Freehouse profile: The Bell, Alderminster
Why our pub is successful
I worked as a designer and stylist in London before returning home to Warwickshire to manage our Alscot family estate, to which the Bell belongs. Four years ago when the long-standing tenants retired, I seized the opportunity to manage the pub. Until then my experience in the pub trade had been mainly gained on the other side of the bar.
We embrace new ideas, invest in people and products, and pay impeccable attention to detail. The bar and restaurant have been refurbished and we’ve created four boutique bedrooms, with five more planned this year, plus a landscaped outdoor dining space. It’s a stylish, comfortable combination of modern influences, flagstone floors, beams and open fires.
As an overnight retreat, featuring frequent offers and promotions, the pub attracts a real cross-section of customers, from young professionals to families and retired people.
It’s a basic rule of business to keep an eye on the competition and we listen closely to customers’ suggestions. Last year we introduced pre-ordered picnics and native American Indian lakeside tepees in the riverside meadow for guests to enjoy in the daytime. Picnics included smoked salmon, cured ham, artisan breads and dips and summer berries, plus a bottle opener, wine cooler and rug.
We aim to offer more than is expected — remembering guests’ names is a simple and effective way to make them feel special, for example. As well as being competent about our own product we are happy to pass on information about the local area, countryside walks, bike hire, transport and other places to eat.
We take all constructive feedback seriously, monitoring reviews websites such as TripAdvisor and issuing and acting upon comment cards. The great thing about running your own freehouse is that you can make the necessary changes, but, of course, you can’t please everyone.
We’re proud to have gained several industry accolades, including Alfresco Dining Pub and Gastro Food Pub of the Year at the Publican Food & Drink Awards 2010.
Best thing done at the pub recently
We have converted redundant space into three king-size boutique bedrooms, plus a suite. Each has been named and influenced in style by properties associated with the Alscot family estate. My eye for design helped transform the rooms, providing stylish accommodation with modern facilities, such as flat- screen TV and internet access.
The team
With seven experienced front-of-house staff and three chefs, I like to think we make a formidable team. Martin Devereux, who heads up the team and manages the day to day running of the pub, restaurant and rooms, has been in the industry for more than 20 years.
We develop staff in their individual roles — a particular interest in wine, for instance, means we’ll invest time and money to improve knowledge and understanding of the product, helping staff to achieve qualifications and drive sales. This also applies to food, events and stock control.
A full version of this profile appeared in the 5 April issue of the PMA.
