Admiral Taverns On Tap 11

The Quarterly Newsletter from Admiral to You Issue 11 / November 2009

You & Admiral Taverns – Together we mean business

Page 2 – 3An A – Z guide for raising awareness over the summer months

With Christmas fast approaching it’s a busy time for landlords

as you prepare for the boost in trade from festive revellers.

It’s a great time to increase sales and welcome new faces

to your pub. Make sure they enjoy their visit by following

our tips for preparing your pub for Christmas. There’s also

advice to help you drum up New Year trade and retain

Christmas customers.

There’s also expert industry comment from Phil Mellows on

standing out from the crowd, plus an update from the food

team and latest news from around the estate.

Countdown to Christmas

Building business in the New Year

Make the most of food this Christmas and New Year

Page 4 & 5 Page 6


2

Between them they’re doing a huge variety of different things. Some are food-led, others 90 per cent wet. Some have lots of events and entertainment, others plain hospitality. Some are big enough to offer a choice of experiences, others are too small to offer more than one.

If there is one thing they have in common, though, it’s the attitude of the licensee, the way they think of their business.

Take that dog biscuit. It’s giving the dog a reason to keep coming back, and it’s also a device to fix that pub in the dog’s mind. The pub and the dog biscuit are inextricably linked. They become one.

Every pub needs its dog biscuit. Or, to use trendier terminology, you need to think of your pub as a brand.

Branding has acquired a bad name, thanks to the identikit retail units that were rolled out relentlessly into our high streets during the 1990s. But in its simplest form branding is a dog biscuit, fixing a definite image of your pub in a customer’s mind.

There are pubs lucky enough to be born branded. On my judging list for The Publican’s Pub of the Year was, the Royal Standard of England in Beaconsfield. It’s 900 years old and a fantastic building – a gift to any publican – yet the Royal Standard is a winner because the owner has built around it a whole offering that builds on what he’s got to create a consistent brand.

As he puts it: “It’s the pub that’s the brand, not what you’re selling.”

And you can do the same without the natural attributes of 13th century architecture. Another pub I visited was a newish freehouse in Aylesbury called the Broad Leys. Interestingly I had to check the name just then. It’s not very memorable. Doesn’t sound like a pub at all. But you can see the beer garden from the road, and in the middle of it stands a rather peculiar water feature, a life sized stone adonis, dripping wet.

The pub ran a competition among the regulars to name it and they came up with Rusty Lee. I bet when people are wondering where to go for something to eat and drink in Aylesbury they think of the pub with Rusty Lee in the garden.

And if that doesn’t work the Broad Leys has also created a signature dish. Nothing too fancy, but its fish and chips comes

with battered salmon that bursts with shocking pink when you stick your fork in. You might forget the name of the pub, but you won’t forget that.

Another example of a signature dish is the Nottinghamshire Pie, invented at the Waggon & Horses at Halam. That’s a small tenancy in the middle of nowhere, but the pie, and the PR it generated, has put it on the map.

Now that I’ve mentioned PR, let’s get that out of the way. With a bit of time and thought you can use PR to get cheap publicity for your pub. That’s all good. But your priority must be to get your pub, your brand, right first before inviting all and sundry to visit it.

Nearly every pub I spoke to on my trip had built their trade through word of mouth. There is no more powerful marketing tool than this. Not even dog biscuits. It’s real people voluntarily recommending your pub. And they’ll only do that if they’ve had a good experience. If they’ve had a bad experience they’re even more likely to tell their friends about it (they almost certainly won’t tell you) and that’s far worse than not mentioning your pub at all.

So as well as branding you have to get the basics right.There’s a pub near me at the back of Brighton,

not in the awards, called the Druids Arms. It’s not especially attractive, inside or out. I believe the term is grungy. But clean grungy.

Standing out from the crowd

Ye Olde Mitre is a City of London pub that’s famous for its cask beer. But it has another unusual weapon in its armoury. It’s a dog biscuit. One of the customers uses

a guide dog, and every time he drops by the licensee slips the dog a biscuit.

“He’s not going to go past my door now without the dog bringing him in,” says the guv’nor with a mischievous glint in his eye.

It may be a devious method of converting an occasional customer into a regular but, like any gimmicks that work, it’s really just one expression of a grounded, consistent approach to running a pub business. And it’s the kind of approach that could see you through these difficult days.

Over the last few weeks I’ve been going all over the country helping to judge The Publican Food & Drink

Awards. I ask the finalists how they’re coping with the recession. “What recession?” sums up their response.

Industry expert: Comment from Phil Mellows

So what are these pubs doing that others aren’t?

It ’s the pub that’s the brand, not what you’re selling.”

”

”

www.admiraltaverns.com

November 2009 3

Anyway, I was on my way back from the city centre where I’d been checking out Friday night trade at the big brash venues and reflecting on the fact that the recession had finally reached us, they were so quiet. It was one in the morning but I knew the Druids was open till three so I stopped for a nightcap.

