Tips to make a welcoming pub

By Alastair Scott

- Last updated on GMT

Related tags Pub Customer

Scott: greeting customers makes a big difference
Scott: greeting customers makes a big difference
In the first of a new column, the industry consultant and former M&B operations director Alastair Scott focuses on the importance of a hello.

In the first of a new column, the industry consultant and former Mitchells & Butlers operations director focuses on the importance of a hello.

Part of my role is to visit operators and help them improve their business, so I am lucky enough to spend lots of time in pubs watching, listening and learning. There is something very special for me when I get a friendly "hello" from licensees I have helped to be more successful, or in some cases turn round their business from a loss to a profit.

But that greeting shouldn't just be for me, it should be for everyone, because every customer is special. It is a simple word, but a critical one in setting the tone for the pub.

I know the importance of a warm, quick, and happy "hello" is obvious to all. I was in a pub this week at a quiet time in the afternoon — the perfect time to give every customer a warm and genuine welcome.

These are the statistics: 30% of customers got a "hello" once they reached the bar or the table; 5% of customers got one as they entered the building (hooray); 20% of customers said the magic word before the team, and 15% got just a glance from the team. To me, the latter one is the cardinal sin ("I've noticed you but couldn't be bothered to say anything"). Imagine how that feels. And the rest received no "hello" at all.

Opportunity knocks

Not great, but a huge opportunity for the industry. After all, how long would you leave guests in your house before you greeted them? At the door? When they reach the

sitting room? Not until you offer them a drink?

I have a local pub where "hello" comes at you like a whirlwind every time you open the pub's door. A welcome greeting, followed by a smile, and, wherever the team is in the pub, someone will say: "I will be with you in a minute" or ask: "What can I get you?" or "how are you?" I feel relaxed, welcome and wanted. No-one ever turns around and retreats.

Positive vibes

But "hello" offers much more than simply a welcome. For the staff, it is the starting point of a conversation with their customers. It breaks the ice and creates familiarity, one of the main reasons why we go to the pub.

For the customer, it sets the tone and creates a positive attitude. And a positive attitude means they are more forgiving for the rest of their visit. And let's not forget tips — the approach I have outlined should increase tips for the staff.

I worked on the welcome in one pub recently and the staff said on the first night they earned in tips what they previously earned in a week.

But the real challenge is how to get staff who, let's face it, don't seem to want to say "hello", to do it on a regular basis and embed it as a habit.

Forming a habit normally takes 28 days, so whatever you do needs to be done every day for a month.

Try and assess how good your team are at saying the magic word, and think about what you might do better than your competition.

Staff training

1. Have a training session. Learn about saying hello. It starts with what I would call "restaurant eyes" — doing one job while watching what is going on in the rest of the pub. When you are watching, then you can look up and say "hello". If you don't notice customers coming in, you don't have a chance.

2. Make it a competition. See who can say "hello" the quickest, and by when. Reward the winner daily with something small, and make it a bit of fun. However, it is always important to involve the weaker team members rather than just reward the strong ones, so you may change the competition to focus on the ones who find it more difficult.

3. Draw a line. This might sound silly, but I've done it. Draw a line in the pub and ask that every customer receives a "hello" before they cross the line. If the customers find out (and assume they will) then all they will do is enter into the spirit of it and encourage the staff. It can be good fun.

4. The negative — if staff can't (or can't be bothered) to say "hello", I'd suggest it is just the thin end of the wedge, and finding someone who can give guests a proper welcome is an important action to take.

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