Are we ready to return to the future for the Great British Pub?

As tragically dreadful as the Covid-19 pandemic has been, we have seen some light emerge from the darkness.

Neighbours have united and helped one another, the pace of life has been slower, and even the air quality has never been better. We have learned to value life, friends, family and the tireless work of strangers, selflessly putting themselves at risk to keep the majority safe.

As the lockdown eases, we can now meet up with other households, families can re-unite, couples can re-connect

Some schools have re-opened, childcare, outdoor markets and car show rooms and non-essential shops have re-commenced.

And now finally pubs, bars and restaurants have been given the green light for to restart from July 4 - a welcome return for both the operators and much of the public alike.

But as life begins to return to the ‘new normal’ the question remains: is the brewing and hospitality industry really ready? Yes, across the sector many have been amazingly resilient, tenacious, innovative and bold, in rising to the challenge of the pandemic. Brewers and pubs quickly offered new click and collect takeaway services in both food and drink and developed local and national home beer delivery for the first time, with their product being sold in bottle, can, mini keg and even plastic bottles. 

Some have been quite successful. I know of brewers who have seen 30 - 60 per cent increases in online sales as people took advantage of the fantastic weather we experienced and adapted to drinking at home. Some may wish to stick with this = at least for now.

So new challenges lie ahead to get businesses back to where they were and persuade people to return to pubs, bars and restaurants. The most important aspect has to be safety for staff and customers alike, with self-distancing and all other measures observed. We can have confidence that our licensees are responsible people and will do the right thing, yet many former customers will remain nervous.

The question is: while pub owners and licensees have had the time to refurbish, redecorate, and recharge to make ready for people to once again enjoy the pub experience have they spent some time rethinking their business?

In recent years we have lost a huge number of pubs and that loss is likely to continue unabated, I fear. Some will blame Covid 19. But many, by all means not all, pub failures have been simply because of the inability to meet the demands of a public who will no longer tolerate shoddy service, failure to welcome customers, a poor food offer, and badly kept beers - especially cask ale.

I believe that many of the pubs and bars not re-opening would have closed at some point anyway. But I also have a sincere faith that, bars and pubs which have been well run in the past will successfully bounce back, learning from this tough experience to survive and flourish.

As lockdown is eased our beer gardens will be utilised to the full despite the variable British weather. Indoors you will see more Perspex screens than in a bank and new regulations will change the casual pub experience to a degree. Can we perhaps look forward to some great table service? Will the result of the pandemic be a change in culture from our very British vertical drinking, centred on ordering at the bar, to a more relaxed and social European style of sitting around tables?  

Publicans must ensure they are welcoming customers to a safe and secure establishment, offering excellent service from well trained staff who deliver the best quality food and drink. The new normal should see staff showing customers to seating and offering service. Staff will have to become more aware, more attentive and communicate well with the customer.

Training for all staff, casual as well as permanent, will be a key investment. Publicans will have to work with brewers and other suppliers on this.

In this ‘new norm’ the point of sale will be the waiter/person. The better trained and informed they are the more they will sell. Upselling will be vital as premises are restricted in the numbers of covers – and each cover will have to deliver more income per hour than ever before.

Staff must be trained in the art of salesmanship, for instance what drinks go with what food. They must be confident enough to engage with customers and suggest options. Fundamentally, the waiting-on staff should know the difference between cask and keg beers, they should have some knowledge as to the background of the products being served, both food and drink – for instance the vast variety of gins now on offer in pubs.. There will also be a real need for a full and up-to-date drink and food menu to advertise to the customer what they can enjoy – perhaps learning from Belgian cafes on how to offer beer.

Potentially, income could increase because customers stay longer as they enjoy an all-round better experience.     

Operators have an array of high tech to help them attract, capture and retain custom, from handheld POS and payment terminals to social media which, where possible, should be developed to better communicate with the customer base.

Post coronavirus many aspects of life will see lasting change. The brewing and hospitality industry will be no exception. There is the opportunity here to become the best the industry has ever been for both the businesses and the customer experience.

Quality is everything. While I have had some fantastic bottled beers during the lockdown, I badly miss my favourite tipple of cask ale, poured correctly and enjoyed with friends - something I think many people have missed. Personally, I look forward to being reacquainted with that. And pubs that do cask ale well are likely to prosper – because they care. 

As things do ramp up again, I hope we take with us the positives from the life changing experiences we have all suffered in 2020. I am optimistic. Let us all look forward to meeting again in the pub to raise a toast to a prosperous future in the ‘new normal’.