Whatever the weather, being prepared is essential
In 1992, when the then presidential candidate Bill Clinton uttered the phrase: “[It’s] the economy, stupid,” he was suggesting that the only political issues worth discussing were financial.
It seems that some industry commentators take a similar approach to the pub market, and might as well say: “It’s the weather, stupid.”
Rain is a disaster for pubs with gardens, they say, sagely. Sunshine is great for them, but bad for high-street sites, they note, with great wisdom. Mixed conditions mean a mixed picture for the trade. No kidding!
This isn’t analysis — it’s a weather report. And it’s also a statement of the bleeding obvious. The same — I argued — could be said for trading reviews that focus on major events. If pubs are trading against tough year-on-year comparables because last year there was a royal wedding, or a major sporting fixture, that is a notable fact, but it does not offer useful insight into their business performance and sustainability.
Record results
But (and here comes a break of serve) it would be churlish of me not to celebrate last weekend’s amazing summery weather and sporting success that some analysts believe will have boosted pub sales by 20%. Andy Murray’s tennis victory at Wimbledon, the British & Irish Lions’ rugby success against Australia and Chris Froome’s Tour de France cycling heroics made it a feel-good Saturday and Sunday to rival anything the London Olympics could offer.
That all this happened while temperatures touched 30°C meant that pubs with screens and gardens (and especially those with outdoor screens!) have surely enjoyed record results. And so it continues this week, with the first Ashes Test of the iconic five-match summer cricket series, which began yesterday (10 July).
You can’t rely on it, and you can’t get too excited when the sun and (sporting) stars occasionally align to provide you with a spike in sales, because those are uncontrollable environmental factors at work rather than your own retail brilliance.
Having said that, the clever licensee will always be poised to take advantage of whatever opportunity presents itself, with the right stock, the right staff, the right promotions and the right entertainment offer. I trust you sold more Pimm’s and more strawberries and cream on Sunday than ever before.
As I’m sure I’ve said previously on this page, hope — whether for good weather, a major sporting triumph or a coach-load of hungry and thirsty tourists — isn’t a strategy. But being prepared, like a good boy scout, for whatever fate may bring, is essential for the modern, successful publican.
