From bike nights to booking data - hospitality’s changing landscape

As part of Favouritetable’s ongoing conversations with operators across the UK, Mark Ferguson speaks with Tanya Wynyard, Business Partner at The Churchill Arms, to discuss how the pub sector is evolving, what guests expect, and how technology is helping venues stay competitive.

Mark Ferguson, Favouritetable:

Tell us a bit about yourself and how you came into the hospitality sector and The Churchill Arms?

Tanya Wynyard, The Churchill Arms:

I’ve been at the Churchill for about the last 13 years. I actually started in the late ’80s, it was a second job. I was working with horses at the time, so it was something to do for extra cash. It pretty much changed from being a part-time job to a full-time job. The split shifts worked well because I could still look after my horses. That’s how I got into it in the first place.

Mark:

You’ve seen decades in the trade. What changes stand out most?

Tanya:

It depends on the pub, but in our area trade is very seasonal. We’re in the New Forest, near Bournemouth, so most of us are waiting for the sunshine and tourists. Around Easter it goes from quiet to hectic.

In the 40-odd years I’ve been in the trade, it’s changed a lot. There aren’t so many drinkers anymore. Drinking’s seen differently now. It’s much more foodie, and pubs aren’t as community-led as they used to be. You have to find your niche and your trade.

Mark:

So adaptability is key?

Tanya:

Absolutely. A lot of it is listening, to guests and to staff. If you don’t change, you won’t adapt to what the trade wants. The industry moves. Maybe not fast, but it does change. One thing that’s surprised me is how big alcohol-free drinks have become. That’s across the board, not just younger customers.

Mark:

What about food trends?

Tanya:

We’re still pub-grub focused. I’ve got two part-time chefs, and the specials board is their playground. The main menu is traditional, but we refresh it a couple of times a year. People are definitely more health-conscious about what they eat and what they want to see on menus.

Mark:

You mentioned pubs being less community-based. How do you attract customers today?

Tanya:

You have to go out there and be seen to be doing something different. For us, that’s bike nights every Tuesday. We’re quite famous locally for them. That’s my market — it’s what I’ve chosen to focus on. Through COVID I also connected with some motorbike charities. We host ride-outs, breakfasts, and events with emergency responders. It helps the community, and yes, it also spreads the word about us. My community is bikers, really. That’s who I try to support.

Mark:

Do you think the rise of online reviews has changed how pubs operate?

Tanya:

Definitely. Years ago, if someone complained, you might get a letter. Now it goes online for everyone to see. Review sites have made us all up our game. Google is the one I watch most. It’s where people search and where I think a lot of my reservations come from, so I focus on responding there.

Mark:

Customer service must be even more critical in that environment.

Tanya:

It’s hugely important. It’s your feedback before they even leave. If someone has a negative experience but you deal with it properly, you can turn them into loyal regulars.

Mark:

How do you tackle quieter periods midweek or during winter?

Tanya:

Deals and events. We do Pie & Pint on Wednesdays, quiz night on Thursdays, and pizza on Mondays. I’m also starting a girls’ night on Mondays because we’ve got lots of new people moving into the village who don’t know anyone. Tuesday bike nights actually turned our quietest day into our busiest from March through October. In winter it flips again, so you’ve got to keep adapting.

Mark:

Let’s talk about technology. You’re a Favouritetable customer, what led you to adopt the system?

Tanya:

I bought a Lightspeed POS last summer, and Favouritetable integrates with it. Over the last few years I’ve tried various reservation apps because people want to book online now, COVID really pushed that. Having an automated system helps because you don’t have to worry about the phone. But what I really like is the loyalty side. The integration shows how often customers visit, what they order, and makes repeat bookings easier. That’s what I enjoy most about hospitality, building relationships. Loyal customers forgive the odd mistake and keep coming back. Favouritetable makes it easy to see those patterns and nurture those relationships.

Mark:

So the data insights are genuinely useful?

Tanya:

Definitely. Being able to see trends behind the scenes — what people order, how often they visit — that’s valuable information.

Mark:

Looking ahead, what do you think the next six to twelve months hold for the sector?

Tanya:

I’d love it to stay the same because that makes life easier, but realistically there’s pressure everywhere, business rates, energy costs. A lot of operators are just trying to survive the next six months. For me, summer is key. If I can beat last year, I’m happy. I don’t worry too much about what others are doing. I’d rather be my own pub and do what works for us.

Mark:

Finally, where can people find out more about The Churchill Arms?

Tanya:

Our website is https://www.churchillpub.co.uk/