Landlock Solutions

Think creatively and you could still profit from the smoking ban
For truly landlocked premises, and traditional pubs that rely on smokers, the headlines aren't comforting – but the truth is far more complicated.

Where did all the customers go?
The top line sales figures in Scotland and Ireland suggest that, overall, trade drops after the ban and takes a couple of years to return to previous levels. Smokers are still going to the pub but they seem to make fewer and, or, shorter visits. They concentrate on places with great outdoor areas or places that are real 'must-visits'. If you can't provide a comfortable outdoor space you've got to think about changing your offering to appeal to the widest possible audience. So what can you do?

Wash and brush up
After the ban many customers thought that their local would miraculously turn into a whole new place – unfortunately most were let down. It's usually exactly the same, often with the same people but a large proportion are now standing outside the front door smoking. One thing you can easily do to achieve renewed interest in your premises is give it a good old fashioned scrub! Since the ban all kinds of smells, new and old, will have started to surface. They've been sitting in the carpets and upholstery (or indeed in the shape of Fred sitting on the other side of the bar) masked by the tobacco smoke, and now there's nothing to hide them. Get out the carpet shampoo and give the curtains to the dry cleaners. If you can, slap a new coat of paint on the walls, throw out any burned nets and get the old chair seats reupholstered. Give the windows a wash and wipe down the woodwork and you've got yourself a DIY refurbishment. Now when customers visit they'll have a nice surprise and they're much more likely to come back to a fresh clean place than somewhere that smells of stale beer! For the more delicate issue of customer odours get the ventilation serviced and keep a can of air freshener behind the bar. None of this costs a fortune and creates real interest both from your current customers and potential new ones. For those who've never visited it may be the little push they need to pop in – and discover they've found the perfect local.

Take a cold hard look at your business
As difficult as it may be to accept, the only way you may be able to increase trade is to attract a different kind of customer; maybe even people that you're not used to or particularly comfortable with. Male oriented community pubs could soften their appearance to appeal to women, or try to attract the grey pound by offering deals for pensioners. Whatever you do, it's likely to be outside your comfort zone – but in the end could be great for business.

Investigate the potential customer base
What businesses are near you? Are there schools or leisure centers nearby? Can you attract passing trade from shopping centers for coffee and cake; or even the residents of a local care home to keep trade ticking over during the afternoons? If changing your entire operation is just too scary, think about adding to it by making smaller changes. Any of these ideas could help plug the gap during slow times and make up for any downturn in wet sales which is the hardest hit area after a ban. If you're really stuck for ideas try asking customers what they'd like you to do. It might be something as simple as having some dominos or a chessboard behind the bar to help them keep their mind off lighting up.

What do these customers want, and where are the gaps in the market?
This really depends on which types of customer you're looking to attract – but food certainly has the broadest appeal and you can make it as simple or complicated as you like to match your customer base.

Food is the new black
Many people who never used pubs and bars are food lovers but didn't enjoy eating in smoky places. They tended to go for restaurants where it was more likely that they'd find at least a good non-smoking area. Now that smoking is banned everywhere they are looking for new experiences, and if your offer is right they could end up with you.

If you already serve some food, try increasing the choice or the times it's available. If next door is serving pie and chips can you produce simple Italian? This will certainly appeal more to female customers and is great for an easy tea for the kids after football club. What about the guys coming in to watch the footie? Simple, soup and warm homemade bread, or even toasted sandwiches, will absorb some of that beer and give them an excuse to stay a bit longer rather than nipping down the road for a kebab. Don't want to cook all week? Think about Sunday lunch - always popular with locals and passing trade. If you roast a mean potato you could build a great reputation as a Sunday location. There's nothing better than a lazy day at the pub so start with coffee and a fry-up with the papers in the morning, simple roast with a few veg for lunch, afternoon beers with the rugby and simple bar snacks till dinner time. Serving food is all about fitting your offering to the available trade so if there's lots of choice in the area already you need to do it better or different. What is your competition doing? If it's haute cuisine look at simple snacks, if there are three Chinese takeaways go for traditional British. If you want children can you whip up a spag bol? If it's girls and their chums you'd like to attract, think salads, light pastas and a decent but affordable wine list. Play to your strengths and don't push your limits. We can't all be Gordon Ramsay but baking the odd potato isn't rocket science.

Up the offer to create interest
Karaoke too much to take? Then start a pub quiz on quiet Wednesdays. Tuesday evenings completely dead? What about stop smoking sessions with the local NHS? You need to think laterally here and there are literally hundreds of ways to create interest and attract new customers. Here is a list of ideas you may find interesting

• Start an after-school club
• Consider sports teams
• Organise family or charity events
• Propose 'quit' sessions
• Hire a room out to your local women institute
• Cable for wi-fi
• Try to attract passing by mothers for tea during the afternoon
• Get a coffee maker.

With the pleasures of home entertainment beginning to outweigh the benefits of the pub, you need to provide even more.

If you really don't want to start 'theme' nights, then look to your standards. Simple things like giving staff a few tips on customer relations could make all the difference. Even if you don't know a visitor, say hello as they walk in, try to remember what they last ordered and make sure staff always smile and make new customers feel like they're a valued regular. Remember a valued customer is a loyal customer, so make sure you're happy to see everyone that comes through the door.