Caroline Nodder: Good pubs are in vogue - let the new era begin

A common theme is emerging at the moment that could form the basis for the success of pubs of the future.

Speaking last week to one of the UK's leading operators - and it would be unfair to name the company or divulge too much detail about their commercial strategy going forward - I was struck by a sudden A-Team-style "I love it when a plan comes together" feeling.

Pubs have struggled in the last two decades - they have been slow on the uptake when it comes to technology, they failed to take the lead in a competitive retail market and missed out to coffee shops, for example. They were dogged by old-fashioned leadership, a lack of a coherent voice and, to be quite frank, they lacked the balls to innovate and fight their corner.

The old guard - the 'beerage' as they are known in some quarters - had been used to opening their doors and seeing customers flock in. So having to compete on a much bigger playing field for a more discerning consumer was a shock to the system, and one that was met with arrogance and denial in all too many cases.

The sharp kick to the backside needed to rid the trade of its haughty ways came in the form of beer sales and customer numbers falling off a cliff. Painful. But, one might argue, necessary to begin change.

Since then pubs have started to claw back ground, and controversially my view is that the recession has actually helped this process. Yes, some pubs have closed, but many of those needed to. It was not fair on the licensee to struggle on in a business that was no longer viable, and remaining sites have more chance in a less over-populated market.

But what is now becoming clear is that this dramatic and disruptive pub trade cultural change has happened at a time when consumer trends have perfectly aligned with successful pub values.

In short, good pubs are in vogue. The key qualities they offer are exactly the qualities that the UK consumer is seeking out. Pubs are local, individual, unique, they sell crafted products, they support communities, they offer quality and value, they provide something for all occasions and they are built on good service.

Consumers have less money so when they leave their house they are looking for an experience. The pub is no longer just a place for a simple purchasing transaction, it is a theme park for the modern age, somewhere you can be entertained, where you can experience new things, try new products and be made to feel special by staff.

The recession has taught consumers about value in terms of price verses quality, but also led them to look at other forms of value. Provenance, environmental awareness and charity are high on their agenda and are embedded in pub culture too. You only have to look at the Food Report in this week's issue to see the way pubs are benefitting from these trends.

Never has there been a greater opportunity for pubs to shine than right now - let the new era begin.