PUB17 Newspaper by Fresh Montgomery

200 INNOVATIVE SUPPLIERS 20 TALKS & WORKSHOPS MULTIPLE NETWORKING OPPORTUNITIES

STAY INFORMED, STAY PROFITABLE, STAY AHEAD. To help you prepare for the must attend show for the UK pub sector, we gather advice from licensees and a host of industry experts to help your sales soar in 2017.

WINNING WAYS

SPECIALS BOARD

THIRST AID

Award-winning pubs share their best business ideas

Top chefs including Chris and Jeff Galvin and Great British Menu's Emily Watkins talk pub food trends

Drinks experts offer tips and insights on what’s hot to stock

PAGE 15

PAGE 13–14

PAGE 7–8

MAN ON A MISSION

MARKETING MUSTS

SIGNS OF THE TIMES

PAGE 5

PAGE 17

JD Wetherspoon’s Tim Martin talks industry challenges and opportunities

Industry experts share their top tips for 2017

The industry’s best A-board messages

PAGE 5

WHAT’S INSIDE... Industry facts

Challenges and opportunities in 2017

DRINK INSIGHTS

Beer trends

Liquid Leadership

That’s the Spirit

Marketing Tips

Welcome to the PUB17 newspaper, the official publication of PUB17, which is packed full of inspiration and insights to help pub operators drive their businesses even further forward in 2017.

SHOW GUIDE

From top ideas from award-winning operators, and food and drink flair and sparkling marketing tips from industry experts, this newspaper celebrates the dynamism of our brilliant industry and how to make it even better.

About the Show

Business Talks

12 Product Showcase

At last year’s show, I was lucky enough to hear many secrets to success in the PUB16 seminars. The stories left me energised and after 13 years of reporting on the pub sector, I still never fail to still be enthused by the operators, products and innovation that continue to put the Great into the British pub industry as its incredible evolution continues. Expect the same this year at the only dedicated event for the UK pub industry from a company owned by a former publican. In these changing and challenging times, the very best of traditions of the British pub must be cherished, but licensees also need to continue to push their offer to appeal to the everimportant Millennials. As we begin a new year, it is time to take stock and reassess what your business looks like. PUB17 will provide the opportunity for some fresh thinking and ensure the ramifications of the changing political and economic landscape are fully understood through our industry lens, all fodder for fascinating discussion points with our peers. Make this the year your business shines and invest time in checking out your show, PUB17. See you there,

INSPIRATION STATION

13–14

Food for thought

Business Ideas

Pub Garden Tips Training

Funny Pub A-boards Publicans’ Quiz

On show: Who to see at PUB17

All the features and interviews in the PUB17 newspaper and more are available at www.thepubshow.co.uk or follow us on social media @PubShowUK.

JO BRUCE PUB LOVER AND PUB17 NEWSPAPER EDITOR

WHY ATTEND PUB17?

PUB 17, London Olympia, 07— 08 February 2017

LONDON CALLING

BRIGID SIMMONDS CHIEF EXECUTIVE, BRITISH BEER & PUB ASSOCIATION

PAUL CHARITY MANAGING DIRECTOR, PROPEL INFO

“PUB17 is a great opportunity to meet others in the trade, discuss key issues and challenges, and get on top of all the latest trends and insights in our rapidly changing industry.”

“It’s a great chance to meet up with colleagues from the across the sector, pick up new ideas and talk to a broad range of established and new suppliers.”

PUB INDUSTRY BY NUMBERS QUICKER PAYMENTS

BLIGHTY BEER

39%

90% of the UK beer market is supplied by UK producers (BBPA). The number of UK breweries has risen by 8% to around 1,700 in the past year as the popularity of craft beer continues. (UHY Hacker Young).

SPARKLING SUCCESS

PUB 17, London Olympia, 07— 08 February 2017

50%

The year on year increase in on-trade sparkling wine sales (WSTA). UK sales hit the £1 billion mark for the first time in 2016.

of Brits now pay with a contactless debit card, up 11% on 2015. (Mintel 2016)

NATIONAL LIVING WAGE

PEOPLE POWER

The new rate employers must pay staff from 1 April 17, increasing from £7.20.

1.3 MILLION

£7.50

SNACK ATTACK

60%

APPRENTICESHIP LEVY

The increase in the number of new snacks dishes on menus since last year.

(Horizons’ bi-annual Menu Trends Survey 2016

SPIRIT SOAR

19%

£3 MILLION Businesses with an annual pay bill of £3 million or more will have a 0.5% payroll tax in the Apprenticeship Levy coming into effect in April 2017.

(People 1st 2016)

BIG SOFTIES

STAYCATION

4.4%

13 MILLION tourists visit pubs every year (BBPA) and with the impact of Brexit this could increase further.

The value increase in total soft drinks sales up to

The increase in premium spirits sales in the past year.

£4.3 BILLION CONTINUING MARCH OF MIXERS

(CGA Strategy)

17.8%

The increase in value sales of mixers in the past year, now the fastest growing soft drinks category. (CGA Strategy)

The UK Hospitality Industry will need this number of skilled staff to operate effectively over the next decade.

in the past year, with growth coming from premium products.

Food led pubs are driving the majority of softs growth, with volume sales up by +11.9% in this sector. (CGA Strategy)

STATE OF THE NATION

VIEW FROM THE TOP — INDUSTRY CHALLENGES & OPPORTUNITIES TRAIN TO GAIN

TOURISM BOOST

TIM MARTIN

KATE NICHOLLS

CHIEF EXECUTIVE, BBPA

CHAIRMAN, JD WETHERSPOON

CHIEF EXECUTIVE, ALMR

“We face many opportunities and challenges in the coming years.

“The challenges for the pub trade in 2017 look formidable. Wetherspoon calculates that the 15% increase in business rates alone will result in the need for a 7p increase in a pint in order to maintain margins.

“The ALMR’s principal focus in 2016 has been lobbying against the unaffordable increases in property costs for businesses, primarily in the form of business rates. We were hoping for some good news at this year’s Autumn Statement, but the support unveiled by the Government – rates relief caps and increases to rural relief – are unlikely to have a significant impact. Next year’s chief concern is therefore likely to remain the problem of increasing businesses rates. Pubs must check that their revaluation is correct and begin the appeals process at the earliest opportunity if there is any mistake.

In the pub trade, with the growth in pub food, we have already been tackling a shortage of skilled chefs. It is vital that we ensure access to the skills and labour the sector needs to grow. Training and apprenticeships must also be a key engine of growth and job creation through enhanced skills and more rewarding careers, with the boost in standards of service for our customers this also brings. It is important that the Apprenticeship Levy can be used in the wider supply chain. Government policy will continue to affect pubs in many other areas, not least of which is taxation. Three cuts and a freeze in beer duty have made a real difference to the sector in recent years. Beer duty is now 17% lower than it would have been, had the Government stuck to the policy of the beer duty escalator. This has spurred investment and job creation. It is real progress, but more needs to be done to make our tax rate competitive with our neighbouring countries. It is also time for a serious look at how VAT affects pubs, particularly when it comes to pub meals. This would boost the sector and levels of employment. On business rates, we need to keep up the pressure for further reform, as pubs are still shouldering a disproportionate burden.”

