Pub food takes off

THERE'S LITTLE doubt that pubs are feeling the pressure of changes which many licensees feel are being 'forced' on the trade by regulation. The smoking ban - a reality in Scotland and impending everywhere else - is chief among these, followed closely by the impact of liberalised opening hours.

However, the newly published Pub Catering​ report from research company Mintel, based on in-depth consumer research, argues that customer demand will drive changes, to the pub food market in particular, far more effectively over the next few years than anything imposed on pubs by legislators.

The report, based on a survey of 2,000 consumers, has a broadly positive message for the trade. The pub is consumers' favourite place to eat out - something the trade would have found hard to credit even 10 years ago, and is testament to the way both pubcos and thousands of individual licensees have embraced the 'casual dining' culture.

This is acknowledged by customers, with 38 per cent of those who eat in pubs saying the quality of food has increased over recent years. In a pub food market Mintel estimates to be worth £6.4bn a year, 80 per cent of consumers say they eat in pubs, and a quarter of adults go to pubs for meals at least twice a month. That statistic does, of course, show that there are far more 'occasional' pub food customers than 'regulars'.

Under assault​

Mintel acknowledges that the traditional pub is 'under assault' from developments such as the smoking ban changing the atmosphere both literally and socially as well as adapting to changes bought about by licensing reform.

However, the report believes that changing lifestyles are putting even greater pressure on pubs.

"The movement away from alcohol as an acceptable 'social drug' means that pubs are dealing with fewer 'session drinkers' and more customers looking for a civilised balance of drink, food and entertainment," it argues.

Against this background, Mintel expects the eating out market to continue to grow, suggesting those pubs which can persuade customers to eat with them more often will be pushing at an open door.

So just what will convince customers? The survey found that 37 per cent say better quality food would encourage them to eat out more. The report says: "Consumers' interest in cuisine is accelerating and they are, more than ever, interested in quirky individuality, not mass-marketed brands and chains.

"This trend is creating opportunities for the individual pub to make its mark as a food specialist and, unusually, the trend works in favour of the individual licensee, not the multiple."

For pubs to take advantage of this trend, Mintel believes:

• Sourcing of ingredients is key. Whether or not pubs make a feature of organic or local/regional products, dishes should be able
• to stand out on the flavour of the ingredients
• Pubs need to keep up to date with new or emerging flavour trends. Chilli is already well established on menus, while other ingredients beginning to emerge include purple sprouted broccoli, beetroot and broad, runner and French beans
• Adding homemade items such as house-baked breads, or specialist sauces and chutneys will help pubs make their offer stand out
• All-day light menus including Welsh rarebit, fruit platters, small cheese boards or sandwiches will improve on the 'limited range' of bar snacks currently available in many pubs.

Beyond the need to continue to improve the quality of 'standard' pub food, as the first anniversary of the implementation of the 2003 Licensing Act in England approaches, many pubs are waking up to the possibilities that longer trading hours offer.

Around 20 per cent of consumers also said they would be enticed into pubs which offered breakfast or morning coffee. In busy urban areas, Mintel sees scope for pubs to take trade from the traditional café market, as well as the likes of Starbucks and Costa. This could include:

• Specialist breakfasts, from fry-ups to continental pastries
• Takeaway breakfast options, such as yoghurt and granola or porridge, particularly in urban areas
• Coffee shop offerings, as well as afternoon, high or cream teas
• Branded coffee menus.

Unsurprisingly, Mintel expects the dedicated gastropub to remain a relatively rare beast. For the most part, consumers prefer to eat in a traditional pub environment, and also have clear expectations of what amounts to value for money in a pub setting.

What every licensee knows only too well is that consumers do not have bottomless pockets. Those pubs which adapt to changing trends in the food market early will inevitably be best placed to make the most of the opportunities.

The report warns: "Market maturity is inevitable in the next few years, bringing pressures on pubs to distinguish themselves from other catering outlets and from other pubs. There may be price wars if too many pubs chase the same local eating out market."

"The pub is consumers' favourite place to eat out and it is testament to the way both pubcos and thousands of individual licensees have embraced the casual dining culture"

Pub Catering is published by Mintel​