'When is a pub more than a pub?’ is a question that has increased in regularity of late among fears of further closures and urgent calls for more asset of community value (ACV) listings.
Though most of us would argue that our local is already a vital community hub, some licensees are reconsidering how they can maximise their property’s potential. The result has been a surge in successful multi-purpose sites where convenience stores, post offices and even butchers sit neatly alongside pint-wielding customers at the bar.
John Longden, chief executive of Pub is The Hub, explains: “Often a rural pub is now the only socially significant business still running in many rural communities so diversification into new services means that licensees are investing in the pub’s long-term viability and sustainability.
“It can revitalise local services that had disappeared, bring new sales opportunities for local suppliers, new employment for local people, and new footfall into a community as well as the pub itself.”
It comes as no surprise that pubs can be such versatile spaces but, as some licensees have proved, this can be taken further.
Victoria MacDonald, publican at the Cellar House in Eaton, Norfolk, is one such example.
In early 2015, the local community was informed the postmaster was looking to retire and if nobody stepped in to take over the running of the post office, it would close. With the help of Pub is the Hub and the Post Office, the service is set to move into the pub, officially opening on February 5.
Victoria says: “It’s been a very lengthy process; it’s taken us a year to get to the point where we are ready to open but Enterprise Inns have been very supportive of our plans and we definitely believe it’s a challenge worth taking.”
The local post office model is designed to be a fast-moving, simple process where the counter is located at the quieter end of the bar — no need to build a dedicated kiosk, it doesn’t take a lot of space and staff can seamlessly interchange between pulling pints and post duties.
The potential benefits are something Victoria is excited about: “We currently open at 11am in the morning and, as is typical for a pub, those early hours are dead for us.
“The in-house post office has made it possible to open at 10am, which we hope will encourage people through the door a lot earlier.”
Longer opening hours and a flow of people visiting the pub throughout the day is broadening the pub’s horizons with a limited food offer throughout the day, as well as an improved tea and coffee selection.
“Interestingly, a number of community groups have already expressed an interest in joining us in the morning,” Victoria adds.
“Since it was first on the cards, we’ve had an immense number of people who, in some cases, live within walking distance but have never been to the pub who have visited recently to take a look around on the strength we’ll be running the post office.
“What I didn’t realise until now is that doing any of these diversifying opportunities gives you a different image and shows people you’re committed to the community by putting your money where your mouth is. It’s funny, when you think you’ve possibly reached everyone you could through advertising and social media, something like this takes you on a whole different tangent. It feels right for us and the community.”
Sheila Tapster, network transformation PR manager for the Post Office, thinks more licensees should follow Victoria’s lead.
“We have opportunities across the UK for pubs and restaurants to take on a post office and many examples, the Cellar House in Eaton included, where this has been very successful,” she says.
“Modern postmasters are entrepreneurs with a strong community purpose and integrate Post Office branches into vibrant retail environments. If there is not currently a suitable vacancy then a publican can register their interest on the website. People can visit http://runapostoffice.co.uk/ to find out about vacancies, how to apply and the type of person we are looking for.”
For Victoria’s part, she believes there are benefits for both business and the community: “My advice to other licensees is to reach out to the community and talk to those who come into the pub — ask people what’s missing in the village because it’s wrong to make the assumption that you know.
“Speak to staff as well, they like a challenge and they’re the ones who will take on the big commitment of retraining and daily operations.
“If you’re thinking about a corner shop, maybe stock some basics to start with and go from there but be adventurous and have fun! We all know this is a hard enough, gruelling business at the best of times.”
Of course, for licensees to make the step towards making a change, it relies on the backing of their landlord. Hall & Woodhouse is one pubco that is actively supporting licensees diversifying their pub’s offer.
Matt Kearsey, business partnerships director for Hall & Woodhouse, comments: “We are very proud of our business partners who turn their public houses into ‘multi-purpose’ pubs. It is a great opportunity to build revenue and it also adds to the community feel of the public house.
“We certainly encourage our business partners to offer additional services to help the local community if they are in a position to do so.”
Chris Sargent, H&W licensee at the White Horse in Stourpaine, Dorset, found himself in a similar position to Victoria when the village shop closed in 2010. By the middle of 2011 he had built a post office and shop, boasting a deli counter with exclusive local products as well as daily essentials, within the pub.
Villagers were consulted over which items they’d like to see stocked through a questionnaire and the notoriety of the site led to Prince Charles and the Duchess of Cornwall opening the shop in May 2011.
As Chris explains, cash flow has only increased slightly and profit is minimal due to the need for more staff in the shop, but the kudos gained has brought many more people into the pub, including an OAP lunch club whose members visit the pub for lunch and pick up their daily essentials on the way out.
“Becoming a multi-purpose pub doesn’t always work but every village pub that loses its local shop should try to take on the responsibility if they have the room.
“It’s worth losing the tables for what it does for the community and creates more of a meeting hub. For us, that far outweighs any monetary value.”