Driving new food business: Case study - The Barley, Shropshire

When lessee Paul Lloyd found trade was tailing off at his once trendy pub, the Barley in Newport, Shriopshire, he worked with S&NPE on a major refurbishment to bring the business up-to-date.

The aim was to make the most of the daytime trade potential whilst maintaining the Barley's night-time popularity. This meant a move away from traditional pub design towards a more contemporary, lounge look.

"The new pub had to do two different things," explains Paul. "We needed an ultra-chic area for the younger night trade and a relaxing area for older customers to enjoy coffee and lunches during the day."

The work was scheduled to take five weeks and came in on time and within the tight budget.

"We went for a 'continental cafe' look," explains Paul. "We put in lots of contemporary fittings and decor such as warm colours and booth seating to complement the loose furniture. We kept the original bar, but stained it dark, whilst new polished wood floors and carpets and plenty of fabric for the seating made the place look much more welcoming."

Reducing the visual impact of the bar is a clever way of announcing that The Barley's offer had changed. Paul also installed new kitchens and coffee facilities to boost daytime trade.

"Food and coffee are now crucial. Before we opened at 12 and didn't have a proper kitchen. Now we have three chefs and open at 10 with a breakfast menu. We're full by 10.30.

"Newport has been crying out for good food and coffee so at 12 we move from breakfast to

a lite bite and mains menu which runs to early evening. I'm really pleased with the success of the food which now accounts for around 45 per cent of business."

To reposition the Barley as a daytime venue, Paul installed display cabinets for his chefs' homemade cakes, muffins and shortbreads. He also made the coffee machines visible to add some 'theatre' to the main bar.