Dominic Worrall and his wife Vanessa knew the license trade would be hit hard during the recession but decided not to compromise on their quality and standards. They took a hard look at their business plan to see if there were any changes they could introduce to ensure they survived. “We decided to stick to our guns. We work hard to deliver the same quality product and at becoming more efficient with how we managed our costs” explains Dominic.
“We don’t aspire to have Michelin-star food our offer is really good food and wine served in an understated manner.”
This strategy obviously worked because The Bull in Ditchling and their second pub at Hurstpierpont, The New Inn have not only survived but thrived.
Keeping quality up
“There are too many pubs hooked on price issues, which is a bit of a generalisation. They just end up fighting for the bottom end of the market and becoming price obsessed which means they drive margins down and therefore the quality goes down too.”
Efficiency and attention to detail
“If you suddenly start doing two-for-ones you start to cheapen your product, we’re quality consistent, our portion size is consistent and, as a result, our turnover is up, our profitability is up and we even have better footfall.”
Dominic tip is to keep a fluid cash flow, which makes a pub stronger. “We revised the type of food being served and our suppliers to see what could be done.”
Stability and quality
“It’s difficult putting the right team in place and it has been a gradual process for us with a few mistakes along the way. We have been careful to find staff that are committed and career driven for this industry, and this has definitely had a positive stabilizing effect on the business.”
Dominique and Vanessa believe in giving their staff good training to motivate and instil loyalty. When they recently installed a Verre du Vin machine at The Bull, staff were encouraged to gain training. “We have eight members of staff with the first level of WSET who should complete their advanced qualifications by Christmas.” Wine sales have gone up due to the staff being more informed and able to advise customers.
The Bull is one of the oldest buildings in the village dating back to the 16th century, when it was an overnight resting place for travelling monks. Today it once again welcomes the weary traveller to stay overnight in one of its four stylish bedrooms.