'Double your money': Pub Mentors, The Great Lyde, Yeovil

Things are looking up at the Great Lyde

On a return visit to this Somerset pub, trade consultant Ali Carter finds that manager Ben Scott has been busy putting into practice many of her suggestions, has already doubled turnover and is well on his way to taking on the tenancy of the Palmers outlet.

Last time I visited the Great Lyde I was delighted to report that Ben Scott is an ‘implementer’ so I was expecting great things this visit and from the smile on his face when we shook hands, I knew he had good news.

A doubling of turnover to about £8,000 per week in around a year was what I wanted to hear and Ben has already achieved this from return business driven by ideas we had discussed on my earlier visits.

Apart from word of mouth, Ben says the in-house marketing he has instigated such as chalkboards, posters in men’s and ladies’ loos and flyers have all made a major contribution to trade and, importantly, resulted in “lots of happy customers”. In fact Ben says he has never been complimented so much during his working life.

“The biggest thing to happen is that families with kids now know they have somewhere to come where they are genuinely welcome. I have found my niche here 100%,” he beams.
Catering for kids

Christmas trade was boosted by a successful 4pm to 6pm Christmas Eve kids’ disco which was advertised locally with an offer involving a meal deal (Capri Sun, main dish and ice cream) which 20 kids took up, meaning that 20 sets of parents were spending money over the bar.

A valuable lesson was learned around this time when Ben spent £120 advertising a redemption offer in a local paper, which resulted in just one return. He compares this with the pub’s Facebook page, whose fanbase is steadily growing and building a loyalty identity.

Ben has really grasped the need for an active database and is developing a system that will alert him four weeks before kids’ birthdays so they can promote parties and send cards offering birthday cakes for people who book.

The pub will charge £2.50 per head for a buffet and £50 for the disco. which is good profit on a £250 investment on a PA system found on eBay (see last feature). Each party will obviously increase trade through incremental parent drinks — Ben estimates at least 30 to 40 sales per event.

He says: “Kids’ parties are going to be great for business as their word of mouth is incredible and in a lot of ways they drive adults’ behaviour.”

Family fortunes

New Year’s Eve brought record sales of £2,300 after Ben advertised it as a New Year’s Family Night after realising that many parents wanted to go out but could not find babysitters. Ben, a former professional entertainer, put on a complete show and children ‘policed’ the adults, which he describes as “the most rewarding thing I’ve ever done.”

“It felt like my pub, with my customers and has definitely consolidated customer and staff loyalty. On New Year’s Eve 2010 the manager was here running the bar at 10pm on his own; this year there was me and five staff happily working until the small hours — what a turnaround.”

Ben is already planning more kids’ events for February half-term, Easter and all future school holidays and will host more Family Nights during traditionally quiet trading periods.
Cabaret evenings

A massive highlight last year was the party to celebrate Ben’s engagement to his partner. The customers embraced it and had a great time, especially enjoying drag queen Lady Comealot who turned the evening into a cabaret.

Facebook went mad and feedback from the evening was such a hit that Ben is planning ticketed dinner/cabaret evenings, promoted by the drag act, who is a regular on the local cabaret circuit.

I’ve suggested to Ben that the success of each of these events provides a great opportunity to promote the next one, so plenty of flyers and posters need to be ready with some form of offer to make the return visit.
Number-crunching

Ben has firmly grasped my exhortation that data collection is key to growing a business quickly and I’ve suggested that he concentrates on training staff to do this as second nature.

He is going to continue using facebook to carry on the ‘conversation’ with his customers and, in particular, thank them for their continuing loyalty.

With all the undoubted success of his endeavours at the Great Lyde there are inevitably things Ben just has not been able to complete.

Problems with the tills have held up the introduction of the loyalty scheme mentioned last time, but this is currently being implemented. Developing the back bar — Ben knows this is a bugbear of mine — is a work in progress and he plans to spend £350 on good lighting and improve the fridges to display high GP products more effectively.
Food sales growth

As reported last visit, food sales are steadily growing, with around 20 dining regularly on week days, in part driven by repeat business from the very successful Sunday lunch trade. Ben says the personal contact he has with his customers is key to driving repeat business.

“This is where we get it totally right!” Another indicator that Ben is on the right track is the custom the pub is attracting from the competition, including one pub that has just had a lot of money spent on a refurbishment. “People are realising that we offer service and substance over style.”
Community spirit

Ben genuinely loves his customers, remembers names and acknowledges them and how they are helping his business. He also actively helps customers link and form relationships with other customers, which is hugely appreciated and genuinely builds the community spirit.

Ben’s initial aim was to grow the business to £7,000 weekly by the end of year one, but he is comfortably exceeding this by £1,000 a week and is determined not to stop there.

Three big events are planned for January, including the return of a large scooter club after an absence of five years and another big party night.

February will see a Valentine’s Day party and half-term kids’ disco, and the theatrical blood in Ben’s veins is driving him to plan a big show night early in the year. The restaurant is now open seven days a week for lunch ‘by public demand’.

Tenancy negotiations

Ben has the drive and determination to succeed in what is definitely not an easy pub to run, partly due to its sheer size, and I leave him with a reminder that however big the business gets he must always keep an eye on the basics and his numbers.

As a novice to the trade, one could be forgiven for thinking that Ben has gone from zero to hero in just nine months, but the truth is he still has a long way to go.

I am really pleased, however, that he is currently more than midway through negotiations with Palmers of Bridport to take on the tenancy of the Great Lyde in his sole name.

Palmers is offering Ben an advantageous package, partly in recognition of his implementation of great ideas during the mentoring scheme; as a forward-thinking regional brewery, it understands that its tenants come from all walks of life and offers on-going training and support, particularly in the crucial first year.

How the manager sees it

“Ali has made me focus on what to do and how to do it but most importantly she’s also given me the confidence to actually achieve it. I’m a different person now. It’s been hugely beneficial to be able to tap into Ali’s extensive industry knowledge and experience.

“Amidst such a lot going on, she’s enabled me to home in on the really important things that will help me grow my business. Her emphasis on the importance of data collection and active use of a database has been key to growing it so quickly and I intend to work hard at this during 2012.

“Having built a really good team, I’ll also ensure I spend time on business development rather than spending all hours behind the bar.

“I can honestly say Ali has helped immeasurably in every aspect — I now feel I’m driving the business. Before I met her, it was definitely driving me!”

This will make sure that Ben continues the sharp growth he has demonstrated to date and help him develop sound business practices to keep him on track.