Running a pub is one of the most visible jobs in any community. You are host, manager, cellar keeper, events organiser and often chef, and your customers will judge you every time they walk through the door. For many people the idea of taking on a pub is about more than business: it is about creating a place where locals feel at home and visitors want to come back.
It is also a demanding trade with tight margins. Rent, energy, staff, stock and duty all add up, and the pubs that do well tend to have a clear idea of who they are for, a firm grip on their numbers and a steady stream of reasons for people to visit through the week, not just on Friday and Saturday nights.
This guide walks through the practical side of taking on and running a pub in the UK. It covers the difference between a free house, a tenancy and a lease, how the Pubs Code works for tied tenants, the licences you need, food, music, sport and events, the basics of beer duty, and how people now find pubs through Google Maps and AI assistants. Licensing law differs between England and Wales, Scotland and Northern Ireland, so always check with your local licensing authority.
Key points
- Decide early whether you want a free house, a tied tenancy or lease, or a free-of-tie arrangement, because it shapes your costs, your freedom to choose suppliers and your risk.
- The Pubs Code gives extra rights to tied tenants of pub companies that own 500 or more tied pubs in England and Wales, including the option to request a market rent only arrangement in certain circumstances.
- In England and Wales you need a premises licence for the pub, a designated premises supervisor who holds a personal licence, and suitable authorisation for every alcohol sale.
- Food, music and live sport each come with their own rules, from food hygiene and allergen information to music copyright licences and commercial TV subscriptions.
- Most customers choose a pub on their phone, so accurate hours, menus, events, photos and reviews on Google and other platforms have a direct effect on trade.
In this guide
- Decide what kind of pub you want to run
- Free house, tenancy or lease: choosing your route
- The Pubs Code and your rights as a tied tenant
- The licences you need
- Food: hygiene, allergens and a menu that works
- Music, sport and events
- Beer duty, pricing and the numbers
- Local SEO: helping people find your pub
- AI search: when drinkers ask an assistant for a good local
- Build a loyal local following
- Frequently asked questions
- Final thoughts
Decide what kind of pub you want to run
Before you look at specific sites, think about the type of pub that suits your skills and the area. A pub that tries to be everything to everyone often ends up being nobody’s first choice.
Common types include:
- Wet-led community pubs, where most income comes from drinks, with regulars, darts or pool teams, quiz nights and sport.
- Food-led pubs, where the kitchen drives trade, with lunches, evening menus and a strong Sunday roast.
- Town-centre bars, often busier later in the week, with music, cocktails and a younger crowd.
- Country inns, which may combine food, a beer garden, walkers and letting rooms.
- Specialist pubs, such as real ale or craft beer houses, sports bars or music venues.
Visit the area at different times of day and week. Count the competition, look at what they do well and badly, and ask yourself who is not being served. A village without a decent Sunday lunch, or a town with no dog-friendly pub serving food, can be an opportunity.
Free house, tenancy or lease: choosing your route
How you take on the pub matters as much as the pub itself. The main routes are below. Terms vary widely between pub companies and individual agreements, so always take independent legal and financial advice before signing.
| Route | What it usually means | Things to weigh up |
|---|---|---|
| Free house (freehold) | You own the building and can buy from any supplier | Highest upfront cost and you carry all repairs, but full control |
| Free-of-tie lease | You rent from a landlord without a supply tie | More freedom on suppliers, usually a higher rent |
| Tied tenancy | Shorter agreement with a pub company; you buy some or all drinks through them | Lower entry cost and support, but tied prices affect margins |
| Tied lease | Longer agreement, often with repairing obligations, plus a supply tie | More security, but more responsibility for the building |
| Management or franchise models | You run the pub for a company, sometimes sharing turnover or profit | Lower risk and investment, less independence |
Read every agreement in full. Look carefully at the rent and how it will be reviewed, which products are tied and at what prices, who is responsible for repairs and dilapidations, the length of the term, any ingoing costs such as fixtures and fittings, and how you can leave. A detailed business plan, with realistic trading figures rather than optimistic ones, will help you judge whether the deal works.
Tip
Ask to see past trading figures for the pub and talk to locals, suppliers and nearby licensees. A pub that has changed hands several times in a few years may have a problem that a new menu alone will not fix.
The Pubs Code and your rights as a tied tenant
The Pubs Code is a statutory code for England and Wales. It applies to tied tenants of pub-owning businesses that own 500 or more tied pubs, which includes several of the largest pub companies. It is overseen by the Pubs Code Adjudicator. If your pub company owns fewer tied pubs than that, the code does not apply, and your rights come from your agreement and general law.
