May's general election was the most exciting and memorable in recent history. From compelling live TV debates to the PM's fateful encounter with Gillian Duffy, weeks of campaigning resulted in the first modern-day coalition Government.
What struck me most was how passionately engaged the general public were. Where previously people would keep their preference between "them and the ballot paper", in the days following 6 May, I couldn't move for people openly pinning their political colours to the mast. Perhaps for the first time in recent years, people felt their vote, their choice, could determine the future.
So, this got me thinking… if Brits today are all about wanting the power to choose, are our pubs lagging behind? If a licensee doesn't diversify his whole offering for a new breed of pub-goers, or think like politicians about real change, is he or she missing a trick?
So, in the interests of every good licensee, I've drafted a six-point manifesto (and not an air-brushed poster or battle bus in sight).
1. First up, my political pub slogan: "Think future. Think different. Think choice."
2. Working with food — we must embrace how much the industry will be led by this area and will grow through a top-notch food offering
3. Diversify — we must support the full potential of drinks categories other than beer
4. Big industry — we should leverage big brand equities to the max, as in other retail environments
5. Selling ourselves — we must promote pubs, engage our customers and make pubs a more attractive proposition to a wide band of consumers
6. Take pride in your service — we must offer the best quality, choice and service in everything we do.
It's not just about getting some of the above right; it's about getting them all right. The other day I went to a great family pub for lunch with a large group of friends.
The food was fantastic, the choice of beer and wine great and there were plenty of seats. But soft drinks, where were you?! Given two-thirds of us were driving or under 18, how many sales
were lost?
However, I am optimistic for the future and believe there's a very real opportunity for growth. Like Clegg, Cameron and Blair before, I reckon we need a rethink. Let's ask: what do my customers really want from my pub?
Then form the agenda around this.
Dare to modernise, diversify and be different, so it's relevant to today's consumers. After all, it is a public house, so it's only fair the public get to choose.