White hot Hart!

The local radio airwaves crackled in the early morning of Friday, February 22 with the voice of Simon Tanner, licensee of the White Hart in Wiveliscombe, near Taunton.

Simon had had a busy night. Before becoming a radio star, he and co-licensee Carlos Alfaro had been working late into the night, preparing for the relaunch party at the pub. The community representative in our Sell More, Save More project is the third and final of the pubs in our 2007 scheme to relaunch with the help of our category champions.

Despite having the day all carefully planned, work had gone on right up until the last minute in true 'it'll be all right on the night' fashion. A major refurbishment that included a new bar being constructed on the premises was only just completed in time.

They and their staff had to finalise the layout of the new bar areas, prepare the food and drinks, and be ready to give a warm welcome to high-profile VIPs who were to arrive for a champagne reception at 12:30pm.

Guests included the area's MP Jeremy Browne, councillors, journalists, local policemen, and brewers from Taunton-based Cotleigh and Exmoor Ales.

The relaunch, which went on into the evening with live music, was the culmination of months of hard work during The Publican¹s Sell More, Save More project.

The White Hart has been stimulated into rebirth with the help and advice of the category champions. And the relaunch was designed to showcase the pub¹s new incarnation and act as a springboard for the future.

Speaking in the afternoon session, Carlos says: "We had two weeks to put the new bar together ­ and we came in with about 20 minutes to spare!"

Undoubtedly, what customers will have noticed most is the new look. At the start of the project, a partition wall split the pub into a dining area and bar area, an approach the licensees and category champions agreed was not conducive to a 'pubby' feel. The wall has been partially removed and the dining area has been made more comfortable and all-purpose. The new bar serves both areas, and several real fires give off a welcoming glow.

"We wanted several things when we bought this business in 2004," Carlos says. "We wanted a pub, locally sourced and home-cooked food, real ales, ambience and character, friendly community-focused service." Simon continues: "We had got most of that right, but what we did not have was the right look. We spoke to customers. Time after time, they said 'there's no atmosphere. We don't like the dining room'. The best feedback we are getting now is that we have that atmosphere. It feels welcoming to customers as soon as they come in."

The work cost the pair £42,000 in expenditure and an estimated £20,000 in business lost while the pub was closed for it to be completed. Together with the improvements made to the food and drink following help from the champions (see below), it seemed to impress the relaunch guests.

Taunton MP Jeremy Browne couldn't speak highly enough of the improvement. "I was last here about five weeks ago. I cannot believe how much it has progressed in that time and in the past year. It¹s amazing how this pub has come together," he said. "I can see around me now the local DJ, the former head teacher from the school just down the road, the local girl guide leader. That proves to me the tremendous role that pubs like this play in pulling communities together."

MARKETING​

Simon and Carlos gathered customers for the relaunch with printed invitations and by good old-fashioned verbal communication. Promotional packs were prepared for guests to take away from the event.

Carl May of Catered4, the business development project manager who has been pivotal in Sell More, Save More, describes himself as "a sounding board" with many of the marketing ideas coming from the licensees themselves.

One event Carl has discussed with them is a 'Test the Nation' quiz where teams made up from business sectors in the town such as travel agents and hairdressers will compete against each other.

FOOD​

Following advice from food champion Brakes, the White Hart's menu has developed into a list of classic signature dishes using local ingredients ­ favourites include steak and ale pie, using Tawny ale from the nearby Cotleigh brewery, and home-cooked honey roast ham.

The canapés on offer at the relaunch were 'reduced versions of the overall menu', such as miniature burgers and goose-fat roasted potatoes.

The licensees have opted for blackboards rather than printed menus, and have crucially gone for one menu, rather than a bar and restaurant menu, to keep things simple for customers.

DRINKS​

The Sell More, Save More treatment has helped refine the range of beer on offer and resulted in some real pluses. With beer champion InBev supporting the introduction of premium lager Beck's Vier with point-of-sale material and branded glassware, Brulines beer monitoring data shows the brand has become "the number one lager here by a long distance", according to Simon.

Guests since the relaunch would also have noticed a vastly improved spirits and mixers range.

The new bar means space for three back-bar fridges, whereas there was only one before.

Spirits champion Diageo has also provided mixed drinks training, something which has given staff the confidence to run cocktail nights.