Counting on the element of surprise
One evening last week I visited my local pub for a couple of quiet pints.
The pub was busy as usual, but as I sat there enjoying my evening, I found myself feeling surprised by how busy it was. The doom and gloom that we read and hear about day in and day out regarding the pub sector had obviously, sub-consciously, taken its toll.
Should I have been surprised to find myself sitting in a pub that was full of life and seemingly trading well?
Times are tough, no one will argue with that, but to believe all that is written and talked about in the national, regional and, to a lesser extent, trade press, you would think that the obituaries for the UK pub sector had already been written.
The sector's award ceremonies continue to highlight the fact that there are plenty of high quality and innovative licensees out there, and there have been some sound trading updates from the pubcos. Although there are plenty of people listening carefully, the industry's death rattle is far from being heard!
So let's see what my local was doing right. Good-value food offer — check; decent selection of wines and spirits — again check; good range of beers and ales — check; gregarious licensee — check; adequate smoking solution — a final check.
Nothing to make it particularly extraordinary or put it ahead of most pubs in the country — just the basics of what a good pub experience should include.
Licensees have to ask themselves whether they are doing all of the above, while pub companies have to ask themselves whether they are giving their tenants the tools to allow them to tick all the boxes, to make their pub stand out from the rest.
It is easy to say a move back to basics will ensure the survival of the sector, but it is surely making a start. It is also up to the industry to put itself in a position to achieve this, because I doubt we will get much help from the Government — neither on cutting alcohol duty, nor on below-cost selling.
The ability to adapt to consumer needs, the economic landscape and current trends will also prove to be key factors — as will the capability and courage to invest and try to take advantage of new income streams.
Attracting new customers is important, but it's equally vital to make them return regularly after that first visit. If visiting the pub is becoming a rarer pastime then this is where quality of service, the atmosphere and extra events have to back up your food and drinks offer.
The old saying is that "the bar is a stage" — the audience may have got tougher, but the old lines still work if you put them across clearly and with a modern twist.