The place was bouncing off the floor it was so busy. Young people, older people. And while I drank my pint it just got busier. The recession, so painfully evident earlier, had suddenly evaporated.

I know, too, that other ‘ordinary’ local pubs like the Druids are doing OK. For tenants this is encouraging. At a recent conference organised by M&C Report, titled The Future of Pub Retailing, it was explained in theoretical terms.

The recession has had a subtle psychological impact on people. Paul Flatters, who works for a research outfit known as the Trajectory Partnership (don’t ask), believes we are seeing “a new seriousness” among consumers who recognise they “need to be responsible”.

They are turning away from big exciting occasions and towards “simple propositions with no surprises and no decisions to make to add to the stress”.

Sounds like the local pub. But note that the new sense of responsibility also means people, even if they’ve got plenty of money, will be looking for good value.

Value, as you don’t need to be told, is not the same as price. Customers just need to feel they are getting what they pay for.

The combination of simplicity and value carries a simple message for publicans – do the basics well.

Take cask beer. The annual Cask Report that came out in October showed the category is back in growth in 2009, outperforming almost every other drink on the bar. What’s more, cask drinkers go the pub more often and spend more when they’re there. Serving a great pint could be your brand. It will keep customers coming back, as many pubs are discovering. Every one of the pubs I’ve judged served good beer.

Yet cask beer is a fragile product. Its quality in the glass relies on the skill and care practised by the licensee. Get it

wrong, and a whole bunch of valuable customers, not to mention their mates, will never come back.

It’s not that difficult to keep a good pint of ale but the margin for error is tiny and the consequences of serving a bad pint are large.

What about food? Wet-led community pubs are increasingly adding a dry profit stream to their business and it’s easy enough these days to get an off-the-shelf package of dishes, even if you’ve no kitchen.

But again, think of your brand. Is there an offer that could set you apart?

The Anchor Inn at Nayland, Essex, another of my finalists, is lucky enough to have a farm attached where it grows all its own vegetables. It’s the ultimate in local food and a great attraction.

You probably don’t have a farm, but what you can do, whether you’re in the town or the country, is buy from local butchers, bakers and greengrocers. It isn’t necessarily more expensive. Develop a relationship with your fellow small businesses, guaranteeing them a regular trade, and you can do deals. You’re all in the same recession, so help each other out.

An ethical element of “new seriousness” is buying local to reduce carbon footprints so shout about what you’re doing and advertise your supplier on the menu.

Keep it simple. Specialise in a few things that don’t demand cheffing skills or take up loads of time but are nourishing and natural. Home-made soups, bread and cheese, that kind of thing. It’s easy and will help create your distinct identity as “the pub that does…”

However you think of your pub’s brand, do something different that sets you apart from the competition and that people will remember you for, and do it really well.

To pick up on an insight from the Trajectory research, people don’t want to make hard decisions. A good pub makes it easy for them.

Guide dogs certainly don’t have to think twice before going into Ye Olde Mitre.

Standing out from the crowd

Comment from Phil Mellows former features editor of the Publican

The combination of simplicity and value carries a simple message for publicans – do the basics well.”

Do something different that sets you apart from the competition and that people will remember you for, and do it well.”

”

”


4

For most landlords trade slows down after the festive period, especially during January and

February. But with a little thought and planning landlords can retain existing customers and

attract new ones during the quieter times after Christmas.

Here are Admiral’s top ten tips for maximising post-Christmas custom.

1.

2.

4.

3.It’s a great time to get locals through the

door after they have spent all of Christmas

day being stuck in the house eating turkey

and watching the Great escape for the

30th time.For those with a food offering it’s a

chance to alter the menu, and take the turkey

off! Why not change the drinks range

too with tasty tipples like hot mulled wine

(see recipe below) and hot chocolate served

with marshmallows in addition to the

usual coffee.Hold a quiz on Boxing Day and announce

the winners on New Years Day. There’s a

good chance they will return to see if they

have won!

Make the most

of Boxing Day

Start a quiz accumulator – a quiz that

runs over 5 weeks. The pot of prize

money increases each week, making

it a great way to keep customers

coming back!

New Year’s Day

Loyalty cards

Admiral Taverns – Pool

and Darts competition

If you have pool and darts teams, get them to enter the Admiral

competition. There is prize money of £1,000 for the winning

team in each competition, which starts in February and runs

through to the finals in July. It’s a great way to keep trade

ticking over, as the teams will bring their supporters with

them! The closing date for entry is Friday 27th November.

They can be used for many things such as beer, wine, cocktails, shooters,

hot drinks and food. There are high tech credit card style versions with

computer chips in them or a simple card. If you use the card version,

make sure that your stamp cannot be easily replicated. Please

ensure that your terms and conditions are within strict guidelines.

