Time to take a good look at your business

27-Oct-2014 - Last updated on 27-Oct-2014 at 11:51 GMT

'I want them to look at the pub and ask themselves a question: “Would I stop and use this pub if I wasn’t on my way to work here?”'

I spend a great deal of my working life on the road visiting pubs with area managers. They are a dedicated team who know their estate, but I have lost count of the number of times they only start telling me about the pub we’re visiting once we’re in the car park.

Then if they try and take me into the pub via the back door, it is the first and last time they do so.

What I really want is for them to start thinking and talking about how the pub looks from at least a mile away. They should know the other businesses we drive past and how it compares in terms of roadside appeal, which could be restaurants, cafés or coffee shops. I want them to think about the first impression the pub gives from the moment it comes into view.

Question pub's messages

I also want them to look at the pub’s messages as they approach from the roadside; is the A-board clear and concise, does it have a message that can be read in about 10 seconds. If not, motorists driving past — the people the A-board is aimed at — can’t read it. I want them to look at the pub and ask themselves a question: “Would I stop and use this pub if I wasn’t on my way to work here?”

When they get there I want them to walk across the road and have a good look back at the front of the pub. What message is it saying to passing consumers? Does it look loved and cared for? Does it look like a good place to visit? I want them to cross back over and have a good look around before they go inside. Are the messages relevant, are the standards good and does it look clean and tidy?

Focus on detail

For the term area manager above, you could also use owner or lease holder. Whatever your role, you should be taking the time to really look at your pub through the eyes of the consumer and focus on the detail. Much of your time will be spent inside the pub, making sure the standards and service are spot on, but when was the last time you actually walked around your pub and neighbourhood and had a proper look at your venue?

This shouldn’t just be a once-a-day task. Follow this approach when you arrive back at the pub from the cash and carry, the bank, the school run — any time you find yourself driving or walking back to the pub and ask:

what is the first impression the pub gives to the passing trade?;
are the messages relevant to the people they are aimed at?;
does your pub look loved and cared for — are the external standards the best they can be?

Whether you are an area manager, pub manager or the owner, if you do this the next time you return to the pub, I bet you will find things you are not happy with. But the good news is, you can change them for the better!

Paul Pavli is operations director at Punch Taverns