A report released today reveals that entrepreneurship, innovation and business acumen are the most important skills needed by licensees to run a successful pub in 2007.
As the traditional British pub re-emerges as the favoured place to meet people and friends, licensees can no longer rely on charisma and personality to provide customers with a great pub experience.
The study, undertaken by Greene King, reveals a staggering 70 per cent cited pubs as their ideal socialising venue. In order for pubs to match consumers' expectations, almost half of respondents (41 per cent) said that customer services is the most important skill for pub landlords to possess, and a third (28 per cent) cited sales and marketing. Some traditional perceptions do exist however - a third of those surveyed (31 per cent) agreed that it was a landlord's responsibility to provide a focal point for the community.
The findings of the report which have been analysed by the Institute of Leadership and Management (ILM) show that British pub-goers are demanding ever higher standards from their pub landlords and acknowledge the business skills that are required of the modern licensee. Landlords are no longer expected to simply pull pints and chat to regulars, but must possess a whole package of entrepreneurial and business skills from marketing to human resources and innovation - to meet customers' expectations.
Over half of those surveyed (56%) said that being able to meet and mingle with people like them is their most important criteria for a perfect pub and the expectation is that landlords will create and maintain this environment for existing and new customers. Nearly a third (28 per cent) identified having a licensee who is both friendly and knowledgeable as the most important factor in creating their perfect pub.
Tellingly, pub-goers rated Richard Branson, Alan Sugar and Stelios Haji-Ioannou as their perfect pub landlords. This selection reflects an increasing understanding that charisma and personality behind the bar is no longer enough to guarantee success, and that a combination of business skills is essential. TV landlords, such as Peggy Mitchell and Al Murray, are clearly outdated stereotypes and David Elliott, Managing Director for Greene King Pub Partners, has called on TV scriptwriters to update their characters in line with consumers' expectations:
"We have moved on from the days when landlords were perceived to be simply a friendly face behind the bar. While customers still expect good service and friendly banter, landlords are undoubtedly being called upon to provide more in terms of the business management required to create customers' ideal venues for socialising.
Our research shows that pubs are overwhelmingly at the heart of British society in 2007 and today's consumers are looking for an entrepreneurial individual to run their local - someone who understands sales and marketing and can therefore target new customers for them to meet. Pub-goers are demanding landlords with the business acumen, drive, ambition and degree of creativity needed to create their perfect pub.
We're grateful that we are in partnership with so many fantastic licensees here at Greene King, but it's important that we continue to attract even more ambitious and enterprising individuals into the sector."