See www.mypubsuperstore.co.uk for more details

Special feature:

Put everything into a saucepan with 2.5

pints water, heat to a simmer and stir

through until sugar has dissovled, very

gently simmer for 20 min – if you boil

it, the alcohol will evaporate and you

don’t want that!

You can buy spice sachets from the

supermarket if you want to make it

really simple!

Mulled wine is a great addition to a winter drinks offering in your pub and is very easy to

make. You don’t need the best red wine but not the cheapest either!

2 x 75cl bottles of medium to full bodied red wine

1 orange stuck with cloves

2 oranges, sliced2 lemons, sliced6 level tablespoons of granulated sugar or honey

2 inch (5cm) piece cinnamon stick

2 level teaspoons finely grated fresh root ginger or

ground ginger2 tablespoons fruit liqueur such as Cointreau, Grand

Marnier or cherry brandy (optional)

Mulled Wine – serves 12

Building business

in the New Year


November 2009 5

5.

6.

7.

10. Burns Night:

25th January

Karaoke

A great way to celebrate with our Scottish friends. Why not highlight your range of Scotch Whisky, and if you do food, why not put on a special Scottish themed menu with neeps and tatties, haggis and shortbread. This could be accompanied by Scottish music, either traditional or more contemporary artists such as Rod Stewart, Simple Minds, and The Proclaimers!

Valentines Day:

February 14thAnother great opportunity for changing your menu

if you do food. Offer a special sharing menu, where all courses are shared by two people. Re-arrange your table layout to allow a little

more space for romantic couples. Use candle light in some areas. You can still benefit from Valentines Day if you don’t do food. What about decorating the pub, running a champagne promotion, or, if your customer base is not suited to champagne, you can always offer Cava or Asti!

Everyone loves a good old sing song! Why not arrange a Karaoke night? If you don’t have a machine, many high street stores sell ones that are relatively cheap. Alternatively hire someone to do the night for you. Why not run it over a few nights, have heats and then the final later in the week with a prize for the winner and runners up.

Value

We all look for value after spending so much at Christmas so it’s important to find ways to add value to some of your drinks and food. A couple of suggestions are offering a free child main course with every two adult meals, free soft drinks or a free pudding with every starter and main course purchased.

Marketing advice

9.We all overdo things at Christmas, too much food and too much drink, all results in too much waist! The New Year is when most people decide to shrink their waistlines so it’s a good idea to help your customers by adapting your menu. Try offering healthy eating dishes such as salads, soups, offer

Healthy eating

8. Sporting events

Remember some of the nations biggest sporting events commence in January and February. The FA cup third round starts in January, always a great weekend of football. The six nations Rugby Union starts in February – perhaps theme your pub when England or Wales are playing? Have a Kronenbourg promotion when France play or Guinness when the Irish are playing?

Building business

in the New Year


6

A festive feast


Special feature:

As the end of 2009 approaches everyone should be prepared for the Christmas and New Year period with a firm plan of what they’ll be doing to maximise profits during the festive season.

For those who aren’t, there’s still time to get organised and lots of free resources available to help you plan, source, deliver and market a Christmas food offer.

If you haven’t already, take a look at Admiral’s dedicated resource for licensees www.mypubfood.co.uk which is a one stop shop for helpful information and promotional materials such as menu planners, cocktail recipes, costing and profit calculators and legislation advice.

There’s also access to a fast and affordable printing service. You can create your own menus, POS and posters using a range of templates provided and use the printing service to ensure your promotional materials are delivered to your door within five working days.

Sam Pedder, Admiral’s head of food, said: “The Christmas period is such a crucial time of year for landlords, because for many it’s a peak time for trade. We believe that we’ve created a bank of resources that everyone can benefit from free of charge, not just through the My Pub Food website, but also through hands on training the team provides to landlords in their pubs.

“We hope more people will take advantage of the services that we offer in 2010.”

There has been a great response to Start Food 3 with many landlords taking advantage of the fantastic discounts available through the food team’s recommended suppliers. Lots of landlords have also taken the small steps needed to start a low wastage, low skill, low labour food offer.

Sam added: “Congratulations to all of the pubs that have started food this year and been on one of our training courses, if you are interested in participating then get in touch, training takes place in your pub at a time to suit you.

“Good luck for 2010. Get yourself a wall calendar, identify and plan those events that could make you some extra profit and remember the Food Team’s services are completely free to you!”

To contact Sam, Steven and Jane of the food team call 0844 800 6671

What’s in store for 2010?• Online editable banners• Online shopping facility to

purchase items such as chalkboards, menu holders and seasonal kits

• New posters• New partnership with Booker

with special offers and rebates• Kitchen management,

customer service and training workshops

• New food and drink supplier partnerships

• Launch of Do Drinks, a workbook to help you serve the best quality drinks


November 2009 7

refurbishment news

the Lord neLson focuses on community spirit

The landlords at The Fox & Hounds in Waterlooville will finally get the chance to flex their culinary muscles thanks to a £25,000 investment from Admiral Taverns.

