How To Make A Failing Pub Successful
Who am I and how can I help you.
As all good articles start with the phrase "My name is" I guess it would be wrong to try any other tactic and thus my name is Kris Goddard I am a pub landlord and have been in the industry for almost 6 years, throughout my time I have had leases, worked for holding companies and managed pubs for larger chains. In my time I have picked up many tips and tricks of the trade and now use all the resources I can in order to run a very successful pub in Buckinghamshire. The pub industry has taken a turn for the worst over the past few years, as we see prices for almost everything in day to day life rise many pubs have been hit hard as it has become considerably cheaper to buy alcohol from a supermarket. So do your few loyal customers still come out to the pub? Put simply its for the atmosphere and the social networking, in this "how to" I'm going to suggest some excellent ideas that I have seen work in many of the pubs I have managed, though they do employ the age old saying that you need to speculate to accumulate.
Be happy behind the bar
Step 1 - Finding the man for the job.
As a boss its very hard to find a happy medium between being a slave driver and a friend. I've always though that you should enjoy going to work as if you don't you won't perform to the best of your ability. When I interview for staff I ask all the foolproof questions you would expect to hear in a standard interview and from that I create my shortlist. I tend to look for people that are confident, well presented and aspire to run their own pub in the future. You have to be a little careful as you want somebody that wants the job rather than your job as they'll often prove to be a know it all and be quite lazy. I then call everybody on my shortlist back to have a trial shift in the bar, you need to find a happy medium on this you don't want them to run an empty shift as you'll learn nothing about them, though chucking them in on a Friday or Saturday night on an unfamiliar bar will also teach you nothing. I find that pool or darts league nights are often good nights to use as they'll have the teams in buying big rounds giving them a small amount of pressure and they'll also have a small band of locals you can have "interrogate" you potential employee. On a this kind of night I would expect them to get involved with the locals and play a part in their conversations showing they will fit in and are confident, at the same time however I would expect them to actively watch the teams and ensure that when they come to the bar to order a round they don't have to shout for attention or wait for their conversation to end. Always ask you locals who they prefer and you need to keep them sweet and ensure they are happy with the person pouring their pints or they'll soon disappear.
Step 2 - Who are your customers?
All landlords need to gauge exactly who their customers are, is your bar in a wealthy area, the middle of a council estate or the middle of town? Wherever your pub is you need to ensure that your are putting across the right image. My pub is a country pub surrounded buy a small village filled with wealthy people and there is a good base of local businesses, for me I insist on staff wearing smart clothes; a nice dress for the girls and shirt and trousers for the boys. I am often asked why as most of my customers come in wearing casual clothes, my answer is simple I serve reasonably expensive food and my beer isn't exactly cheap, but my pub is always spotless and my staff always look their best or they go home. I clean my lines every time I change a barrel to ensure that the beer always tastes as good as it can and it keeps my customers happy, they can walk in to find a well presented and cheerful member of staff serving great tasting beer and food in a clean environment and for that taste of luxury they pay the extra few pence rather than going down the road to have beer that isn't as nice and not experience the friendliness of my staff.
Step 3 - What's on?
What are you doing to get customers in? I try to accommodate all customers by having something on every night except Thursdays which I use to sort out any issues and occasionally throw a ladies night, host Avon or Ann Summers parties etc. Below is the format I use;
Monday - Darts or pool league
Tuesday - Poker night
Wednesday - Darts or pool league
Friday - Disco
Saturday - Live music
Sunday - Meat raffle with other games such as play your cards right in the day and Quiz for the evening.
I find this to be very successful and is topped up by football and rugby matches I also try to push the Formula 1 on a Sunday which drags in a few extra punters that often wind up getting involved with the meat raffle.
The pool and darts run winter and summer leagues in all areas across the UK and which day is dependant on your area, you'll often have to put on some food and I find a good curry or chili dish goes down well and is cheap to make, try not to make it too hot you want it to be edible but get it right and you may get a few extra drinks purchased.
On poker night its straight Texas hold'em ₤5 buy in with the winner taking 90% and second place taking the other 10% whilst you make no money from the games you get the money from beer and bar snacks on a good night I get anywhere between 60-70 people in to play and it makes a huge difference to to 10-20 you'd normally have in.
Friday night discos can be hit and miss you need to find out the types of music your customers like and brief your DJ on this, price isn't everything as a good DJ will involve your customers and make the evening whereas a cheap DJ will often set a play list on his laptop and remain quiet for the entire evening.
Live music is always appreciated try to mix it up but at the same time call back bands that have done well, I have incorporated a few open mic nights into the mix and often look for up and coming bands asking my customers for recommendations, ost people know someone in a band and if they've recommended it will try to get as many of their friends up for the evening.
