Proud of Pubs: New ways to drive trade
Ever wanted to try something new in your pub but not known how, or been too afraid to try?
As part of this year's Proud of Pubs Week we are encouraging licensees to overcome their fears and use the Wednesday (July 21) to try something different. This could be as extravagant as looking into the potential of adding a village shop to your business or as simple as trying a different type of event, such as a pub quiz, for the first time.
Help from the Hub
Pub is the Hub is the trade organisation that helps licensees look at ways of diversifying.
Set up nine years ago, with a helping hand from the Prince of Wales no less, it has helped hundreds of pubs deliver new ways of driving trade. This includes creating village shops, post office services or bed and breakfasts.
But the key, according to Pub is the Hub director John Longden, is to do something that your community needs.
"For it to be a success you need to talk to people in the community and find out what they want," he says.
"It is not about whether it is right for you but what is right for them."
Where Pub is the Hub comes in is providing information and ideas and helping licensees secure funding for their schemes.
This appeared to have been given a major boost earlier this year with a pledge of support from former Pubs Minister John Healey. But with a change of government and the emphasis on budgetary savings that money has yet to, and may in fact never, transpire.
However, Pub is the Hub did receive a boost recently, with the National Lottery confirming it will provide £140,000 a year for the next three years.
Over that time the organisation, which is currently run as a not-for-profit body and is seeking charity status, will be looking to introduce the scheme in 10 different counties a year.
But one thing it will not be doing is working on any projects in a bid to 'save pubs'.
"The pub has got to be okay in the first place. It is not a way of saving a struggling business," said Longden. "That is really important and as well as giving people confidence to try things, part of our job is also making sure they don't go down the wrong route.
"Really it is all about working together and getting across the social benefits of pubs, which is something as an industry we are starting to get better at, but still don't do enough of."
So if your pub is ready to try something different, what's stopping you giving it a go?
The Shoulder of Mutton Inn, Kirkby Overblow, Yorkshire
David and Kate Deacon (pictured, right) have been lessees at Punch Taverns pub the Shoulder of Mutton Inn in the North Yorkshire village of Kirkby Overblow for five years.
In that time they have built up an award-winning business and have recently diversified by opening a shop.
Kate, who grew up in the village, was keen to bring back the services that the long-since closed shops of her youth once provided.
After discussing the pros and cons of the scheme with Pub is the Hub, the Deacons secured funding and 18 months ago revamped on old out-building into the Shoulder Shop.
It cost an initial £35,000 in its first year to set up, but brought in an impressive £85,000.
David said: "To diversify we had to make sure the pub was successful because we need the customer base. There is no point being stretched and running two businesses that are struggling.
"We did a lot of preparation before going ahead with it, visiting lots of village shops and speaking to all our suppliers. We also make sure we advertise the shop in the pub and let people know they can buy items from the menu in the shop."
As well as selling locally sourced food and having a deli counter, the shop also caters for everyday needs by stocking items such as newspapers, sweets and wine.
Try something different...
Diversifying does not just mean embarking on a major new business. You could also try to add something different to your current offer.
Here are a few ideas:
- The creators of Rock and Roll bingo are keen for pubs to try the game where bingo meets the pub quiz. They have recently developed a new movies theme tunes edition. Details are available at www.rockandrollbingo.co.uk
- The Vine Pub in Rugeley Staffordshire, is trying to be 'traditional, modern and futuristic' during Proud of Pubs Week by holding a pub quiz, an acoustic night, and an X-Box night.
- And why not give beer and food matching a go? As part of Proud of Pubs Week Robinson's Brewery is hosting a three-course meal - washed down with an appropriate brew.
Marston's top five tips on how to diversify
The pub has always been the first place that people look to for a great pint of beer. However, many are becoming more than a watering hole and enticing customers with a range of extra services. So don't get left behind - follow our top tips and see what else you can offer your customers!
- Fill that niche - Have a look around, does your area lack a brilliant bakery? Is it inconveniently miles away from the nearest convenience shop? Set up your own in the pub and serve your community.
- Head it up - Become a figurehead for charity work in your local area. Helping the community and becoming the centre of charity activity is not only good for the soul - it's good for sales too!
- Something for nothing - The age-old mantra. People love something extra for nothing, so how about a freebie for returning customers, like a car wash while they eat their lunch?
- Here comes the bride - During these cash-strapped times, happy couples will often look to save a few pennies by holding their reception down the local with a simple buffet. Send out some flyers and see what response you get.
- Make it eventful - Do you know the next Damian Hirst or Stephen King? You could set up an art gallery with an artist or host a book reading with an author.
