George Orwell's Moon Under Water pub would go bust today This is likely to further impact already challenged business models and we are particularly keen to assess the commercial viability of tenanted-pubs like the Moon Under Water. Thank you for the report that you submitted. We have used it to evaluate the premises with regard to the following criteria. Location: In your report you said that the Moon Under Water is "only two minutes from a bus stop, but it is on a side-street, and drunks and rowdies never seem to find their way there." While it is excellent news that the establishment has good transport links we are concerned that its exact location suffers from poor footfall, which undermines passing trade from the nearby High Street. You mention that the "clientele... consists mostly of "regulars"." The Moon Under Water clearly needs to expand its appeal. We would recommend that the management team adopts what Marston's, owner of the Pitcher & Piano chain, calls the F-Plan, which targets foodies, families, females and forty- and fifty-somethings. Drinks: You said that the Moon Under Water has a good selection of beers and "draught stout." However, you fail to mention which wines and, more importantly, which soft drinks the pub stocks. Alcohol consumption in the UK has been in decline for the past decade, and those still drinking alcohol are increasingly doing so at home rather than in pubs. The alcohol taxation policies introduced by successive governments have resulted in the price of beer bought in pubs increasing by far more than that sold in supermarkets. We enclose a recent article from The Telegraph in which Alistair Darby, the boss of Mitchells & Butlers, said that 65pc of drinks sales at brands such as Harvester are now non-alcoholic. He said: "We have to increasingly see pubs as places where people will not necessarily drink alcohol." It is also worth mentioning that the margins on soft drinks are far superior to those on beer. Food: Pubs can best replace the revenue lost from falling drink sales by serving food. We are please that "you can get a good, solid lunch" at the Moon Under Water, although we are somewhat surprised that this is only available "six days a week." We are frankly appalled that "you cannot get dinner at the Moon Under Water." Our competitors are certainly not making the same mistake. Mitchells & Butlers is now serving 135m meals a year, according to Mr Darby. Indeed, one of its fastest areas of growth is breakfasts. Amenities: You said that "in the Moon Under Water it is always quiet enough to talk. The house possesses neither a radio nor a piano. That's fine, but we would strongly recommend installing Sky Sports immediately. Additionally, the management team should consider leasing a number of AWP [Amusement With Prizes] machines - or fruit machines as they are commonly known. Since the Government increased the maximum jackpot on AWP machines in pubs from £70 to £100, many companies have reported a double-digit increase in revenues in this area. Maybe a couple could be squeezed into the saloon bar? You might well be right in thinking that the pub's best feature is its garden. But, given the pub's location, we would recommend cutting down the trees and converting the garden into a car park. This should greatly improve accessibility and ensure a larger number of average daily covers in the restaurant. Health & Safety: We are concerned to hear that "the Moon Under Water sells tobacco as well as cigarettes" and of the "florid ceiling stained dark yellow by tobacco-smoke." We understand that the smoking ban in 2008 wrought havoc on the pub industry but we hope that the Moon Under Water is not flouting the rules. We are also somewhat worried that "in winter there is generally a good fire burning in at least two of the bars." Have these been risk-assessed by the council? Conclusion: It is our opinion that the Moon Under Water is a classic, "wet-led," community pub that is generating insufficient return on the freehold investment and is therefore not commercially viable. If the recommendations that we have outlined in the document do not result in a significant boost to revenue over the coming fiscal year, the best course of action will probably be to convert the pub into high-end residential apartments.