Martyn Hillier did more than open a pub when the Butcher's Arms in Herne, Kent, launched in 2005 — he started the micro-pub movement. Phil Mellows discovers more about the pub that measures just 14ft by 12ft .
From beer shop to micro-pub
I was a lager drinker until 1985 when I was invited for free beer at one of the London Firkin pubs. There was a line of handpumps, they asked me which one I wanted, I hadn't a clue so I just said "the middle one". I tasted it and I was converted.
Five years later I opened the Canterbury Beer Shop, which was an off-licence selling real ale, and ran it for seven years until I was driven out of business by a big chain off-licence opening nearby.
I moved to Herne and bought the old butcher's shop. My wife at the time was a florist. We sold flowers at the front and I set up a beer cellar at the back so I could carry on selling to my real-ale customers.
Then in 2005 the 2003 Licensing Act was implemented, which made it easier to get a licence, and I saw there was a chance to turn it into a pub. I asked my customers what they thought and they said it was a fantastic idea, a no-brainer, really.
Opening hours
I pick my own hours. From Tuesday to Saturday I open from noon to 1.30pm, and then 6pm to 9pm, or later if I've got customers who want to stay. On Sundays it's old fashioned opening hours — noon to 2pm. There's a theory behind opening for short sessions like that. It has a funnelling effect. Everybody knows everybody else will be in here because they've got no other option. You know it's always going to be busy and everyone's going to have a good time.
The beer
All my beers are cask ales served straight from the cask. Dark Star Hophead and Old Dairy Copper Top, from a local brewer here in Kent, are always on, plus at least two others. They could be Gale's HSB, Adnams Broadside or Harvey's Best, or we've recently gone for Thornbridge brews, such as Jaipur IPA or Kipling.
I talk to my customers about what they'd like to see. They do the research at beer festivals, as do I, and we have a chat about it. I'm not controlled by anybody, so I can give them what they want. I usually order through small wholesalers.
I'm good at keeping beer, and as a result the pub has won five Campaign for Real Ale (CAMRA) awards.
I still do takeaways, too. I fill up two-litre lemonade bottles, which I've found are best. The demand for that depends on the weather. We do more of it in the summer, for example, but across the year it's about 65% on-trade and 35% off-trade.
Other drinks and food
You don't have to stock all the usual drinks you find in pubs. I come at it from another angle. I sell beer.
We do have one kind of white wine for the ladies and a real lemonade from Silver Spring for drivers, which is 50p — or free if they've brought at least one ale drinker with them.
That's it. I don't do spirits, although I used to sell draught spirits at the old off-licence. CAMRA would like me to sell cider, but I reckon it's too strong. People would just get sloshed on it.
I don't do food. How can I? People ask if we do food and I just tell them to look at the place. But we have snacks — pistachios, crisps and pickled eggs, which I put in pickled onion vinegar to give them more flavour.
Social responsibility
People come in here to drink beer and have a chat. No one leaves here drunk. Because the pub's so small everyone's looking at each other, and you can hear what everybody's saying. They soon realise when they've had enough, they don't want to embarrass themselves so they get up and leave. There's never any trouble.
I suppose I know 85% of the people who come in here anyway, and I'm in control. The rest come in from all over, to see what it's like.
Staffing and finance
I've recently hired someone to work part-time, and I do 30-odd hours a week. Last year's turnover was £65,000. I want to keep it below £70,000 because it means I don't pay VAT. It's all part of the masterplan!
It's enough to earn a living. The overheads are very low. I bought myself a house last year.
Marketing
One of the customers does the website for me — www.micropub.co.uk. The beers we have on are updated on the message board. I also use the site to promote the micro-pub concept.
We're visited a lot by the people who do the PubsandBeer website and we're currently ranked number two by it, although I think we should be number one.
The micro-pub movement
I offer myself as a consultant to anyone who wants help to set up a micro-pub and I've got 48 enquiries. They are starting to spring up everywhere. The latest ones are the Conqueror in Hastings, East Sussex, and the Rat Race Ale House at Hartlepool railway station. We're like a family.
There are nearly 800 microbrewers now, and I reckon there should be 10 micro-pubs for every microbrewer. If you think you have a local market for cask beer, you can do it.
For me, pubs are about knowing the people you're serving and conversation. Here you can't help but talk to people. There are no distractions. Pubs have lost some of that, I think, by trying to do too much.
I've found that if you just do one thing properly, it works.
Facts 'n' stats
Founded: 2005
Trading area: 14ft x 12ft
Annual turnover: £65,000
Fit-out cost: £2,000
On-off trade split: 65:35
Opening hours: Tuesday-Saturday, noon to 1.30pm, 6pm to 9pm; Sunday noon to 2pm
Staff: One part-time
Cask ales served: Four or more
Best-selling ale: Dark Star Hophead
Other drinks served: White wine and lemonade
Food: Crisps, pistachios and pickled eggs