Giving you food for thought
Food is a high priority in the wake of the smoking ban, but the Endbutt's perfect score shows success isn't limited to gastropubs, says Noli Dinkovski
Now pubs are coming to terms with life post-smoking ban, the advantages of a food-led offering are clear to see. Relaxed, family-friendly environments where people can eat without the threat of smoke wafting their way means food-led pubs are busier earlier in the day, and for longer during the week, than their wet-led counterparts.
Of course the rise and rise of gastropubs has been well-documented. Long seen as the domain of the middle-classes, the success of these establishments has been driven by increasing demand for good-quality, freshly prepared food. But the perfect score achieved by Greene King managed house the Endbutt in this month's Quality Tracker survey shows you don't have to pander to snob value to run a successful food-led outlet.
Through the pubco's Giant Plate menu, the Endbutt offers unpretentious grub at a price everyone can afford. It makes its mark by ensuring food is delivered and served in a way that puts the customer first.
We have added a new section of scores focusing on food service in time for this latest round. Surprisingly, only four out of a total of 12 food-led pubs we surveyed managed to achieve a perfect score in this category, with many failing in two areas - speed of service and neglecting to offer extras such as dessert and coffee.
As customers at the Endbutt will testify, all that is required is a simple word from staff to let them know how busy the kitchen is and how long the food is likely to take. How about throwing in some nibbles and a free drink if you know the wait is going to be especially long? Very often, the smallest things have the biggest impact on a customer.
Winner of the month: The Endbutt, Liverpool
As co-managers of the Endbutt for more than 16 years, it's a safe bet that Chris Mageer and her partner Peter Durney can reel off an encyclopaedia of "dos" and "don'ts" in the pub trade.
But to Mageer it's all quite simple - the key to running a successful pub is having the correct staff. "Getting the right people behind the bar makes all the difference. You need staff who are naturally conscientious and know instinctively how to look after the customers," she says.
Mageer draws inspiration from her
father who, after suffering from the
adversity of double kidney failure in his 40s, never stopped being positive and continued
to go out of his way to help others. "He passed away in his sixties, but he was a great example to me of how little it takes to be nice," says Mageer.
"That's why something simple, such as a smile or a little kind gesture, makes all the difference. Some people seem to have a built-in sense of what to do - it's not something you can actually teach."
That doesn't mean to say Mageer thinks training isn't important. Staff are encouraged to make the most of Greene King's Get Ahead programme - a flexible course grooming aspiring managers. Much of the training is online, with a host of industry qualifications available.
Mageer says training is necessary because there is "so much choice around these days" and it's essential to provide the best service possible. "There are about three times as many licensed premises in the area now as when we started here," she adds.
Situated in the Crosby district of Liverpool, the Endbutt caters for a mix of people of all ages, giving it a real community feel. It is busy most nights of the week, and offers Buzztime, Sky Sports, a pub quiz on Mondays and live music most weekends.
Helping tick the business along is the Giant Plate food menu, which includes meal-deals during the week and a curry-and-beer £4.95 special on Thursdays. "Sundays are also very busy," says Mageer. "The roasts are very popular - we only use fresh vegetables, and it's good value for money."
Mageer says the smoking ban has had an impact on trade, but is optimistic about the future: "I think people will start to come back in the end. People can drink cheap beer and wine at home, but everyone likes to go out and meet friends. That's why it's so important they get a warm welcome when they come here."
Fact file - Chris Mageer & Peter Durney
Ages: Chris 48, Peter 53
Background: Twenty-three years of pub trade experience. Peter first worked as an engineer while Chris was training to become an accountant before they both fancied a change.
Who they admire: Chris's father, "who showed you can turn negatives into positives".
Top Tip: Chris says communicating with your customers is all important. "If you're too busy to attend to someone straightaway, tell them."
Training approach
l Staff are encouraged to make the most of Greene King's Get Ahead programme
l Many of the 25 staff work in both the bar and kitchen areas, to gain experience
l Perfect-serve training is undertaken by all new members of staff
l Making the customer feel welcome in a safe and relaxed environment is key
