Luigi, An Ex Military-Man From Italy, Is The New Manager of The Brockley Jack Pub In Brockley, South East London And He’s Doing Things His Way As He Highlights Power of A Longstanding Business Success Strategy.
It’s The Time Honoured ‘Loss Leader’.
It Gives Power To The People!
It’s Simple But Effective!
The Longstanding Brockley Jack Pub In South East London Is Currently Ensconsed In Scaffolding. It Is Under Renovation Both Inside And Out. We Can’t Wait To See How It Turns Out!
There’s A New Sheriff In Town And TheOrator.Press (TO.P) Sat Down With Him To Get The Low Down.
Positive Change Is Apparently On The Horizon.
He’s Interested In The People As Well As The Pounds! With This Humanistic Approach To Business He’s Already Markedly Improved Sales.
Blue Sky Thinking
Blue Sky Thinking! Thinking Not Just Outside The Box – But With Boundless Possibilites, Beyond Conventional Limitations, And With Visions of Brave New Horizons.
The Brockley Jack Pub Has A Vast Shop Front With Two Main Buildings. Namely – A Theatre And A Public House – (Which Includes A Cosy Beer Garden At The Back).
The Establishment Has Been There Since The 1898 When It Was Originally A Victorian Coaching House (A Social Resting Place For Travellers And Coachmen To Stop off During A Journey And Refresh, Recharge And Replace Tired Horses). It Still Welcomes Coaches Today.
It’s Had Many Iterations Since Then But Is Now Owned By The Greene King Pub & Brewery Company, Based In Bury St Edmunds, Suffolk. In 2019 The Company Was Valued At £2.9 bn Pounds, When It Was Sold To The Hong Kong Business Group CK Hutchinson Holdings Ltd, The International Conglomerate Owned By Li Ka Shing And His Two Sons. One of Over 2,700 Pubs And Hotels Within The Greene King Group, Some With Tenant Contracts, The Brockley Jack Is Currently Under New Management And A Major Renovation Programme.
We’ve Visited The Pub A Few Times Recently For A Major Event And Special Occassion And As We Were Going To See A Play At The Pub Theatre Earlier This Month We Decided To Review The Pub As Well. It Was Great To Meet New Manager Luigi Who Is Friendly, Open And Charming. (He’s Also Ex-Military, Heavily Tatooed, Quietly Confident And Self-Contained, An Air of Edginess And Moodiness, Which Is Happily More Resassuring Than Frightening).
The Food Is Tasty. The Drinks Are A Plenty. And The Service Is Friendly. Nonetheless It Is Clear There Is Room For Improvement. But Having Spoken With Luigi And Listened To His Business Approach We Are Confident The Developments Will Continue To Get Better And Have This Welcoming Community Hub In Brockley Booming Again.
The People Have To Be Treated Well
Greene King Pubs Have A House Style Throughout The Company’s Collection. They Are Proud To Be Family Friendly, Dog Friendly, Community Friendly And Wheelchair Friendly (Including Wheelchair Access And Toilet Facilities).
In Addition At The Brockley Jack Extra Italian Flare And Business Vision Is Added By Luigi With His Own Style of Management. He’s A Firm Believer In That Classic Business Stratgey of Having ‘A Loss Leader’. The Business Philosophy Behind ‘A Loss Leader’ Pricing or Provision Campaign Is That Sometimes You Have To ‘Lose To Win’ And It’s All About Marketing By Attracting The Customers or Clients In With A Discounted or Free Products or Service Hoping That They Will Subsequently Engage With Other Wonderful Products And Services A Business Has To Offer. All With A View To Ultimately Making A Profit. It’s About Business Confidence And Sales Technique. It’s A Paradoxical Basic Investment In A Loss With The Belief That The Said Investment Will Lead To Future Greater Gains And A Healthy Bottom Line.
It Can Be Deployed By All Kinds of Businesses And Professions. A Free Initial Legal Consultation For Instance, Which Many Then Lead To The Law Firm Taking On The Case And Charging Their Usual Rates. A Free Survey Before Building Work Is Done. Or A Free Tasting Sample In A Food Store In The Hope That Customer Will Find The Product So Tasty They Buy The Full Version And Other Things Such As Condiments And Drinks To Go With It.
