Exceeding Expectations: A Publicans Guide to Pub Success

Are you a first-time publican looking to make your mark on the hospitality industry? The pub has always been more than just a place to quench thirst; it’s a social hub, a community gathering spot, and a cornerstone of British culture. However, standing out in today’s competitive market requires more than pulling a good pint. It’s about creating an exceptional customer experience that keeps customers returning for more. This involves managing customer expectations and consistently delivering above and beyond.

Customers First Impressions

They say first impressions count, and nowhere is this truer than in the world of hospitality. A customer walks into a pub and their initial judgement is based on the atmosphere, décor, and overall vibe. It’s a snap judgment, but it sets the tone for the entire visit.

Imagine stepping into a pub that, let’s be honest, looks a bit tired. The décor is dated, the carpets are worn, and there’s a general air of ‘been there, done that’. Your expectations for the quality of the pint you’re about to order are understandably low. But then, something unexpected happens. The publican pulls a perfect pint, the bottled cider is served with a crisp, refreshing fizz and they’re both in a sparkling clean glass. It’s a moment of delightful surprise, a subtle yet powerful shift in perception.

However, it’s important to remember that a beautifully decorated pub can also set high expectations. A stylish interior can create anticipation for a premium experience. This means that if your drinks aren’t up to scratch, customers might be disappointed more easily. It’s a double-edged sword. While a great atmosphere can enhance the overall experience, it also increases the pressure to deliver on other aspects of the pub.  

Once you’ve managed to surprise and delight your customers with unexpected quality, you’ve set a new standard. Their expectations will rise. This is a good thing! But it also means you must consistently deliver. A beautifully restored pub with a warm ambience will undoubtedly create high hopes. Now, the pressure is on to match that aesthetic with exceptional service and top-notch drinks.

Your staff are the face of your pub.

Your staff are the front line in this battle for customer satisfaction. Their appearance, demeanour, and customer interaction significantly impact the overall experience. Well-presented staff in clean, ironed uniforms instantly create a positive impression. But it goes deeper than that. A happy, engaged staff member is contagious. Customers can sense the atmosphere in a pub. If your team is smiling and enjoying their work, it creates a welcoming environment that customers gravitate towards. Conversely, if staff appear disgruntled or stressed, it can dampen the mood and drive customers away.

To ensure your staff are equipped to deliver exceptional service, it's essential to invest in their training and development. This includes product knowledge, customer service skills, and an understanding of the pub's ethos. Happy staff are more likely to provide excellent service, so creating a positive work environment is crucial.

The power of consistency

Consistency is key to exceeding customer expectations. Every customer should feel valued and welcomed, regardless of the day or time of their visit. This means maintaining high standards in all areas, from the quality of drinks to the cleanliness of the premises.

Pay attention to the little details. A friendly greeting, a personalised recommendation, or a small gesture of kindness can go a long way in creating a memorable experience. Consistency also applies to your pub's identity. Are you a traditional pub with a focus on real ales? Or a modern gastropub offering a diverse food and drink menu? Whatever your niche, ensure your offerings align with your brand and deliver consistency.

Exceeding customer expectations is an ongoing journey. It requires a commitment to excellence, a focus on the customer experience, and a willingness to adapt to changing trends. By creating a welcoming atmosphere, delivering excellent service, and consistently providing high-quality products, your pub can stand out from the competition and build a loyal customer base.

Remember, the pub is more than just a place to serve drinks. It’s a community hub where people come together to relax, socialise, and enjoy themselves. By putting the customer at the heart of everything you do, you can create a pub that truly exceeds expectations.