Make this Christmas work for your pub

Forgive me if I'm wrong, but isn't the British pub a bastion of hope for just about everyone in this country?

Hasn't it served generations in times of despair and hope? Isn't it the place where we've shared good and bad memories, life's experiences, and ups and downs? Who can't say that in times of trouble they've gone for a pint to help sort it out, or that in times of joy it's been a mad dash down to celebrate?

Good pubs are doing well, average pubs not so well. These pubs need to change, some pubs need to close, but I am sick and tired of hearing that the pub is dying. It's not!

There's plenty of blame bandied about. Whether you're in the anti-beer-tie league, anti-Government or anti-supermarket brigade, pubgoers are still out there. Priorities might change, likes certainly have, but that doesn't mean the pub has to die.

There are too many pubs chasing a declining customer base. Often these have not changed or improved their offer for years. What would be the reason to visit — old times' sake? I don't think so.

How many of you are going to make this Christmas the time when your pub returns as the centre of the community? How many are already promoting Christmas, contacting local groups to organise a special party package; contacting your local church to organise a carol service; printing feedback cards so you can capture all the contact details of the new customers; organising January activities and printing a list ready for the Christmas sessions; and organising an email discount scheme.

How many of you have thought how you can make this Christmas work for you — making customers' experiences so special that they want to repeat that experience in the dark winter. How many, really?

I'm not sure. Yes, we've got lots of great menus out there and advance booking forms, but now we need to do more. Marks & Spencer, Tesco and Asda are knocking at our doors and they won't stop. We have to play at their game. Your customers are now communicating by email and text all the time, reading flyers dropping on their doorsteps and watching ads on TV. Bombardments from every angle are tempting them to stay at home.

So let's stop drowning our sorrows, blaming anyone we can for our misfortune. Let's not become the ghost of Christmas future — we have got a chance.

We are, after all, people's bastions in times of strife. They need cheering up, something to look forward to. People need their hosts behind the bar like they've been for generations, the foundation of the community, there for all times — especially in times of need.

David Elliott is MD of Greene King Pub Partners.