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A craftsman doesn’t charge pennies for his work just because people would prefer to pay less

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A few months ago, knowing I ran pubs and still work with the hospitality industry, the pub landlord in my village local confided in me that the breweries putting their prices up meant he was going to have to do likewise.

In return, I confided in him that I didn’t have a clue how much his drinks were.

This is not to say I am an eccentric billionaire, only working a job to fill my days … I wish. It is simply that whilst I chose many things in life based on how much they are drinks in a pub are not one of those things. I am not alone in this.

If price were the only factor for drinkers, we would all be sat in the car park round the back of Aldi drinking cheap cider. We’re not.

Whilst prices can’t be silly for no good reason, if you offer a clean, welcoming pub with friendly staff and an excellent range of drinks, kept and served just so … then charge for it!

A craftsman doesn’t charge pennies for his work just because people would prefer to pay less.

Of course they would, but livings need to be made.

  1. 1

    Know your profits on drinks

    Do you actually know the GP you are currently making on drinks?

  2. 2

    Don’t price by guesswork

    Too many prices are chosen by comparing prices with other businesses nearby, whether they are similar in target audience or not. Pricing should be based around the profit needed to break even. You are in business, it isn’t a hobby.

  3. 3

    Talk to your stocktaker

    They are there not just to count stuff, but to report and advise. If you’re not getting the information and guidance you should be getting from your stocktaker then look elsewhere! www.pubstocktake.com

  4. 4

    Don’t save up price rises

    Many hospitality businesses who are scared to increase prices, absorb rises, again and again until a 5p rise twice a year is now a 30p increase in one go … now your customers notice the change!

Work out the right prices using the FREE app ‘Hospitality Calculators’.

So, not only did I confide in the landlord of my local that I didn’t have a clue how much his drinks were. I urged him to put them up to whatever he had to, in order to maintain a profitable GP%.

He still has a wonderful pub, the service is friendly and efficient, the drinks well kept and served perfectly. The prices are a little more. I don’t think one person noticed.

I still go, still drink as many beers and am still terrible at dominos .. life goes on.