Driving efficiency, managing costs and staying resilient

Driving efficiency, managing costs and staying resilient – with Laurence Coveney, Owner of The Thatched Tavern

Mark Ferguson at Favouritetable speaks again with Laurence Coveney, Owner of The Thatched Tavern in Ascot, Berkshire, to explore how technology is improving profitability, the realities of rising costs, and how operators can stay resilient in a volatile hospitality market.

Q: How are you preparing for key trading periods like Easter and bank holidays?

A: These are the moments you gear up for. We’re very food-led, so Easter, especially Easter Sunday, is one of our busiest trading days of the year, behind Mother’s Day and Father’s Day. The focus is on maximising covers, delivering a strong Sunday lunch, and, if the weather plays ball, making the most of the garden and bar trade. Busy periods are essential, you rely on them to balance quieter weeks.

Q: Since implementing Favouritetable, where have you seen improvements in cost savings and profitability?

A: Straight away, it’s made bookings far easier to manage. Once your table plans and turnaround times are set, the system does a lot of the heavy lifting. It allows us to plan ahead, optimise layouts, and maximise table turns, especially on peak days where you might aim for four or five sittings.

That directly impacts revenue. Even squeezing in one extra table, say four covers, can add a couple of hundred pounds to the day. Previously, this would have been manual, time-consuming work with pen and paper. Now it’s intuitive and far more efficient.

Q: How valuable is the pre-ordering feature to your operation?

A: It’s indispensable, particularly during busy periods like Christmas. It organises everything: guest selections, allergens, and service flow. It also simplifies things for the person organising the booking.

Operationally, it saves a huge amount of time, honestly, close to a full-time staff role over the festive period. From pre-orders to printed name cards for tables, it streamlines the entire process. In terms of return on investment, that feature alone pays for the system across the year.

Q: Have you seen improvements in efficiency, such as fewer mistakes or better stock control?

A: Absolutely. Even small time savings, 30 seconds here, a minute there, add up significantly over a service or a week. The system gives you a clear overview of what’s coming, which helps with planning and reduces pressure during service.

It also helps with pacing. You can see peak arrival times, manage the flow of bookings, and spread demand more evenly. That improves both the customer experience and the team’s ability to deliver consistently.

Q: How does the system help you optimise revenue beyond bookings?

A: It’s all about visibility. Once you understand how the day is shaping up, you can make smarter decisions, adjust table times, reallocate bookings, and ensure you’re not leaving capacity unused.

You can also manage walk-ins more effectively. They’re still important, but now you’re controlling them within a structured system rather than reacting on the fly. It’s about getting the best out of every service without compromising quality.

Q: How effective are Favouritetable’s marketing tools for driving business?

A: Very effective. The key is that it’s targeted. You’re reaching customers who already know your business and want to hear from you, not sending generic messages out to a cold audience.

We use it selectively, maybe once a month, so we’re not overwhelming people. The engagement is strong: open rates around 60% and click-through rates around 5%, which is excellent. It’s a simple way to fill quieter periods or promote events, and it delivers consistent results.

Q: How important are repeat customers to your business model?

A: They’re crucial. We’ve built a database of around 2,500 customers, and that’s a powerful asset. If you need an extra 30 or 40 people on a given night, you’ve got a direct line to people who already like what you do.

It’s not about bombarding them, it’s about giving them a reason to return. That could be an event, a seasonal menu, or simply a reminder. It’s a far more effective approach than broad, untargeted marketing.

Q: Looking ahead, what are you most focused on for The Thatched Tavern?

A: We’ve recently invested in a major refurbishment, converting an old barn into a new dining and events space with capacity for an additional 30 covers. It’s opened up opportunities for private functions, small weddings, and corporate events.

That’s a big focus for the year ahead, maximising that space and seeing how it develops. Alongside that, we’re continuing to improve our outdoor areas to make the most of seasonal trade.

Q: What are your expectations for the wider hospitality sector in the coming months?

A: Like many operators, I’d welcome a period of stability. The constant pressure from rising wages, inflation, and business costs is relentless. You want to invest, grow, and focus on customers, but external factors keep shifting the goalposts.

There are also wider global issues affecting supply chains, produce costs, fuel prices, availability. We’ve had to adapt quickly, changing menus to focus more on seasonal British ingredients and managing price fluctuations carefully.

Q: How are you managing rising costs without passing them fully onto customers?

A: It’s about being flexible and smart. We adjust menus regularly, focus on seasonal produce, and keep a very close eye on margins. If something becomes too expensive, we replace it with a better-value alternative.

We try to absorb as much of the cost increases as possible because customers are under pressure too. It’s a balancing act, you can’t just keep raising prices.

Q: What mindset is required to succeed in today’s environment?

A: You have to stay positive and keep pushing forward. As a business owner, you don’t have the option to stop, you’ve got responsibilities, staff, and customers relying on you.

It’s about adapting, working harder, and finding ways to improve, whether that’s saving costs, increasing efficiency, or driving more business through the door.

Q: What advice would you give to other restaurant and pub owners?

A: First, invest in your team. You can’t do it alone. Having the right people around you, who believe in the business and are motivated, is absolutely critical. Treat them well, and they’ll support your success.

Second, keep a relentless focus on your numbers. Monitor your costs daily, food prices, utilities, wages, everything. Margins can slip quickly, and if you’re not on top of it, you can lose significant amounts without realising.

Q: Finally, how would you summarise the role of Favouritetable in your business?

A: It makes life easier, simple as that. From bookings to pre-orders to marketing, it saves time, improves efficiency, and helps drive revenue. The pre-ordering system alone saves dozens of hours during peak periods.

It’s also evolving all the time and remains competitively priced, which matters in this climate. For me, it’s become an essential part of running the business.