Greene King ramps up tenant food support

Greene King has developed four new food initiatives to support its licensees in preparation for the smoking ban.

The company has developed a Bake 'N' Bite concept which involves hot savoury pastries served from behind the bar.

Tenants are also being offered a pizza concept involving behind-the-bar pizza ovens to capitilise on late-night trade.

Both concepts come with POS materials for pub's to use to promote them and the company has negotiated discounts on products.

The company is also working in its tenanted pubs with supplier Coffee Express to introduce a range of coffee machines, cakes and pastries.

Greene King has introduced the new concepts as its recent research shows a new wave of "pub virgins" are set to take advantage of the newly smoke-free atmosphere.

It predicts females in their 40s especially are more likely to socialise in pubs once the ban is in effect and would appreciate the chance to sample this kind of food and drink.

A new website is also being launched which will enables licensees to create, design and print bespoke menus for their pubs according to their kitchen size, what kitchen utilities they have, the type of customers they have and the profit margins they work to.

Licensees key in all the facts and the computer does the rest ­ giving them various food options from sandwiches to hot meals.

More premium snacking options which can be served at the bar are also being introduced in both managed and tenanted pubs such as olives, nuts and dried meats.