Technology: Broadening the business horizon

Pubs have found broadband technology can be a boon in carrying out daily tasks. Phil Mellows finds out more.

The advent of broadband has prompted Yates Group to develop a bespoke, two-way communication network, encompassing all 130-plus bars from Aberdeen to Plymouth and most points in between.

The managed pub operator first acknowledged the need to embrace new technology seven years ago, but initially it used expensive satellite links which only provided one-way communication between the operational support centre in Bolton and the bars.

The new system, using software developed in conjunction with Nottingham-based music solutions provider TTL Group, allows files to be distributed 24 hours a day, lets bars "talk" to each another - and on one occasion enabled a coffee offer agreed at a morning meeting to be produced by midday and shown on all plasma screens out in the estate a few hours later.

Using broadband has also cut the cost of telephone bills - where once there were often as many as 12 phone lines into bars, there are now no more than three.

Lighting, sound and music playlists in every bar are controlled from Bolton, ensuring brand continuity, and giving bar managers one less thing to worry about.

At any time Les Farmer, Yates Group lighting, sound and entertainment manager, can switch the ambience at a pub from chilled out to fantasy from his home in the Lake District using a laptop or mobile phone.

"I can be sitting in the middle of the countryside and change the mood for hundreds of people in Leicester Square or any of our other bars across the UK," he says.

Les and up to 10 other technical support engineers are on call 24 hours a day, 365 days a year.

The most common problems bar managers encounter involve lighting that is either not working or too bright or dark, and the system means the problem can be rectified within seconds, abolishing the need to send third-party engineers to deal with it on site.

Bespoke playlists are written every week by Les' assistant Chris Bond and often include singles and videos several weeks ahead of radio and TV. The system allows these "powerplays" - and all other music - to be synchronised with the lighting.

Les believes the technology, which has developed and evolved over the past five years, puts Yates two years ahead of its rivals.

"It might not be the most expensive system out there but because it's tailored exactly to our needs, it's what we can do with it that counts," he says.

Pictured: Les Farmer can control the ambience of Yates Group bars from his laptop or mobile hundreds of miles away.​

Itbox extends uses​

Broadband has opened the way for a new marketing channel to allow drinks brands to communicate directly with their most valuable marketing asset in a pub - the barstaff.

In a national marketing first, entertainment and promotions company, Inspired Broadcast Networks, has developed Lock-in, accessed via the its 4,000 networked Itbox games terminals in pubs and bars across the country.

Barstaff and pub managers receive special codes through their mobile phone giving them exclusive access to the Lock-in zone on terminals. As well as allowing them to "test-drive" new games and enter tournaments, brands can use it to communicate new promotions, incentivise staff to get behind campaigns and receive feedback.

Fun and interactive staff training modules, such as how to pour the perfect pint, are also being built in.

Some 6,000 barstaff already visit the zone and the number is growing at more than 10 per cent a month.

"Feedback from staff has been really positive," says Anne de Kerckhove, the company's chief operating officer. "They really feel like it is their zone where they can browse, try out new games, enter competitions and learn about new promotions. Much of the emphasis is placed on encouraging and incentivising staff to take part rather than making them feel it's an obligation or part of their job."

Inspired has also used Lock-in to research barstaff attitudes and behaviour. "We have learned some really interesting facts," said Rick Mower, director of marketing services. "Over 80 per cent of barstaff, for instance, stated that 10 or more of their friends regularly drank in the pub where they worked. That statistic makes you realise just how fast a positive message can spread from the barstaffto their friends, then quickly ripple out beyond that group to other customers."

• Tenanted pub group InnSpired is the latest to trial the broadband-based wireless internet entertainment machine Itbox (pictured)​.

Working with machine operator Leisurelink, at least 45 pieces of frequently refreshed content such as quizzes, arcade games, puzzles, card games, mobile software and a 2.6 million record juke box will be available to customers. If the trials are successful, InnSpired plans to extend the technology across its estate.

"Wireless connectivity could alter the way in which people use their local pub," says chief executive Peter Brook. "Professionals could use the pub as a base to log onto the internet, emails and their office network. "It would also open up a pub's entertainment offer, with an array of games, music and mobile phone accessories, providing something for everyone. We are confident the technology will be welcomed by those entrepreneurial licensees who want to expand their horizons and offer their customers something new."

Information flow improves at Burtonwood​

Burtonwood is one of the first pub companies to use broadband technology to transform the way its small chain of managed houses operate. Broadband networks its 40 pubs, improving communications, efficiency and information flow between head office and individual outlets. It has increased the speed of ordering stocks, financial management and marketing.

Pub managers also have access to centrally stored information such as menus, drinks offers and party planning material.

Managed pubs need a great deal of information such as pricing and stock details, special offers, advertising and promotional materials, plus information on human resources and accounts - not easy when the Burtonwood pubs were using individual PCs not linked directly to head office in Cheshire.

Many of the problems associated with the old system was the limited bandwidth of dial-up internet access which resulted in long waits to download large files that were essential to the smooth running of individual pubs.

This would be particularly problematic, for example, when head office was launching a new food menu and individual houses could not receive the draft layout electronically. Burtonwood looked at using a high speed ISDN, but after testing this system in a number of pubs it was found to be too expensive and would take too long to implement. So the company opted for an ADSL package from Freedom2Surf, an internet service provider with specialist experience in using broadband to network organisations with multiple sites.

"We were able to develop a system of terminal services over broadband with the help of Freedom2Surf," explains Burtonwood network administrator Robert White.

"ADSL broadband proved easy and quick to activate, less expensive than ISDN to run, and less equipment was required to install the connection across the 40 managed houses."

Licensees have access to all information stored on head office servers through the terminal that has replaced their PC.

Head office computers act as a central hub for administration such as accounts, staff hours and payroll. All that is required from the pub is a fast broadband connection, a small processing box and a screen.

Stephen Dean, information systems man