Trials and errors
It's been an eventful month for Ian Shipman, director and restaurant manager of the Crown at Iverley, but it takes more than fire, flood and lightning to put him off his stride. He tells Helen Adkins all about it.
Accidents usually come in threes, unless you work at the Crown at Iverley, when they come in fours. In just three weeks director and restaurant manager Ian Shipman has had to cope with fire, flood, gross human error and lightning strikes, yet, amazingly, the restaurant remains open and trading.
The Crown's catalogue of disasters began a few weeks ago when one of the live-in front of house staff awoke at 10.30pm to find water gushing through his bedroom ceiling. Investigations revealed a problem with the header tank in the loft. Pots, pans and buckets saved the flood from reaching the restaurant itself, but the ceiling and part of the loft had to be replaced at a cost of £1,600.
The next day, around lunchtime, a small fryer in the kitchen burst into flames. Luckily, it was the end of service and no one was near the area. When three CO2 fire extinguishers and a fire blanket couldn't put the blaze out, the fire brigade came and covered the entire kitchen in white powder. The loss adjusters arrived for the second time in two days. Shipman had to close the restaurant that evening while industrial cleaners tidied up. Damage and lost trade on that day cost the Crown an estimated £5,000.
The following Monday, at the beginning of lunch service, the entire building lost all power. The problem was traced to the local electricity board, which was digging up the road outside and had cut through a cable. The power wasn't back on until 5pm.
Exactly one week later lightning struck somewhere in south Staffordshire and the whole area lost power. Shipman couldn't believe it. "We lost our lunchtime trade again and couldn't get any compensation from the electricity board. But then, these things are sent to try us," he says, philosophically.
But Shipman's worries don't end there. The Crown has experienced a slow-down in business since September, particularly with the midweek lunchtime trade. While customers have to book tables seven days in advance at weekends, a slump at midday means covers have gone from 150 a week to 110. An estimated £1,500 a week is being lost in revenue.
"We've been hard hit since 11 September," he says. "We have built up a very solid trade at the weekends and get lots of repeat business, but business hasn't picked up during the week. It looks as if people are holding out until the weekend to come out."
Despite good feedback from existing customers and strong repeat business, Shipman recognises that the Crown needs marketing for the first time. Over the past two weeks he has sent mail-shots to local businesses and individuals on the electoral roll at a cost of £500. He also hopes to capture part of the Birmingham market and is looking for editorial exposure in Limited Edition, one of the city's glossy "society" magazines, as well as the Birmingham Post, the Evening Mail and the local press.
"Our problem is not retaining our custom once it is through the door," he explains. "Once they are in they come back again and again. We just need more people to know about us. Half of them don't even know we are here, and as far as awareness in the local area goes, we've only scratched the surface."
It is hoped that the restaurant's Christmas packages will make the difference. Christmas lunch is on offer for £17.50 for three courses and Christmas evening meal for £25. On Christmas Day a six-course meal is £65 per head, while a six-course gourmet menu on New Year's Eve will cost £85 per head.
Shipman plans to work throughout the festive season: "I'm used to working on Christmas Day and New Year's Eve and, especially because it is our first year, I want to be there to acknowledge our clients' support. We have yet to confirm licensing, but last year we got a 24-hour licence for New Year's Eve and there is talk that we will get that again. So, we'll be open until the last man leaves."
The story so far
After planning-permission setbacks, the refurbished Crown finally opened its doors near the village of Iverley in south Staffordshire. Its aim is to offer superior food in stylish surroundings, and business so far has met all expectations. Directors Robert Banks and Ian Shipman have finally hired the staff they need and have been looking forward to building business.
The Crown
Norton Road, Iverley, Stourbridge, West Midlands DY8 2RX
Tel: 01562 883004
Parent company: Food Experience2
Directors: Ian Shipman and Robert Banks
Lease price: £60,000 over 21 years
Investment: £300,000
Annual rent: £16,500
Number of staff: 18
Number of seats: 60
Weekly covers: evenings 220, lunchtimes 110
Average spend: £19
Weekly turnover: £14,000
Projected weekly turnover: £20,000
Next visit to the Crown: 13 December
