The Government has published its response to the joint taskforce on licensing reforms’ report.
Reducing red tape and reforming the licensing landscape appear to fit in with Labour’s overall key strategic aim of generating economic growth.
The carrot of later opening hours is being dangled and, on first glance, they would appear to slot right into that aim.
However, while other sectors of the hospitality industry might welcome opening later, the position for publicans appears to be nuanced.
At a recent trade event, I was privileged to sit with a group of industry leaders in a round table discussion and hear their views on what needs to change to enable pubs to generate economic growth so desired by the Government.
Longer opening hours were a long way down the list for the vast majority of pubs outside of densely populated urban areas.
The reality is pub goers are going out earlier and going home earlier, and this trend shows no sign of changing.
Combined with the high cost of employing staff, it means opening later just doesn’t add up for most pubs.
So, what are the alternatives to opening later and what are the licensing implications for Publicans to consider?
Open earlier, not later
All the people I spoke with at the event agreed pub operators should work to understand their businesses trading patterns. Identifying opportunities to draw customers in during ‘off peak’ hours is crucial for long-term success.
If your pub is near offices or transport hubs consider offering breakfast deals or coworking space during the traditional quiet morning hours.
Likewise, pubs can attract parents following the morning school run who want a convenient sanctuary for a coffee and croissant. This can also offset the cost of your fulltime staff who are probably already on the premises bottling up and preparing for the lunchtime rush.
Though You should check the opening hours on your premises licence, which may currently prevent you opening before 11am.
However, a simple, and usually uncontroversial, minor variation application can normally change that relatively quickly and cost effectively – if you don’t amend the hours for the sale of alcohol.
Bring in a specialist chef on quiet nights
Why not attract customers to the pub on your typically quieter days of the week by offering a different menu prepared by a specialist chef? Theming your drinks specials to compliment the food can amplify the experience for your customers.
Typically, there won’t be any licensing impediments to this but watch out for conditions attached to your Premises Licence restricting off-sales of alcohol or takeaways of food if your customers want to grab and go rather than dine in.
Rotate your entertainment offer
Providing entertainment can really help your pub stand out, draw in new customers and extend their dwell time. Why not provide local musicians with the opportunity to showcase their talent, create a pool or darts team and join a league?
Thanks to the Live Music Act and other deregulations, many types of entertainment are no longer classed as licensable activities within pubs.
Your premises licence no longer needs to specifically authorise live music, recorded music or indoor sports for example competitive socialising like axe throwing providing you limit the entertainment to between 8am and 11pm and the audience size is less than 500 (or less than a 1000 in the case of indoor sports).
Broaden your appeal
Following a campaign by Pub is the Hub, the Government announced this week that funding would be made available to support rural pubs who want to provide services for the local community beyond being a ‘traditional pub’.
Opening a community café, devoting part of the premises to being a village store and creating play areas for kids are potentially excellent ways of bringing people to the pub for other reasons than enjoying a pint.
Just take a look through your licensing conditions and apply to remove or amend any that may prevent you from diversifying your activities in this way.
Final Thoughts
Being imaginative in using your trading hours, giving people more reasons to visit your pub and being just a little different may well tap in to hidden potential.
A seemingly throw away comment made to me at the Pub Trade Forum encapsulated this – “aiming to put £200 in the till before 11am offsets some of our fixed costs and our pubs have been profitable again”. It’s as simple and as difficult as that.
- Nick Landells is a legal executive at Poppleston Allen