See Brigid Simmonds, Kate Nicholls and other industry leaders discuss all the sector’s big issues in the State of the Nation seminar on 8 February Book in advance at thepubshow.co.uk/talks

In addition, a 5% increase in the “living wage” will probably result in the need for an increase of an additional 9p. These sums exclude increases from suppliers, excise duty, the apprenticeship levy or other taxes. Worse, these increases will affect supermarkets much less harshly, so the industry is faced with a widening of the already huge gap between pub and supermarket prices. The pressure is compounded by VAT. Pubs pay 20% VAT on food sales and supermarkets pay nothing, enabling supermarkets to undercut pub food prices, but also to subsidise the price of their alcoholic drinks.

REASONS TO BE CHEERFUL The opportunities for pubs in 2017 are many. Customers correctly expect ever-rising standards and pubs need to try and make that happen. Real ale is an area in which pubs can excel. Not every pub aims for this market, but it’s often an untapped area. It requires dedication to produce a good range of ales all year, but that’s what we’ve got to do. The same applies to craft beers, a growing segment of the market – in America it’s been growing for over 20 years.

Economic and political instability following the EU referendum will also present a challenge as we strive for some sense of certainty, particularly regarding the rights of the non-UK EU workers who account for so many of our staff members. Until we have a clearer picture of the Government’s intended tactic for withdrawal from the EU, there will still be a considerable sense of insecurity.

PUB 17, London Olympia, 07— 08 February 2017

BRIGID SIMMONDS

As we move towards Brexit, training and apprenticeships have never been more important.

GIVE US A BREAK

Two budgets next year seems like overkill, but it will give us two distinct opportunities to focus our lobbying and focus on speaking up for eating and drinking out. There is also much reason for the UK’s pubs to be optimistic. A weakening Pound will attract an influx of foreign tourists and pubs are at the heart of the UK’s tourism offering. Consumer spending remains robust and there will be good opportunities for operators to trade, as eating and drinking out continues to drive leisure spend.”

Probably the biggest opportunity for many pubs relates to coffee. Costa, Starbucks and others have shown us the pent-up demand for this product. Pubs often have better customer areas, loos and so on than a typical coffee shop, so that’s an area that almost all pubs could exploit. Pubs need to continue to improve but, above all, the top priority must be to support industry campaigns for fairer taxes. As an industry, we need tax equality with supermarkets to survive.” Hear more from Tim Martin in the PUB17 Interview on 7 February Book in advance at thepubshow.co.uk/talks

BEER TRENDS

HOP-PORTUNITY KNOCKS Top beer experts talk beer trends, tips on driving beer sales and crimes against beer MATTHEW CURTIS

SIMON LEWIS

EDITOR, TOTAL ALES AND CONTRIBUTOR, GOOD BEER HUNTING

CEO, WEST BERKSHIRE BREWERY

PUB 17, London Olympia, 07— 08 February 2017

Biggest crime against beer in pubs: I think the assumption by many that keg beer is just "plug and play". Cellaring and dispensing any beer, regardless of its container, requires the utmost skill and care. For me, good cellarmanship of a carefullychosen beer range makes pubs stand out and is the point of difference that makes me want to go out, rather than stay and drink bottled beer at home. Driving beer sales: Investing in people – in your staff, is crucial. Too many people both in and outside of the on trade see bar work as a stop gap – something students do in between studying, or a place people work in between jobs. Licensees need to invest in people by providing better training, higher wages and clear career paths to attract more people to the industry.” Taste some of Matthew’s favourite beers at the PUB17 Beer Writers’ Bar

WINNING INSIGHT ROY DOODSON ASSISTANT MANAGER, THE SHEFFIELD TAP GBPA BEST BEER PUB 2016

Beer trend exciting me: “The growth of the can market. More traditional breweries are canning their beer and most new breweries are following suit. Sours and old forgotten recipes are making a comeback. Rated breweries: Siren, Cloudwater and Wild Beer Co always seem to have something a little different. I really enjoy trying new beers, and I love how creative they get. Best new idea to drive beer sales: Sharing bottles and beer tasting classes. Effective marketing ideas: The Untapped app is great – it shows a live beer menu and can notify customers when their favourite beer is on.”

Beer trend exciting me: “As a niche trend I am really interested in the range of flavoured beers that are being created. I’ve tried a pineapple pale ale and a cold extracted, single origin Kenyan coffee infused pale. There are a load more that I need to try. The new ‘juiced’ beers that we are seeing are a fascination. Quality of product is always, always the key.

JESSICA MASON FOUNDER, DRINKS MAVEN Biggest crime against beer in pubs: “Glassware and serve is paramount and sometimes the beer you end up buying is served up very lazily in the wrong glassware. Line cleaning is so imperative to great tasting beer too – otherwise you could serve someone a beer for the first time and turn them off for life. Also, I wish more pubs would encourage people to try one if they are interested in what it is like. It is that kind of thing that will sell more.

Driving beer sales in 2017: Look at the Beeriodic table. Understand the depth and range of beer and then give drinkers the reason to experiment with a well-thought through range in your fridge and on the bar. Staff training is vital to beer quality and therefore sales. Licensees need to know that brewers are more than willing to help their teams make sure they are informed and engaged. It doesn’t half help to create a better drinking experience if the staff are knowledgeable and enthusiastic. Try before you buy.” West Berkshire Brewery

Beer trend exciting me: “UK brewers are just getting into mixed fermentation projects. Some people would call these beers “sour”, but I don't think the term does justice to the inherent quality and depth of flavour these beers have. More and more British brewers are investing in barrels and foudres and ageing beers with a variety of wild yeast and bacterias, blending the finished results together and creating some truly elegant beers.

Driving beer sales: Consider including small glasses on the front of each pumpclip with the beer in, so customers can assess the colour of the beer before ordering. I thought that was a great idea in some pubs I have seen. Others have miniature tasting glasses to hand as well. Break down the barriers to buying and answer people's questions on what the beer is like before they ask. Vary your beer offer. There's nothing more painful than getting to the bar and finding four handpulls with similar style beers on – all of which are play-safes that they know sell. Always have a really interesting one on that you can use as a talking point. Consider getting an upright beer fridge to the side of the bar, rather than housing all bottled and canned beers low down in fridges behind the bar.” Jess will be chairing the Liquid Leadership panel on Tuesday 7 February at PUB17 Book in advance at thepubshow.co.uk/talks

GET YOUR STANDARDS RIGHT AND DRIVE THE EXPERIENCE THAT BEER FANS CAN’T REPLICATE AT HOME.” GARETH BATH, SALES DIRECTOR, BREWDOG

GARETH BATH SALES DIRECTOR, BREWDOG Beer trend exciting me: “It’s all about the IPA and DIPAs – UK brewers are really having some fun with this style at the moment and kicking out some killer beers as a result. Experiments with new hop variations and fruit additions are creating some real juice bombs that craft beer lovers new and old are getting really excited about. My advice? Get involved as soon as you can! Driving beer sales: People head out into the on-trade because the experience of drinking draught beer – perfectly dispensed, in a great atmosphere, looked after by brilliant staff – is richer than what they can achieve at home. Whether they can buy that beer in the local supermarket or not should be irrelevant. Get your standards right and drive the experience that beer fans can’t replicate at home.” See both Simon and Gareth at Clash of The Titans panel on 8 February Book in advance at thepubshow.co.uk/talks