Alan Farrington and Sarah-Jane Gormely are getting set to open their brand new kitchen, which will allow them to serve food at the pub for the first time since they took it over in December last year, thanks to financial help from Admiral.

Admiral’s investment also paid for the replacement of doors, door frames and flooring within the pub.

Alan said: “When myself and Sara-Jane first came to the pub, the kitchen was in a terrible state. The previous tenants had neglected it and made it pretty much unusable, so we took the decision to hold off on serving food until we could get the kitchen up to scratch.

“Sara-Jane and I had invested some of our own money in redecorating the pub and starting on the kitchen improvements, but the investment from Admiral has been of huge benefit and gave us the final push we needed to get everything done.

“Now we can’t wait to get in the kitchen and start creating our own menu.”

Alan and Sara-Jane have worked hard to revamp The Fox and Hounds.

Alan continued: “Sara has worked in the trade for many years, and so she knows how to get the

most out of our pub. We’ve completely changed the interior décor since we arrived, ripping out the old flooring and exposing the mahogany floorboards underneath.

“We’re really pleased with how the pub looks now, and the completed kitchen is the icing on the cake. We’ve been trading really well ever since we came here, but the food menu that we’ll soon be able to offer should hopefully draw in even more custom.”

Geoff Spafford, Alan and Sara-Jane’s business development manager, said: “We’re really pleased that we’ve been able to help Alan and Sara-Jane bring their vision to life, and we’re sure they’ll make good use of the new kitchen.”

oLd Look given the bootSales at The Boot in Kimpton, Hertfordshire have more than trebled following a £214,000 investment by Admiral Taverns.

The pub was given a complete refurbishment in August this year, which involved creating five bed and breakfast rooms in a disused barn at the back of the pub as well as reroofing, redecorating and rewiring the pub, rebuilding the conservatory and tarmacing the car park

Barry and Roberta Smith have been running The Boot since December 2006.

Barry said: “We were trading well before the refurbishment but now we’re doing even better.

“Roberta and I had invested some of our own money in improving the pub – we replaced the toilets and re-carpeted – but we could only afford to scratch the surface when it came to all the work that needed doing, so the investment from Admiral has been of huge benefit.”

The Smiths have surrounded themselves with a trusted team of staff, including a full-time chef. The re-decorated restaurant, which serves a variety of lunch time snacks, mains and full English breakfasts, is particularly popular with locals.

Barry continued: “The restaurant is busy throughout the week, especially since we introduced breakfast, and is full every Thursday, Friday and Saturday night.”

The pub is now one of the area’s top performers in wet sales, and has two deliveries a week to cope with the demand.

Barry continued: “Although refurbishing the pub has been a big job, it’s all been worth it – the rooms have proved to be extremely popular, and the pub itself looks fantastic.

“The revamp has helped us to attract a host of new customers and given us the potential to do so much more.”

Barry and Roberta’s BDM Peter Smith said: “Roberta and Barry have built The Boot up from your standard local to a truly impressive pub and B&B. They’re a fantastic example of how a little bit of creative thinking can make the world of difference to both your pub and your profit margins.”

Landlords Jeff James and Barry Fearns, who have been at the Lord Nelson pub in Wallasey for three years, are delighted with the results of Admiral’s £65,000 investment, and the new look is proving pretty popular with the local community too.

The pair undertook a complete redesign of the interior of the pub, which is managed by Jeff’s daughter Mikeala, in June this year. The pub was closed for a month for the renovations, which saw it kitted out with a new bar, new flooring, new electrics and revamped toilets.

Admiral’s investment also paid for the outdoor courtyard to be reflagged and redecoration of the pub throughout.

Jeff said: “The pub looks fantastic now and the revamp has proved to be extremely popular with our customers.

“We’re very much a community pub, and we host lots of regular events like darts nights, pool competitions and karaoke. The refit has meant that the pub attracts even more customers to these events, and our wet sales have improved enormously.”

Carl Wilson-Jones, BDM of the Lord Nelson, said: “The Lord Nelson is a popular pub and Jeff and Barry have worked hard to establish their range of regular entertainment events. We’re delighted to have helped them improve the pub further, and are sure that the Lord Nelson will continue to thrive under their excellent guidance.”

food for thought at the fox & hounds


Above: Landlord Jeff James and daughter Mikaela Below: The new look bar

Above: Barry and Roberta smith Below: One of the new bed and breakfast rooms

Above: Alan Farrington and Sarah-Jane Gormley Below: Inside the Fox & Hounds


8

top honours for admiraL pubs at great british pub awards

Two Admiral Taverns pubs have been awarded prizes in this year’s Morning Advertiser Great British Pub Awards.

