Licensees across England rise to the smoking ban challenge

Facelifts, food and families will be among the key factors that will keep pubs at the top of their game as they adjust to the new smoke-free era.

Exclusive Publican research, carried out by Box Marketing, has underlined how licensees in England worked hard to reinvent themselves ahead of the July 1 ban and how many of them are facing up to the challenges of smoke-free trading with renewed optimism.

Licensees in both rural and urban areas across England told us how they had put in new features in their pubs, were working on new outside areas where they had obtained council permission and were drawing up new entertainment schedules for the weeks following the ban.

The Punch Bowl in Darwen, Lancashire, is one pub that has smartened up its interior, as well as making full use of its outside decking area. After an encouraging first day of the ban on Sunday July 1, the pub closed on Monday and Tuesday last week to banish the lingering smells of smoke.

"We closed the pub for repainting, and we've also had contract cleaners in to do the upholstery, so it's looking like a new pub!" said licensee Sue Otley.

Speaking on the day the pub reopened last Wednesday, she said she felt like the pub had seen more customers than ever before.

"A couple of ladies who have lived across the road for donkeys' years and never been in the pub have just come in for lunch. Our smokers seem to be happy with the decking area outside at the moment, so I'm feeling quite optimistic about the whole thing."

According to the Proud of Pubs survey: Almost half of pubs, 49 per cent, gave themselves a revamp before July 1, with 31 per cent carrying out major work; More than half (56 per cent) of pubs have invested their own money in preparing for the smoking ban, with one in five (20 per cent) of these spending more than £10,000; Eight out of 10 (82 per cent) have an outside area, with eight out of 10 (78 per cent) of these pubs having a dedicated area for smokers; One in five (19 per cent) have made changes to their outside area ahead of the smoking ban.

At the White Horse, an Enterprise Inns lease in Epsom, Surrey, around £9,000 has been spent on improving the outdoor area, including decking, a covered area and huge jumbrellas. "It's definitely paid dividends," said manager Stuart Down. "The customers appreciate it and without it we wouldn't be here."

More than half (58 per cent) of the 500 respondents to the Proud of Pubs Survey believe the smoking ban will be a positive for pubs, despite widespread predictions of doom. Of these, 44 per cent believe it will be a big boost for business.

Meanwhile, 56 per cent believe they will see a more gradual long-term increase in sales, as the industry continues to reinvent itself.

Families and entertainment​

As well as the physical changes to the pub, our researchers also concluded that licensees were changing their trading styles, with many now looking to welcome families. More than eight out of 10 (84 per cent) respondents said they would welcome families after the ban.

The Cross Keys in Rowde, Wiltshire, is being given help in boosting its family offer as part of a Publican project. "We've seen an increase in food sales," said licensee Julian Luckett. "Parents are willing to bring their kids in a lot more."

The County Arms in Winchester, Hampshire, has introduced a children's menu for the first time to coincide with the ban, while the pub has also placed entertainment at the heart of its offer with a Buzztime gaming system.

According to our research, one in three pubs in England is laying on new entertainment following the ban, including everything from karaoke to video snail-racing.

County Arms licensee Ian Reay said: "Entertainment does make a difference. It's a good way of getting customers in and keeping them here over the course of an evening. "We're lucky enough to have two beer gardens outside, and so far the smokers have just accepted it. People have just got on with it, and at the moment I'm very positive."

It's not hard, it seems, to find licensees who are facing up to the smoking ban with confidence.

Meanwhile, the rump of the protestors about the ban are continuing to fight on, lodging an application for a judicial review. The Publican research suggests that, despite the loudest noises coming from the protestors, many more pubs are making positive changes and coming round to the benefits. How about you?

Feeding frenzy​

Food has been the mantra chanted by many in the industry since the ban became inevitable and it appears the message has been fully taken on board.

A total of 96 per cent of pubs in England now offer food beyond the usual crisps and nuts, with 88 per cent of them offering hot meals.

One in 10 has increased the area they are giving over to dining to coincide with the ban, while 14 per cent installed new catering equipment before July 1.

On the staff front, almost one in five (17 per cent) of pubs are taking on new kitchen or waiting staff ahead of the ban but sadly four per cent admit to laying off staff to cope with what they believe will be a downturn in business once the ban comes in.

For now, the question remains however. With so many pubs now offering food, how many of them will actually be able to sustain a long-term food business?

It's an area that The Publican will be looking to examine again and again in the months to come.

'We lost two smokers initially, but they came back'​

Going smoke-free has been a wholly positive experience for the Devonshire Dumpling in Crediton, Devon.

The pub went smoke-free back in February, after closing for some minor refurbishment and making changes to the menu.

"The first two or three weeks we were dramatically up on sales," says licensee Gordon Robinson. "The good thing is the smokers want to give up. They are no longer surrounded by smoke, so there is less pressure."

Gordon explains that they initially lost two smokers, but they have returned. "Overall it¹s been a really positive experience for us," he adds.

The numbers that matter​

84 per cent of pubs now have an outside area

49 per cent gave themselves a revamp ahead of the ban

96 per cent now offer food

58 per cent of licensees believe the ban will be a positive for pubs

The Proud of Pubs survey of 500 licensees was carried out exclusively for The Publican by drinks industry sales and marketing agency Box Marketing between June 14 and 21.