Captain Digby

Broadstairs, Kent Whatever the sales and profitability targets that are set for the Captain Digby, general manager Tony Pearson has the uncanny knack of exceeding them, much to the delight of owner Thorley Taverns.

Not content with achieving an 8% increase in turnover the previous year, a tough target of hitting a turnover of £1.1m was set for last year.

Even that proved within the capabilities of the near 50-strong team at the Captain Digby and, by the year-end, turnover was ahead of the target by £32,000 ­ a highly creditable annual growth of 9.4%.

This wasn't the only target set for the pub, which enjoys an imposing location overlooking Kingsgate Bay, just outside Broadstairs.

Tony's business plan for last year also included: improving overall profitability from 60% to 62%; increasing customer spend to £10.25 per head; and making sure that all front-of-house staff passed the Barperson's National Certificate organised by the British Institute of Innkeeping.

He admits "better trained and fully competent staff enabled us to achieve our financial goals" even though the local competition showed no signs of abating.

Within a short travelling distance, the pub competes with a Brewer's Fayre, a Brewster's complete with a Charlie Chalk Fun Factory, a Beefeater, numerous other pubs and restaurants, and a new Hungry Horse.

It says a lot about the appeal of the Captain Digby that sales actually went up significantly when the Hungry Horse opened.

Tony says the secrets lie in "giving better service" and "building up the strengths" of the pub.

Although it has a play area, it can't compete with a Charlie Chalk in terms of the sheer number of facilities.

Instead, the pub keeps its younger visitors happy by offering something different such as free use of Gameboy computers, a magician included in every children's party, and a menu where good food plays centre stage rather than burgers and chicken nuggets.

While still appealing to younger families, the pub has managed to capture older family groups and Tony says it is not uncommon to have a party of 12 to 15 people with only a couple of children.

With larger groups, employees are taught to draw a table plan with the guests' names so that they can address them by name when bringing out their meals.

"Customers think wow' when it happens ­ there are lots of little ways like that, which help create a good atmosphere."

Another staff initiative has been to empower those in the kitchen, not only to create their menus, but also to find ways of cutting waste.

This has helped increase food margins by almost 2%.

Tony, who has run the Digby for the past seven years with wife Shirley, is, at present, ahead of the 6% growth target set for the current year.

He attributes much of the past and future success to the dedication of staff.

At a time when it is quite hard to retain employees, nearly all of the full-time crew have been with the Pearsons for at least five years.