The annual, nationwide awards aim to recognise the outstanding achievements of licensees throughout the country.

Charles Graham, who runs the Bison in Lambeth, was named Best Newcomer in the London region, and also made it onto the shortlist for Best Newcomer in the UK alongside just six other nominees.

The Shoulder of Mutton in Halifax, run by landlady Sherry Howcroft, was crowned Best Community Pub in Yorkshire & the North East.

Both Charles and Sherry attended the Great British Pub Awards ceremony at the London Hilton on September 9, alongside Marketing Communications Manager for Admiral Taverns, Paul Holmes.

news

Prepare your pub for ChristmasChristmas is an important time for all retail businesses, but for pubs it is vital, and more so this year than ever before.

Not only do you have the challenge of retaining your existing customers, but the festive period also offers a great opportunity to attract new people to your pub, and begin to make them regulars.

As with many things in life, first impressions often count, so you need to ensure that your pub looks as attractive, clean and tidy as possible.

It helps if you look at your pub through the eyes of a potential customer, take a walk around the outside of your pub and then inside it. Here are a few tips to make sure your pub is the one that the locals choose.

External areas • If your pub has a car park, is it tidy? Is there any unsightly rubbish lying around? Are there any

weeds that need to be pulled up? • Have you removed the hanging baskets from the summer? Some pubs don’t remove them until

they are ready to be replenished the following springtime, which can look extremely scruffy.• Are your signs clean? Any external signage and notices such as A boards, Menus and “What’s

on” posters should be clean and legible. If you have any PVC banners, make sure they are hung properly and don’t droop.

• Is your external lighting working? Sometimes all it needs is a new light bulb. • Are your windows clean? They need to be cleaned regularly particularly during the winter

months and especially if your pub is on a busy main road. • Are your dustbins screened and away from public view? Keep them clean and tidy. • Out of date posters and stickers should be removed.• Ensure that all ash trays and butt bins in your outdoor smoking area are clean and tidy, and that

the area is as dry and comfortable as possible to attract smokers.

Internal areas • Follow the route that your customers would take when

they arrive at the pub – how easy is it to get to the bar? Remember: this is the key area of your pub, so you need to ensure that customers can get to the bar easily and that they can see the bar clearly. Can you move some tables and chairs to ease access? Does a gaming machine need re-locating? Can disabled customers move around easily?

• Ensure your carpets are as clean as possible. • Keep tables tidy and as clutter free as possible. If you

use beer mats, ensure that they are not soiled or torn. If menus are on your tables, make sure they are clean and are displayed properly.

• Remember there are two sides to a window; make sure the inside is clean too!

• Ensure that the bar area is clean, tidy and polished. If you use bar towels and bar runners make sure they are clean; if the bar runners are for a product that you no longer stock, don’t use them, as it will only confuse customers. Ensure that your back bar is well merchandised and set up so the products that make you the most money occupy your “hotspots”.

• Did you know that 81% of men favour pubs with clean toilets and, for women, it’s a huge 90%? It is vital that your toilets are clean, tidy and well stocked. If the toilets are clean, a customer will assume that the rest of the pub is clean too! If you have broken seats, replace them and make sure that your hand driers work, paper towels are disposed of properly and hand towels are clean.

• Make sure your glasses are clean and dispose of scuffed glassware. The same applies to any crockery or cutlery.

• Where possible, use new Christmas decorations. If you have any tatty or worn decorations, bin them. If you have fairy lights, make sure they work properly and safely and, if you are having a Christmas tree, ensure it is erected properly without being a hazard to your customers.

By following these commonsense tips, you will give first time visitors to your pub the best possible first impression and hopefully ensure plenty of repeat custom.

Above: Sherry Howcroft of the Shoulder of Mutton in Halifax.


November 2009 9

Special feature: Customer service

Customer service... Is not just for Christmas, it’s for life!To help you with your Christmas preparation here are some facts and tips about customer service that are useful not just for the festive period, but for all year round.

These quotes come from two of the most famous people the world has seen. They approach the customer from two completely different perspectives, but both their opinions are as relevant as each other.

The Gandhi quote highlights the value of a customer and how we should treat them. The Bill Gates quote focuses on the positive aspect of an unhappy customer, meaning that when we get something wrong we can learn from it and put it right.

Customers who receive good levels of service and enjoy visiting your pub will probably stay for a longer period of time and spend more money, either during their visit or by returning at some point in the future. This means that good customer service can directly affect your profits.

In the pub industry one school of thought suggests that a customer buys 20% product (drink or food) and 80% experience (service and atmosphere), so you can see why good customer service is vital for your pub.

