Pub 2610 p52 driving focus 20/10/09 17:12 Page 52
52 Monday 26/10/09 thePublican www.thepublican.com
Focus Driving Food Business
How can your pub company help you drive food trade? S&NPE, through its business
development managers, has created a new programme to support its lessees
Head office help
Ben Bartlett’s six key steps to
driving food sales profitably
1) Analyse the local competition. Look at
everyone offering food in your vicinity to see
what they have to offer. If you’re selling burgers
yours need to be better or different – such as
homemade with
locally sourced
ingredients
2) Concentrate on
doing what you
can do well. If,
say, fish and
chips are your
Know what your customers will expect signature dish,
in terms of menu, service and price then make sure
they are the
best on offer in
SCOTTISH & NEWCASTLE Pub Enterprises should take to turn good food into good profits.” the area
(S&NPE) has always been aware of the need to Dan Gregory, general manager, of the Colliers 3) Decide your
make money from food. Tup leased pub in Colliers Wood, South London, table/dish
The pub company stepped up a gear this summer was a former restaurant chef looking to refresh his ratio. The
with the launch of a new business development skills when he took on the Colliers Tup for S&NPE dishes on your
manager-led initiative which saw lessees presented lessee the New Pub Company earlier this year. Dan, menu should
with a new programme including an accompanying who has grown the pub’s food offer from an never exceed the number of dining tables if you
CD to help them to increase their profit intake. average of £300 a week to £1,700 a week, says: “The want your kitchen to cope
‘Recipe for Success – Your guide to profitable programme reminded me of things I had forgotten 4) Balance your menu. Make sure your menu
food sales’, is aimed at pubs of all sizes, and offers which I should be doing.” matches your pub type. If you’re a sports bar
what Ben Bartlett, S&NPE food development Ben continues: “First, decide what type of you will do better from offering snacks rather
manager, describes as ‘all the business advice they catering operation you want to run. Recognise the than full foodservice
need to make a success of food’. type of pub you have (town-centre bar, suburban or 5) Design your menu for profit. Use appetising
Three key stages which any pub that is serious community local), choose an appropriate offer, descriptions. Put higher profit items on the top
about its food offer should examine are: such as a cold back-bar, pub grub or fine dining and right side for two-page menus and in the central
• how to identify the right food offer for the pub ensure you have the right equipment to deliver panel for three-sided menus as these are the
concerned what you need. areas which get noticed most. People also
• how to put together a food business plan and “Next and not to be missed, find out what your tend to choose one of the first two items in a
create a profitable menu customers want or expect in terms of service, menu category or the last, so use these positions for
• and what to ask pub customers to ensure the selection and pricing. This will help you define your the highest gross profit dishes. Offer side
food offer meets their expectations. menu, staffing and costings. dishes such as onion rings, mushrooms and
Ben adds: “The pub food business is an exciting “How often are they likely to eat at your pub and sauces as these are low-cost, high-profit items
one, especially at the moment with an increasing are they happy to collect their food from the bar at 6) Control costs. The main reason restaurants go
number of people opting to eat out, but tackling lunchtimes or do they expect full table service? If under is a failure to manage costs. Price every
anything new can be daunting and confusing. you give people what they want, at a price they ingredient and then use a gross profit calculator
“Recipe for Success demystifies the rules and want and when they want it you have all the to calculate the correct menu price.
regulations and outlines the key steps a lessee ingredients for a successful food offer.” ■
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