Attract Customers With a Real Fire in Your Pub, Restaurant or Hotel
In the cooler months, a real fire adds warmth, atmosphere and cheer to your public rooms. For pub owners, hoteliers and restauranteurs alike, a warm open fire place or log burner can attract customers, encourage them to spend longer in your venue and spend more behind the bar.
If it's cold and wet outside but with a roaring fire in your lounge bar, why would you ever want to leave?!
The hearth is the centrepiece of any room providing heat, sound, pleasant smells and light - a real multi sensory experience. For centuries, human beings have gathered around at the fireside in communal settings for warmth and community. However, the benefits of real fire in pub goes beyond a practical need for heat.
Why Humans Are Drawn to Fire
Long before homes had central heating or electricity, fire was essential to human survival. It provided warmth during harsh winters, protection from predators, a place to cook food and somewhere for families and communities to gather at the end of the day. Anthropologists believe that for hundreds of thousands of years, the hearth was the centre of daily life. It was where stories were shared, knowledge was passed from one generation to the next and social bonds were strengthened. Although modern life has changed dramatically, our instinctive attraction to fire remains remarkably strong.
There is something deeply comforting about watching real flames. Unlike the harsh, constant glow of electric lighting or the silent warmth of a radiator, a real fire is alive. The flames move unpredictably, the logs crackle as they burn and the glowing embers constantly change shape and colour. Rather than demanding our attention, this gentle movement gives the brain something pleasant to focus on, helping us slow down and unwind after a busy day.
Scientists have even found evidence that spending time around a fire can influence the way we feel. Research has shown that watching a real fire can lower blood pressure and encourage relaxation, particularly when accompanied by the natural sounds of crackling wood. This may help explain why people instinctively gravitate towards the fireplace in pubs, hotels and restaurants, even when the room is already comfortably heated. The attraction is not simply about keeping warm; it is about feeling safe, settled and at ease.
For hospitality businesses, this creates a powerful opportunity. Customers rarely make a conscious decision to stay for another drink because there is a log fire burning in the corner. Instead, the atmosphere subtly encourages them to linger. Conversation flows more naturally, people become less aware of time passing and the venue feels welcoming rather than somewhere to simply eat or drink before moving on. A roaring fire transforms a room from a place people visit into a place they genuinely enjoy spending time in.
Perhaps this is why the image of a traditional British pub is so often centred around a roaring fire. Whether it is a country inn after a long winter walk, a village pub on a rainy afternoon or a cosy lounge bar during the festive season, the fireplace has become a symbol of comfort, hospitality and community. It connects us with something deeply familiar, reminding us of centuries spent gathering around the hearth and making us feel instinctively at home the moment we walk through the door.
A Practical Guide to Running a Fire in Your Pub, Restaurant or Hotel
A real fire is a wonderful asset for any hospitality business, but like any feature that customers value, it needs to be managed properly. With a little planning, keeping an open fire or log burner burning throughout the day becomes straightforward and surprisingly cost-effective.
Safety should always come first. Every fireplace or stove should be regularly swept and inspected, with staff trained in the safe operation of the appliance. Fire guards should be used where appropriate, particularly in family-friendly venues where children may be present, and logs should never be stacked close enough to the hearth to present a fire risk. Ash should be removed safely into a metal container and allowed to cool completely before disposal.
Choosing the right fuel is just as important as maintaining the appliance itself. Kiln dried hardwood logs are by far the best choice for pubs and restaurants because they burn hotter, produce an attractive flame and create long-lasting embers that require far less attention throughout the day. Softwood logs can produce plenty of heat, but they burn much more quickly, meaning staff are constantly returning to the fire to refuel it. During a busy lunch or evening service, that is time better spent looking after customers.
A hardwood fire also offers a more consistent experience for your guests. Rather than repeatedly dying down between loads of fuel, the bed of glowing embers keeps the fire alive, allowing staff to add a single log every so often instead of rebuilding the fire from scratch. The result is a beautiful, steady flame that continues to welcome customers from opening time until last orders.
Storage is another important consideration. Logs should always be kept somewhere dry and well ventilated so they remain in perfect condition until needed. Many hospitality businesses choose to keep a larger log store outside or in an outbuilding, while maintaining a smaller basket or log rack beside the fire for day-to-day use. This keeps the public areas tidy while ensuring fresh fuel is always within easy reach.
For busy landlords, hotel managers and restaurateurs, time is often more valuable than the cost of the logs themselves so commercial log deliveries are helpful. Driving to collect firewood, loading vehicles and unloading them again all takes staff away from running the business. Having kiln dried hardwood logs delivered directly to your premises means you can spend your time serving customers beer rather than sourcing fuel. Regular deliveries also remove the worry of running out during cold weather or the festive season, when a roaring fire is often one of the biggest attractions your venue has to offer.
