Coulsdon Fox hunt as pub company makes a dash for Surrey

Is Croydon’s reputation now so bad that businesses that have been based here for many years don’t want to be associated with the borough? The ‘relocating’ of one old pub, being run by a ‘Mayor of Croydon’, could cause ULEZ confusion for customers driving in from Tandridge 

One of Croydon’s best-loved country pubs, The Fox on Coulsdon Common, has re-opened after a month-long makeover estimated as having cost half-a-million pounds.

And in doing so, they’ve made a “dash” for the other side of the county border, to the derision of some locals.

Some have even suggested that the geographically illiterate rebranding of the pub as “The Fox Caterham” could get some unsuspecting drivers from Surrey into problems with London’s ULEZ cameras.

Vintage Inns, which runs The Fox and another 180 “rustic country inns” across the country, have given the front of the pub a lick of paint and a rejigged logo, and a new pub sign beside the nearby Transport for London bus stop, with the mislocation of “Caterham” added to the pub name.

“The Fox is on Coulsdon Common, Coulsdon. Idiots!” was the view of one forthright regular on social media.

“I found it funny that they’ve rebranded to trendy Caterham,” said another.

And a third described the Mitchel and Butlers-owned pubco as “Cheeky sods.”

Others described it as “bit of a sell-out” and “a con”.

Boundaries mapped: The Fox, facing on to the City of London-administered Coulsdon Common, is in Old Coulsdon, part of the London Borough of Croydon, as it has been since 1965

“They’re denying it’s in Croydon,” was the view of another.

Other observers on social media have flagged up that The Fox, close to the boundary of Greater London, is in an area subject to the restrictions of ULEZ – the Ultra Low Emission Zone – where non-compliant vehicles from outside the capital are subject to a £12.50 daily charge.

“I guess that Vintage Inn’s branding consultants aren’t local,” another Coulsdon local wrote on social media. “They looked at the Royal Mail address, which has Caterham as the post town, and assumed that meant the address is in Caterham. It’s not.”

The Fox has been in Croydon, and therefore Greater London, for 61 years. It will pay its Business Rates and Council Tax to Croydon Council and the GLA, not neighbouring Tandridge or Surrey County Council.

A spokesperson for the pubco doubled-down on the Caterham con for the reopened Fox, claiming it to be “understandably… a bit confusing”. Which is really isn’t.

There is a strong suspicion that the reputation of being in Croydon may have become damaging to the business, which is now seeking to associate itself with a neighbouring area.

The company’s PR person failed to provide a comment from the company’s management to explain their geographically-challenged decision.

Firm favourite: The Fox has long been one of Croydon’s best-loved pubs

Let’s hope that the dozens of GPS-guided hikers and dog-walkers who visit the pub on a daily basis after traipsing across Farthing Down or Happy Valley, or using the London Loop long-distance path passes the pub, aren’t as confused as Vintage Inns’ marketing department and sent miles in the wrong direction.

If they pause at the 18th Century inn, they will discover that the bar and restaurant areas have been freshened up, some new furniture brought in, and the large beer garden, always popular in the summer, has been “remodelled”.

“The Fox remains true to what makes a country pub special: hearty food, a welcoming atmosphere and the perfect place to unwind in comfort,” says the pub’s marketing department.

Lick of paint: plus some new furniture has freshened up the look of The Fox’s bar area

The menu has also undergone a makeover.

“We’re so pleased to open our doors and welcome guests old and new to see what we’ve been working on at The Fox,” said the pub’s general manager, Ian Mayor. Or, as he is likely to be dubbed from now on, “the Mayor of Croydon”.

“It’s the same warm, friendly pub you know and love, just with a fresh feel. Whether you’re after a cosy corner to unwind with a drink or a lovely spot to enjoy a hearty meal, we can’t wait to share it with you.”

Mayor also said, “I believe we’re the best pub in the area.”

It’s just not clear that the company that owns the pub knows where that area really is.

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