LIQUID LEADERSHIP Award-winning licensees, top suppliers and drinks writers focus on drinks trends, event ideas and hot stocks

WINNING WAYS TIM BIRD

ROBYN BLACK

MATT SLOCOMBE

MANAGING DIRECTOR, CHESHIRE CAT PUBS & BARS

DEPUTY & DRINKS EDITOR, INAPUB

OWNER, THE CROWN INN, WOOLHOPE, INNCIDER CONSULTANCY

Drink trends exciting me: “Our guests are becoming more and more open to the idea of trying something new and different, drinks wise, than they have ever been before in a rural country pub environment. They are far more discerning too. Local cask ales, different wine grapes and of course differentiated gins, brandies, whiskies and rums are being enjoyed far more than eight years ago when we started. People like being puzzled with choice and trying new things is motivating. People now trust recommendations more than they did – there's more belief in what we do. Nostalgia too is still important though and drinks that comfort people are important – like a great Pastis and water. What do you think a good pub’s drinks list should be about? We have just put together a drinks list for our Roebuck Inn in the form of a reading book. Chapter one features the classic aperitif, then to beer and cider then to Old World wine list then to differentiated soft drinks and then good old fashioned digestifs and liqueurs. It’s interesting how well aperitifs sell when suggested. Best drinks added to your lists in past year: More and more flavoured gins such as Warner Edwards rhubarb gin with ginger ale and Chase grapefruit gin with pink grapefruit zest and tonic as the trend is towards flavoured gins. White port and tonic with mint and lemon and pink port and tonic with orange zest, as these make great aperitifs. Also 30 ports by the bottle to our Fitzherbert Arms offer – the UK’s largest port selection in a pub, as we feel port is not enjoyed enough through a meal and only associated as a cheese accompaniment. Ideas that helped drive drinks sales in past year: Tastings – wine, gin, rum, brandy, whiskey. A nostalgic drinks list, grape-driven wine lists and dedicated ale pumps such as The Yorkshire Pump featuring only Yorkshire micro-brewery ales.”

INNCIDER INFORMATION

Drink trends exciting me: “I think the mania for gin still has legs, which as a long-standing gin lover I find exciting. The boom in Prosecco took almost everyone by surprise, but it’s fully established now as a standard part of the drinking repertoire and I’m hoping other sparkling wines will be able to capitalise on that – including French Crèmant, which I love, or more exotic offerings, such as South American fizz. What drink categories should licensees put more focus on in 2017? Soft drinks. Whatever the anti-drinking brigade say. There’s no doubt drinking levels are falling and the pub trade needs to act to ensure its soft drink range becomes compelling; otherwise they are at risk of losing sales to tap water, which after all represents a cost. It’s a genuinely exciting category right now, with non-alcoholic distilled spirits such as Seedlip hitting the market, craft sodas, low sugar alternatives, cold pressed juices and so on, so there’s no excuse. Drinks marketing tips: Your main marketing tool is your bar staff, so make sure they know a little bit about everything that you offer so they can have an informed conversation with customers. Think about making drinks “instagramable” with clever garnishes – fresh fruit can work out expensive so be creative. You can use anything from biscuits to popcorn, sweets, little messages or cheap toys. Take photos and use it on your own social media and if it looks good enough, your customers will post their own shots and promote for you as well. Create some buzz by running events. Meet the brewer evenings, food and drink matching sessions, cocktail making lessons, tutored tastings, beer and cider festivals and so on are all winners. Approach suppliers and brand owners for support and help.” Robyn Black will be chairing the Liquid Leadership panel on 7 February

GBPA BEST CIDER PUB 2015

Best ideas for driving cider sales: “We are just about to host ‘The World’s Biggest Cider Fan Competition’, which should be fun. We host a monthly tasting menu that we match with cider. As the cider making season unfolds, we always follow the tradition of what happens at that time of the year – wassail, harvest time, blossom time festival, cider making in the car park. Having our own brand immediately points the sale that way. Draught serve allows customers to taste before buying; the when in Rome adage really works!

PUB 17, London Olympia, 07— 08 February 2017

GOOD PUB GUIDE PUB GROUP OF THE YEAR 16/17

DRINK TANK

Driving cider sales: Look for what your area does best and seek out that quality offering. Consider a bespoke product just for your venue. Cider with food: We use it in loads of dishes. It is so versatile – a light and dry cider can be used instead of white wine and ones with more punchy flavours can go as red. There are plenty of choices to use instead of marsalla or sherry such as Gwatkin’s blackney red perry.”

LOOK FOR WHAT YOUR AREA DOES BEST AND SEEK OUT THAT QUALITY OFFERING.” MATT SLOCOMBE, OWNER, THE CROWN INN

Book in advance at thepubshow.co.uk/talks

THAT’S THE SPIRIT Sipsmith

TALULA WHITE CO-FOUNDER, SEKFORDE

On Show at PUB17 Stand 111A

Why stock Sekforde? “It encourages sales and trial of whiskey and rum, which have a higher profit margin versus beer and wine. Sekforde is below the proposed sugar tax threshold and offers people a lighter way to enjoy spirits at only 40 calories a bottle. It is 100% natural.

PUB 17, London Olympia, 07— 08 February 2017

What spirits trends should licensees look to capitalise on in 2017? Consumers are looking for unique experiences they can’t easily replicate at home – spirits that either aren’t widely available at retail or at a price point which is a bit high for a bottle but accessible for just a drink or two. We also believe presentation is key – drinks have to look good enough to Instagram as well as deliver on taste. The days when you could get away with clunky glassware or clumsily cut slices of citrus are in the past. What tips would you give licensees on driving spirits sales in 2017? It is about the whole experience: the serve has to be in the right glass, with the right garnish, with plenty of ice to look as good as it tastes. Focus on doing the simple parts of the serve really well can make customers at a regular bar feel like they’re in the smartest cocktail bar in town. Be interested – the customer wants to know the product stories so bartenders should be armed with the background.” ON SHOW: Sekforde are new premium botanical mixers for whiskey and rum launching in early 2017. A botanical mixer for gin will launch in spring 2017.

TIM HALES SIPSMITH

On show at PUB17 Stand 43

Spirits trends licensees can capitalise on in 2017: “As can be seen right across the industry, not only is there a huge spike in the demand for premium gin, but consumers are looking for an authenticity and provenance behind the products they are consuming and are willing to trade up as a result. Tips on driving spirits sales in 2017: Consumers are becoming more aware of the spirits they are drinking and how those spirits are mixed. A top tip would be to look at creating some simple and delicious cocktails that can attract more drinkers into the category. Spirits marketing tips: Offer masterclasses, which can be informative and fun evenings for guests to try the premium spirits available on the market.” ON SHOW: Sipsmith will be showing its London Dry Gin, Sipping Vodka, Sloe Gin and London Cup. Creations from the Sipsmith Lab will be available exclusively to visitors.

