The trial, which has been conducted in around 450 pubs, will only use evaluators with industry experience such as former pub operators. They will undertake visits and, using their expertise in pubs, will identify the strengths and weaknesses of each pub through the eyes of a customer but also highlight new business opportunities.
The scheme, which has cost £300,000, is delivered by licensed trade specialists ABV Training and provided free to lessees. Pubs will receive an average of two unannounced visits during 2013. After the first, lessees benefit from an independent report scoring their pub in over 80 different areas from a customer’s perspective as well as providing suggestions improving the business. This will be Followed with a review with their BDM to support lessees and help them to address any recommendations. A second mystery visit will assess the impact of any improvements.
Chris Moore, property and strategy director for Star Pubs & Bars, said: “Delivering consistently high retail standards and an offer which caters for the full range of customer needs is key to driving up sales. Managed pubs tend to do very well in both of these areas. Where a lessee can achieve the same and combine it with the special, unique atmosphere of an independently operated pub, it creates an unbeatable customer experience and ultimately a more successful business.”