Close-up with the menu at the Cross Keys

Since taking over the reins in 2006, Mark White has worked tirelessly with his team to restore the Cross Keys in Henley, Suffolk to its former glory.

The pub - one of two representing rural outlets in Sell More, Save More - currently has an extensive menu. 3663 business development manager Rachel Collins and her colleague Tim Doran, client development manager, met with Mark to gain an understanding of his business, what he wanted to achieve and where he believed 3663 could add value to his business.

"While talking to Mark it immediately became apparent that we could help him with the menu," says Rachel. "Although wet sales were performing really well, he had not seen the returns on the food side of the business.

"By reviewing his menu, we were able to streamline and condense the selection to a more focused range of items which have strong appeal, but also offer better kitchen efficiencies and reduced wastage.

"The menu was complicated. It tried to be everything to everyone and when it comes down to it, good pub fare consists of simple, good ingredients that are well put together."

Going local​

Mark is passionate about locally sourced products - and 3663 has brought in some useful suggestions from its nearby Stowmarket depot.

"It included a locally produced ice cream from Alder Tree Ice Cream, a small family run business that originally started as fruit growers and have since moved over to ice cream production," says Rachel.

"We are consulting with Mark at the moment to complete the menu before printing it for him.

"Once we have worked with Mark to put his new menu in place, we can look at supporting him with Christmas menus, and help him refresh his basic offer to give it a more seasonal feel through the year."

The close working relationship between The Cross Keys and 3663 in terms of the revamp of the food offering has already started to pay dividends for Mark.

The team have helped him to create short, medium and long term goals for the food offering and the pub was recently featured in a local newspaper," adds Rahcel. "It was able to not only focus on his extensive range of local beers but also mention the new menu and local dishes that will be introduced shortly."

Guide Dog at the crossroads ​

While the Cross Keys is moving ahead our Southampton community pub, the Guide Dog, is meanwhile at an interesting cross roads. It faced with a decision that many pubs are facing today: whether to franchise food to a chef or an experienced cook.

Each alternative presents its own pros and cons as Gordon Hole, business development manager at 3663, explains: "Paul has a good kitchen facility on site but has never served food at the pub. The pub is currently closed at lunch-time and sales are led by his impressive range of ales.

"We are currently talking to Paul about the level of expertise he wants to put in the kitchen and how he will benefit from each skill set. If, for instance, he decides to bring in a chef, he could offer scratch cooking which opens up the opportunity for example to create dishes that incorporate some of the well known local ales.

By employing an experienced cook, even with more limited ability in the kitchen, the pub can still offer really good food, adds Gordon.

"With some advice and careful dish selection, a menu can be tailored to more basic recipes and products that only require finishing, which would greatly relieve the pressure the team in the kitchen. This could be an important factor when starting up a food offering for the first time.

"Lunch time trade will also offer the opportunity to improve wet sales while introducing new customers to the pub. We are still in the early stages of the discussion but 3663 is working on ideas that would not take away from the 'home away from home environment' he has created for locals but which instead offer him new avenues to drive profit for the Guide Dog."