Retiring to the bar

It is just before midday on a Tuesday. George and Jane, in their mid-sixties, are sitting in their lounge studying their road map. They are planning the route to a pub 10 miles away.

People like George and Jane are becoming an increasingly solid basis of many pubs' lunchtime trade. The population of the UK is ageing. Nearly one in three of the drinking age population is over 55 - a market worth targeting.

An increasing proportion of this generation is well-off and middle class. Many of them have retired early with healthy pensions, inherited wealth and no debts. They have plenty of time and money to spend on pub lunches, and a reasonable car to get them to their chosen inn, maybe two or three times a week.

So what types of pubs attract Georges and Janes? After informal interviews with about 30 licensees who all have an older clientele, the following conclusions were drawn.

Location and appearance

The location is crucial. The drive to the inn is an important part of the outing - the more scenic the countryside and the quieter the roads, the more tempting the pub will be.

The catchment area of an attractive pub can be large. Older people are often prepared to drive 10 or 15 miles to reach the pub of their choice.

The pub should be in an appealing setting, for instance facing a village green, by water or with beautiful views. Pubs in small country towns can sometimes qualify but they have to be exceptional. It is essential that parking is convenient.

The appearance of the building also matters. Few ugly pubs get on George and Jane's list. They are looking for pleasing surroundings, both inside and outside.

They have come out to enjoy themselves and wish to have their senses gratified, not offended. Litter in the car park, fluorescent notices in the windows and badly written chalkboard menus will drive them away.

It follows that the style of the pub must say "quality". The whole package must be consistent, with each part complementing the whole. It must give the impression of a high degree of professionalism.

Furniture, fittings, decor and lighting need to be appropriate to the setting. The most favoured are furnishings that have grown gracefully with the pub, or appear to have done so. This is not an audience that appreciates excessive theming or regimented lines of furniture from catalogues.

High standards of hygiene and cleanliness are also demanded throughout, not least in the lavatories, where Jane, even more than George, exerts her influence.

Ambience

The ambience of the pub should be relaxed and informal, with good temperature control - open fires in winter are an advantage. It should not be smoky because most of this age group have been serious smokers in the past and now have the convictions of the converted.

What is sought is conviviality, the feeling of being among friends - which is instantly recognised but far from easy to contrive.

Music

Music in pubs arouses remarkably strong feelings among Georges and Janes. They are of a generation that does not take readily to other people's choice of music; they find it intrusive.

The best approach when catering for this market is not to play music at all. If the manager feels the business cannot survive without it, then music should be discreet, relaxing, well-controlled and non-vocal.

Even so, it may irritate more customers than it pleases. The best "background music" is the buzz of conversation, the clink of glasses and the rattle of cutlery.

Customer care

Above all, what these customers are looking for is personal attention. They expect to be welcomed quickly and courteously. The manager is the key. He or she stamps personality on the inn and ensures that his or her style of service is reflected by the staff.

This element of "ownership" is appreciated by George and Jane. It often gives the individually owned or tenanted pub an advantage over the managed house or multiple chain.

Quality of service matters hugely. These customers look for service, not servility, whether at the bar or at the table. They seek consistency and reliability.

Drinks

The landlord will not get rich on the amount of alcohol drunk by George and Jane. First, one person from each group will probably be driving. Second, drinking is not the prime aim of the visit.

The choices will probably be wine, soft drinks or, for the man, cask-conditioned ale. The older man is likely to be reasonably knowledgeable about ale and will prefer the better-known or local brews.

Whatever the choice, older people will expect quality, taste and that their drinks are served at the correct temperature and in the right glasses.

Food

Innkeepers who cater for this market have to meet demanding standards. The trade is primarily at lunchtime.

The menu has to offer a choice of dishes that are sufficiently out of the ordinary to tempt customers who, it has to be remembered, eat out frequently. Lasagne and chilli con carne have long since been passed by.

Genuine home-made dishes are recognised and appreciated, but the style must not be too heavy. Older customers are often not big eaters. It may be their main meal of the day, but one or two courses is the general rule.

Fish- and shellfish-based dishes are well favoured. Puddings can be a temptation too, particularly for those that have chosen a low-cholesterol first course.

These customers are not in a hurry and are happy to linger over coffee. But they will expect smooth service, for instance condiments and appropriate sauces readily available, dirty crockery taken away swiftly, tables kept clear, the bill brought promptly when requested and credit card facilities offered.

Prices

George and Jane can afford to eat out but are highly aware of the value of money. If they believe they are being ripped off they will walk away and never come back; but as long as the menu is good value they will often purchase the higher-priced items.

The pay-back

Whitbread, one of the UK's most successful pub retailers, announced in its interim report in November 1994 that retired people now account for more than 20% of all spending in its pubs.

The individual licensee who can tap into this growing market has the opportunity to make profit. As discussed, this demands a great deal of work. The manager must provide quality at all levels and at all times. Success depends on well-above average food and drink, high standards of customer care, attractive surroundings, and a dash of flair and personal service.

If these customers enjoy themselves they will pass on the pub's name to others. They will bring their friends with them when they come again, knowing they are visiting a tried and tested perfect pub.

Successful Pubs & Inns was published in August 1994 by Butterworth Heinemann in association with Caterer&Hotelkeeper. Michael Sargent and Tony Lyle have both worked in the pub business for many years and now offer business advice to those in the trade.