Sage words said here (bad pun, sorry!) but word of mouth is everything. Supply good service, good food and drink and the word will get around. It's as Sid says, there are just too many in Dover for the amount of business available. That, and of course location. It helps if you set up shop in a place where's not too much in the way of competition.
Incidentally, The White Horse is now doing food on Fridays and weekends as well as sarnies etc during the week. Not tried the food myself, yet, although if the landlady is looking for a greedy guinea pig, she knows who to call!
