Soaring to new heights

Sisi Ryder, co-licensee at the Phoenix Inn, near Hartley Wintney, Hampshire, tells Sheila McWattie why food and events are all-important.

How we got here​

The Phoenix is a magnificent 14th-century pub, which became a coaching inn in the 18th century. It is on the A30 between Hartley Wintney and Hook, Hampshire, an affluent area on the edge of the commuter belt.

The pub had been closed for nine months when we viewed it through dusty windows, fell in love with it instantly, and knew this was the perfect venue for our blueprint.

We managed to negotiate realistic terms for the Punch lease and bought it in November 2009. In 18 months we've grown the business to £14,000 per week.

When you look at Andrew and I, you can tell we enjoy our food! We have worked in the industry for more than 25 years — it's our life and we're passionate about it. Here we've surrounded ourselves with like-minded people, creating an offer that satisfies all tastes and ages.

How we achieved our business growth​

By dedicating ourselves to customer needs, creating a social venue that brings the local community together and hosts local events. We have gained trust and loyalty and word of mouth aids continual growth.

Business philosophy​

Keep the offer simple, fresh, seasonal, traditional and consistent.

Best piece of business advice given

Set your standards and never compromise. Don't be a busy idiot; use your resources intelligently. Cash is king!

Standing out from the competition​

The Phoenix is more than just a pub — it is the hub of the local community and, by being a chameleon, we maintain the interest and passion of the regular clientele. We host weekly events, monthly events, wine-tastings, live music, food, drink and craft markets, competitions, gala dinners and more. I love hearing people walking in saying: "So what's happening tonight?"

For larger gatherings Andrew offers a set menu, which is usually very rustic.

We've embraced the Phoenix shooting club, golf society and the Hartley Wintney Festival, and the pub is the home of the Vintage Classic Car Club.

Recommended websites​

8226 Les Routiers is simple, fast and efficient. Within a week we had customers from central London, who had seen us on www.routiers.co.uk​.

8226 TripAdvisor is good for customer comments and a great way to keep the staff aware of their actions — www.tripadvisor.co.uk​.

8226 Social media sites such as Facebook are pretty invaluable in terms of promoting events.

Most popular event​

My Iranian family get-together for the Persian New Year in March. A pagan festival celebrating the beginning of spring and new life, it's a very positive event. With my mother's help, our chefs delivered an authentic feast at the Phoenix this year, attracting 55 diners at £20 per head.

Now we're trying to find a reason to host another Persian evening, as our customers don't want to wait until next spring. Mussels Tuesday, offering mussels in authentic black pots, is also extremely successful — we have 10kg delivered and usually sell the lot.

Three recommended suppliers​

8226 C Graves, Hook, Hampshire, butcher and licensed dealer in game: 01256 766694

8226 Coopers of Andover, Hampshire, our main seafood supplier: 01264 321050, www.cooperfoods.co.uk​www.cooperfoods.co.uk

8226 Thorman Hunt & Co, London, wine shipper: 0207 735 6511, www.thormanhunt.co.uk​

Couldn't live without…​

Our Blue Seal convection oven, bought second-hand for £750, doubled our oven space, has consistently even heat and also speeded up our cooking process.

Five best ideas​

8226 Carnivores' Club: this was set up to celebrate the joys of a carnivorous feast at the height of vegetarianism in the late '80s to early '90s at the Chez Gérard group during Andrew's time there. He has embraced and continued to champion local produce, offering three to four courses and wines to match. The evening has proved to be a fantastic platform for gaining customer feedback and promoting great British produce.

8226 Oysters: offering oysters on the menu regularly and featuring them on Fridays gives our seafood a stronger emphasis. Currently we source them from Pyefleet Quay

on Mersea Island, in Essex, open them to order and serve on ice with lemon, shallot vinegar, and brown bread and butter.

8226 Fine wine: a magnificent steak offer such as ours requires

suitable wine. Our supplier, Thorman-Hunt, has been very supportive with this.

8226 Food & drink fair: this event was so popular that we're planning to do it again — a very successful showcase for local suppliers — and our own products and offers.

8226 Sunday meat raffle: has raised more than £4,000 for the Leukaemia & Lymphoma Research charity.

ON THE MENU​

Menu philosophy​

Andrew's ethos is to "serve food my grandparents would recognise". Provenance and seasonality are key elements here. We've featured faggots made with fresh pork offal

and belly and bound with garlic, onion, sage and other seasonings, wrapped in a pig's caul and poached in onions and chicken stock, steak, kidney & oyster pie, rabbit, pork belly, leek & mustard pie, jellied eels, snails, and many more traditional dishes.

Our Sunday roasts are renowned in Hampshire, with vegetables served in individual terrines. Andrew cooks the meats throughout the day to maintain quality. Chickens are stuffed, cooked whole, and offered on a board for two to share, served with Yorkshire puddings and bread sauce, which is elevated on a stand in the middle of the table.

How often does the menu change?​

We tweak it daily and offer more seafood options later on in the week.

Best-selling dishes​

• prawn & crayfish cocktail (£6.70); goats' cheese with walnut & honey salad (£5.95).

• Hampshire honey-roasted ham, duck egg & chips (£6.75); Chateaubriand steak (500g for two to share), tomato, mushroom, salad & chips (£44.50).

• caramelised apple tart with crème fraîche (£5.75); selection of English cheeses with onion marmalade & biscuits (£6.95).

Two most profitable dishes​

Devilled lambs' kidneys (80% GP) and mussels (75% GP).

IN THE KNOW​

Service secrets​

Everything is possible within reason — never say no. As we're not part of a chain we can customise our offer and elevate the level of service. Arming staff with knowledge and giving them ownership, and transferring our passions, ensures that they deliver the required standards. We have a fairly young team and enrol key members in NVQ schemes.

One idea that didn't work​

Last summer, to take the pressure off the kitchen on busy sunny days, we introduced a garden menu. This confused our offer for punters and staff.

Credit check​

Planting and nurturing our

herb garden has made us self-sufficient in our use of key herbs. Recycling oil brings a small cash return and is also eco-friendly.

Successful marketing & PR ideas​

We create glossy postcards from our own images via Vistaprint — quick, inexpensive, eye-catching and very straightforward to produce (www.vistaprint.co.uk).

Staff motivation​

We involve all our staff in decision-making, especially when introducing new products. This gives them ownership and motivates them to promote our products and offers to customers.

Bar talk​

Our ales form 35% of our wet sales. We have five handpumps, including one offering Old Rosie, a 7.3% ABV scrumpy cider,