Success Stories
The Whistle Stop Ale House
The Whistle Stop Ale House offers family dining, serving sandwiches, soups and salads in Renton. Beer and wine are served only at tables with food service. The average menu price is $7 - $10.
The Whistle Stop opened its doors in March 1995 with both smoking and nonsmoking areas. After seven months of operation, sales did not cover the restaurant’s operating costs, partly because many potential customers stayed away to avoid the smoke. In an effort to increase profits and attract a higher-income audience, the management decided to take the restaurant to completely nonsmoking. Owners Jeff and Melinda Laurence closed the Whistle Stop for a couple of days to repaint, freshen and deodorize the space, and to create a clearly marked outdoor smoking area.
When the restaurant reopened smoke free, it replaced 99 percent of its current clientele with a different mix of customers. The owners knew that if they wanted to attract a higher-income level demographic, they had to change their establishment to a more appealing and healthy atmosphere. The owners were not at all reluctant to “start over” as they were tired of fighting the “uphill battle” associated with a smoking clientele – cleanliness of the restaurant, staff turnover, and providing a family-friendly business. The new, healthy environment attracted quality staff and loyal customers. The bottom line increased by 40 percent in the first six months after the reopening and they have seen gross sales jump from $175,000 per year to well over $600,000 per year.
“We haven’t seen any disadvantages to going smoke free,” Melinda Laurence says. “Your customers will recognize that your business is considerate of the health risks involved with smoking and will respond by increasing your sales. Put your head down and go for it!”
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