Licensees learn to cope with economic downturn

January 5, 2008: As the country braces itself for the continued slowdown in spending in 2008, Marston's Pub Company is launching a major initiative designed to help its licensees make sure their businesses are in good shape.

From now until March it plans to run more than 500 training sessions in either finance or marketing, in 50 different venues across the country.

Content will be based around the key issues that have been highlighted by former Marston's licensees during exit interviews. Most acknowledge that more detailed financial planning or targeted marketing could have helped them through the difficult periods.

Commercial manager Karl Czinege said: "I think we are all realistic about the economy and what this means for businesses. In this climate it's even more important that people have good financial controls and that any marketing is cost-effective and relevant.

"It's so easy to waste money, for example, like running karaoke nights in a pub where the average customer is over 55 or serving gourmet food if you mainly attract families with small children. It sounds simple, but it's amazing how many people get this side of things wrong."

Business development managers will be responsible for assessing which training subject is most relevant to their areas. It is expected that around 10 licensees will attend each session — more than 25% of the total estate.

In addition, procedures have also been changed so that from now on £500 of the £2,000 marketing budget will be ring fenced for training in an effort to ensure that licensees recognise the importance of it.

Karl said: "We are trying to make sure that when a considerable sum has been invested in a pub that the licensee thinks about the whole operation — from promoting the new-look venue right through to staff training and attitudes. By ring fencing £500 for training we are helping to put it top of the agenda."