Sell More Save More pubs look to the future

Onwards and upwards!

Our category champions have now completed their work at the four pubs involved in Sell More, Save More 2. But their influence and advice will linger on for very much longer ­ and hopefully continue to push the pubs¹ businesses forward throughout 2009 and beyond.

Mark White at the Cross Keys in Henley, Suffolk, is pushing ahead with a new farm shop and other plans at the pub with renewed confidence.

Tim Robinson and Vanessa Grove at the Rose & Crown in Perry Wood, near Faversham in Kent have just enjoyed a fantastic Easter which saw sales 40 per cent up on last year.

At the Priory Arms in Stockwell, South London, Graham Bulpett is now moving forward with a very different pub to the one he took over in 2008 after moving upmarket in the real cultural melting pot of the local area.

And in Southampton, Paul Barden of the Guide Dog is looking back on an opening four months of 2009 which have been his best ever at the pub in three years, boosted by his ever-growing cask ale sales.

"The success of this year's campaign is down to a willingness by the publicans to embrace and take on board the advice and experience of the champions," says Carl May of Catered 4, the business development consultant who has led Sell More, Save More with The Publican this year.

Among the key successes picked out by Carl are the improvements in the cellar and dispense at the Guide Dog, due mainly to advice from Annabel Smith of cask ale champion Cask Marque, and the revamped beer and food ranges at the Cross Keys.

"The improvements have helped Paul at the Guide Dog achieve better yields and with improved quality," he says.

"The advice from Brulines has helped Mark at the Cross Keys streamline his draught offer and he has greatly improved his yield. The advice from 3663 has shown an improvement in its food offer and also an increase in profit margins."

Refusing to stand still​

The Cross Keys is a business which has refused to stand still during the project ­ and that carries on with Mark White¹s latest plan to open his own farm shop behind the pub, with the support of Business Link and possibly Pub is the Hub.

"It's another opportunity for people to come and visit you ­ it's footfall driving," he says. "We¹re also starting a takeaway menu for the same reason." Mark says that Brulines' input has also being enlightening. As a result of its information on beer yields he has now delisted both Foster's and Stella Artois from a previously over-crowded bar top. "I understand now that it is not about the brand, it is about whether a beer pays its way," comments Mark.

"Moving away from having two standard lagers to one hasn¹t affected our sales at all."

Input from Heineken on putting a price ladder in place, offering customers different price options on beer from £2.20 to £3 was also good advice, Mark says.

"And on the wine front ViVAS gave me the confidence to see that the price point was not the be-all-and-end-all of selling wine. I am now selling my entry-level wine for £2 more and it hasn¹t made a difference to sales."

In common with the vast majority of the industry, sales are down on last year ­ but Mark is happy that his profits are level-pegging due to much better cost controls, thanks in a big part to the champions.

More professional​

For Graham Bulpett at the Priory Arms, it is the till system installed by electrical point-of-sale (EPoS) champion Mission Integrated Systems that has made the biggest difference to the business.

"Having EPoS just makes everything more professional, both for us and for our customers. When you see the benefits of using EPoS you realise that it¹s something you can¹t afford not to install," says Graham.

The licensee is also full of praise for wine champion ViVAS. "ViVAS helped me with a wine tasting last summer which made full use of our balcony area."

"We have broken even in the first year which is important for a new business. I've been so engaged by being part of Sell More, Save More."

It's also been a mixed year for Tim Robinson at the Rose & Crown in Perry Wood near Selling in Kent.

The pub has just had an "unbelievable" Easter with sales up 40 per cent ­ "it looks like I¹m going to beat my budgets ­ and I set them high!" says Tim.

The licensee pinpoints two bits of advice from Tim Doran at 3663 as key things he has learnt from the project: to utilise food ingredients across as many different dishes as possible, and to upsell where he can, despite it being against his better nature.

"Utilising products more than once is a great idea," says Tim Robinson. "In other words if we offer a prawn cocktail starter, we make sure we¹re offering a prawn cocktail sandwich and a prawn cocktail jacket potato too to minimise our wastage and stockholding."

Tim also cites the impact made by Annabel Smith from Cask Marque, particularly with her advice on how to capitalise on Cask Ale Week. "We were running quizzes and tastings every day ­ and we sold about three times the amount of cask ale we usually sell during the week."

Paul Barden at the Guide Dog also praises the impact of Cask Marque at the pub, where he now has a completely different cellar layout thanks to her input.

Analysing the regular updates from Brulines encouraged him to look closely at his sales of draught Guinness, which he finally took out of the pub three months ago.

"The reports showed me what I already suspected ­ that I was often only selling four or five pints a week, and I was spending more money on cleaning the lines than I was getting back!" he said.

Back to the future​

Carl believes that all the licensees are now well placed to enjoy future prosperity, despite the pressures that continue to pile up on pubs.

"Mark White will, through his continued hard worked and level of commitment; build upon a good business model," says Carl.

"With his drive and marketing plans he will grow the business and continue to improve on his profit margins.

"And at the Priory Arms, Graham Bulpett¹s steering of the business towards a quality bar outlet will, I am sure, continue to reap rewards."

Both the Rose and Crown and Guide Dog will also prosper if licensees Tim and Paul continue to be open to new ideas and input, he continues.

As Carl says: "It is always the hardest part for businesses to realise that by seeking assistance from professionals such as these champions in the campaign, real gains can be made."

And indeed, they have been in Sell More, Save More 2.

Our key learning from Sell More, Save More​

Mark White​

"To turn around and say 'why not? I'll give something a go' ­ as long as it¹s not going to destroy your business. If someone offers some advice, listen to them and see what happens as a result."

Tim Robinson​

"To always try different things even if you don¹t like it as a consumer ­ such as upselling. I hate the word, I¹m against it myself but 3663 showed me how it can be a positive for my business by offering vegetables separately."

Paul Barden​

"Listen to people and don¹t think you know it all with things like how you display your crisps and snacks, and how you range your spirits. Be more experimental and if you don¹t sell a huge amount you might learn something."

Graham Bulpett​

"To be professional, to treat your business like a business, not just like a pub. To look at the bigger picture of industry trends, not just what¹s going on in front of you."