Described as the “most comprehensive in the leased pub sector”, the enhanced version of the BIIAB BDM training course has been tailored to address the specific needs of the pubco’s lessees.
The year-long programme requires BDMs to gain a “thorough understanding” of the challenges faced by different types of pubs and the strategies needed to overcome these, such as helping a lessee of a community wet-led pub introduce a food offer.
Every element of a lessee’s business, from recruitment to capex and understanding profit and loss to merchandising, is said to be covered.
To obtain the certificate, BDMs must build a portfolio of evidence, including records of meetings and case study work, which will be verified by BIIAB accreditors.
Chris Moore, S&NPC trading director, said the programme is designed to help BDMs identify lessees’ needs and deliver solutions to enhance their businesses.
“We fully support the industry move to encourage and recognise a more professional BDM role and are keen to support the BIIAB training and accreditation programme,” he said.
“As a division of Heineken we are in a unique position to capitalise on the company’s insights and to share with our lessees an in-depth understanding of consumer behaviour, brands and merchandising.
“This more detailed knowledge transfer will ensure BDMs have a thorough understanding of the individual business dynamics faced by lessees.
“S&NPC’s course goes above and beyond the existing requirements for BDMs to obtain a certificate in multiple retail management in a bid to provide lessees with the best possible advice.”