Off the beaten track

Pasha Honar, lessee at Brighton's Caxton Arms, talks jazz nights, great food and how to make the most of the pub's central but tucked-away location with Jessica Harvey.

How I got here​

I live in Brighton and I'd always known the Caxton Arms because I used to drink in here years back. About a year-and-a-half ago I wanted to change careers. I'd been working in events and organising festivals, weddings and corporate activities for about six years, but I wanted a change, so I began looking for a local pub to lease.

After speaking to the Caxton's owners, the brewer Shepherd Neame, in November 2009, everything moved rather quickly and by January 2010 I was running the place.

In terms of the pub trade, the closest I'd got was a stint working as a manager for Brighton's Pressure Point club and bar in about 1999, which, I suppose, was really my first management gig. Otherwise, I'm still relatively new to running a pub.

When I came over to the Caxton Arms things had clearly changed for the better a bit since the days when I drank here. Some of the previous owners had sorted out the décor and hung some flock wallpaper as well as tidied up the outdoor area at the back. This has been quite a blessing, because now the pub attracts a really mixed crowd.

Best use of space​

There are two main bar areas — one has a pool table, which is pretty popular and rare for such a central pub around here.

Then there's the outdoor smoking terrace and the retro-looking function room and our downstairs bar — a real steal to have in Brighton city centre.

When I arrived, the lower room was rarely used, so I've introduced a regular jazz night and made the space into a small jazz club in its own right. This has drummed up plenty of interest.

Another thing I've changed is the pub's food side of things. When I took over there was really no food business to speak of, so that has changed dramatically too and it looks set to become one of the Caxton Arms' biggest strengths.

The chef we have at the moment is actually the third one I've employed since taking over. I guess this shows just how important it is to me that we get the offer right here. The present chef, Blue Cochrane, has taken our food offer from zero to one that produces about £1,000 per week, so I'm pretty pleased.

Opportunity to stand out​

Although the pub is obviously tied to Shepherd Neame, there are so many things I'd still like to do to turn the place around and boost business, such as raising our game by offering an array of really great spirits. I have tried to go for better, high-end choices rather than the standard brands, but there's so much potential yet to be realised.

There's a real opportunity here: we're close to the Evening Star, which is owned by Dark Star brewery, well known for its beer, as well as a good few pubs that align themselves with the Queens Road station-to-sea tourist route. We have all of the potential of a hidden gem — we're tucked away in a quiet street, but we are very centrally located. The pub is just crying out for its bar offer to reflect something more special than the usual brands.

Being with Shepherd Neame, I have access to some really great beers. At the moment I have Asahi on the bar, which has been a great choice for us, but there's still a lot the pub could do to stand out from the crowd.

Putting a tasty and interesting flat cider on the bar would go down very well with the regulars and give us a point of difference, as well as something to talk about with our customers and get them to try. I hope I get the opportunity to upsell that way.

Good staff and a warm welcome​

Nowadays, a pub has to try to cater for everyone. Sure, there are some places that have lots of buying power and there are others that are offering cheap deals and promotions, but with a smaller place such as the Caxton Arms the key thing to remember is that running a good business is just about being friendly and outgoing. Welcoming people and showing respect is imperative, because respect works both ways and a lot of people tend to forget that.

I also think it's really important to have good staff. They really do need to be friendly people too. In my opinion, good staff are those who are happy to be working at the pub. If you know good people, that's often the best place to start.

Food and drink​

I'm proud of the Caxton Arms's current food offer — all the dishes on our menu are really fresh. Everything is prepared on-site and cooked the moment it is ordered. The overall message I've really wanted to get across is that all the food we are offering is tasty and delectable, so it doesn't matter what people choose. Examples from our current menu include a marinated halloumi burger with hummus, salad & fries; giant home-made onion rings; and chilli beef & pepper stone-baked home-made pizza.

Plans for the future​

Sometime soon I'd like to acquire another pub and I think I might choose a second in Brighton or maybe I'll go for one in London. I'm on the lookout for another one now. For practical reasons it would make sense if it was in Brighton, but I also know London well, so I am keeping my options open.

Attracting customers, finding good staff and serving great food​

Marketing: get talked about​

I've tried to keep marketing pretty low-key and strictly word of mouth so that it's credible. Recommendations by word of mouth are essentially the best form of marketing. And let's not forget that it's free — just as it doesn't cost anything to do things correctly and well. I think that for a small operator it makes sense to go about things this way. People really appreciate stumbling upon a nice place that someone has told them about.

Staffing matters​

I've always hired people I've known. If you are a small operator, it's better to keep a close-knit group of people that you are able to trust with helping you run your

business. It's also important not to lose sight of the key things that are important in running a good pub. Lots of people tend to grow too quickly and spend less and less time at their pubs — they forget to keep the standards up. I want to make sure that never happens at any pub I'm running.

My business philosophy​

Always approach people with a smile on your face. You've got to be a people person or you'll get nowhere in this business.

Food: the future is pizza-shaped​

My chef has been looking into installing a proper wood-burning pizza oven and has started making dough bases himself and serving them in the pub, which has proved to be a hit. This seems to be popular right now and goes well with our philosophy of offering great-tasting, wholesome home-made food.

Who I admire​

8226 The Setting Sun, Brighton: simply a really nice place to drink.

8226 The Rose Hill Tavern, Brighton: when I was growing up this pub was owned by an elderly couple, Danny and Pat. When they retired it was taken over by their son. The Rose Hill is under new ownership now and it's great to see that it is starting to get back some of its old charm again.