Project update 3: Changing hands

In an industry where as many as one in four pubs changes hands every year, our community pub the Forester Arms has hit reality checkpoint.

A string of changes, ranging from fish supper evenings to new spirits measures, have been set in motion at the pub since the Sell More, Save More project took off in earnest in February. Now its customers in Broseley, Shropshire can expect another imminent change - with the arrival of a new man in charge.

New licensee Steven Andrews, an engineer by trade, is moving into the pub industry for the first time with the purchase of the Forester Arms.

Our 14 champions will be helping Steven get up to speed with advice and training across all the key categories - and developing the work they have already begun with Aaron Lynn.

Aaron is moving on from the pub at the end of the month. "We're selling due to family commitments," says Aaron. "Many thanks for the opportunity of working with Sell More, Save More - I've learnt a lot on the project."

InBev is now looking forward to advancing some of its own learnings about the business with the new licensee.

The brewer, which is championing the beer category in Sell More, Save More, believes virtually every pub can learn something about serving and selling beer by going to look at competitors nearby.

Among the most recent activity carried out with Aaron before his departure from the project, InBev took the licensee to thriving local pub the Oddfellows in Shifnal.

InBev account manager Richard Cooke, who took Aaron to the pub, explains: "The Oddfellows prepares and serves everything perfectly, serves everything in branded glassware and all of the staff are very clued up about beer and can make recommendations.

"We took Aaron in there, showed him how the beer pours and he poured a couple of pints of each of the beers. We do that sort of thing with a lot of new accounts, but anyone can go and look at the beer in other local pubs."

Aaron comments: "I learnt about the different font styles, the branded glassware was very impressive, and it gave me some great ideas."

Chris Bull, senior development manager (on-trade) for InBev, urges all licensees to get out and take note of other nearby pubs.

"There are a couple of reasons for going to look at your local competition. It's always a good idea to visit an account in an area which takes customers from your pub - and see why they are doing well.

"And ultimately, they are not competition. Think of them as colleagues, you all share customers after all. There's no reason why you can't have a good relationship with other local licensees, and learn from what they are doing.

"Pick an outlet, particularly one which is in a situation where you want to be. Talk to the licensee - you might even get a free meal out of it!"

Prior to Aaron's departure, steady progress was being made at the pub.

Plans were in place to move local paintings - on display and sale in the dining area - into the main area of

the pub, as well as moving brass fittings from the back areas into the main bars to give it more of an upmarket feel.

Advice from Diageo on selling the new 50ml standard serve had been taken to heart, and was impacting on sales, particularly over the busy Easter period. With staff at the pub having already undergone Diageo 'esp' training, they were already well versed in upselling and serving spirits with a bit of theatre.

The pub was also making real progress on the food side, with a newly formulated menu on the way and Aaron looking closely at getting a chef from a local college into the business.

"We had been thinking about offering the chef free accommodation, and maybe a revenue share within the next couple of months," he says.

Crucially, the Forester had also sourced a portable carvery, to help drive through the profits that would enable the licensee to employ a full-time chef in the future.

"We were doing everything differently really - we're thinking in a different way, and we were changing a lot in the pub," comments Aaron.

They were - until the biggest change of all, when family commitments prompted the sale. Our category champions look forward to taking forward all their ideas for the business with the new owner.

ENTERTAINMENT​

It doesn't matter what type of venue you run - pubs are in the entertainment business. People come to the pub to socialise, to interact with others and to have a good time.

The big question, as our entertainment champion Mediatheme explains, is what form that entertainment takes, and in a community pub, ensuring that it fits your local community.

"It is vital to think about what activities best suit the pub's customers and its location," comments managing director Richard Horne. "Entertainment is a key tool to drive footfall, build loyalty and achieve profit.

"Be it an AWP or SWP, live bands, BBQs and summer games or simply what's played on the jukebox, they all attract customers."

A full package of entertainment is being planned for the Forester Arms, with Mediatheme now keen to get it fully underway in conjunction with screens provider Association Industries, when the new licensee moves in.

The key for a community pub, says the company, is to build an entertainment schedule over the whole week.

Pubs should keep to the same night of the week for karaoke, racing or pub quizzes, and bring the whole family together on Bank Holidays with family fun days and BBQs. Schedules should be promoted well in advance, so that customers are in no doubt as to what is on when.

"It is important to create a relaxed atmosphere, almost home from home," comments Richard.

"You attract the local sports team to meet in your venue post match. You want people to be comfortable to come in on their own for a quiet pint and a game on the AWP. If people are coming in after work with friends, why not have Jenga, dominos or cards available for people to play while they're chilling out having a pint - they'll probably stay for two!"

Mediatheme will be encouraging the licensee at the Forester Arms to use its Entertainer system to choose their own playlist and develop a range of games to keep the pub customers entertained and coming back for more.

Sample entertainment schedule

Monday night - Bingo

Tuesday night - Racing Night for local charities

Wednesday night - Karaoke

Thursday night - Karaoke

Friday night - Live Band

Saturday night - Disco

Sunday night - Quiz

Point-of-sale has been a factor in increasing sales at the pub

INDOOR FURNITURE​

In common with the other champions looking at the Forester Arms, indoor furniture supplier Vintage Contracts feels the pub has been suffering from a lack of identity.

Director April Lavin pointed to a mish-mash of different areas, with furniture, which includes a mix of domestic sofas, looking very tired.

Among her suggestions to refresh the pub are:

- Sofas, low stools and low tables to be placed throughout

- Stone cladding to be removed from the walls

- Another colour to be introduced to the walls

- Tables and chairs to be replaced in the main dining room - existing table tops all stained the same colour

- The mix of dining tables to be all the same depth, with a mix of tables for twos and fours.

With the right décor, April believes the venue could lend itself to a few different themes, ranging from a carvery or fine dining experience to an out and out family pub.

"The central bar could also be opened up so that you can see through from the main lounge to the left bar area, enabling food smells to drift all the way through the pub," says April.

"This would encourage more food sales, and even offer a way to entice people back on different occasions."