Delivering under pressure
The second wave of the MA's new monthly section puts community pubs under the microscope. Rosie Davenport reports on how they fared
Community pubs are seen as a sector under pressure. Fears of a major fall-out after the smoke ban are high among operators nervous that they are in the high-risk zone.
But if the licensees and the teams behind the bars are worried, it's not a side they are showing customers. At least that was the case in the majority of the 12 pubs we visited this month in the latest round of the Morning Advertiser's Quality Tracker.
The randomly-selected outlets were graded for their customer service and the standard of the overall offer against a 35-point checklist.
The results reveal that many of the pubs are operating at the top of their game, with a set of high scores across more than half the sample.
Maintaining a decent appearance is clearly seen as a priority - all but one of the pubs achieved full marks for the upkeep of the exterior and the condition of the main bar area was also praised. Less consistent was the standard of the toilets.
In contrast to last month's research on rural pubs, the scores for customer service have taken a slight dip. But, as the additional comments from our researchers testify, it wasn't lack of friendliness or disinterest in their customers that let them down.
Instead it was the ability to upsell, suggesting buying a double rather than a single or a packet of crisps. In fact few pubs even asked whether our mystery shoppers would like any-thing else at the end of the order. It's a simple thing, but could really boost the experience and, more crucially, much needed profits.
Winner of the month: the kestrel, chatham, kent
It was circumstance rather than choice that prompted licensees Cher and Rob England to return to the Kestrel as tenants nine months ago, but it's not a move the husband-and-wife team have looked back on with any regret.
"The first time we were here it was a Greene King managed pub," explains Cher. "We left the area to manage a larger pub, but then our daughter had our first granddaughter so we decided to come back and take on the tenancy."
The friendly community pub in the heart of a Chatham estate underwent a major refurbishment during the couple's first period in charge in 2005. The makeover also signalled the change of the pub from a Hungry Horse venue to a Giant Plate food-house.
"We re-opened with new furnishings, more couches and an improved menu. The Giant Plate menu includes a number of deals during weekdays, such as two meals for £8 before 8pm, while we provide a traditional roast on Sundays," says Cher.
"We also have offers for senior citizens, and children are welcome in the pub until we stop serving food at 9pm."
Cher puts the Kestrel's high hospitality rating down to the "fantastic level of training Greene King has given them", expertise that they have been able to pass on to their staff. "It's basically just about being polite, doing plenty of check-backs when customers are eating their meals and resolving any customer problems there and then with the minimum of fuss," she adds.
The Englands employ 10 staff, and any new starter is immediately subject to a rigorous induction. "We go through health and safety, fire-points, everything to do with hygiene, and so on. There is a great deal of emphasis placed on how to handle customers, but teaching them how to deal with other staff is just as important," she says.
The Kestrel is predominantly a wet-led outlet with a 70:30 split, and the top-selling drinks are vodka and Foster's. Cher foresees an increase in food sales after the smoking ban.
"Prior to the ban half of our premises was non-smoking, so we don't envisage a downturn in trade now it is in place. We have a large, well maintained beer garden with smoking facilities, so smokers and non-smokers alike are well looked after."
FACT FILE
Ages: Cher 38, Rob 44
Background: Cher has worked in the industry for 16 years. Rob was an acting sergeant in the army and served in Bosnia before entering the trade five years ago
Who they admire: Business development manager Kaye Heath, "someone we look up to, she manages more than 20 pubs yet has time for all of us"
Top tip: Cher says there's no secret formula, "the hours are long and it's very hard work, so you just have to have the passion for it"
Training approach
l Thorough inductions cover all key legal and health and safety points
l Training is ongoing and is tailored to individual needs
l Staff are taught how to interact with each other - not just customers
l Politeness is emphasised - staff learn to deal with customer queries without delay
l Licensee knowledge is passed down where possible
