With the smoking ban in place there is a huge opportunity for food-led pubs. Noli Dinkovski takes a look at whether they are taking advantage of it
T he potential for pubs to increase their food offering is there for all to see. Gone are the days when outlets had to designate no-smoking areas to allow customers to enjoy their meals without smoke wafting in their direction. Pubs can now allow people who wish to eat the freedom to sit where they like, and tables that once held ashtrays now carry salt and pepper pots.
It's a positive sign then, that all of the pubs surveyed in the latest round of our Quality Tracker initiative have achieved a perfect score for the appearance of their main areas. A clean, well-lit room, with well-maintained upholstery and dirt-free floors is essential to any environment where food is served. With the continued rise of gastropubs and a buoyant restaurant sector to compete with,
customers who experience anything other than the above won't come back for more.
Pubs might be up on cleanliness, but it's customer service that really sorts out the wheat from the chaff. Feedback from all four of our five-star pubs brings a consistent message - that the staff were friendly and welcoming. Look further down the list and the comments are more muted. It reveals that staff who just perform basic functions are not enough - customers are looking for warmth and rapport when spending their hard-earned cash.
This can only be achieved by training staff up to a level where they can handle customers in a relaxed and confident way. This month's winner, the Founders Arms, sets a fine example in how innovative training methods can reap great rewards for a pub.
Winner of the month: Founders ARMs, LONDON
When it comes to a pub with a view, the Founders Arms is second to none. Situated on London's South Bank, by Blackfriars Bridge, the Young's managed outlet overlooks one of London's most famous vistas - St Paul's Cathedral from across the Thames.
It's a view that licensee Paul Raynor is keen to capitalise on. His modern, glass-fronted pub has a large patio area that's busy all year round. "We try to bring the view inside as well by creating the right atmosphere," says Raynor. "Little things make all the difference, such as ensuring the lighting isn't too bright."
Having taken over only 18 months ago, Raynor has quickly developed a philosophy that he passes down to his staff. "I'm after enthusiastic service," he says. "Having employees with the right attitude contributes to the whole personality of the pub."
It's imperative, he says, that staff are confident with customers, and able to take ownership of any complaints that arise.
"We have a training programme for all new starters, which includes a fairly lengthy induction covering all the essentials. Then they work alongside another staff member for a week or so, who acts as a mentor."
The learning doesn't stop there, either. Part of Young's training strategy uses a set of
e-learning modules provided by the company ThirdForce, focusing on areas such as heath and safety, food hygiene, discrimination and customer service.
"Staff go through a PowerPoint-style presentation with a test at the end," says Raynor. "They can finish it at home if they so wish and we pay them for their time. I can use my PC to see how well they did."
In addition, staff can take on a number of in-house training courses run by Young's, and NVQs are also available.
Despite the number of learning incentives available, staff turnover will always be high, as the Founders Arms is a seasonal pub.
"This summer was difficult," says Raynor.
"We got our staffing levels up early, and then had to manage those levels with the erratic weather. Equally, on the rare sunny days we had, the after-work crowd decided at 4pm that they would fancy going for a drink and we would have to be ready."
As you'd expect from a food-led pub, meals are available at all times and the menu includes fish and chips, plus a selection of pastas, salads, burgers and baguettes.
"The challenge is to make the food crowd want to stay on once they've finished their meal - that's why we work hard to make the pub as welcoming as possible," says Raynor.
Fact file - PAUL RAYNOR
Age: 37
Background: Always been in the hospitality trade. Worked for Spirit Group for four years, and prior to that, looked after a number of First Choice Holidays' bars in the Alps.
Who he admires: "Anyone with an undying enthusiasm for what they do."
Top tip: "It's rare that you only get one chance at something, so if things don't work out, don't get disillusioned - keep going."
Training approach
l New starters have a mentor to look after them in their first week
l Staff are taught to be enthusiastic and confident when handling customers
l A set of e-learning modules are provided to help teach good work practice
l A number of in-house training courses and NVQs are available