It Could Be For A Limited Time Only, Or On Special Occassions, or It Could Be A Regular Offering Based On Estimated CLV (Customer Lifetime Value) – i.e Are The Beneficiaries of The Loss Leader Likely To Return, Come Back Regularly, And Be Loyal? Businesses Also Have To Consider Profit Margins On The Particular Service or Product, The Demographic’s Purchasing Power, The Scope For Customer Engagement, And The Need For Any Particular Support Infrastructure.
And of Course, Promotion Is Important Before Things Get Going. In-Store Signage For Instance or Select Social Media Platforms, Websites, Email Marketing or In Person Word of Mouth.
During The Campaign Data-Driven Sales Tools Such As Sales Automation Software Can Monitor Metrics Such As Footfall, Popular Times of Engagement, Volume of Sales, Or Popular Services Can Provide Insight On How Things Are Going.
And Ultimately, Afterwards, Follow-Up Strategies Such As ‘Thank You’ Messages, Loyalty Rewards, Can Help Keep Customers Relationships Alive In The Form of Repeat Custom.
As Luigi Puts It:
It’s A Community Pub, So We Have To Think of The Community, Otherwise You End Up Like The Others – With No People.
Sometimes It Is Better To Lose!
We’re Not Going To Go Bankrupt If We Give Away A Few Teas And A Few Coffees.
But You Have People!
And Then, People, If They Are Happy, They Are Talking, They Have Coffee And Then They’re Coming Back.
Maybe To Have Dinner. Or Lunch.
And You Have To Treat Them Well!
Luigi, New Manager of The Brockley Jack Pub, Brockley South East London. His Words Seem Very Apt In The Midst of Recent White House Behaviour And Its Treatment of Some Federal Workers
Luigi Knows That The Bottom Line For Companies Is Money. However He Feels That Ironically The Singular Pursuit of Money Is The Very Reason Why Some Companies Don’t Make As Much of It As They Could Otherwise Do. Luigi’s Approach Is Different. And We Have Faith In Him As His Approach Appears To Be Working.
He Reports That Sales Increased By 22% In His First Two Months.
That Is A Great Achievement Indeed, Especially When One Considers That The Pub Has Had Seven – Yes, 7′ – Managers Over The Last Two Years.
He’s Focused On The Fundamentals. Good Service, Service With A Smile, Quality, Consistency And That Little Something Extra, Like A USP (Unique Selling Point). Suffice To Say He’s Focused On The Fundamentals. Good Service, Service With A Smile, Quality, Consistency And That Little Something Extra, Like A USP (Unique Selling Point). He’s Want’s It To Be A Place For Partners, Family And Respectable Regulars. He’s Apparently Already Had A Word With The More Rawdy And Noisy Ones. He Reports A New Pub Quizz Night, A New Doggie Brunch And A New Knitting Club. He’s Also Looking At Introducing More Elegant Furnishings And Seating.
After Only Signing A Contract After Three Site Visits He Has Been Afforded Quite Wide Autonomy Under A Gentlemen’s Agreement, Which He’s Clearly Finding Motivating. This Is Important To Him Because As He Says As Constant Cuts Affect The Ability To Effectively Give Good Service, Draft A Rota And Secure Staff Retention.
A Good Test of Any Eatery Establishment Involves Three Basic Elements. The Chips. The House Wine. And The Loos.
The Chips Are Tasty (Generally Nice And Crispy). Especially If One Asks For Them Well Done (Which The Chef Obliges Willingly). But The ‘Salted Rosemary Chips’ Could Distinguish Themselves Further By Being Afforded ‘More Salt’ And ‘More Rosemary’ Generally. The House Red Wine With Our Burger Was Great. They Also Have Rioja And Malbec On Offer.
Luigi Confirmed That The Gents Loos Have Recently Had A Refurb. We Can Also Confirm ThatThe Ladies Loos Were In Great Shape Too. Notably Well Maintained, Even To The Point of, Dare We Say It, Being Refreshingly Fragrant, As This Establishement Had Clearly Made A Big Effort With This Powder Room. (Nonetheless, Why Must It So Often Be The Women Expected To Schlep Up or Down The Stairs Whilst The Men’s Water Closets Are Conveniently Located On Ground Level? At Least They’re Not Unisex. One of The World’s Worst Ever Architectural Design Ideas.)
The Brockley Jack Is On Its Way Up.
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