<25A0> Think Darwin - evolve to fit a specific environment
<25A0> Include the customers - the people who will be using the pub - in the process
<25A0> Quality is a branding tool
<25A0> Never shoehorn anything in, always work with your existing context
<25A0> Look at what the houses are like in the area. Then use that as a starting point
<25A0> Plans should be driven by site conditions
<25A0> What's exciting today becomes the norm tomorrow
<25A0> Be prepared to stretch boundaries
<25A0> It only costs a lot if you have to reinvent the wheel every time
<25A0> Finally, hire a manager who understands the community


Then and now
Five years ago
The City liked
cookie-cutter
brands because:
<25A0> They were easy to replicate
<25A0> There were supposed economies of scale in terms of design fee and the speed with which you could role them out
<25A0> There was built-in predictability and safety for the consumers
<25A0> It was easy for operators who didn't have to think

Now
<25A0> Customers are no longer looking for comfort-blanket bars and eateries (thank goodness)
<25A0> People like local
<25A0> People like the individual
<25A0> There are few real economies of scale to be had

Contacts
Waugh Thistleton 020 76 13 57 27 www.waughthistleton.com/
Harrison Design 0121 212 1301 www.harrisondesign.co.uk/