Project update 2: Speculate to accumulate

LIKE MANY licensees, Aaron Lynn is stuck between a rock and a hard place.

Our community pub, the Forester Arms in Broseley, Shropshire, needs more staff to help take it forward - but until the business is really developed, it simply isn't strong enough to be able to afford to employ any.

In the kitchen, for example, he and his father currently take care of most of the cooking. Business development champion Carl May of Catered 4 has pointed out that without a chef he is going to struggle to meet his targets of growing turnover threefold, attracting more professional customers and turning the current 70 per cent wet/30 per cent dry split on its head.

"In order to accumulate he must speculate and the means must be found to employ a chef," says Carl. "It is going to be impossible to drive the food operation forward and to

maintain high standards of hygiene running the kitchen on a 'jump-in- when-needed basis'."

One way in which Carl believes the pub can lift turnover enough to employ a chef is through developing a portable carvery unit, and Aaron has been talking to food champion Brakes about taking this forward.

In the meantime, Carl has found a number of quick wins that could help make an immediate difference to the pub.

Starting outside he believes the entrance from the car park should be much more obvious and welcoming - the car park is to the side of the property but customers have to walk around to the street door to get inside.

Carl also found a series of confusing messages on A-boards outside the pub on his visit, advertising events ranging from Mother's Day to ladies' nights and St Patrick's Day. "The windows were full of promotional posters and flags and did not create an opinion that this was a pub that took foodservice seriously," he says.

Other key areas pinpointed in Carl's general plan of attack for the pub are:

- a close look at the colour scheme - and the introduction of some subtle colours

- all posters to be removed, with existing chalkboards above the fireplace used to advertise items of interest

- the fireplace should be made more of a feature by removing the settee in front it, improving lighting and installing small bench seating

- the sweet machines should be removed as they detract from Aaron's overall objectives

- the launch of a website to help pick up tourist trade passing through the area to nearby Ironbridge

- planters should be placed at the front to help identify the entrance to the car park and hide the bin area

- spare chairs scattered around the pub should be hidden away

- external signage should be improved.

"Aaron has a great sense of motivation and belief and is willing to work hard to make the unit a success," comments Carl.

"He has had many ideas in the past and it would be fair to say that he has tried a great many of them."

Aaron agrees with virtually everything Carl had to say.

"I've got to the stage where I'm too close to this business and what Carl had to say has been really helpful," he says. "I'll be moving sofas around as soon as possible and changing our layout.

"We are now looking at ways of buying a carvery to help us get the business up. We already run an all-you-can-eat carvery buffet - but Carl says that if you are going to do it you've got to do it properly, and I agree with him."

WINE

Wine can be a real winner at the Forester Arms if Aaron starts to give it more of a presence in the pub, according to wine champion Pernod Ricard.

Category management director Tim Foster comments: "In the off-trade wine is the largest alcohol category and accounts for 34 per cent of all alcohol sales. Whilst the on-trade may never match this ratio, many consumers who drink wine at home would readily do so when visiting a pub given the right range and offer."

Wine sales are already on the up after Aaron introduced a range of 250ml single serve bottles to cater for wine-by-the-glass sales.

"This range of small bottles could be improved further through introducing one or two more better known premium brands to encourage consumers to trade up to a better quality wine," says Tim. "The range would also benefit from including a Pinot Grigio, one of the best selling white wines in pubs at the moment."

Currently there is little by the bottle sales at the Forester, but Tim believes it would be worth offering a small range of branded wines, at reasonable prices, to cater for functions at the pub.

Overall, Pernod Ricard says sales in the pub would increase if more visibility was given to category - to prompt impulse purchases and encourage customers to try something different.

SOFT DRINKS

Our soft drinks champion Coca-Cola Enterprises (CCE) has looked at the soft drinks offer at the Forester Arms from a total business angle.

Pete Johnson, shopper marketing manager - social occasions, said CCE's plan for the pub looks at how soft drinks can complement food, spirits and the style of the pub.

"CCE has a range of solutions that will be activated once the 'identity' of the outlet is set in stone," says Pete.

"Will Aaron go for a food-dominated venue or classic country pub? Either way the Forester needs to deliver an excellent drinking experience that offers high quality. At present post-mix sales are low and the best way forward is a high-quality packaged serve."

The only definite action CCE is taking in the short term is its Make it Special training. "The course is designed to highlight how to serve great-tasting, great-looking drinks, fully unleashing the commercial potential of non-alcoholic drinks," says Pete.

THE INTERIOR AND EXTERIOR​

An apparent mismatch between the outside of the Forester Arms and the interior decoration is one area that our refurbishment champion Mercury Facilities Management is looking at addressing.

On visiting the pub Brian Canavan, marketing and development manager of Mercury, felt that a smart exterior was let down in some areas by clutter throughout the lounge and bar areas. He felt the lounge was fragmented and didn't really flow through from the front door to the rear areas.

"The restaurant area is well decorated but the mish-mash of furniture and layout doesn't maximise its potential," Brian says. "Mercury is working with Aaron to devise a co-ordinated colour scheme and design for the lounge bar and restaurant which he should be able to do himself or with little outside help."

The company is also liaising closely with furniture champion Vintage Contracts to ensure that the furniture and décor work together in any new look for this site.

On the plus side, Brian felt that the Forester has had a head start in its massive external area, which is already widely used by customers - only let down by a dilapidated Nissen hut, used for functions, which detracts from the overall impression.

Mercury will help Aaron to rid the Forester of its past reputation by lifting the décor to match the standards his target audience will expect while hopefully retaining some of the good original features in the pub.

"We've suggested looking at some model outlets in other areas and we will identify sites that may provide a useful benchmark to base the project around," says Brian. "This will also provide design ideas and help us to establish just what Aaron's vision for the Forester is."