Finally, think of your fire as you would any other part of the customer experience. Light it before guests arrive rather than waiting until the room fills up, keep the hearth clean and presentable, and ensure the fire is burning brightly during your busiest trading periods. A roaring fire is not simply another source of heat; it is part of the welcome your customers receive from the moment they walk through the door.
Creating the Cosy Pub Atmosphere
There are many ways to improve the atmosphere of a pub, restaurant or hotel, but few have the impact of a real log fire. While carefully chosen décor, comfortable furniture and soft lighting all play an important role, the flickering glow of real flames has a unique ability to transform the entire feel of a room. It creates a natural focal point that draws people in and encourages them to settle, making the space feel warmer, more welcoming and unmistakably inviting.
Unlike televisions, music systems or decorative features, a fireplace doesn't compete for attention. Instead, it quietly becomes the heart of the room. Guests instinctively arrange themselves around it, choosing nearby tables and armchairs even when there are plenty of other seats available. It creates cosy corners where couples can enjoy a quiet drink, families can gather after a meal and friends can spend an afternoon putting the world to rights over a pint or a bottle of wine.
The atmosphere created by a real fire appeals to almost every type of customer. Walkers arriving after a muddy countryside ramble look forward to warming themselves beside the flames with a hearty lunch. Dog owners appreciate somewhere their four-legged companions can curl up while they enjoy a drink. Families visiting on a Sunday afternoon are naturally drawn to the warmth and comfort of the fireside, while couples looking for a romantic evening out often choose the tables closest to the hearth.
During the darker months of the year, this sense of comfort becomes even more valuable. As the evenings draw in and the weather turns colder, people naturally seek places that feel warm, safe and welcoming. A glowing fireplace offers exactly that. Combined with good food, friendly service and quality drinks, it creates the kind of experience that customers remember long after they have left. Many of the country's best-loved pubs have built their reputations around this simple idea, becoming destinations in their own right during autumn and winter because people know they can rely on a roaring fire and a warm welcome.
Research into what customers look for in their ideal local pub consistently places atmosphere among the most important factors influencing where people choose to spend their time. Features such as comfortable seating, being dog friendly, traditional character, Sunday lunches and open fires regularly rank highly, showing that today's customers value experiences every bit as much as food and drink. For hospitality businesses, investing in the right atmosphere isn't simply about aesthetics; it's about creating an environment where people feel comfortable enough to stay longer, return more often and recommend the venue to friends and family.
What Not to Do
A real fire should create a warm, welcoming atmosphere for your customers, not fill your pub or restaurant with smoke or leave staff constantly tending to it. Avoiding a few common mistakes will help ensure your fire remains an attractive feature rather than becoming a nuisance. Here is some practical advice.
The biggest mistake is burning wet wood, green or unseasoned wood for example. Freshly cut logs can contain well over 40% moisture, causing them to smoulder rather than burn cleanly. The result is excessive smoke, blackened stove glass, poor heat output and a build-up of soot and creosote inside the chimney. Not only does this create an unpleasant environment for customers, but it also increases the risk of chimney fires, has health risks and means you'll burn far more fuel to produce the same amount of heat. Always choose quality kiln dried logs with a moisture content below 20%, which light easily, burn with much greater efficiency and produce a beautiful, lively flame. Look for Woodsure Ready to Burn certification from the firewood retailer. Logan's Logs is a registered Woodsure approved retailer.
Traditional house coal is another fuel best avoided. Although it was once a common sight in open fireplaces, it produces far more smoke, soot and unpleasant odours than properly seasoned or kiln dried hardwood logs. The experience for your customers is very different too. While a hardwood fire creates attractive dancing flames and a welcoming glow, house coal tends to produce a darker, dirtier fire that lacks the same character. If your appliance is approved for solid fuels and you need a longer-burning option, modern smokeless fuels are generally a far better choice than traditional house coal.
It may be tempting to think you can reduce costs by cutting your own firewood from nearby woodland, but this is rarely practical or economical for a busy hospitality business. Freshly felled timber needs to be processed, split and dried for many months - sometimes years - before it is suitable to burn. Collecting wood without the landowner's permission is illegal, while removing timber from public forests or nature reserves can lead to prosecution. Even if you have access to your own woodland, the time, machinery and storage required often cost far more than simply having ready-to-burn kiln dried logs delivered to your premises.
Finally, make sure you understand the rules surrounding smoke control areas. Many towns and cities in the UK are covered by smoke control regulations, which restrict the fuels that can legally be burned unless you are using an approved appliance. Hospitality businesses have a responsibility to comply with local environmental legislation, both for the benefit of their customers and the wider community. Burning authorised fuels in a compliant stove, or using suitable fuels in an open fireplace where permitted, will help you enjoy all the benefits of a real fire while remaining on the right side of the law.
A beautiful fire should be remembered for its warmth, atmosphere and comfort—not for smoky rooms, dirty chimneys or avoidable problems. Choosing the right fuel and following good practice ensures your fireplace remains one of the most inviting features of your business throughout the colder months.
