. The couple love the pub so much, they intend to have their reception in the garden.