News update: Sell More pubs make progress
* Sometimes businesses have to take one step back in order to take two steps forward.
The White Hart, Hull, is planning a relaunch as a rebranded venue in around three month's time. In the meantime, it has closed its doors in order to prepare.
Until recently, the White Hart - representing high street pubs in Sell More, Save More - had been trading. However, licensee Sue Perkins has decided that it will be more cost-effective to temporarily shut.
With time to transform the pub into the upmarket food-led site she envisioned when she bought it in March, the new look should attract the affluent local lawyers and businesspeople who are her target market.
The decision was sparked by a visit from Heineken, the beer representative in Sell More, Save More. It found that it would make more sense to perfect the pub before going for a premium beer range, rather than taking the half-hearted measure of installing new fonts in imperfect surroundings.
Business development expert and Sell More, Save More head Carl May has suggested modelling the White Hart on Birmingham bar
Utopia, the opening of which he acted as a consultant on. Carl and Sue are to visit Utopia, which is more bar than traditional pub, and which offers fast, quality lunchtime service, for research.
A questionnaire is to be sent out to prospective customers to find out their views on what should be done with the White Hart.
Sue said: "It would be great if I could market it as that [a rebranded food-led bar]. All I have done so far in my career is country pubs, so this is a bit out of my league, which is exactly why I wanted to be involved in this project in the first place - for help and advice."
Work is due to start on adding a new kitchen at the White Hart this week.
* A range of marketing measures are being put into action at the Rose and Crown, in Selling, Kent, following the advice of the Sell More, Save More champions.
The pub, one of two representing rural pubs in the project, needs to promote itself as a food-led, family-friendly destination due to its cut-off location.
A mail drop, increased point of sale material, advertising around the woodland walks near the pub, and in regional newspapers have all been proposed.
Work is continuing to improve the pub's offer, and licensee Vanessa Grove believes that, once this is finalised, they can then begin to advertise it.
Vanessa and partner Tim Robinson have already received and acted upon advice from snacks champion Walkers about visibility and range. Snacks including Quavers have improved their family appeal, and new fun desserts should have a similar effect on the menu, said Vanessa.
She said the next phase of advertising is about "pushing knowledge of us away from the village and getting more destination trade".
* A wine tasting evening will act as both a launch of a new wine range and an introduction for customers to a new lounge area at the Priory Arms.
A formerly unused room above the community London pub will be ready to open as a lounge in a few weeks' time. Wine champion Vivas, 3663's wine arm jointly owned with Bibendum, has come up with the new wine list.
Menus and invites to the tasting are currently being printed.
