Peggy Mitchell past sell by date

Richard Branson, Alan Sugar and Easyjet's Stelios Haji-Ioannou are rated as pub-goers' favourite potential publicans.

TV licensees such as Peggy Mitchell and Al Murray have been given the thumbs down by new research of 1,000 pub-goers. The survey also revealed that the pub is the most favoured place to meet friends with 70 per cent of pub-goers choosing it.

Almost half of respondents (41 per cent) said that customer services is the most important skill for a licensee to possess. A third of those surveyed (31 per cent) agreed that it was a publican's responsibility to provide a focal point for the community.

The findings of the report - which have been analysed by the Institute of Leadership and Management (ILM) - show that British pub-goers are demanding ever-higher standards from publicans and acknowledge the business skills that are required of the modern licensee.

Nearly a third (28 per cent) identified having a licensee who is both friendly and knowledgeable as the most important factor in creating their perfect pub.

David Elliott, managing director for Greene King Pub Partners, who undertook the research, has called on TV scriptwriters to update their characters in line with consumers' expectations.

He said: "Given that more than 15 million people in the UK go to the pub at least once a week I think the message is loud and clear - Peggy Mitchell-type characters are a thing of the past. Today's successful licensees are entrepreneurial business people whose role is that of small business managing director."

Other key report findings:

• Nearly one in three (32 per cent) of respondents say a perfect pub is one that makes them feel welcome

• Time and money rules: a third of respondents (33 per cent) said a pub needs to be perfect because time and money are precious

• Richard Branson's combination of charm, approachability and business acumen makes him the nation's ideal pub landlord

• The British pub is the favoured place to meet new people and friends.