The pair have used their decades of high-level hospitality industry experience to create a portfolio of seven top-quality, food-led pubs in rural locations, often taking failing businesses and turning them on their heads to become important and much-loved community assets.
Opportunity identification
The sites generally retain traditional pub elements, but with a contemporary edge, each with its own distinct personality to suit the local demographic and a USP in the local market.
The Cheshire Cat marketing strategy is about identifying opportunities that add genuine value to the guest experience, such as whisky tastings and classic car clubs, rather than heavy promotions. An innovative membership scheme both nurtures customer loyalty and eases cash flow for the business through the year.
The size of estate and high staff retention make GM openings a rarity but Cheshire Cat has found an ingenious way to keep staff engaged, develop their skills and generate ideas to benefit the business as a whole, through a “champions” programme. Each site has an ambassador to focus on range development and drive sales and in either food, wine, beer or spirits.
Future plans
Cheshire Cat may be small, but it’s a dynamic, growing business, whose owners are never content to stand still. A recent drive to expand its weddings and other events and future plans to enlarge its accommodation side, show real ambition and provide new opportunities for team members to flourish.
Overall, the judges felt this was a winner where the passion of Tim and Mary for pubs shone through and rubbed off on the high service levels and dedication shown by the whole team.