Facts • Did you know that one unhappy customer will tell

between 8 and 16 people about their experience? • 91% of dissatisfied customers never come back.• 80%-95% of people whose complaints have been

resolved return as satisfied customers.• It costs five times more to attract new customers than it

does to retain customers you already have.

What is good customer service?

• Exceeding your customer’s expectations.

• Serving a consistently high level of product, be it food,

drink, quiz nights etc. • Providing value for money and a service that is better

than your local competition. • A consistently warm welcome for all customers.

• Cleanliness.• Involving and engaging with customers.

Customer Service journeyThe customer service journey highlights the processes that a customer travels through when visiting your pub and shows areas that you can influence, to keep customers coming back! • Arrival – ensure that the exterior of the building

is clean and tidy (see the opposite page for more tips and ideas).

• Entry – it is preferable that the visitor can see inside your pub prior to entry. This means that you must make sure the entrance to the pub is clutter free and clean. Ensure your route to the bar is clear.

• Speed of service – how quickly are your customers served? How long before you make contact with them? Have you greeted them in a friendly manner? Have you engaged in conversation with them? If they have to wait, have you let them know that you have acknowledged their presence and will be with them as soon as possible?

• Your service approach – are your products good quality? Do you offer “perceived” value for money? Are you or your staff capable of giving the customer what they want in terms of service? Can you identify what your customers want? Can you and your staff handle complaints in a courteous and professional manner and still give the customer a solution to their problem? These are all factors that you need to take into account to ensure you are in a position to deliver the best possible service to your customer base.

• Departure – when the customer leaves the premises do you say goodbye? Can you tell whether they enjoyed their visit? Why not ask them if everything was OK?

• What does the customer think? – will the customer come back to your pub? Did he / she enjoy their visit? How can you measure their satisfaction? Try a simple card with smile and frown tick boxes, with just a few basic questions. Offer customers entry into a prize draw if they fill in the card.

All of these points offer you the opportunity to deliver great service to your customers.

However service is a two sided coin, and they also offer you the opportunity to get it wrong too, so you need to plan carefully and ensure that you have the tools to deal effectively with your customers and keep them coming back for more.

Remember... Customer Service is not just for Christmas, it’s for life!

What is a customer? “A customer is not an interruption to our work; he is the purpose of it. He is doing us a favour by giving us the opportunity to serve him.” Mahatma Gandhi

“Your most unhappy customers are your greatest source of learning.” Bill Gates


10

Your shout !A return to country tradition

Many landlords are failing to maximise profits from games machines because their bank note acceptor isn’t working to its maximum potential according to Admiral’s machine team.

Research has shown that AWP machines can earn up to 10% more if their bank note acceptor is operational, because over 60% of machine income is now taken through the bank note acceptor.

To make sure their note acceptor is working landlords should regularly refill their machines. £70 jackpot fruit machines require more pound coins and if there isn’t enough in the machine it won’t accept bank notes. Note acceptor test kits and refill keys are available from your machine supplier.

Machines are very accurate and will record all amounts filled into the hopper and suppliers will refund landlords accordingly, but it’s also worth keeping a log sheet of refills.

For safety reasons, do not refill machines during trading hours.

A new online service has been launched to help landlords promote themselves online and communicate with their customers.

www.useyourlocal.com aims to become the biggest pub site in the UK by creating an online resource for the 90,000 landlords across Britain.

By paying an annual fee, landlords will be able to create their own page on the site and connect with customers about latest news or events at the pub. They will receive a POS kit to promote the site and get customers to join the pub’s site.

Landlords can also set up a parcel delivery service through the site which enables them to receive parcel deliveries on behalf of their customers.

Paul Holmes, marketing communications manager at Admiral Taverns, said: “Signing up as a parcel collection hub means you will see a lot more of your customers as this gives them another reason to visit.

“The parcel delivery service is a fantastic way for landlords to introduce their pub to new customers by offering a unique and convenient service to their local community.”

bank on notes for more profit

sign up to new service for pub trade

For information about games machine and the benefits of regular refilling call your supplier or the Admiral machine team on 01244 505282.

We first came to The Hare & Hounds – the third Admiral Taverns pub that we’ve leased – six months ago.

Myself and my husband Chris were keen to re-establish the pub as a traditional country pub offering good food and a warm welcome.

We serve a wide variety of food, including an ever changing ‘Specials’ menu, seven days a week. We try to use local produce wherever we can and there’s always at least one game dish on the menu. We’ve also introduced a range of real ales.

We’ve also focused on creating lots of community events, like children’s fun days and fireworks displays, where we’ll put on a barbeque and a hog roast for everyone to enjoy.

The main thing we’ve learnt from our 13 years in the trade is that you have to listen to your customers, and do your best to provide what they require.

Having worked with numerous other pub companies in the past, we’ve found Admiral to be extremely supportive of our endeavours to improve the pubs we’ve leased.

