Pub 2311 -44 FR heads 18/11/09 15:05 Page 44
44 Monday 23/11/09 thePublican www.thepublican.com
Food Report 2009 Expert Advice
Talk of the trade
Pub food experts offer their views on how pubs
can grow food sales and compete in 2010
Tim Payne Nigel Parkes Mark Lyddy
Head chef, Paradise by Way of Kensal Green Commercial director, Atlantic Foods Foodservice controller, Tilda Foodservice
How can pubs maintain their menu prices while How can pubs maintain their menu prices while How can pubs maintain their menu prices while
coping with rising costs? coping with rising costs? coping with rising costs?
“Deal direct. Out-source your produce – “Food prices may have stabilised but energy “Decrease portion sizes and encourage upselling
approaching growers and farmers cuts out the costs continue to rise; because of this I’d of starters, sides and desserts.
middle man and can lead to excellent savings. recommend publicans looking for alternative “I eat regularly in pubs and the size of the
Look into using different cuts of meat – braised menu items that offer better value for money starters and main courses often means I cannot
dishes are cost-effective and actually much while still maintaining quality. eat a dessert, even if I want to!”
tastier. One of the biggest savings we have “If fresh ingredients have been used why not
achieved at the Paradise is on our energy consider frozen and also see if the number of How can pubs compete with other local food
suppliers – shopping around for energy and other lines you buy in can be reduced by getting more outlets offering discount deals?
utilities has saved us on average £500 a week.” ‘stretch’ from ingredients.” “Eating out is more and more becoming a special
occasion, so just offering a price cut is no longer
How can pubs compete with other local food How can pubs compete with other local food good enough.
outlets offering discount deals? outlets offering discount deals? “Once you start selling on price, there is
“Offer something different from your neighbouring “Discounts vouchers are not nowhere else to go and when the market picks
competitors and keep products at a fair price. a long-term answer. up, you will be stuck with low pricing.
Use occasional offers to draw consumers in at Consistency in what you “Promoting special events, themed nights,
the beginning of the week, when business is offer will earn a loyal seasonal weeks and menus for quieter periods
quiet. Collect a database from your diners and customer base. Be will help to market the pub, promote the food
email them with offers and menu changes.” consistent in the quality of offer and attract additional customers.”
your food and the service
Tim Payne is pub chef on the Hotelympia you provide and you will get What are suppliers doing to help?
Inspiration Team – the team behind the repeat business. “Typically, when innovative, new products are
Hotelympia 2010 trade show, taking place at “Added value is also available from suppliers, pubs are slow to
London’s ExCeL from February 28 to March 4 important. Rather than a capitalise.
discounted meal give “Suppliers can provide a whole host of options
customers more for their to help pubs, including free product trials, time
money through theme with a development chef, product training, market
Tim Doran nights or by putting on information, new ideas, free point-of-sale, menu
Client development manager, 3663 entertainment.” development – they just need to ask!”
How can pubs compete with other local food
outlets offering discount deals?
“To attract customers in a recession, and Ben Bartlett
compete with local food outlets without Food development manager, Scottish & Newcastle Pub
compromising on price, it’s key to know your Company
market well. By considering six key factors – your
style, the competition, your customer, your How can pubs maintain their menu prices while coping with
limitations, current trends and your menu – you rising costs?
can plan a profitable menu which suits your local “There has never been more choice of products and it is
customer base and will worth comparing foodservice suppliers. Barter like mad! Your
make you stand out current supplier will not want to lose you for the sake of an
from the competition. extra five per cent discount, especially if you don’t benefit
“Look at whether from specially negotiated pricing from your pub company.
a set or an à la “You could also compare your energy suppliers and does
carte menu will suit that griddle/oven/fryer really need to be turned on at 9am if
your outlet best, and you don’t start serving food until noon?”
think about whether
a professionally How can pubs compete with other local food outlets offering
printed menu, a discount deals?
handwritten one or a “Customers want value for money, not something cheap and
blackboard is most nasty. We all want quality food that’s affordable and safe to
appropriate. Don’t forget to eat. More than 78,000 farmers in Britain all meet quality
ask customers for feedback on standards and have the Red Tractor mark of quality
the price, portion size, quality and origin. Adding the logo to your menu has great
and variety of your offering.” consumer appeal.” ■
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