RE: Langton on site visit6 Jun 2018 08:45
Cont...
• Smart retailing includes upselling and stacking fridges by margin (craft beers at eye-level, standard lager on the floor) etc. but this can lead to bill shock which, in turn, leads to a reduction in the frequency of visits.
• Marston’s believes that there is a role for the bar even in a food-led pub. Bars should be interesting and, in busy times, they will be a profit centre as patrons wait for their table or linger in the bar after they have eaten.
• Repeat visits (maximising lifetime spend) is critical. Customers should not be gouged.
• Delivery is more of an issue in town centres but it does have a role to play in the suburbs. Marston’s maintains that it should be marginal and not threaten to dominate one’s business. There is a clear negative impact on margins if this happens. Not only is margin paid to the delivery company but the newly built pub or restaurant is underutilised in terms of covers.
• Re costs, the chef market is tough. Competition for staff is more intense in the south than the north. Staff retention is more important than ever. Only 5% of Marston’s staff are from the EU. This is a feature of its units being often suburban rather than city centre.
Lodges:
• The Market:
The branded budget lodging market remains in growth. The country’s no1 and no2 operators, Premier Inn and Travelodge, maintain that, in addition to underlying growth, the independent market will continue to lose ground to branded operators.
• Marston’s has 1,500 rooms at present. This remains a modest number vs Premier Inn but MARS has a medium term target of 4,000 rooms at which it should be able to bring more distribution in-house and offer travellers follow on lodgings if they are undertaking a leisure or business trip around the country. Marston’s has current visibility on projects that will take it to 3,000 rooms.
• MARS used to work with Premier Inn and Travelodge but now aspires to open lodges itself. It offers free WIFI but has recently begun to charge for breakfast (in line with its peers). Its 19 metre rooms cost around £70k per room to construct. They are on a par with the best that Premier Inn has to offer and generate £41 REVPAR against the high £40s generated by Whitbread.
• Growth Plans:
Were there is an opportunity to build less than 40 rooms, these will be constructed above pubs on a ‘stack’ system.
• Lodges of 60-80 rooms plus will be free-standing but they should be next to a c200 cover pub. The group’s 104 room Ebbsfleet Lodge is adjacent to the group’s newly built Spring River carvery pub. The area comprises a new town with a planned 15k houses. Other pubs will be built in time & Marston’s may be in the bidding for sites, the opportunity to expand Spring River, or both.
• Ebbsfleet (land, lodge, pub) cost some £12m. The site is genera