Admiral has a number of resources available through the www.mypubsuperstore.co.uk website that can be used to promote and market events. You can also speak to your BDM for further support and advice.

Annette Price – The Hare & Hounds in Luzley, Ashton-Under-Lyne

“Having worked with numerous other pub companies in the past, we’ve found Admiral to be extremely supportive of our endeavours to improve the pubs we’ve leased.”

gaming

news


November 2009 11

Focus on...news

As head of the recruitment department, Caroline is responsible for bringing new landlords into the estate and supporting BDMs in filling and reopening vacant Admiral pubs.

Caroline said: “Our team is responsible for promoting available pubs to potential new landlords. These may be people who are new to the pub trade or currently with other pub companies. We do this in various ways such as leaflets drops, recruitment events and Admiral incentive schemes such as recommend a friend.

“We target areas that have the most need and hold recruitment days or open days at vacant pubs and invite potential new landlords along to find out more about the trade and the opportunity to run a pub with Admiral.”

Another responsibility of the recruitment team is to keep the ‘pubs available’ section of the Admiral website up to date on a weekly basis. They also keep current Admiral tenants informed of training that is available and the opportunity to earn £1000 through the recommend a friend scheme.

The variety and importance of her role is something that Caroline relishes. She added: “Every day is different. The role of the recruitment team has expanded since I joined two years ago. We provide a really important service to Admiral’s team of BDMs. Helping them to promote the fantastic pubs we have within the estate and the great opportunity Admiral provides for people to run their own pub business.

“It’s a really satisfying feeling when our campaigns have enabled a BDM to successfully place a landlord in a pub.”

For more information on the recommend a friend scheme, contact Admiral Taverns’ recruitment team on 0845 070 8950.

Caroline Williams, recruitment manager

This year’s Admiral Taverns’ Pool & Darts Championship was another huge success.

The eventual winners of the pool championship were the Aladdin’s Lamp in Darlaston – who secured the top prize for the third year running – while the Halfway House in Liverpool emerged victorious in the darts competition.

Both winning teams received £1,000 in prize money and a special trophy.

Donna Read, promotions coordinator at Admiral Taverns who helped arrange the tournament, said: “Starting a pool or a darts team at your pub is a great way to build some community spirit. We’re already looking forward to next years’ event, and would encourage landlords to start thinking about building their own team in plenty of time to enter the 2010 competition.”

In other pool news, 16-year-old Ben Griffin, who plays on the team at The Griffin in Halstead, has recently been crowned junior world pool champion by the World 8Ball Pool Federation.

Get your own team together for the 2010 competition and – who knows – you might even discover your very own champion…

The closing date for entry is Friday 27th November 2009.

winners of admiraL tavern’s pooL & darts championship crowned

Above: The winning pool team from the Aladdin’s Lamp in Darlaston.

Above: The winning darts team from the Halfway House in Liverpool.


12

DATES FOR YOUR DIARY

Admiral Taverns, Steam Mill Building, Steam Mill Street, Chester CH3 5ANTelephone: 01244 321171 [email protected] www.admiraltaverns.com

news advice

DECEMBER

5 – Premier League Everton v Tottenham

12 – Premier League Liverpool v Arsenal

16 – South Africa v England – 1st test

25 – Christmas Day

26 – Boxing Day

28 – Coral Welsh National, Chepstow Racecourse

31 – New Years’ Eve

JANUARY

1 – New Year’s Day

9 – Premier League Arsenal v Everton

9 – Premier League Birmingham v Man United

16 – Premier League Everton v Man City

16 – Premier League Chelsea V Sunderland

25 – Burn’s Night

26 – Premier League Portsmouth v West Ham United

FEBRUARY

6 - Six Nations- Week 1

9 – Premier League Arsenal v Liverpool

14 – Valentines Day

16 – Pancake Day

20 – Premier League Man City v Liverpool

27 – Premier League Man United v West Ham United

victory for LandLords in Live music case

For new landlords entering a pub there are often loose ends to tie up during the transition from the previous landlord to the new one.

If not dealt with, these loose ends can snowball into a much bigger problem so here’s a run down of what you need to do to ensure things run smoothly.

It’s important that new landlords inform all utilities suppliers of the change in tenancy straight away. In some instances landlords are disconnected because of their predecessors’ debt. Utilities companies cannot disconnect people for someone else’s debt, but only if they have been notified of the change.

Ensure that all bills are in your name, not the name of the previous tenant or of the pub. Open all post and check it carefully. Deal with incoming bills, whether they are your problem or not. Ignoring them will only aggravate the problem.

Also, make your own records of meter readings and compare them to your bills. Make sure your bills are based on readings and not estimates.