For tenants who are covered, the code sets out rights such as:
- Receiving clear information before you sign, including details of the rent proposal, and making sure you have a sustainable business plan and have completed Pre-Entry Awareness Training before you take on the pub.
- Fair and lawful dealing from the pub company.
- The option to request a market rent only (MRO) arrangement in certain circumstances, such as a rent review or a significant increase in tied prices. This would allow you to move to a free-of-tie lease and buy your stock on the open market.
- A route to refer disputes to the Pubs Code Adjudicator.
The MRO process has strict steps and deadlines, so read the guidance carefully and take advice early. The British Institute of Innkeeping has a helpful overview of the Pubs Code in England and Wales. Scotland has separate legislation, the Tied Pubs (Scotland) Act 2021. The Scottish Pubs Code took effect in 2025 and is overseen by the Scottish Pubs Code Adjudicator. Unlike the code in England and Wales, it is not limited to the largest pub companies, so if your pub is tied and in Scotland, check how it applies to your agreement.
The licences you need
In England and Wales, selling alcohol is governed by the Licensing Act 2003, administered by your local council’s licensing team.
Premises licence
A pub needs a premises licence that sets out what it can do and when: selling alcohol, providing certain regulated entertainment and late-night refreshment. If you are taking over an existing pub, the licence can usually be transferred to you, but check its conditions and permitted hours carefully. Changing them later means applying for a variation, which can involve consultation with the police, neighbours and other responsible authorities.
Designated premises supervisor
Every premises licence that allows alcohol sales must name a designated premises supervisor (DPS). The DPS is usually the person responsible for the day-to-day running of the pub, must hold a personal licence and needs to be contactable. They do not have to be on site at every moment, but they should spend a significant amount of time there.
Personal licence
To get a personal licence you must be 18 or over, have the right to work in the UK, hold an accredited licensing qualification and not have relevant unspent convictions. You apply to the council where you live. A personal licence does not need renewing, but it can be suspended or revoked. Many licensees encourage other senior staff to get one too, so there is cover when the DPS is away.
Mandatory conditions and good practice
Every licence carries mandatory conditions, including having an age verification policy, offering free tap water and restrictions on irresponsible promotions. Many pubs use Challenge 25, train staff to refuse sales to people who are drunk or underage, and keep a refusals log. For one-off events outside your licence, such as an outdoor party with extended hours, you may be able to use a temporary event notice, but there are limits on how many you can use, so plan ahead with your council.
In Scotland, licensing works under the Licensing (Scotland) Act 2005, with its own system of premises licences, premises managers and personal licences. Northern Ireland has a different licensing system again. If you are outside England and Wales, speak to your local licensing board or a licensing solicitor early.
Food: hygiene, allergens and a menu that works
If you serve food, register with your local council as a food business at least 28 days before you start trading. Your premises will be inspected and given a food hygiene rating. In Wales and Northern Ireland you must display that rating by law; in England display is currently voluntary, but many customers look for it, and it appears online whether you show it or not. Pubs in Scotland are covered by a separate system, the Food Hygiene Information Scheme, which gives a pass or improvement-required result.
Get the basics right from day one:
- A food safety management system, such as the Food Standards Agency’s Safer Food, Better Business pack, with records kept up to date.
- Staff training in food hygiene appropriate to their role.
- Allergen information for the 14 major allergens, available for every dish and easy for staff to explain. Food prepacked on site for direct sale, such as wrapped sandwiches, needs full ingredient labelling with allergens emphasised.
- Cleaning schedules and temperature checks for fridges, freezers and hot holding.
Building a food offer
A short, well-executed menu usually beats a long one. It reduces waste, keeps the kitchen consistent and makes stock control easier. Think about what your customers want at different times: a simple lunch menu, a stronger evening offer, bar snacks for drinkers and a children’s menu if families visit.
The Sunday roast deserves particular attention. For many pubs it is the busiest service of the week, and “Sunday roast near me” is a common search when people are choosing a pub. Do it consistently well, offer a good vegetarian option, take bookings and make sure your Google profile and website say clearly when the roast is served and until what time.
Music, sport and events
Music
Playing recorded music, a radio or live performances of copyrighted songs in a pub normally needs a music copyright licence. In the UK this is usually covered by TheMusicLicence from PPL PRS. This is separate from your premises licence.
Licensing law for live and recorded music was relaxed in England and Wales by the Live Music Act 2012 and later changes. In broad terms, live and recorded music in premises licensed to sell alcohol for consumption on site, between 8am and 11pm and for audiences of up to 500, often does not need to be listed on your premises licence. There are conditions and exceptions, and councils can still act on noise, so check with your licensing team before planning a regular music night.