LIAM SCANDRETT WSET SPIRITS’ BUSINESS DEVELOPMENT MANAGER Spirit trends exciting me: “The development of flavoured spirits and alcohols – vermouths, gins and flavoured whiskies – not a new thing, but somewhat of a renaissance, giving bartenders the opportunities to unearth old recipes and put their modern twist on them. Flavouring whiskies is a contentious subject, however it is something that original whisky producers did in Scotland to mask flavours of the young, raw spirit and sweeter-flavoured whiskies today are generally an entry point for new consumers into the whisky category, which can only be a good thing. How can staff drive more spirits sales: Be confident. Engage with guests. Be honest, but sensible with it. Use your training to good effect and spread your knowledge and understanding to fellow staff and guests. A knowledgeable, discerning customer spends more money. Ideas for marketing spirits to customers: There are clear benefits to operators refocussing their efforts on premium spirits, as margins are generally greater and the financial reward of a small shift in focus can be remarkable. Incentivising the staff with awards for spirits upsells – from house pour to premium for example. Incentivising the customer is key too, encouraging the customer to ask your trained staff should they need guidance and offering clear value in the price difference between standard and premium spirits.” Join Liam Scandrett in a WSET session at PUB17’s Taste Table Book in advance at thepubshow.co.uk/talks

Frobishers

BIG SOFTIES STEVE CARTER SALES AND MARKETING DIRECTOR AT FROBISHERS JUICES Biggest trends in soft drinks in 2017: “Innovation within the soft drinks sector continues. Flavours that until recently had not been widely seen across the ontrade, such as elderflower, have become mainstream and consumers are now looking for more eclectic flavour fusions and imaginative cocktails and mocktails. Again, this comes back to authenticity and great flavour. Consumers are looking for new experiences and operators are increasingly experimenting with their own blends of flavour to meet these expectations. By creating their own range of mocktails, operators can add more interest and theatre at the bar for their customers, adding more profit to their bottom line at the same time. Register for free at thepubshow.co.uk

Tips on driving soft drinks growth: Get excited by the innovation out there and create a soft drinks menu that will inspire your customers. Talk enthusiastically and knowledgeably about the brands you stock and the choices you’ve made. Enhance your customer experience by serving them brands that match their needs in a way that meets their more sophisticated expectations. And make it easy for them, by displaying your premium soft drinks in highly visible areas – whether that be well-lit fridges or promoted on blackboards – to help drive more profit from the sector.”

GET YOURSELF SEEN IN ‘17 Marketing and PR experts offer tips on how to get your business noticed

CREATE A FOLLOWING Inapub’s Digital Services Manager Ed Davies shares social media tips

MAKE AN IMPACT Mike Berry, head of content at hospitality sector PR agency Fleet Street Communications, offers six simple PR tips to deliver results without spending big money: GET ON THE JOURNALISTS’ RADAR

Getting known locally ahead of your competition will help get your pub on the map and attract new customers. Build relationships with local newspapers and radio stations, along with any specialist magazines, to get on the radar of journalists. Read the trade press as well to see what kind of stories they are interested in for their print and online titles.

WHAT SOCIAL MEDIA SHOULD PUBS FOCUS ON IN 2017? Facebook. So many pubs are still getting it wrong and it’s the best all-round platform. It can be tempting to jump on every social media platform that comes out. I’d certainly recommend using a second channel that your customers are using, but only once your Facebook is performing well.

PR opportunities don’t usually drop into your lap, you mostly have to create them for yourself. Once you’ve worked out who to target, you need a news hook. Local journalists are hungry for stories, so if you are doing something new and interesting that makes you stand out then shout about it. It could be a charity fundraising initiative, investment in your pub garden or hiring a new chef.

TIPS ON GETTING THE MOST OUT OF SOCIAL MEDIA: Stop selling. Social media isn’t an advertising platform, it’s an extension of your bar. Look for engagement by posting things that are interesting to your customers instead of just another advert for your disco. Find a different angle to talk about your upcoming events instead of just trying to sell them.

2 Test. Look at your most engaging/ furthest reaching posts and see what they have in common. 3 Think how you can measure success. Encouraging people to book tables through Facebook Messenger, or to show a post at the bar to redeem an offer are great ways to measure the effectiveness of your social.

BUSINESSES YOU RATE FOR SOCIAL MEDIA: Hogarths, Preston has got social media completely understood. Topical content, customer photos and interesting posts around topics such as the sport they’re showing. HogarthsPreston hogarthspreston The Gloucester Old Spot in Bristol is another: thegloucesteroldspotbristol theoldspot Discover more tips with Inapub’s digital marketing guide at www.inadigital.co.uk Inapub is hosting a social media masterclass at PUB17 on 8 February

CREATE THE OPPORTUNITIES

ENGAGE YOUR LOCAL COMMUNITY Involving your customers and the wider local community can generate some great PR. Hosting fundraising events for local charities will help boost your reputation, engage your customers and generate ‘newsworthy’ stories. You will know your best and most influential customers who can talk about your pub in a positive way to others.

The importance of a modern-looking and updated website cannot be underestimated. It serves as your pub’s shop window and can determine how you are perceived as a business. Add new content regularly – be it events, menu changes or drinks offer. Use strong images to help give prospective customers a flavour of the venue. 5

USE THE POWER OF SOCIAL MEDIA Twitter is great for broadcasting news and should be part of your PR mix, but deeper customer engagement will come from Facebook. Keep your page regularly updated with news, events, pictures and video. Getting yourself ‘liked’ and talked about is good for business.

ENTER INDUSTRY AWARDS Entering – and hopefully – winning awards is a fantastic way of boosting your PR. There are many local and national awards schemes that should have suitable categories. Time spent entering is worth investing – if you are shortlisted or win an award the boost to your profile will help attract swathes of potential new customers and make for great local PR.

MARKETING MUSTS FOR 2017 Mark McCulloch, founder and group CEO, WE ARE Spectacular Rip up your current marketing plan and everything you think you know about marketing already and reassess. Make sure your pub knows who and what it is and have a consistent tone of voice (good old boozer, fine dining, gin specialist etc – pick one thing and get behind it). Define your target audience that will build your business profitably and find out where their attention is. Segment your core audiences into smaller groups (foodies, beer aficionados, wine connoisseurs, sports fans etc). Create bespoke creative with a more relevant message tailored to that group (we now offer gluten free dishes etc). A.B.C.D. – always be collecting data (from kids names in conversation with customers to email addresses. Everything counts for future relationship building and marketing). Listen on social and search for mentions of your pub, what you are famous for and your village/town/city as there will be opportunities here (e.g. can anyone recommend a great pub in Oxford?).

Book in advance at thepubshow.co.uk/talks

GIVE YOUR WEBSITE SOME LOVE

PUB 17, London Olympia, 07— 08 February 2017

In terms of content, video is something to aim for. Moving pictures are massively more eyecatching than stills, so have a look at how you can make videos for social.

