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www.thepublican.com thePublican Monday 23/11/09 29
Overview Food Report 2009
Chris Cannon, head of marketing at Heinz Food- increased support available from suppliers, as
service, offers some robust views on pubs and Scottish & Newcastle Pub Company (S&NPC) food Types of menu offered
their menu prices. development manager Ben Bartlett points out.
“Why should pubs maintain their prices if costs “Manufacturers like Knorr are offering multi-
are going up? All it does is suppress margin,” he base products that can be used for several dishes,” Bar snacks 82%
says. he says.
“They shouldn’t cut the rug from under food – “Food wholesaler Booker has three meal dishes Daily specials 68%
that’s simply not a long-term sustainable strategy. every month you can sell for £2.99 that can make
“Look at the high street for example – even you at least 65 per cent GP. And S&NPC has Lunch 63%
McDonalds has switched from a Poundsaver menu recently launched a food website exclusively for
to a Saver menu, because it put the price of a our lessees and chefs featuring regular supplier Children’s 57%
cheeseburger up to £1.29. offers that can be used with the online menu
“Don’t be afraid to put up your prices. If you are printing service. A la carte 50%
still offering value for money, and are strong in “One of the most popular sections is WIGIG
other areas, customers will come with you.” (When It’s Gone It’s Gone) where you can request Fixed price 38%
His view is that as the economy slowly turns free food samples and point-of-sale (PoS) material.
around, foodservice operators such as Pizza We have recently had free tubs of crisps from Breakfast 29%
Express are already attempting to move away from Glennans, British Sausage Week PoS kits and our
the discount deals – which will make it easier for own ‘Recipe for Success’ guides.” Deals (eg 2-for-1) 26%
pubs to move on too. Heinz’s Chris Cannon also backs up this view-
“‘Two for ones’ have had their spike,” he says. point. “We haven’t cut back on the amount of Themed 19%
“Price is only one element of the total food offer, support we have offered the pub industry and we
and it’s the lowest common denominator. If you have continued to help drive sales throughout the Carvery 12%
are a pub operator and you are trading on price recession,” he says. “We believe our brands can
then you are cutting every other consideration offer an endorsement for a pub outlet.”
from the customers’ decision tree.” As for the smoking ban – Bartlett can’t believe
that publicans are still using it as an excuse for
National opportunities challenging sales. Percentage of turnover
The Food Report has revealed a significant rise in “Get over it! We all knew the ban was coming. In
the number of pubs latching onto big national fact, the number of adult smokers has been drop- from food
events and using them as marketing tools to lever ping for years,” he points out.
“Don’t be afraid to put up your prices. If you are still
76-100%
of turnover
offering value for money, and are strong in other areas,
1%
customers will come with you”
51-75%
Up to 25%
of turnover
of turnover
extra sales – suggesting that most licensees are “Pubs are now cleaner and an enjoyable place to
well aware of the need to use other mechanics to work. This is really good news for food houses.
29%
36%
lift their food business. Upbeat pubs are looking at new markets such as
From BPEX’s British Sausage Week to The the three Fs: Females, Families and the over-
Publican’s own Proud of Pubs Week, British Food Fifties.”
Fortnight to National Yorkshire Pudding Day, every Will the three Fs help pubs drive their food sales 26-50%
event has seen a rise in pub participation this year. in 2010? of turnover
Catherine Hinchcliff, marketing controller at They could well do for many – and for many
3663, says that marketing your menu is just as more it will simply be about doing what they do
31%
important as putting it together in the first place. better than their local competition.
“You need to ensure that your customers are Either way it’s clear that the Food Report offers
aware of your food offer, and are reminded about some real inspiration for those pubs that can find
it frequently enough to tempt them, and get them the offer that is right for them in the year ahead. ■
into the habit of paying you a visit when they are
thinking of eating out,” she advises.
“You can also take the opportunity of a menu Which of the following
change or a key event like British Food Fortnight,
British Sausage Week or Mother’s Day to make have you supported with
more noise about your fantastic food.
“Treat promotions with care, advertise them to special menus/events?
attract new customers, or to encourage your cus-
tomers to try additional dishes or drinks they
wouldn’t otherwise have bought.”
British Sausage Week 19%
Maintain the margins
The hardest challenge, surely, is maintaining a Proud of Pubs Week 19%
decent margin in these conditions. The statistics
bear this out. British Food Fortnight 14%
The number of pubs maintaining what food oper-
ators would take as a healthy margin – between 66 Seafood Fortnight 10%
and 75 per cent – has dipped five per cent to 16
per cent, a clear reflection of the challenging National Chip Week 8%
conditions.
So how can pubs keep their margins up? One National Yorkshire Pudding Day 7%
way has been through taking advantage of
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