Live sport
Showing live sport can bring in groups and fill the bar on otherwise quiet nights. To show broadcasts such as Sky Sports or TNT Sports to customers you need a commercial subscription from the broadcaster; a domestic subscription is not licensed for showing in a pub. On top of that, a TV Licence is needed for the pub to show live broadcasts. Commercial subscriptions are priced according to factors such as the size and type of venue, so get quotes and work out how many extra customers you would need to cover the cost.
Events
A regular events calendar gives people a reason to visit midweek. Popular options include quiz nights, open mic or acoustic sessions, live bands, meet-the-brewer evenings, food nights, darts or pool leagues and seasonal events such as beer festivals. Choose a few, run them on the same nights each week or month, and promote them consistently on your profile, website, social media and in the pub itself.
Beer duty, pricing and the numbers
Alcohol duty is charged by producers and importers rather than paid directly by most pubs, but it feeds straight into the price you pay for stock. Since August 2023, alcohol duty in the UK has been based on the strength of the drink, with lower rates for draught products below 8.5% ABV served from larger containers such as kegs and casks, known as Draught Relief, and a relief for smaller producers. Rates change, often at Budget time, so keep an eye on announcements and talk to your suppliers about what changes mean for your prices. If you brew on the premises, you will have your own duty obligations, so take specialist advice.
Beyond duty, keep a close eye on:
- Gross profit by category, such as draught, bottles, spirits, wine, soft drinks and food.
- Wastage and yield, especially from line cleaning, poor cellar management and over-pouring.
- Staff costs as a share of sales, adjusted for busy and quiet sessions.
- Energy, rent and other fixed costs, so you know your break-even point each week.
- VAT, which applies to most pub sales once you are registered.
Good cellar management makes a real difference to both quality and margin. Clean lines regularly, rotate stock, keep the cellar at the right temperature and train staff to pour properly. Many licensees work towards recognised quality schemes for cask ale, which can also be a useful trust signal for customers.
Rough start-up costs
Costs vary enormously depending on the route you choose, the size and condition of the pub and where it is. The figures below are rough guides only.
| Cost | Typical range | Notes |
|---|---|---|
| Ingoing costs on a tenancy or lease | Can range from a few thousand to tens of thousands of pounds | Often includes deposit, fixtures and fittings and stock |
| Opening stock | Typically several thousand pounds | Depends on range and size |
| Personal licence and qualification | Typically a few hundred pounds | Course fee plus council application fee |
| Kitchen equipment or upgrades | Can range from a few thousand to much more | Depends on what is already in place |
| Refurbishment and decoration | Varies widely | Check who pays under your agreement |
| Working capital | Several months of fixed costs | Essential while trade builds |
Local SEO: helping people find your pub
People decide where to drink and eat quickly, and most of those decisions now start on a phone. They search “pubs near me”, “Sunday roast near me”, “dog friendly pub near me”, “pub with beer garden [town]”, “pub showing football near me” or “pub quiz tonight [town]”, then choose from the places at the top of the map.
What they see in those few seconds, such as photos, opening hours, kitchen times, reviews and whether you are open right now, often decides whether they come to you or the pub down the road.
Put food times, sport and events on your Google profile
Choose the primary category that best describes you, such as “Pub”, “Gastropub” or “Bar”, and add secondary categories only if they genuinely apply. Keep opening hours accurate, add separate hours for the kitchen where possible and update them for bank holidays and Christmas. Add your menu, booking link, accessibility details and attributes such as outdoor seating, dog friendly, live music or sport. Use posts and events to promote quiz nights, live music and big fixtures. Add fresh photos regularly: the bar, the garden, the fire, your food and your team.
Reviews
Reviews affect how high your pub sits on the map and whether a passing group decides to walk in. Ask your customers in person, add a QR code to table cards or receipts, and reply to every review. Thank people for kind words and respond to complaints calmly, explaining what you have done. Never offer free drinks or discounts in exchange for reviews, as Google does not allow incentivised reviews.
Matching pub details on every guide and booking site
Make sure your pub’s name, address, phone number and website are the same on Google, Apple Maps, Bing, Facebook, booking platforms, pub guides, food sites and local directories. If you have taken over a pub that has been renamed, update or close the old listings so customers are not confused.
A website that tells people what’s on and when food is served
Your website should show your menus as text, opening and kitchen times, a booking link, events and fixtures, facilities, parking, accessibility, whether dogs and children are welcome, and how to find you. Add pages for the things people search for, such as Sunday lunch, functions and private hire, and live sport. Keep it up to date, as an out-of-date events page tells customers the pub may not be well run.