The Sunday meat raffle is an awesome day I always try to strike a deal with my local butcher in order to get a small discount in exchange for a few shout outs across the event. just grab some real nice joints, sausages etc and sell raffle tickets throughout the day, I put on smaller games like play your cards right for a cash prize to the winner and I also do a mystery box game, 9 boxes all containing an envelope with a prize on paper inside, it could be a bag of pork scratchings, a beer or all the way up to a cash prize. Again with this you sell tickets and the cash prize is the total money from the tickets one person per week and the cash prize rolls over if it isn't won, I've seen it top ₤1000 pounds before being won. Once your customer has picked a box you can try to buy the contents from them for cash or bribes such as snacks, they can then deal or see the contents of their box, to make it fair have someone else put the prizes in the envelopes so whoever is trying to buy the box doesn't know what's in it.
Sunday night quiz is also a big hit and I get around 60-70 in for it. Whilst most won't drink too much its all money in the till. I have a quiz master who runs the quiz every week which includes video and music clips to keep interest the format is teams of a maximum of 4 with each player paying ₤2 entry, we cap the prize money at ₤100 and the quiz master takes the rest as his fee. I have found this works well as the quiz master will do all he can to draw people in as what he takes is dependant on the quizzes reputation and also it costs you nothing.
Hire a good cleaner
Step 4 - How clean is clean?
Cleanliness is often over looked and a quick wipe down and hover is deemed acceptable, it's not. Why I go to a bar or restaurant I don't want to see piles of empty glasses on tables or dusty bottles behind the bar, further more if I'm going ot eat I often check out the toilets before ordering. Toilets are often forgotten about, but no customer should ever have to come and ask you for hand wash or toilet roll and so you toilets should be as clean and well equipped as your kitchen and bar. I've also found that a pub dog goes down very well but you can't have him/her wander into your restaurant and beg for food, and a customer doesn't want to find dog hair in their glass or on their table so if you opt to have your loyal companion in the bar with you, you must ensure you keep him and the areas he's allowed in clean. Dog obedience is also key, whilst most customers will have no problem with a dog jumping up at them when they arrive some will especially those in suits or on their way out for the evening so make sure he knows the drill and does as is asked. I am often asked if customers can give him a treat and my answer is always yes but I ask them to make him perform in order to get it simple commands like sit,lay down or paw are favourites and very easy to teach any dog.
When it comes to outside have a good sweep around everyday and ensure that all cigarette butts and boxes are picked up and ashtrays emptied, flowers and a lick of paint goes a long way towards drawing people in especially those that drive by as they will always comment "that pub looks nice" and it could be the difference between them taking the plunge to pop in or heading home and to their local. Your outside areas should also be well lit at night as without it your pub may as well be invisible and will also be a hazard for those leaving the pub in the dark. Ensure all your grass is kept cut and even in the winter you need to keep on top of garden areas don't let them slip and it will be easier to maintain and earn you a good name as a pub that takes pride in its appearance.
Take your time and make it mean something
Step 5 - Where to advertise
Advertising for a pub is a hard one, a dedicated website is often expensive and of little benefit but you should encourage customers to rate you on sites such as;
These are respected sites that allow the public to rate you and could gain you a few extra customers. Getting A-boards outside is great advertising, try to avoid changing colour on every letter as it gets hard to read for those driving past and naturally white is the most visible colour you can use, try to keep wording big and ensure you advertise bands and events weeks before they arrive. I asked bands if they have posters I can put up which most do, otherwise I'll fire up the computer and make one myself.
try to get involved with groups such as camra.org.uk (The campaign for real ale) as you will be included in their magazines, your local paper should be contacted every time you host an event as people who don't know what you're doing may see the article and pop in to find out what's coming soon.
If you are trying to start your kitchen up try having some flyers made to hand to local businesses tell them that anyone who brings back the flyer will receive 5-10% off their food order, not only do you gain a few extra people but you will get your flyers back for you to reuse, until you deem you have the trade you need.
When you have save money on your products pass the savings on, e.g. the brewery have 50% off vodka order a few bottles and give your customers 20% off. Whilst you can't always have a promotion it shows that your loyal to your customers and that your not just another money hungry businessman. I find that customers ask why something is cheap when I hold such promotions and I simply tell them the brewery had a deal on so I've passed it on to them, this will earn you a great name in the community.
Word of mouth is great advertising so get your locals on your side, engage them in conversation if its quiet grab a drink and sit with them for a while, always ask them what they think of what you're doing and if they have any suggestions for you.
They crucial thing to remember is that bad news spreads faster than good news, so ensure that if you are going to try something you do it as best you can, and never trouble your customers with your problems but always lend an ear for theirs.
You won't get anything for nothing in life and if you want to succeed you need to work really hard. The pub trade isn't for the faint hearted and you always have to invest to get a return, but you need to build things up slowly as there is very little point getting into debt. Breweries often have promo gear up for grabs so ask them and feel free to ask me any question you may have.