Find all local group pages (e.g. Friends of local park, Chipping Norton residents’ associations etc) and post on there with special offers for them with a code word like ‘Friends’ so they feel extra special. Don't post on Facebook without putting any spend behind it as you won't get seen. Get acquainted with Facebook advertising and the infinite options of how you can target customers (there are thousands of videos/ guides on how to do this on YouTube and Facebook's help area). Make sure your pub is found for all phrases you think your current or future customers will be searching for and be on page one of Google for everything (e.g. Best roast in Cambridge). The Google Adwords tool is free to use to plan your campaigns and a great resource. Go to www.google.co.uk/adwords Mark is hosting the Meet the Disruptors panel on Tuesday 7 February at PUB17 Book in advance at thepubshow.co.uk/talks

ABOUT THE SHOW

INTRODUCTION 17 TO PUB

PUB 17, London Olympia, 07— 08 February 2017

PUB17 returns once again to celebrate all that is great about the UK pub industry. For two days in February, Olympia London will play host to publicans, pub managers, buyers, procurement directors, Pubco CEOs, chefs and more as we invite you to come and explore everything the pub supply chain has to offer, collect expert tips and advice from over 60 industry heavyweights and join us at the bar to network with your industry peers.

WHAT

Over 200 suppliers 20 talks & workshops 8 taste table sittings 60 standout speakers 8 margins masterclass sessions 5,000 visitors from across the trade Inspiring networking hubs

WHEN Tuesday 7 February Wednesday 8 February

WHAT TO DO WHILE YOU’RE HERE 1

Meet over 200 suppliers hand picked for you

Pick up tips and gain insight from industry experts

Discover the latest food and drink trends

Sample the UK’s finest regional and up and coming brewers

WHAT’S NEW FOR 2017 BEER WRITER’S BAR Curated by some of the UK's favourite beer sommeliers, the Beer Writer’s Bar offers insight and opportunities to meet regional brewers from across the UK.

10am – 5pm 10am – 5pm

WHERE Olympia London Hammersmith Road London W14 8UX

MARGINS MASTERCLASS Suppliers take to the stage to showcase their musthave innovations and present services and products to boost your bottom line. THE PUB GARDEN Dedicated to making the most of the great British outdoors, The PUB Garden hosts suppliers helping publicans to take their open-air offering up a notch.

GET SOCIAL Join in the conversation at #PUB17

@PUBSHOWUK

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THE BFBI PAVILION A warm welcome is guaranteed in this space as well as a little magic. Members represent the manufacturers of equipment and suppliers of services and the hand-selected group there at the show can help ensure the quality of the drink experience, together with increasing profits.

SEMINARS

TALKS ON TAP Don’t miss industry titans sharing their thoughts on a range of key industry topics – on the PUB17 Theatre presented by Fleet Street Communications. HIGHLIGHTS INCLUDE: TUESDAY 7 FEBRUARY

Traditional pub culture is under threat from a number of disruptive players who are reinventing the UK's social eating and drinking out scene. Discover more about their offer and what pub operators can learn from them. Mark McCulloch, Founder – We Are Spectacular Jonathan Downey, Co-founder – London Union Peter Marks, Chief Executive – Deltic Group Matt Grech-Smith, Co-founder, Swingers

7 February, 10.30am

THE PUB17 INTERVIEW

TIM MARTIN, JD WETHERSPOON The Founder and Chairman of Wetherspoon in conversation with the MD of one of the sector’s biggest publications. Topics up for discussion include Brexit, the evolution of the UK's eating and drinking out scene, business rates, VAT and plans for his pub empire. Paul Charity, Editor – Propel Tim Martin, Founder – JD Wetherspoon

7 February, 12.00pm

CELEBRATING COMMUNITY HEROES Publicans up and down the country are making a real difference to the communities they serve, bringing people together and providing a welcoming guest experience. Hear from award-winning operators who are having a positive impact through innovation and diversification. Matt Eley, Editor – Inapub Dominic Worrall, Owner – The Bull, Ditchling Simon Delaney, Licensee – Firbank Pub & Kitchen Jessica Stanton, Licensee – Halfway House, Polbathic Victoria MacDonald, Licensee – The Cellar House, Norwich John Longden, Chief Executive – Pub is the Hub

7 February, 3.45pm VIEW THE FULL PROGRAMME, PLUS ALL THE LATEST SPEAKER ANNOUNCEMENTS AT THEPUBSHOW.CO.UK/TALKS

SPEAKERS INCLUDE: WEDNESDAY 8 FEBRUARY

CLASH OF THE TITANS THE RETURN

Four brewing behemoths debate the hot topics in the beer sector. Is the craft beer bubble set to burst? What are the implications of the explosion of new breweries? Does brewery ownership matter to drinkers?

JONATHAN DOWNEY – LONDON UNION

JASPER CUPPAIDGE, CAMDEN TOWN BREWERY

EMILY WATKINS – THE KINGHAM PLOUGH

KATE NICHOLLS – ALMR

JOHN LONGDEN – PUB IS THE HUB

TIM MARTIN – JD WETHERSPOON

CHRIS GALVIN – THE GALVIN PUB CO

DOMINIC WORRALL, GBPY 2016

GARETH BATH – BREWDOG

8 February, 11.45am

THE PUB17 DEBATE STATE OF THE NATION

As we enter 2017 and the Brexit process gets underway, where does that leave the pub sector? How is government policy helping or hindering, what are the challenges ahead and how do we assess the health of the sector? Brigid Simmonds, CEO – BBPA Anthony Pender, Chairman – BII Kate Nicholls, CEO – ALMR Tom Stainer, Head of Communications – CAMRA

8 February, 3.15pm

ALL NEW FOR 2017

THE MARGINS MASTERCLASS Making sure every penny counts is high on a publican’s agenda, so we’ve created a stage where publicans can uncover the latest solutions, products and ideas, all aimed at helping to boost margins.

DON’T MISS: ROSLYNS MARGINAL GAIN

Roslyns financial services present little accountancy changes that impact your bottom line.

AVANI SOLUTIONS

What does your bottom line and line hygiene have in common?

BRITVIC

Showcasing the latest soft drink trends ahead of the curve. *sessions subject to change

BRIGID SIMMONDS, OBE – BBPA

Jessica Mason, Founder – Drinks Maven Gareth Bath, Sales Director – BrewDog Stu McKinlay, Co-founder – Yeastie Boys Jasper Cuppaidge, Founder – Camden Town Brewery Simon Lewis, Chief Executive – West Berkshire Brewery Christian Townsley, Director – North Brewing Co

PUB 17, London Olympia, 07— 08 February 2017

MEET THE DISRUPTORS

Seminars curated by:

Sekforde Drinks – Stand 111A

PUB 17, London Olympia, 07— 08 February 2017

Oak and Ford – Stand 66

PRODUCT SHOWCASE See more innovative ideas from PUB17 suppliers at thepubshow.co.uk/product-showcase

Serious Pig – Stand 102 Register for free at thepubshow.co.uk

McCain – Stand 160

Free Spirit – Stand 140

Harveys Brewery – Stand 50 Follow us

KITCHEN CONFIDENTIAL CHRIS GALVIN CO-OWNER OF THE GALVIN PUB CO, WHOSE PUBS INCLUDE THE GREEN MAN IN CHELMSFORD, ESSEX Key ingredients to a successful pub? “Warm welcome, homely, knowledgeable and friendly staff, expertly-sourced drinks and locally-sourced food.

