Three Admiral licensees celebrate 100% success in excellence scheme

The Riverview in Birkenhead, Merseyside, the Lamb in Newport, Shropshire and the Black Horse in Princes Risborough, Buckinghamshire, have all achieved 100% scores following an extensive ‘detail to retail’ audit undertaken by their business development manager (BDM) in partnership with the pub’s licensee.

Meticulous examination​

The programme was established by Admiral in the summer of 2012 to drive and maintain high retail standards in all its pubs. It involves a meticulous examination of the pub, its retail standards, category management, target customer base, internal marketing, external marketing and how it compares to other pubs in the local area.

Pubs that score over 80% are awarded bronze; pubs over 90% are awarded silver and pubs which score over 95% receive gold.

Pubs in the programme receive regular audits from their BDMs and as they move up rankings receive points that can be redeemed against products purchased at Admiral’s online shop.

'Stunned'​

Admiral CEO Kevin Georgel said he was delighted with the programme’s progress, which now encompasses 300 Admiral pubs from its 960-strong estate, and was “stunned” that three pubs had achieved perfect scores across all areas of the customer experience – little more than a year after the audit was launched.

“This is a fantastic achievement, of which we are all so proud, and really shows how close working relationships between BDMs and licensees can boost pub retailing,” he said.

“These licensees are an inspiration to all of us, and the challenge for them is to maintain the impeccable standards they have set.”