Despite a publicised relaunch in 2022 when new owners arrived, the Queen Matilda Tavern, in the Princess Royal's picturesque home village of Avening, looks set to call last orders after three centuries of trade and become a private home.

Renamed in 2014 and previously known as The Cross Inn, the 1600s pub with three B&B rooms sits on the junction of Star Lane and the B4014 (Hampton Hill). In 1891 its earliest licence shows it was owned by Stroud Brewery.

As of early 2023, the website for the Queen Matilda Country Inn and Rooms indicates that its bar and restaurant are no longer open, although accommodation bookings continue, with bed and breakfast booking being taken from February 8th and quoted at £112 for two people. 

The quaint pub's restaurant has a capacity for 36 seated guests, with up to six casual seats and six standing at the bar, with a further 16 outdoor seating places. Sitting on a 0.7 acre plot, the pub also offers garden space and an orchard.

Punchline-Gloucester.com approached the pub for comment on its planning bid, but a viability study put before Cotswold District Council by Demartec Corporation Ltd lays bare the heartbreaking reasons for the proposed change of use.

Amid the cost of living crisis, the pub said its experience reflected a reduction in non-discretionary spending of 10% while outlay costs for produce, food and drinks had risen 20% (and continue to increase).

Energy bills had also increased over 200% year on year, going from £700 per month to more than £2,500. Allied to these challenges, borrowing costs had been subject to an increase by over 400%, given an interest rate rise the business faced from 1% to 6%.

The business had also faced difficulties recruiting staff in its rural location and saw a 20% upward pressure on pay amid the sector's challenge to retain employees. Furthermore, the location of the pub, in a "small village with small population and another excellent pub and restaurant on the same road" added further pressure to its viability.

Against this backdrop, the report went on to say that the pub's last annual accounts show an operating loss of more than £146,000.

Demartec said: "The Queen Matilda Tavern, despite achieving a top three rating for food in the local area was unable to make a profit, the cost of operating a restaurant and bar rose dramatically in the past 24 months."

That period saw fixed overheads being doubled and eventually tripled, the report added, while the "dramatic rise in the cost of living effected the number of people and the frequency of visits to restaurants resulting in decline in the number of covers served each night."

It added: "These levels of losses are by no means unusual as we have seen thousands of similar businesses close due to increased losses and a dramatic decline in spending [in addition to] unprecedented rises in operating costs."

Two years ago, estate agents Colliers marketed the property as a traditional village pub dating in parts to the 1600s and "constructed in mellow Cotswold stone". It had been purchased in 2014 and its new owners subsequently refurbished the business, adding the three B&B rooms as a revenue boost.

Current owner Joanne Vogler, who took over the pub with James Redding, said at the time: "We're very excited to have taken over the Queen Matilda and look forward to becoming part of the Avening community. Currently closed for renovations, we are hoping to open in March to welcome guests to stay and dine, enjoying good food and wine which focuses on local and seasonal ingredients."

Welcoming the new owners, Peter Brunt, of Colliers' Hotel Agency team, added: "The Queen Matilda is one of those pubs that you would love to have as your local, it's incredibly inviting when you walk through the doors, especially with its three roaring fireplaces.

The previous owners had created a great business, he said, which "has suited their requirements, but the beauty of it is that there's room for growth if the new owners desire it. There's already planning permission to create two additional letting bedrooms, and the possibility of more additional trading hours, depending on their priorities."

A further supporting statement on the application from Plainview Planning said: "Since purchasing the Queen Matilda Tavern, the applicants have made consistent efforts to make the business work. The applicants have had previous experience in business and hospitality and have employed a good chef, embraced social media and tried out a variety of marketing strategies to entice new customers."

Punchline-Gloucester.com says: Yet again, we see the piecemeal loss of one of the most iconic elements of Gloucestershire life: the village pub. But as we reported last week, our entire pub sector  is now pulling the emergency cord. The pub we report on here sometimes saw as few as four visitors a day, we learn, while landlords of both free and tied houses face escalating bills that understandably lead them to feel they are going backwards, no matter how fast they run or how long and hard they work. Is anyone listening to their plight, or will we quietly shrug our shoulders as we lose this vital facet of English life? Amid the scandal of the treatment of Post Office staff, is there a danger that this sector is drowning in plain view while politicians locally and nationally do nothing to help them? You can let editor Mark Owen know your views by contacting mark@moosemarketingandpr.com.