The Surrey Cricketers
Yes Chef! From kitchen to marketing mindset
The Challenge
A Pub in decline
When I first joined The Surrey Cricketers, it wasn't as a manager - it was in the kitchen. Fresh out of Sixth Form, I started as a Sous Chef, learning the fundamentals of time management, stock control and cookery. When I became Assistant Manager, the pub was barely treading water, losses were mounting, and the reputation had dropped.
When I accepted the Manager position, the business was running at around a £2,000 deficit a week. The mandate was clear, start to turn the business arround, rebuild the reputation and get punters back in through the door.
The Strategy
Creating offers and experiences
I stepped into the management role, focusing on customer experience, promotions and brand reputation. Working with the owner, we secured investment into refurbishments and restructured the service operations. More importantly, I began experimenting with marketing promotions.
One of the first campaigns was a simple but powerful offer: Two Sunday roasts and a bottle of wine for £24.50. It was a value-driven promotion that targeted the local community and gave people a reason to choose us over several nearby pubs. From there, we added live music, Tex-Mex buffets, Chilli challenges, BBQs, Parties, Wedding receptions and themed specials, all designed to get people talking and returning.
The Results
Turning loss into Growth
Within six months, the Surrey Cricketers went from weekly losses to consistent profitability. The Sunday roast campaign became a signature draw, outperforming nearby rivals who copied the idea. Events and promotions gave the pub a new reputation as one of the busiest venues in the village.
I believe that my role was more than just management; it was the start of my career in marketing strategy. I discovered how the right offer, delivered to the right audience, could change the trajectory of the business. At the same time, I began studying for my CIM Level 4 Diploma in Marketing, which became the foundation for my future career and supported my move into Lollaksi.
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