I’m not quite sure what the natural turnover of the Swan should be. Although it is truly beautiful, I think one of my best, it is out in the middle of nowhere, in a sparsely populated patch, which is difficult to get to and circled by good competition. What I have never heard anyone say is “Oh Jerry, I’m so pleased you opened this pub, we had nowhere to go” a sentiment I have often heard elsewhere. There are a lot of good pubs to go to and not that many people.
Without giving away the actual figures, which I suppose is not wise, perhaps the best way to demonstrate this is to talk about covers. A cover is one person who is eating. You are not a cover if you call in for a few drinks, you are a cover if you call in for a few drinks and have a sandwich. I have geared the pub to do around 1500 covers a week but we are actually only doing around 1000.
I don’t want to revise my expectations just yet as this is early days. We haven’t started advertising yet and we have had our full complement of teething problems. It might well be that in a years time trade has built up to where I expected it to be. On the other hand – winter.