Reeling in regulars
Inspired by the prospect of profit-sharing, staff are learning to work as a team at the Brown Trout Golf and Country Inn in Aghadowey, Northern Ireland. Proprietor Bill O'Hara is looking for improved consistency in all areas to allow him to spend more time sailing and fulfil his aim of competing in the 1996 Olympic Games.
This week up to 18,000 people in the Coleraine area may have noticed the Brown Trout name. Bill O'Hara is experimenting with promoting his hotel in the form of a money-off offer on the back of till-rolls in local supermarket chain Crazy Prices. Anyone bringing the coupon into the Brown Trout will receive 20% off the price of a meal in the restaurant, with one coupon valid per party.
The experiment is costing £400 for a three-month trial period. "I've heard if you try to do this in Dublin the costs can run into thousands, so this seems good value," says Bill.
Since the scheme began last month there have been about 70 redemptions. This may not be a vast number but, nevertheless, Bill is convinced of the long-term value of the scheme. "One local family came here for the first time with a coupon and have since been back to eat several times. It is this repeat business that I am hoping to capture," he says.
This form of marketing is also a valid alternative to one of Bill's pet hates - advertising in local papers.
"I don't see the value of advertising in local papers," he says. "When you open them up all you see are special offers for local restaurants. There's nothing to differentiate any of them. Anyway, until recently we have not been proud enough of our product to advertise it."
Generally, food and beverage sales are looking good, with August food turnover figures up 10.1% on August last year and bar sales up 9.1% on the same period. By the end of this financial year at the end of September this should mean an annual turnover on food close to £220,000 and on the bar close to £210,000.
This is a far cry from before 1993 when the Brown Trout's 17 rooms were added. In those days the bar dominated, with an annual turnover of £150,000 compared with just £85,000 on food.
Bill is delighted with this change in emphasis. "We used to attract individuals who used us as a pub and would drink until they fell over. Now we're getting lifetime customers. Ironically a lot of them are the same customers as before. What changed was the way they perceived us. The same customers now come in with their families."
Even so, adopting a change in image has not been easy and Bill's tough policies have earned him the nickname Kaiser Bill among some locals.
Allowing staff to take more control over their individual areas also seems to be paying dividends. "Kitchen staff are beginning to use their imagination and whereas before guests would only comment on how lovely the rooms were, they're now beginning to praise the standard of the food as well," confirms Bill's sister, Jane, one of the hotel's joint hosts.
Initial results from stock controls, officially instigated last month, are pleasing if not a little surprising. "Our food costs are working out at only about 32%," says Jane. "I'm sure that can't be right as I've seen a lot of wastage. We need to check up on this."
Tightening up on controls across the board remains a long-term priority. Last month, the Brown Trout had a couple of no-shows for its rooms. Although the O'Haras do take credit card numbers to secure a booking, they have not generally been enforcing payment if a room or a table in the restaurant is not taken up. Now they will start to do so.
Once the consistency of the product has been improved, pricing may be reviewed. The off-peak, two-night break now seems too cheap at £99 per person as it includes two nights' bed and breakfast plus one evening meal with no restrictions on the menu.
Admittedly, this is only offered to valued customers, those who have been before, but even so Jane and Bill are worried that it is too low.
Raising food and drink prices, particularly on wine, is also a longer-term possibility, but again the O'Haras will not risk doing this until they are satisfied that their reputation has improved.
One other piece of news that may have an impact on the Brown Trout is the sale of the Royal Hotel in Bangor, which, until three weeks ago, was owned by Bill and Jane's father William and their brother Stephen.
It was sold to the adjacent Windsor pub and disco which needed to expand to comply with fire regulations. One potential consequence is that William senior may invest some of his capital from the sale in the Brown Trout, possibly in self-catering cottages alongside the nine-hole golf course.
Nothing has been finalised, but this would have the effect of creating another marketing prong for the Brown Trout. In the continuing unstable political climate the idea is that the cottages could be sold off if the Troubles were to return.
NEXT visit to the Brown Trout: 12 October
