North-west operators reopen local after £380,000 revamp
The Pig on the Wall at Droylsden has been reopened as a family-friendly local pub, in a bid to increase sales by 40%.
CJW Pubs’ owners Kelly Vickers and Jamie Whitaker said shifting trade to a wet:dry split of 60:40 from the pub’s previous wet-led operation would boost profits.
It is the pubco’s third leased site and its first with Heineken-owned Star Pubs & Bars.
Investment crucial
The site is the local for CJW’s founders, who explained that trade had already increased by 20% in the months leading up to the pub’s revamp but major change had been needed for growth.
Vickers said: “Although it had lost its way, we knew its potential. When it became available with investment attached, we didn’t hesitate to take it.
“Customers were drifting away to town centre venues but, as the only community pub in the area and with nowhere catering for families, there’s a great opportunity to offer residents a fantastic place on their doorsteps.
“The investment is vital to the pub’s success.”
Changes made to the exterior of the pub include new cladding, lighting and signage while rustic farmhouse features have been retained inside.
Space for live entertainment and new screens to show Sky and BT Sports have been added in order to draw in new faces.
New reach
Vickers added: “The outside is unrecognisable and has worked brilliantly in promoting the pub’s new direction. It helped pack out the pub for the relaunch and is attracting old customers back and bringing new faces in.”
The company hopes to expand its portfolio to seven pubs in the north-west, with a focus on pubs in suburban areas.
Star Pubs & Bars operations director David Pritchard added: “Jamie and Kelly have fantastic experience in the trade both with big organisations and running individual leased pubs.
“They’re completely engaged with the community around the Pig on the Wall and know just what it needs to succeed.
“Their expertise in food will also maximise trade and take the pub to another level.”
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