1Keeping the food simple both in presentation and description is what it's all about. Gone are the teeteringtowers and garnishes of the 1980s and '90s. What people want now is simple food, whether it's modern British, French or Italian, with perhaps just three main elements on the plate.
2Source local produce: use local butchers, greengrocers, farm shops and small producers. Buying vegetables, meat and dairy products through local farm shops and small producers can work out more economical and customers like to see local references on the menu.
3Keep the menu short, simple and seasonal. People worry when they see a menu listing 40 dishes. There's nothing wrong with a choice of four starters, five main courses and four desserts because it shows it is fresh and cooked to order.
4Make sure the menu is written clearly and simply and don't be afraid of putting on old favourites like chicken liver pâté, rib-eye steak and chips with béarnaise, or sticky toffee pudding. These are classic dishes because people like them and if they are made well from good ingredients, they will fast become best-sellers.
5Buy old furniture from junk shops and auctions, rather than antique shops. Mismatched chapel chairs and old wooden tables can be picked up cheaply, they look great and are easy to replace.
6Buy basic crockery and cutlery from catering suppliers. It needs to be plain and practical, rather than pretty and expensive.
7Keep a clean pub. Polish glasses, make sure plates are clean and free of greasy fingerprints.