The New Inn, Farmborough, Bath

Situated in a village on the main A39 between Bath, Wells and Bristol, the New Inn is a very busy pub that serves food all day. It's popular with families because of its large gardens and proximity to Stonehenge, while other tourist attractions ensure the arrival of several coach parties every week, as well as a high number of senior citizens.

The Greene King pub is run by Graham and Sonja Fuzzey, who offer senior citizens weekday lunchtime specials. These cost £4.95 and consist of a homemade soup, a carvery meal and tea or coffee.

Coach parties are offered a set menu - which has to be ordered at least three days in advance - and a free meal is given to the coach driver.

The carvery at the New Inn is open Monday to Saturday from noon to 2.30pm and all day on Sunday.

Sonja Fuzzey says that it's "vital" for a business to attract older clientele.

"Senior citizens tend to be more flexible, they've got more free time and many of them have disposable income. As we are open for food all day, every day, they can come at different times of the day.

"Our older customers love our lunchtime special offer because a lot of them don't cook joints of meat at home owing to the fact that it's too expensive and not worth doing for one or two people. I've got customers who come twice a week for the carvery."

Sonja says that coach parties are also important for the business and the pub has two contracts with local coach firms. "We also have a board outside saying that we feed and water the coach drivers for free. We do different set menus for the contractual stuff. It could be a mixed salad to start, a roast or scampi, plus a dessert. This week it's jelly & ice cream and the older people can't get enough of it."