The Advanced Business Development Programme (ABDP) is targeted at the tenanted pubco’s leading licensees, who are typically at least 12-18 months into their agreement and are operating established and successful pubs.
Topics covered in the programme include competitor market analysis; reviewing and understanding the local customer base; and the best channels for licensees to market their business.
Run in workshop format – the training will typically be attended by seven to 10 licensees from the same region – and run by outside experts.
The cost of the course is entirely funded by Admiral and the pubco expects up to 200 of its licensees to go through the programme each year.
Suzanne Smith, head of recruitment and people development, said: “The ABDP supports licensees in looking at their pub operation strategically, helping them to ensure that they work on their business – not just in it. It’s been conceived to look at the commercial levers our licensees can pull in order to drive further growth or to re-establish momentum at a pub where sales or profit maybe plateauing.”
Last year Admiral became the first independent pub operator to be accredited by the British Institute of Innkeeping Good Practice Recognition Scheme, which recognises high quality licensee training.