Focus South West: Cornish tasty
Named Pub Company of the Year at the Pub Food Awards 2007, St Austell has put local provenance, promoting its Cornish identity and heritage, at the heart of its menu.
Not content to rest on its laurels, St Austell has been working to raise its game when it comes to making customers feel special.
For pubs striving to claw in customers in the wake of the smoking ban, with shrinking disposable incomes and rising costs, service has to be at the heart of the offer.
The company, which operates pubs across Cornwall, Devon and the Isles of Scilly, won its Pub Food Award for helping licensees develop their food offer.
Head of retail Tina Cogan believes there is still room for improvement. "We have a fantastic team that believes in food that's simple, fresh and locally sourced by well-trained chefs, which is a key driver for consumers right now," she says.
"However, as a highly seasonal company with a lot of weather-driven trade, we need to make our offer as special as possible. Enhancing our overall customer service is a key way of doing this."
She adds that customers expect and deserve quality. "We really believe we're privileged if customers want to spend money with us, and with so many people after the leisure pound, we need to be head and shoulders above the rest when it comes to our USPs," she says.
"There was a time about 15 years ago when only a handful of people would have been going to exotic destinations, but these places are now far more accessible and eyes have been opened.
"I recently went to America and the standard of customer service was impeccable. As a customer, you are made to feel special, and we should emulate that level of service. Our pubs at St Austell are businesses in their own right, not a brand, but the brand ethos of quality is something we do believe in."
Part of the strategy is customer service training. "In February, every manager was sent on a course to support them. If they do not have the confidence, how can we expect them to deliver? We have a strong team and we need to build on that."
Tina has worked in the pub industry for 18 years and joined St Austell - one of the biggest employers in the region, with over 1,000 staff - in December. She says there is a balancing act between supporting the local community and economy and ensuring the best quality possible.
This means that, where appropriate, well-known food brands are used alongside locally sourced produce. For example, St Austell is serving Heinz Foodservice's sauce range in a caddy brought to the table by staff.
Such innovations help maintain a clean, tidy appearance front-of-house, allowing staff to focus on customer service. The overall aim, says Tina, is to create a professional feel to the food side of the business, with staff confident and efficient.