FOOD FOR THOUGHT

What should a great pub menu be about? The menu should reflect local producers and consist of dishes that are approachable and recognisable with deep flavours that pair well with beer. Best-selling dishes at the Green Man at present: Game pie, Barnsley chop, salad of smoked chicken and celeriac with walnut dressing, Galvin-cured smoked salmon with rye homemade bread and venison scotch eggs. Favourite ingredients on the Green Man’s menu at present: Denham Vale Chateaubriand and Colchester crab.

Chefs, operators and suppliers talk menu tips, rated food places and favourite ingredients

Favourite drinks on your bar: Adnams Ghostship Ales, Bacchus wine on tap and Bishops Nick Heresy. New at the pub for 2017: We are very excited about our ‘Host a Roast’ formula in our private dining rooms. In summertime, we are looking to do family-friendly BBQs in our garden, overlooking the river Chelmer.”

MENU MAESTRO

NEW INSPIRATION

JONATHAN DOWNEY

EMILY WATKINS

JO HOLBORN

FOUNDER, LONDON UNION, WHICH RUN STREET FEAST MARKETS IN LONDON

CHEF/PROPRIETOR, THE KINGHAM PLOUGH, KINGHAM, OXFORDSHIRE

MARKETING AND CATEGORY CONTROLLER, McCAIN FOODSERVICE

Exciting me about the UK eating out market in 2017: “It is great to see so many young and first-time business owners (chefs, managers etc) opening their own exciting new places and everything is getting better everywhere all of the time. It’s very rare that I have a bad meal anywhere these days. Would you encourage pub operators to think beyond the four walls of their pubs for business ideas? Definitely for inspiration, but don’t become too entranced by everything that’s new. Hospitality has changed so much in the last decade and the rate of change is astonishing. But I think a lot of the new, innovative and exciting businesses will be short-lived and they will need to re-invent themselves (as pubs endure). Learnings from street food operators: To concentrate on doing one or maybe two things really well. Specialise and be the best (or the joint best or one of the best) at something in your area. Why are the rooftop bars at your markets so popular? Everyone loves being outside when the sun shines and high up all the time. Our site designs always include an arena element to create a feeling of scale and event. Favourite street food operators: Everyone we work with is either the best or the joint best in London at what they do – pizza, ice cream, Thai BBQ , vegan burritos or whatever it is – because they are focused on ONE thing and they excel at it.” Hear more insights from Jonathan Downey in the Meet the Disruptors session on 7 February Book in advance at thepubshow.co.uk/talks

Dish you can’t take off the menu: “Wellingtons. We change them all the time. Among those we have featured include venison wellington, pork tenderloin wellington and pheasant wellington. WINNER OF GREAT BRITISH MENU 2014

Favourite ingredient at present: Turnip and swede. I love the sweetness of these root vegetables. Best ideas: We have a big farmers’ market in May with 40 different stalls of local artisan producers and growers, which is always really successful. Losing one of our bedrooms to convert two rooms into one bigger bedroom. We now have six bedrooms and a room which has a higher retail value and is more profitable than having seven rooms, with one less to clean too. We have always had a bar snack menu, but since we have laid this out as a full larger menu we have seen an increase in sales and sometimes people will have three bar snacks from the menu for lunch. It features small bites such as Scotch quail egg, crispy pork ears with tartar, traditional snacks such as Cotswold rarebit and homemade sausage roll and ketchup, seasonal snacks such as a cup of pumpkin soup with toast and larger plates such as snails and wild mushrooms on toast with garlic butter and parsley, salad of the day, kedgeree, steak and ale pie and well-aged Hereford beef burger.

On show: “It is out first time at PUB17 and is a great opportunity for us to show operators at the Margins Masterclass different ideas with chips to add profitability to the menu and the high importance of chips to your customers’ meal experience.

PUB 17, London Olympia, 07— 08 February 2017

WORD ON THE STREET

At PUB17 we will be working with some special guests from the street food industry who will be showing ideas pub operators can take out of the high street and into their pubs, including chip ideas to add excitement and variety to menus. It doesn’t have to be outlandish ideas to add interest. Street food guys keep their offers simple and it works really well for them. Chip presentation: Pubs are still in the bucket territory and we still see this being key to the product and they help retain heat etc. In casual dining and street food it is more about disposable cardboard trays and greaseproof paper. ON SHOW: Visitors to PUB17 can find chip inspiration from street food operators at McCain Foodservice’s stand. Discover more about how McCain Foodservice can help improve your food margins at the Margin Masterclass stage at PUB17 Book in advance at thepubshow.co.uk/talks

Plans for 2017: We celebrate our 10th anniversary this January and will be doing a series of events and also activity on our website. We will be doing a tasting menu, with 10 best dishes from the last 10 years.”

MENU TIPS

BUYING TIPS FOR '17

MENU INN-SIGHT

RACHEL DOBSON

DAVID HANCOCK

MANAGING DIRECTOR, LYNX PURCHASING, OFFERS ADVICE ON BUYING AND MENU PLANNING

MANAGING DIRECTOR OF INNPLACES SHARES MENU TIPS Menu style: “Menus should reflect the trend for casual all-day dining and the main lunch and dinner menus should also be flexible, offering smaller or larger portions and prices. Some diners may only want a smaller, starter-sized version of the main dish or combine it with one of the starters. Offering sharing/grazing deli boards is a great alternative to sandwiches as they are simple to prepare and have the wow factor with interesting ingredients plus they return a good profit and are bang-on trend with the very casual, social way of eating and drinking with friends.

“Pubs need a disciplined approach to both buying and menu planning to stay competitive in a challenging market. “With food and drink prices set to rise throughout 2017, and strong competition for consumer spend, controlling costs is vital. My tips are: Change menus seasonally to use meat, fish, fruit and veg when it is at its highest quality and best value. With prices volatile, always check supplier price lists and invoices on regular orders.

Pubs need to be flexible as far as Sunday lunch goes with many now serving roasts up until 5pm or later. It suits today’s more relaxed lifestyle. What nicer than a lie-in and a late breakfast, a long walk and then a late slap-up lunch?

Use flexible menu descriptions, such as ‘catch of the day’ and ‘served with fresh, seasonal vegetables’.

PUB 17, London Olympia, 07— 08 February 2017

Make the most of daily specials boards to feature the best-available produce. Use templates and photos to ensure kitchen staff prepare and portion dishes correctly. Monitor food waste and adjust portion sizes where needed. Set clear margins and GPs when planning menus and specials. To help, the free Lynx Purchasing GP Calculator App is available to download for Apple and Android.”

WINNER OF GBPA BEST INN 2016

ON SHOW: Lynx Purchasing customers benefit from market insight including the regular Market Forecast, which will be available for free from Lynx Purchasing on stand 94 at PUB17

TOM NICHOLAS

OWNER, THE CARTFORD INN, LANCASHIRE

CO-OWNER OF THE SIGN OF THE ANGEL, WILTSHIRE

Best food ideas: “We made the most of our new events facility to host a series of special events including wine dinners, an exclusive craft beer dinner in collaboration with BrewDog; an evening celebrating the food and music of Spain with acclaimed Flamenco guitarist Samuel Moore and gin and rum tastings. We also now have TOTI (Taste of the Inn), our on site shop and delicatessen. TOTI showcases outstanding local produce, specialist ingredients you won't find anywhere else, unusual wines and spirits and a range of our own freshly made foods to take away, including breads, cakes and pastries. Again, the effects have not just been positive for business, they've added value for people visiting, and really contributed to making The Cartford Inn a destination.

