It's kids' stuff

Bringing healthy children's food into pubs is a big issue for the industry at the moment. John Porter investigates some ideas.

At The Publican Pub Food Conference in London on November 4, a lively panel debate discussed the thorny problem of pleasing both children and their parents when it comes to offering food. With continued concern about issues such as obesity and salt consumption, are pubs and suppliers doing enough? Should the trade be looking at the food served to customers and change it for healthier options? Is it something that all publicans need to be looking at or is it on something only the major chains should focus on? Will it impact their businesses if they don't consider acting?

The UK's growing waistline and the implications on health which this causes is an ever-present topic of discussion among the government, health authorities and various lobbyists.

At a time when eating out of the home is at record levels, it is only natural that an association has been made, but there are many other factors - such as less exercise, longer working hours, reduction in playing fields and the "games console generation" - that have probably had a greater impact on this issue.

With the threat of tighter regulation or a "fat tax" being implemented, if things do not change we could see a dramatic impact not just in the food pubs serve, but the way they promote it, the size of the portions they serve and the prices they charge.

Implementing change​

Rebecca Stewart, pub channel marketing manager at Brakes and a member of the panel at the Pub Food Conference, believes the trade is beginning to sit up and implement changes.

She said: "I don't think consumers expect the pub trade to suddenly get rid of chips, nuggets or onion rings, but as consumers gain a greater understanding of the nutritional values of food and want to choose a healthier option their demands are changing. It's about educating the consumer, not panicking them, developing the right balance in menus that will not only enable a greater choice but also satisfy their needs."

She said that Brakes is working with its major customers, looking at their menus and seeing how they can be changed. "The focus is about giving the consumer a greater choice - it should be the individual's decision what they eat," she said. "Some chains are also looking at portion sizes with large, medium and small being offered and some have even launched or are looking at low-carb dishes."

The potential impact on all pubs, whether they are independent or in a large chain, could be serious. A look at the fast food sector and some of the major brands that have suffered a downturn in sales shows they have basically had to re-align their complete customer offering.

Rebecca pointed out that even a year ago, it would have been hard to believe that McDonalds would be advertising salads and fresh fruit on buses. It took a dip in sales for the company to recognise that consumer expectations are changing quickly.

Yet there are some pub chains that have a complete brand proposition based on large portions, eat-as-much-as-you-like, and buy- one-get-one-free.

How will this have an impact on their businesses? "There is still time for them to begin to evolve their offering, but I don't think they have to radically change what they currently have," said Rebecca. "We have to be realistic - few people go to pubs offering these types of menus every night. Simple changes such as a salad option or a jacket potato instead of chips with a large steak can make a difference.

"It is all about being constructive and looking at the potential of your current menu as well as the demands of your customers and beginning to make small changes - not suddenly ostracising your customer base. This will allow you to develop your offering over a period of time and take your customers with you."

Statistics from food research group IGD show that the primary drivers for choosing a place to eat are ingredients, taste and price, while fat content and travel time are secondary drivers. Organic and salt content were only a priority for about one per cent of those asked.

Taking these findings into account it seems consumers want great-tasting food made with the best ingredients at the right price, but it can't be too fatty and it needs to be just down the road. Is this achievable though?

"Of course it is and many pubs already deliver this to their customers," said Rebecca. "The quality of food available throughout the pub sector is continuing to get better and better. As consumers become more sophisticated the food offerings have changed at many pubs. Though there are some constraints that can sometimes hinder this progress, such as consumers wanting their food within a few minutes or having the appropriately skilled staff able to cook from scratch, at Brakes we are able to provide the right solution for our customers whether it is fresh produce, fish, meat, chilled, frozen or grocery. We develop food that meets the time and skill constraints that some pubs are up against.

"We have to be realistic," she added. "Take the lunchtime trade - the average lunch break in the UK is 27 minutes so it is basically a case of immediate service being required, but we also need to educate. Just because something is not fresh does not mean it is unhealthy - that is a perception that the industry needs to defend."

Adults are able to make informed choices but when it comes to children's meals the issue is slightly different. Most pubs will have a children's menu, but a lot of the time it will consist of sausages and burgers. The common fact is that kids like to eat this type of food and, as any parent knows, when out to eat ensuring they get what they want is something children excel in.

A healthier approach​

Many of the major food companies have been making changes to their offerings by stopping super-sizing, omiting trans fats and fortifying food with vitamins. Brakes has taken a simple approach to healthier food for children. Earlier this year, it launched a range of reduced fat and reduced salt foods for the younger generation based on favourites such as burgers, sausages and pizza. Originally targeted at the education sector, these products have been developed to meet all relevant nutritional guidelines set down by the Food Standards Agency.

Pubs are now selling them and by doing so have made their menus healthier with very little effort while still keeping their menus appealing to children. Brakes plans to launch more products in the range and will also be developing them with adults in mind.

Kathryn Bradshaw, Brakes company nutritionist, has worked with both the education sector and major pub chains. She explained: "Some pub chains are now following nutritional guidelines used by the education sector when putting together their own children's menus. This is a great measuring tool to use and, what's more, their investment levels are higher than schools so they are creating some really exciting menus.

"Though for the independent pub a few simple changes can be implemented to ensure a healthier choice is available for children. The best thing to remember is instead of frying why not grill or oven bake.

"Fruit is always popular and children are now more accustomed to 'adult food' and an easy way of doing this is half-portion sizes of food from the adult menu."

Also speaking in the debate on children's menus at the Pub Food Conference were Sam Pedder, of menu consultancy FAB , and Annie Seeley, a member of the Parent's Jury which is making recommendations to the Food Commission on advertising, marketing and labelling children's food.

Sam suggested adapting menus to offer smaller portions of adult meals. "Children are often more adventurou