THE GUV'NOR

Peter Gatling

The licensee of the Merry Harriers, in Clayhidon, Devon, gives

top tips to get your business through the winter

Have you had that feeling yet of a chill wind blowing throughout the pub trade? We might all be doing our best to put a positive spin on our business, but you just need to listen to your customers to hear their concerns about the possibility of recession.

While we are all solely dependent upon our customers to survive, there is still plenty that we can do to weather the storms ahead. And remember, even the banks will want to remain supportive if your business is forward thinking, as collectively they will be significantly indebted to the pub trade. Here I recall the old adage: "If you owe a bank £100,000, you're in trouble; if you owe them £100m, then they're in trouble."

Back to my suggestions to help your business survive.

Spread your customer base - make greater efforts to draw in new customers.

Make specific offers to attract the grey pound - the retired are generally much more recession-proof with time on their hands.

Lower the cost of entry - put snacks and sharing platters on your bar menu to encourage people to eat.

Re-negotiate fixed-term pricing with your suppliers - they will also be feeling the pinch, so help them share in the pain to make some gain.

Offer early-bird discounts for evening diners during midweek and extra discounts for customers who eat more than once a week.

Embrace every customer with a warm welcome; maintain a slick service and attention to detail.

You must continue to run your business professionally at all times. Chances are some of your competitors might be struggling more than you think, leaving you scope to pick up even more customers.

Get through the winter and you should be able to look forward to the green shoots of recovery in spring and a fantastically warm and sunny summer (I wish!).