Project update 8: Ups and downs

GOING WITH the flow ­ and using the times when business is slower to make sure the pub is in tip-top shape ­ is a key part of running a pub.

That's an experience that all three of our Sell More, Save More pubs have been going through following the summer rush, and before the countdown to Christmas begins in earnest.

UPS AND DOWNS​

Business has slowed in the lull between the summer high and expected Christmas pinnacle. So what can pubs do?

"We had a really good eight or nine weeks over the summer, and recently it¹s fallen back a bit," comments Richard Podesta, licensee at our high street representative ­ Barcena in Burgess Hill, West Sussex.

"It's linked to the time of the month, and you do notice a difference coming up to pay day at the end of the month. People seem to have less money to spend." But the business is continuing to evolve, with the help of the Sell More, Save More category champions.

One way Richard is combating the slower times is through the launch of a new karaoke night, which first took place 10 days ago.

Bringing in 'the professionals'​

Richard confesses to being 'a little bit nervous' beforehand, as he wasn¹t too sure who would show up, despite blitzing the surrounding area with posters and A5 flyers.

"In the event I wasn¹t disappointed. I appreciate it takes time to build it up but on the whole it was a really good evening," comments the licensee.

"People really seemed to enjoy themselves, especially some 'professional' karaoke singers who turned up! Apparently they go to different karaoke nights in different bars around the town on different days. I made sure no-one else does karaoke on a Wednesday." The addition of a karaoke night to Barcena¹s regular roster of DJ and music nights means the venue now offers entertainment four nights a week.

Richard is now looking at bringing in more entertainment to keep the momentum going, particularly now that a glitch with the sound system, which had been affected by a buzz brought on by the bar's ambient lighting system, has been sorted. This will include speed dating.

Festive countdown​

But the biggest boost to trading this year is likely to come from the Christmas season. Richard has already started planning in earnest by applying for ­ and being granted ­ Temporary Event Notices for Christmas Eve and New Year's Eve.

With no previous history of Christmas trading, the pub will need to work hard to win business from office dos and other festive parties.

Our business development champion Carl May of Catered4 has been discussing with Richard the need to promote the Christmas offer well in advance, while Mark Irish at food champion Brakes has made some suggestions for festive menus, including a buffet selection.

"None of it is rocket science, but it all helps!" quips Richard. "You can¹t think of these things too early." Carl has also been having a close look at some of Richard¹s figures ahead of the festive season, pointing out that gross profit on food has come down markedly recently ­ possibly due to portion control issues ­ and devising ways to bring that back up.

Entertainment​

Barcena is promoting the Wednesday night karaoke with flyers around the surrounding area and local businesses, advertising the chance to win cash prizes as a tactic to draw people in.

There are many other plans afoot to boost trade by continuing to develop Barcena¹s entertainment offer, including a charity race night later this month and a programme of theme nights.

Richard is keen on organising a fancy dress Hallowe¹en disco along with the assistance of our entertain-ment champion Mediatheme to kick this off.

Its Entertainer system can create pre-programmed playlists, which gets rid of the need to hire a DJ to man the station.

Richard is already promoting New Year¹s Eve via adverts on the bar's screens.

Barcena is now implementing a food stocktake every week and calculating thorough costings.

"Richard needs to keep a close eye on what¹s selling, and there may be real gains to be had there," comments Carl.

Check back next month to see what difference it makes.

FOCUS ON FOOD, SOFT DRINKS AND THE CELLAR​

As Sell More, Save More continues, some of the key champions offer their latest advice to Barcena:

FOOD​

Like many pubs, Barcena has been making the most of British Food Fortnight ­ which concluded on October 7.

But pubs could follow the example any time of the special British menu developed with the assistance of Mark Irish, Brakes¹ development chef and food champion. Among the items on the menu were:

• Leek & potato soup
• Sautéed mushrooms in a creamy stilton sauce served on toasted bloomer bread
• Pork & Granny Smith apple sausages on mash with roasted onion gravy
• Steak, mushroom & stout pie with seasonal veg and mash
• Caramelised apple sponge with custard or ice-cream
• Bread & butter pudding with custard or ice-cream
• Mark has also been discussing a range of products that would suit an autumn/winter specials board, including soup, pies and hot desserts.

SOFT DRINKS​

Integral to Richard¹s preparations for Christmas will be continuing to get the soft drinks offer right.

Barcena's status as a high-street venue, together with the fact that there are a number of blue-chip companies and offices based in Burgess Hill, suggests that there is a big opportunity for office parties in the months to come.

And soft drinks should not be forgotten on these occasions, argues Andy Slee, trading director of our soft drinks champion Coca-Cola Enterprises (CCE).

"It is good business to remember that many of these drinking occasions [at Christmas] will be increasingly controlled by office policies on drinking and behaviour and by trends in general health and responsible drinking," he says.

CCE points out that recent research from the him! Ontrack programme has shown that at any one time 17 per cent of visitors to a high street bar are visiting there for the first time ­ another reason why the range has to be just right.

CELLAR​

Barcena is still waiting for some minor structural work to be carried out to better accommodate its cellar area, which is currently situated at the bottom of some rear stairs.

Our cellar champion, Innserve, explains that such work often takes longer than licensees might anticipate.

"It is important that the work is co-ordinated with the minimum disruption to trade," comments Innserve commercial director Julie Charge.

"Depending on the complexity of the work, technical services may come and do a survey in advance of any work. The details of this are reported back and then a decision is made as to whether the work should go ahead. In some scenarios, what starts out as a simple task becomes more complicated. In many cases a python will not be of the specification that can take the new brand, so a simple brand switch becomes a major refurbishment." In the case of Barcena, the work required is relatively straightforward but because the python needs to be moved out of the way before the walls are knocked through and recreated, there is co-ordination required between builder and technical services.