Local links and mentions
Links and mentions from local news sites, community groups, sports clubs you sponsor, nearby breweries, walking and cycling groups, tourism sites and pub guides help show search engines that your pub is a real and active part of the community.
A pub’s local visibility tends to grow over three to six months, so start ahead of the Christmas and summer beer-garden trade. If you would rather spend your time behind the bar, specialist SEO for pubs and independent bars can look after your profile, listings, content and links for you.
Tip
Treat your Google profile like your pub’s front window. If your kitchen times, events and photos are current, people are far more likely to choose you when they are deciding where to go tonight.
AI search: when drinkers ask an assistant for a good local
More people now ask AI assistants where to go. Someone might ask ChatGPT “Where can I get a good Sunday roast near me?”, ask Gemini “Can you recommend a dog-friendly pub near me that does food?”, or ask Perplexity or Copilot “Which pubs in [town] are showing the rugby on Saturday?”. Google’s AI Overviews also appear above the normal results for many searches like these.
These tools try to give a short, confident recommendation, so they draw on information they can find and cross-check. For a pub, that typically includes:
- Consistent details about your name, location, opening hours and contact information across Google, your website and other listings.
- Reviews that mention specific things, such as the roast, the ales, the garden or the welcome for dogs.
- Clear descriptions of what you offer: food served, kitchen times, real ales, sport shown, events, facilities and accessibility.
- FAQs on your website, such as whether you take bookings, whether children and dogs are welcome and whether you show particular sports.
- Mentions on reputable sites, such as local news, tourism and walking sites, beer and pub guides and community pages.
Marketers call this answer engine optimisation, or AEO. It is not a trick. It is about making your pub easy to understand. A pub whose website and profile say clearly “Sunday roasts served 12pm to 5pm, dogs welcome in the bar, all Six Nations matches shown” gives an AI assistant something specific to recommend. A vague page that says “great food and drink in a friendly atmosphere” gives it very little.
Build a loyal local following
Search brings new customers in, but regulars keep a pub going. Know your regulars’ names and drinks, train staff to be welcoming and attentive, and keep standards consistent from one night to the next.
Look for ways to make the pub part of local life:
- Host clubs, societies and teams, from darts and pool to running and walking groups.
- Work with nearby breweries, butchers, bakers and growers, and say so on your menu.
- Support local charities and community events.
- Make families, walkers, cyclists and dog owners feel genuinely welcome if they are part of your trade.
- Offer function rooms or private areas for birthdays, wakes and celebrations.
Track a few simple figures each week, such as takings by session, food covers, event attendance and how new customers heard about you. Over time they will show you which nights, events and dishes are worth building on.
Frequently asked questions
Do I need a personal licence to run a pub?
In England and Wales, the designated premises supervisor named on the premises licence must hold a personal licence, and every alcohol sale must be authorised by a personal licence holder. You need to be 18 or over, have the right to work in the UK, hold an accredited licensing qualification and not have relevant unspent convictions. Scotland and Northern Ireland have their own systems.
Is a tenancy or a lease better?
It depends on your budget, experience and plans. Tenancies are often shorter and cheaper to enter, with more support from the pub company, while leases usually offer more security but more responsibility for the building. Compare the rent, tie, repair obligations and exit terms, and take independent advice before signing.
Does the Pubs Code apply to my pub?
Only if you are a tied tenant of a pub-owning business with 500 or more tied pubs in England and Wales. If it applies, it gives you certain rights, including the option to request a market rent only arrangement in specific circumstances. Scotland has its own Pubs Code, which is not limited to large pub companies.
Do I need a licence to play music?
Usually, yes. Playing recorded or live copyrighted music to customers normally requires a music copyright licence such as TheMusicLicence from PPL PRS. Separately, check whether your premises licence covers the entertainment you plan, although many music events in licensed pubs between 8am and 11pm do not need to be listed.
How can I make my pub busier midweek?
Run regular, well-promoted events, such as a quiz, a food night or live music, on the same night each week. Make sure they appear on your Google profile, website and social channels, and give locals a reason to make it part of their routine.
Final thoughts
Taking on a pub is a big commitment, but with the right agreement, a clear idea of who the pub is for and good control of the numbers, it can be a rewarding business and a genuine asset to your community. Take advice before you sign, get your licences and food safety right, and plan a food offer and events calendar that give people reasons to visit all week.
Then make sure people can find you. Accurate hours, current menus and events, good photos, honest reviews and consistent information across the web will help both search engines and AI assistants point customers towards your door.
