Sheffield pub boss reveals how his venues can survive the new lockdown: ‘We’ve got to be positive – but we need to be open for March’

The owner of a major Sheffield food and drink operator says the city’s hospitality sector has to be ‘positive’ as another national lockdown begins – but thinks pubs ‘need to be open for March’ in order to weather 2021.
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Kane Yeardley’s firm True North Brew Co runs 12 venues across South Yorkshire and Derbyshire, none of which have been able to trade properly since October, and there is no prospect of the situation changing until mid-February when the Government could begin easing the current restrictions.

"It is upsetting, because I'm more concerned about helping my staff,” said Kane. “It's a long time when people haven't been working and it's getting a lot of people down. As with other industries, people have been wanting to work and are stuck at home.”

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But he added: “We've got to be positive. There's a vaccine, it is going to come to an end, and we've just got to hope that it comes sooner rather than later.”

Kane Yeardley. Picture: Dean Atkins.Kane Yeardley. Picture: Dean Atkins.
Kane Yeardley. Picture: Dean Atkins.

True North can ‘cope’ with being closed in January, which is normally a quiet time after the bumper Christmas period, he said.

“The first part of February can be tough too if the weather's rubbish. We really do need to be open for March when the weather gets better, and look forward to Easter and summer. But they'd have to get a lot more vaccines done quicker for that to come into play.”

His pubs and bars, including The York in Broomhill and The Broadfield on Abbeydale Road, had reservations for 2,000 meals on Christmas Day alone.

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“We were gutted,” Kane said of the missed bookings. “We decided to still deliver a package where people could get a Christmas dinner - a starter, a main course and dessert. It was a bit of a military operation. We did it for £30, a very affordable price. We did 250 dinners and we only had two complaints, which was incredible.

The Riverside pub at Kelham Island in summer 2020. Picture: Nik Farah.The Riverside pub at Kelham Island in summer 2020. Picture: Nik Farah.
The Riverside pub at Kelham Island in summer 2020. Picture: Nik Farah.

“We realise there's a market for it next year for people who'd like to buy one and take it home, we'll develop that concept. It works better on collection.”

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True North has furloughed 280 of its staff, while 15 are still working full-time to keep the business going. In addition, hospitality venues are eligible for new grants from the Treasury worth up to £9,000 per property.

Offering takeaway pints, however, isn’t allowed as a way of generating funds during the latest lockdown.

“I don't get it,” Kane said. “Anybody can walk into a supermarket and buy something from there to take away.”

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But True North’s online shop is still running, while click and collect orders can be picked up from its ‘gin and Henderson’s Relish’ store in the Forum complex on Devonshire Street.

“We've got to look at making our outside areas more interesting,” said Kane, looking ahead to the warmer months. “Due to the fact that a lot of festivals won't go ahead, if it's a sunny day people will love to go and see an acoustic set or a great cover band in a pub garden. It'd be great if we have a good summer and people can get used to going out again. But I am conscious, before we get going again, that as many people as possible who are at risk get vaccinated.”

In these confusing and worrying times, local journalism is more vital than ever. Thanks to everyone who helps us ask the questions that matter by taking out a digital subscription or buying a paper. We stand together. Nancy Fielder, editor.