Pubs on the rural rollercoaster
Rural pubs have been in decline, but there is cause for optimism for those that remain - as long as they get their hospitality right, says Noli Dinovski
Rural pubs are very often the heartbeat of rural communities, yet the rate at which they have been declining in recent years is alarming. Pub is the Hub, the organisation set up by Prince Charles to advise and help village locals, claims that three rural pubs close every week in England alone.
The situation has improved markedly in recent times - only five years ago the rate of closure was double the current figure - but losses have taken their toll. An estimated 60% of villages in the UK are now without a single pub to their name, much to the detriment of isolated communities who have relied on pubs to be the centre of village life for centuries.
While margins are undoubtedly tight for many of the rural outlets still in existence, the latest round of our Quality Tracker initiative shows it's still possible to maintain high standards. The Horse & Groom, in Polegate, East Sussex, takes the honour of being the first pub to have achieved a perfect score since Quality Tracker began.
Results for other pubs surveyed are generally pleasing, though establishments continue to let themselves down in terms of hospitality. All too often, the failure lies at the point of contact between customer and staff. In half of the 12 pubs surveyed, bar staff failed to ask whether the researcher would like anything else with their order, while only two made any attempt to upsell.
Any pub operating in difficult market conditions should make the most of its selling potential. The alternative is an uncertain future.
Winner of the month: Horse & groom, polegate, east sussex
Judging by her immaculately-run pub, it is clear that Lorraine Wormley, licensee of the Horse & Groom managed house in Polegate, is someone with a huge passion for her job. So it's all the more surprising that last year Wormley considered retiring from the trade at the ripe old age of 48.
"I had worked hard for quite a few years,
so after leaving my last post at the Cat &
Fiddle in the New Forest, I felt entitled to a rest. Don't forget we work all through
Christmas and bank holidays as well," says Wormley.
It wasn't long, however, before Wormley
became bored. "I realised I missed the staff, and the satisfaction of customers coming to my establishment and having a good time," she adds.
The Horse & Groom has been a Mitchells & Butlers (M&B) Harvester pub for more than 20 years. In Wormley's eight months at the helm, sales figures have been in growth year on year, despite the poor summer.
"Inclement weather often works in our favour, as locals will decide to come to us for a meal rather than head for the coast," says Wormley. "We do attract passing trade but most of our customers are locals who will come back to us whatever the weather."
The pub's spacious outdoor area has three separate patios. Evenings are busiest, but Wormley says the early-bird hours - when there's a third off food between 12.00pm and 6.30pm on weekdays - are popular, too.
As you would expect with any food-led outlet, customer service is number one on Wormley's list of priorities. "Dealing with customers correctly is fundamental to what we do," she says. "And that only comes with a rigorous training regime."
Every new member of staff undertakes an induction on their first day. Within the first 12 weeks of employment, staff are signed up on a programme called Stepping Stone.
Wormley explains that this takes them through each business area in greater depth.
"From there they can go on to complete front and back-of-house workbooks, and if they want to continue to management level the company has a Rising Star programme," she says. "M&B prefers to recruit from within."
Other than the basics, Wormley says, there is no obligation on staff to complete these
training programmes. "We want them to take ownership of their own training rather than push them into it," she says. "It's just like anything else in life - you have to want to do it - otherwise it just becomes a chore."
Fact file - LORRAine Wormley
Age: 49
Background: Began life as a chef and worked her way up through the trade. Has worked in Harvester pubs for 10 years.
Who she admires: Richard Branson - "He has been successful for a long time."
Top tip: "You need a passion for the business and a commitment to care about what you're doing if you're going to make a success of it."
Training approach
l Lengthy first-day induction for all new starters
l Emphasis on correct customer service
as the number-one priority
l Stepping Stone programme available to
staff in the first 12 weeks of employment
l Staff take ownership of their own training, rather than being pushed into it.
