Shelters went up, decking went down and outdoor areas were spruced up as pubs across the country prepared for the introduction of a landmark law change outlawing smoking in enclosed public places.

Punch, Britain’s biggest pub owner, carried out its fair share of investment work to introduce innovative outdoor solutions and ensure its smoking customers were still catered for.

But as the pubco is keen to point out, the smoking ban challenge was – and still is – about far more than providing a covered smoking area.

‘Retail standards’ is Punch’s current watchword and it applies to both the Punch Taverns leasehold and Spirit Group managed estates that make up its 8,400 strong pub portfolio.

Richard Carter, retail director for Spirit, says: “Effective management of the smoking ban isn’t just about putting up shelters or opening up beer gardens.  It involves making tangible improvements to every part of a pub business.

“We are confident that in the long term the ban will have a positive impact on our industry as non smokers and families return to pubs as part of their leisure activity. 

“The onus is on the publicans and pub companies to make their businesses welcoming, with a wide selection of products available, impeccable retail standards and first class customer service.”

Richard points to three key areas the company is concentrating on in order to maximise trade:

• Creating the perfect retail environment
• Encouraging more female customers to visit pubs
• Capturing the family market

Spirit managers will soon be presented with a new retail manual, which includes clear visual references to show optimum standards.  It will be tailored for each of Spirit’s trading divisions and split over four sections, pub exterior, front of house, back of house and people.

Richard said: “We talk about getting retail standards right, but what exactly does the perfect pub look like?  We are using pictures to show what we expect, which is also what customers expect to see when they visit their local.

“The manual becomes a simple reference point for what we mean by a perfect front entrance, car park, bar area, table setting, kitchen, cellar and so on.”

When it comes to broadening a pub’s appeal, particularly to women, Richard thinks it’s the little touches that make all the difference. 

In Spirit’s City division, for example, he’s ensuring all pub exteriors are looking their best to make sure passing customers feel comfortable enough to stop and go inside.

“Pubs have to appear welcoming from the outside and into the bar and seating areas,” he said.

“We are trying extra touches like adding fresh flowers or upping the quality of soaps used in the toilets just to make sure customers get the right impression.  The product offer and service standards also have to deliver, but these seemingly small things do make a real difference to the overall pub going experience.”

For Punch leaseholders, there is a series of useful ‘How To…’ guides available, one of which also concentrates on attracting women into pubs.  Top tips include establishing good relationships with your local taxi firm, putting on female friendly entertainment and ensuring toilet facilities are of the highest standard.

In a similar vein, making pubs welcoming to families is also critical post smoking ban.  Spirit has a number of family friendly concepts in its estate, including Two for One and Wacky Warehouse, and the customer offer at both has been improved.

There is a new children’s menu available, which was road tested by youngsters on a taste panel.  It includes easy to read nutritional data on all dishes to help parents make informed choices and a fantastic range with 60 different pick and mix combinations.

There are plenty of healthy options to choose from, plus no preservatives, artificial colours or artificial sweeteners used.

Specifically in Wacky Warehouses, Spirit is introducing Adult Zones to cater for parents’ needs.  Based on high street coffee shop chains, the zones feature comfy seating and plasma screens where adults can relax while their children play.  There are handmade cakes and coffees to purchase, plus daily newspapers and magazines.

Out of the 100 Wacky Warehouses in the estate, Adult Zones have been installed in around two thirds.  Full coverage is expected by mid 2008.

For leaseholders, help is available for those looking to strengthen their food or get a new menu off the ground.  Catering executives have been appointed to work directly with retailers.  They can assist with menu planning, finding trusted suppliers, sourcing equipment and setting prices.

The Smoking Ban – Punch’s Trading Tips:

• If you have an outside smoking area, treat it as you would your pub interior.  Keep it clean, tidy and with the facilities your customers want.  Make sure cigarette butts are regularly swept up
• Use every opportunity to drive footfall to your pub.  Consider calendar events and major sports tournaments.  Retailers who successfully promoted the Rugby World Cup have really seen the benefit this month
• Get your product offer right for your target audience.  Look at new product innovations such as extra cold and if people want them, get them
• Don’t forget soft drinks.  With more families using pubs and Christmas approaching, where drink driving is a prime consideration, have a range of appealing non alcoholic products available
• Keep people entertained.  Properly planned events are well received by customers and help you stand out from the crowd
• Look at your snack range.  Because they can’t smoke indoors, some smokers are snacking to keep themselves occupied – have a suitable selection on offer

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