Most successful dishes in past year: Spring starter of super-local braised lamb breast (reared in the field across the river from us) and sweet breasts, served with goat's curd cheese and pea purée. In the summer, pan-fried Goosnargh duck breast with a spelt, pearl barley and beetroot risotto, sorrel oil and baby carrots. The Cartford Inn, Lancashire

Keep menus simple, avoid overblown and flowery descriptions of each dish and keep supplier mentions in those descriptions to a minimum. However, if you do have room, do shout about your key local artisan suppliers and whether you use home-grown produce or home-reared meats. If you barter with local allotment holders and use Reg’s rhubarb then mention Reg by name as he will feel proud, it will be the talk of the bar and it stimulates a positive community spirit.”

PATRICK BEAUME

We performed more cookery demonstrations than ever before at food festivals and shows around Lancashire. This included hosting our own 'theatre of food' and pop-up bar at a local game and country festival. Again, this is a very cost-effective method of raising awareness of what we do.

Presentation: Well-designed and branded seasonally/monthly-changing menus – resist the temptation to laminate – with interesting but readable fonts and the pub logo work well, as do simple daily printed and dated menus. Make the menu stand out to reflect the personality of the pub and what you offer and it is important to remove tatty and stained menus each day, replenishing with crisp new ones.

Throughout the year, we've retained our 'chocolate & coffee' dessert on the menu as we are quite proud of it. It's quite technical: a 70% dark chocolate delice with a feullantine base, served alongside an espresso cup with layers of cappuccino ice cream and a feullantine foam.

WINNER OF THE SAWDAY’S PUB OF THE YEAR 2016/17

Best food ideas: 'Village Dinners' for those who reside in the village (and their friends). We had a banquet table for 14 people only, and offered a 5-course tasting style menu. It’s encouraged some locals who hadn't been in to sample what we offer. It also allowed the kitchen and front of house team to learn how the tasting menu systems differ, as this is an option we want to include with our menus. Dessert drinks menu – we introduced a shortened drinks menu to be given to guests with the dessert menus with the idea to boost orders of dessert wine, port and other digestifs and spirits. It was a simple plan designed to show guests what we have on offer and has helped increase the average spend for evening diners. Extra touches in your bedrooms most appreciated by guests: TVs – or rather the lack of them. We don’t have any, which has generally been accepted as a positive! It ties in with our idea of a cosy room within which to get away. Being a 15th century inn, its about finding comfort in a traditional venue, getting good food and drink and then a notable comfortable sleep.”

WE DON'T HAVE ANY TVS IN THE ROOMS, WHICH GENERALLY HAS BEEN WIDELY ACCEPTED AS A POSITIVE!” TOM NICHOLAS, CO-OWNER OF THE SIGN OF THE ANGEL, WILTSHIRE Follow us

INSPIRATION STATION Award-winning licensees share top business ideas from the past year

WINNING WAYS

PLATFORM FOR SUCCESS

ROB AND LUCY BREWER

DOMINIC WORRALL

ZOE ROGERS

MANAGERS, ST AUSTELL’S RASHLEIGH ARMS, CHARLESTOWN, CORNWALL

OWNER THE BULL, DITCHLING, EAST SUSSEX

LICENSEE THE RAILWAY INN, PORTSLADE, EAST SUSSEX

BII LICENSEES OF THE YEAR 2016

Best ideas: “Sausage and ale tasting event for Father’s Day, with each daddy receiving a limited edition ‘Big Daddy Brew’. The event was hosted by Marc Bishop, St Austell Brewery’s own beer sommelier, with beers selected to match Cornish sausages, chocolate and cheese. Proceeds from ticket sales went to the brewery’s charitable trust.

THE GREAT BRITISH PUB OF THE YEAR 2016

Mini ale festival in November at our quietest time of year, with 10 different real ales. It helped drive sales and gave our regulars different beers to try.

Best ideas: “We switched from bar service to full table service. People have ordered at the bar for the past 12 years, but we wanted to improve service levels and now have an extra one to two people working a day. It takes a while to change the mindset of customers, but it has worked really well. We started a kitchen garden about 18 months ago, which is going really well. We are aiming to use produce from it six or seven times a year on the menu and it is has really been appreciated by customers. Also I’m the Managing Director of Bedlam Brewery. As a publican I have served millions of pints over 13 years and have seen the emergence of the craft beer market, but we are brewing beers I thought were still lacking in the market. They are sessionable beers.

Taste trays with three third-of-a-pint glasses. They come with tasting notes for each beer and have proved to be a real success. Also a tapas-style beer and food matching tray. Winter breaks include a complimentary ale pack on arrival – it led to more beer being drank at the bar.

Marketing tips: We have always relied on word of mouth. Don’t forget how important that is and don’t forget the community around you. Improve what you do all the time and do what feels right.

We allow our customers to sample beers before they buy if they want to.”

The Railway Inn, Portslade, East Sussex

Customers are increasingly interested in provenance and the stories behind their food and drinks and operators are increasingly storytelling and people are really buying into it.

Biggest mistake: Growing too quickly. As a small pub group, I had the ambition but not the function nor the people around me to support me in that. I wanted too much too soon and couldn’t split myself six different ways. I couldn’t get the pubs as I wanted to so I ended up selling them.”

LICENSEE OF GBPA BEST TURNAROUND PUB 2013

Best ideas: “A Monday night quiz has proved to be a massive success and we can have up to 90 customers taking part. It works so well because it is approachable and fun, you don’t have to be Einstein to take part. Our quiz master consistently creates an entertaining evening so we have loads of repeat custom. Each week we have a boozy bonus question for your chance to win a wine vault and cash accumulator that can roll over week after week so building up more interest. Gluten Free Fridays – all our specials for that day are gluten free and we have a selection of beers that are also gluten free. Our chefs work hard to produce some really special dishes and this offering has proved popular. Some customers come especially – to know their intolerances have been considered means a lot to them. One of the most popular dishes is gluten free fish and chips.

PUB 17, London Olympia, 07— 08 February 2017

BOOSTING BEER SALES

Menu hits: “Seitan has also proved a popular vegan and vegetarian option – with its meaty texture, it always sells well as a Sunday roast option. Burgers are big at the Railway, catering for all with gluten free buns, vegan burgers with vegan cheese and all the classic meaty choices. Our Southern fried coast liner chicken burger is a big seller. On Wednesdays we offer all burgers on a two for one deal which really gets people through the door.”

IMPROVE WHAT YOU DO ALL THE TIME AND DO WHAT FEELS RIGHT.” DOMINIC WORRALL, THE BULL, EAST SUSSEX

BLOOMING MARVELLOUS HARRY SECCOMBE CHAPLIN’S & THE CELLAR BAR, BOURNEMOUTH Why our garden stands out: “Colour, fun and originality. The garden is on three levels and everything is made from reclaimed and recycled materials.

