Just the other day my husband and I were at a well-known Surrey pub having lunch. They did just about everything right - upsold the food (it was fab), upsold the wine (at £6.25 a glass in a giant crystal goblet I was happy to pay as they'd let me taste it and it looked gorgeous!), but when it came to bringing the food to our outside table and being asked for another round of drinks, the reply came 'oh, I'm afraid we don't do table service'.

Doh! What did you just say?

What were they thinking? Of course, so much better to let our lunch go cold while we queue for drinks, or for us to simply not bother buying a second round. Heaven forbid a simple bit of initiative and 'oh, we don't normally, but leave it with me ...' which would have worked wonders. No doubt they'll be moaning that takings are down and it's tough out there.

In contrast, the delightful Stag at Eashing near to us, has invested in a proper ‘outdoor’ area. A well-designed area full of tables, all-weather canopies and heaters, plus there is a server’s station dedicated to outdoor customers; they proactively come and ask you if you’d like more drinks or food. All in all, they make you feel relaxed and welcome. Plus of course you spend more.

Now, you tell me – who’s got it right? What is it with business owners who just can’t see opportunity when it slaps them in the face? And then, of course, blame ‘the economic climate’ when things don’t go well for them.

Happy customers are the answer to all economic woes. If you make it easy for people to spend their money with you – they’ll spend it.  It really is no more complex than that.

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