Kids' stuff

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Punch lessee Stephanie Corcoran talks Lucy Britner through her kids' menu revamp Stephanie Corcoran is a firm believer that licensees have to be...

Punch lessee Stephanie Corcoran talks Lucy Britner through her kids' menu revamp

Stephanie Corcoran is a firm believer that licensees have to be masters of reinvention. From psychic fairs to pie-week specials, she's got plenty of gimmicks going on.

So when the smoke ban hit and lunchtime trade trickled away from her suburban pub, the Bell & Bear, in Rowley Regis, Birmingham, she decided it was time to attract more families.

"It's a battle just to keep the regulars in — let alone attract others," says Stephanie.

As a mother of three, she knows how hard it is for parents to take children out for food without breaking the bank. But being a licensee, she also knows she still has to make money. After a slow start to the year, Stephanie decided to try a mix-and-match kids' menu, devised by Moy Park Foodservice. Research by the company suggests that more than 50% of kids prefer to pick and choose from a menu.

The company supplies all the menus, point-of-sale material and products, including non-fried whole-muscle chicken mini-fillets, non-fried vegetable grills, chicken nuggets and mini doughnuts.

"My original kids' menu included dishes such as lasagne, korma and penne pasta. I needed something that would appeal to younger children, too."

The mix-and-match menu features mains of chicken nuggets, breaded chicken fillets, vegetable grills, fish fingers or pork and leek sausages; sides of vegetables, baked beans or salad; and extras of jacket potato, home-made chips, curly fries or mash.

Desserts include ice cream, fruit, or mini doughnuts, with Robinsons Fruit Shoot or another soft drink (all for £4.99).

Stephanie says: "It's important psychologically to keep the price under £5. If a mum knows she can feed the children and get them a drink for under a fiver, she'll be happy."

Since launching the new menu in February, children's food sales have increased between 5% and 10% a week. The new menu also features a colouring pack to keep children occupied after they have finished eating.

"I think our main competition is actually the home," says Stephanie. "There are also lots of carveries and Harvester-type outlets nearby."

The gross profit in Stephanie's kitchen is quite low at 55% — this might be a sign of her desire to please everyone, with around 25 main courses, and 80% of the dishes are home-made. "Just peeling potatoes for the hand-cut chips is almost a full-time job, but I can't compromise on quality."

The best-selling dish at the Bell & Bear is steak-and-ale pie with home-made chips, peas and salad (£6.99).

"Regional dishes such as faggot and mushy peas are also popular," adds Stephanie.

Despite healthy options on the kids' menu, breaded chicken fillet, beans, curly fries, Fruit Shoot and mini doughnuts remain a firm favourite. "The feedback has been very positive, although bigger kids still want mini-versions of what their mum and dad are eating."

For more information visit

www.moyparkfoodservice.com

Stephanie's tips for catering for children

n Customer feedback is key.

Lots of customers have asked for kids' spaghetti Bolognese, so we'll tweak the menu. We also collect customer information

on feedback forms and I send them a birthday card with a

free-meal voucher

n I do feel we have a responsibility to offer children

a healthier option — but ultimately it is the parents' responsibility to choose it

n Use foodservice companies — they are doing a great job to ensure the basics are healthier. Our chicken nuggets are cooked in the oven, not the fryer, and

the salt content is low enough

for children

n Market your children's food offer. In-house advertising is great

n Let children mix and match from a menu

n Provide older children with smaller portions from the adult menu

n Mix healthy options with kids' favourites to keep everyone happy

n Promote your menu offering using posters, show boards and promotional leaflets

n Keep kids entertained with colouring sheets.

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