BRITAIN’S BEST BEER GARDEN 2016

The garden has been created by the same artist and interior designer who designed our eclectic interiors, using ornate railings, eye-catching murals and a variety of intriguing details that can be discovered hidden around nooks and crannies of the garden. At night the garden really comes into its own with a carefully-worked lighting display. The principle inspiration was to create a place in which our customers could feel happy and inspired.

Rat Inn

KAREN ERRINGTON RAT INN, ANICK, NORTHUMBERLAND

PUB 17, London Olympia, 07— 08 February 2017

RANKED IN THE TOP 50 GASTROPUB AWARDS 2016

Best ideas: “Our new gin list has been hugely successful in driving customer sales, as have free tastings for the gin of the month on the first day of the month. The idea was taken from our approach to our cask ale offering whereby customers can ask for a small taste of whichever beers we have on hand pull before they buy.

Signs around the garden feature tongue-incheek advice and rules such as “Children left unattended will be used as ingredients in our children’s meals.”

Promotion: We have a strong social media presence and regularly feature the garden in our promotions using Twitter, Facebook and Instagram, all of which is free. It has always been a work in progress and we feature the ongoing work through our media. Also customers feel more a part of things as they watch artists at work and especially when we incorporate some of their own ideas into our plans. This makes a customer buy in to the place in a way that money can’t buy. Why invest outside: Pubs, bars and restaurants have realised how important well-appointed and clean toilets are for reputation and trade, but many have not yet realised how important the outside space is too.”

Regular wine growers dinners with the support of our wine supplier give us the chance to showcase our food offering, often bringing diners from further afield who perhaps haven’t eaten with us before. Book launch events with the support of a local bookshop.

Visit the Pub Garden feature at PUB17 for ideas on how to take your outside space up a notch.

Successful marketing ideas: A revamp of our website, which now includes a photo of our current menu, has been very effective. When we were looking to recruit an additional chef and like most food businesses were struggling to find applicants never mind the huge cost of advertising, we came up with the idea of profiling our existing chefs in a humorous way on social media. The campaign was shared many times and ultimately resulted in us recruiting a quality candidate. Offering a free Sunday roast for two to celebrate reaching a milestone number of likes on Facebook incredibly brought us an additional 1,000 followers.”

TRAINING

APPRENTICESHIP LEVY: ACT NOW JILL WHITTAKER MANAGING DIRECTOR OF HIT TRAINING “The pub sector has a strong entrepreneurial and community spirit and can provide talented individuals with a varied and rewarding career path. However, evidence has shown that high labour turnover discourages operators from investing in training and development. This creates a catch-22 situation, where people won’t stay somewhere that doesn’t provide career progression and training opportunities, but employers are hesitant to offer this to people they’re not sure will stick around. Attitudes such as this have also resulted in an image problem as research shows that less than a quarter of UK adults would recommend a career in hospitality. One thing that could have a huge impact on the quality and availability of training and therefore the image of the industry as a great place to work is the Apprenticeship Levy.

Rat Inn

From front-of-house managers to baristas and mixologists, there are a plethora of apprenticeships starting at Level 2 right through to management training programmes – with degree-level apprenticeships planned for the future. At every position, it is important that the right people with the relevant knowledge are in place to ensure the success of a pub business. April, and the introduction of the Apprenticeship Levy, will come sooner than you think. Now is the time to assess training and development schemes and work out how the Levy can work for both businesses, employees and the wider pub sector.” ON SHOW: Get more insight from Hit Training on stand 34 at PUB17

QUIZ So you know your pilsners from your porters and your chardonnay from your Chablis, but now is the time to truly test your knowledge with our publicans’ pub quiz.

PUB17 ’s pick of some chalked up classics

What is zythology?

How many types of beer are there in the world?

Which country has the most individual beer brands?

What is cenosillicaphobia?

How many jobs are supported by the pub industry?

How many people in the UK visit the pub at least once a week?

What is Britain’s smallest pub?

How long is the lease on the original Guinness Brewery in Dublin?

Which well-known political British establishment was once a brewery?

What are the only two drinks more widely consumed worldwide than beer?

PUB 17, London Olympia, 07— 08 February 2017

SIGNS OF THE TIMES

All answers available on thepubshow.co.uk/quiz Follow us

ON SHOW: WHO TO SEE AT PUB

PUB 17, London Olympia, 07— 08 February 2017

A Blank Canvas Design ACask Addo Food Group Authentic American Food Company Avani Solutions BFBi Bidvest Food Service Birchall Tea Bizimply Black Isle Brewery Bleep UK Bottle Coolers Direct TA / Corr Chilled Brewfitt Brewlab Technical Services Britvic Brú Brewery Burning Sky Brewery Burts Potato Chips Café Azzuro Catton Hospitality (S4Labour) Cellartrends Charnwood Training Group Chemisphere UK Christie&Co Chunk Of Devon Cinders Barbecues Clear Brew Clenaware Systems Coffee Solutions Concorde BGW Cool and Bespoke

Digital Pub Info E-lta Emily Fruit Crisps Enterprise Inns Equinox Kombucha Fairfields Farm Crisps Farr Brew Fentimans Fever Tree Fleet Street Communications Folkingtons Juices Free Spirit Drinks Frobishers Juices Future Machines Gourmet Island Graze Hartridges Harveys Brewery Hi 5 Promotions Hip Hops Cards Hispamerchants HIT Training Hunter’s Brewery Inapub Inn Control Chartered Accountants Inn Places Interbar Limited Ivor Thomas Amusements Jack Links Jeyes Professional Just Crisps K Coolers / Pumps

Karcher Kraft Heinz La Compagnie des Desserts France Licensed Trade Charity (LTC) Lynx Purchasing Manitowoc Beverages Systems UK Marc Antonio Foods Marmax Products Marussia Beverages UK Masons Yorkshire Gin Maxi-Mix Dispence Systems McCain MemSec EPoS (Active Workspace) Mizkan Euro Mom’s Fabulous Hot Dogs Nelson Dish & Glass Washing Machines Oak and Ford Olives Et Al Ltd Peeks Party and Christmas Pentair Foodservice Pipers Crisp Co Platinum Recruitment Consultancy Quiz Management System (the pub quiz company) Rational UK Redtooth Rondeau Leisure Roslyns Salinas Corporate Finance Salty Dog Brands Sekforde Drinks

Serious Pig Shades Graphics SimaVin Sipsmith Independent Spirits SJL Insurance Services SLABS / Great Food Affairs Smart Fire UK Snaffling Pig Co SPC International SpeedQuizzing Square Pie Stokes Sauces Tayto Group Tea Pigs Tevalis Limited The American BBQ Company The Filta Group The Hot Seat The Light Corporation The Real Soup Co The Sweet Potato Spirit Company Tip Top Linen Services Truman’s UCC Coffee UNOX UK VEGme VinumTerra Warner Edwards Distillery Waypoint Corporation / P-Wave Wine & Spirit Education Trust (WSET) Wotzon Correct as of December 2016

200 INNOVATIVE SUPPLIERS 20 TALKS AND WORKSHOPS MULTIPLE NETWORKING OPPORTUNITIES REGISTER FREE TO ATTEND THE ONLY DEDICATED SHOW FOR THE UK PUB INDUSTRY AT THEPUBSHOW.CO.UK WWW.THEPUBSHOW.CO.UK

PUB17 is organised by SME London Ltd