There's a touch of cibophobia sweeping though the pub trade at the moment. Before you book an appointment at the GP, though, bear in mind that cibophobia is the technical term for a fear of food - it may be that a different kind of specialist can be more help.
British inns have been offering wholesome and hearty food accompanied by beer and wine for at least two thousand years. However, many of today's licensees learned their trade in pubs where drink was the main - or only - driver of sales, and so find the prospect of adding food to the business a little daunting.
Research carried out among licensees for The Publican Food Report 2005, published at the end of last year, found that around 80 per cent of pubs offer some sort of food. But that still leaves thousands of pubs where the choice of solids is probably just crisps, nuts or, for the gourmet custom- ers, pork scratchings.
For a number of reasons, though, many pubs are now having to seriously consider launching a food offer, or to expand the existing menu. Extended opening hours resulting from the Licensing Act, which came into effect in November last year, mean that pubs have to look at ways to drive the maximum sales from longer trading periods.
Food offers just such an opportunity, and not just at the end of the day, when customers who might previously have departed for the kebab shop or curry house might be persuaded to stay on for a snack. One area that many pubs have overlooked is that there is now the option to open earlier, at a time when customers might be tempted with breakfast, hot drinks and snacks.
The smoking ban, already a reality in Scotland and scheduled to come into force in England, and almost certainly Wales, in summer 2007, is also making many licensees think about food.
While the switch from the traditional pint-and-a-fag trade to pasta-and-chardonnay regulars is probably not as straightforward as some of the anti-smoking campaigners suggested, many pubs will be able to revamp their business with a basic menu.
Most important of all, though, is the expectations of consumers. The pub is now the nation's favourite place to eat out, according to research published recently by Mintel. A hefty 41 per cent of adults said that a meal in a pub was their first choice when going out to eat, compared with 23 per cent opting for a Chinese restaurant and just 21 per cent choosing an Indian meal.
By offering food, pubs can ensure that they are getting their share of this growing market. Fortunately, there is no shortage of help and support on offer. As well as a range of suppliers ready to deliver food in every form from raw ingredients to ready-to-serve meals, there are experts out there willing to help with all the other aspects of putting together a successful and profitable food offer. That includes kitchenware and catering equipment, tableware, and specialist technology such as menu printers.
Kitted Out 3663 First for Foodservice is among the companies which provide a complete catering solution, supplying a wide range of quality equipment in addition to a comprehensive food and drink offering. The Complete Catering Equipment Service is the latest brochure from 3663 Catering Equipment, and will help pubs find the right equipment, however large or small the business. Terence McMaw, marketing controller of 3663 Multi-Temperature, says: "Publicans wanting to increase their range with an appealing food offering need a fully functioning kitchen, with good quality equipment that serves its purpose in line with the type of meals offered.
"A basic menu with limited preparation requirements is going to need a less high-tech area than a gastropub that relies heavily on the strength of its food offering."
"From an ergonomic perspective, a busy pub kitchen needs to be designed in such a way that it is easy for staff to navigate around, which is essential for both safety and efficiency," he continues. "A professionally designed kitchen helps publicans to achieve better work flow, improved operating costs and better use of labour.
"We offer a planning, design and installation service using our team of skilled design specialists, who have access to the latest computer technology for the best possible kitchen and bar facility solutions. The team can also advise on health and safety requirements during this process, to ensure that the necessary legal regulations are met."
A good oven should be a starting point for a functioning kitchen. 3663 lists an extensive range that includes a selection of Convotherm ovens and a choice of Electrolux combination ovens with an air-o-system feature, which maintains excellent food quality right up to the point of serving.
The product portfolio extends to range ovens, which are ideal for larger kitchens. Licensees can select from various models, including products from Falcon, Lincat and Garland.
Terence says: "Equipment needs to be able to handle continued use on a daily basis, and so should be properly maintained, for maximum long-term use. Ensure that all staff are fully briefed on using equipment correctly, to avoid accidents and damage."What's on the menu?
A useful rule of thumb for pubs taking the first step on the food ladder is to keep it simple. Doing one thing well, such as pizzas or baguettes, is a better way to learn than trying to introduce a menu which is too diverse or complex. A simple menu will also require less investment in equipment at the outset.
When deciding what to put on the menu, it pays to do some local research. If there's an obvious gap in the market, such as oriental food, that may be the way to go. On the other hand, there may be good reasons to stock a local favourite even if it already appears on rival menus. Customers will expect Cornish pasties in the West Country and Cumberland sausage in the Lake District, for example, so meet their expectations Professionally printed menus
A professionally printed menu is a great way to send the message to customers that you're serious about food. It can be less expensive that you think to produce printwork in house. The C9600 printer from OKI is ideal - with its high speed, high volume, high quality A4 & A3 printing
It can deliver 36 colour pages per minute colour and 40 pages mono. As well as menus, it can produce posters, business cards, CD labels, banners and even booklets, thanks to full-speed double-sided printing and an optional finisher.
Even the placemats can be used to deliver a message. ADmat adds a personal touch to any table setting, allowing pubs to create a sales campaign from a PC.
Using digital camera shots it is easy to theme seasonal celebrations, weddings or special birthday parties. You can feature a picture of your pub, or offer customers selected meal deals or joint promotional deals with suppliers.
ADmat is simple to use and easy to change. The A4 inserts can be created and printed from a PC or professionally produced. It is a non-slip placemat made from high-quality wipe-clean material that is dishwasher friendly, and heat and scratch resistant.
Stay Cool When investing in new catering equipment, don't forget the back- bar. Improving your food offer will almost certainly generate sales of a wider range of drinks, including bottled speciality beers, cider, wine and soft drinks.
An effective chiller display will help to encourage sales of premium drinks. Chiller specialist Husky offers the following hints:
You can never have too much cold storage. Customers demand cold drinks.
Dedicate the maximum possible area to chillers. If there is not enough room front-of-house, place further refrigerators in cellars or bottle rooms.
Remember customers will return beer that is "not cold enough" and every bottle return destroys the profit from several sales - and perhaps more importantly damages your reputation
Ensure the chiller is fully sto