Should you receive a court summons do not ignore it. Contact Marc Jones or Chris Jenkins at Admiral Taverns Operations Admin department on 01244 321171 for help in resolving the situation. Don’t feel pressurised by utilities companies, there is always help available so don’t keep debt problems to yourself. Contact your BDM who will be glad to help.

Finally, always keep UBS/ USC numbers close to your phone. You never know when you might need them. USC Tel: 0844 8551447 UBS Tel: 0161 2152337

utiLities – what you need to do

A major victory against Phonographic Performance Ltd (PPL) for raised tariffs for playing music in bars, pubs restaurants and hotels could mean some Admiral landlords are entitled to refunds.The ruling comes as a result of PPL raising tariffs by as much as 430% in 2005 causing many landlords to pay over the odds for playing music. The BBPA and BHA have successfully contested the charges meaning overall charges will be cut by half and landlords will be entitled to full refunds.

Details of how to claim refunds have not yet been released and PPL will be appealing the ruling so watch this space for further details.

The rate of VAT is due to change from 15% to 17.5% on 1 January 2010, meaning that current selling prices will need to go up to cover the increase. The below table is a guide to how much you must increase current prices to maintain your level of gross profit (both £ and %).

For exampleA pint of lager currently being sold at £2.60 will have a 6p increase in VAT. Your retail price needs to increase to £2.66 to cover it. At £2.66 you will be making the same level of cash and percentage margin at 17.5% VAT as you were on £2.60 at 15% VAT.

vat rate change

Current Retail Price (inc VAT)

Extra VAT to add on

New Retail Price (inc VAT)

Current Retail Price (inc VAT)

Extra VAT to add on

New Retail Price (inc VAT)

£1.70 £0.04 £1.74 £2.50 £0.05 £2.55

£1.72 £0.04 £1.76 £2.52 £0.05 £2.57

£1.74 £0.04 £1.78 £2.54 £0.06 £2.60

£1.76 £0.04 £1.80 £2.56 £0.06 £2.62

£1.78 £0.04 £1.82 £2.58 £0.06 £2.64

£1.80 £0.04 £1.84 £2.60 £0.06 £2.66

£1.82 £0.04 £1.86 £2.62 £0.06 £2.68

£1.84 £0.04 £1.88 £2.64 £0.06 £2.70

£1.86 £0.04 £1.90 £2.66 £0.06 £2.72

£1.88 £0.04 £1.92 £2.68 £0.06 £2.74

£1.90 £0.04 £1.94 £2.70 £0.06 £2.76

£1.92 £0.04 £1.96 £2.72 £0.06 £2.78

£1.94 £0.04 £1.98 £2.74 £0.06 £2.80

£1.96 £0.04 £2.00 £2.76 £0.06 £2.82

£1.98 £0.04 £2.02 £2.78 £0.06 £2.84

£2.00 £0.04 £2.04 £2.80 £0.06 £2.86

£2.02 £0.04 £2.06 £2.82 £0.06 £2.88

£2.04 £0.04 £2.08 £2.84 £0.06 £2.90

£2.06 £0.04 £2.10 £2.86 £0.06 £2.92

£2.08 £0.05 £2.13 £2.88 £0.06 £2.94

£2.10 £0.05 £2.15 £2.90 £0.06 £2.96

£2.12 £0.05 £2.17 £2.92 £0.06 £2.98

£2.14 £0.05 £2.19 £2.94 £0.06 £3.00

£2.16 £0.05 £2.21 £2.96 £0.06 £3.02

£2.18 £0.05 £2.23 £2.98 £0.06 £3.04

£2.20 £0.05 £2.25 £3.00 £0.07 £3.07

£2.22 £0.05 £2.27 £3.02 £0.07 £3.09

£2.24 £0.05 £2.29 £3.04 £0.07 £3.11

£2.26 £0.05 £2.31 £3.06 £0.07 £3.13

£2.28 £0.05 £2.33 £3.08 £0.07 £3.15

£2.30 £0.05 £2.35 £3.10 £0.07 £3.17

£2.32 £0.05 £2.37 £3.12 £0.07 £3.19

£2.34 £0.05 £2.39 £3.14 £0.07 £3.21

£2.36 £0.05 £2.41 £3.16 £0.07 £3.23

£2.38 £0.05 £2.43 £3.18 £0.07 £3.25

£2.40 £0.05 £2.45 £3.20 £0.07 £3.27

£2.42 £0.05 £2.47 £3.22 £0.07 £3.29

£2.44 £0.05 £2.49 £3.24 £0.07 £3.31

£2.46 £0.05 £2.51 £3.26 £0.07 £3.33

£2.48 £0.05 £2.53 £3.28 £0.07 £3.35

VAT guide

LegaL eye

Note:All prices rounded to nearest whole penny

VAT changes scheduled for 1 January 2010 at time of publication

Errors and omissions excepted

Documents

Admiral Taverns On Tap 11