Winter classics to heat up food sales
As the Sell More Save More campaign continues with our selected pub partners, 3663 First for Foodservice has highlighted a number of techniques that outlets can use to drive sales during the autumn and winter months.
Jayne Goodison, 3663 specialist pub business manager explains below.
SEASONAL FRUIT AND VEGETABLES
"The quickest and most obvious 'win' for outlets is to consider introducing seasonal menu options to customers if they aren't already part of your offering. Local seasonal vegetables and fruits in particular, are a great way of differentiating your pub from the local competition.
"When it comes to winter vegetables we are spoilt for choice. You can stick to traditional products like broad beans, pumpkin and turnips or be a bit more daring and look at some vegetarian options that include aubergines for instance.
"No pun intended but fruiting trees like English apples, pears and plums offer rich pickings when it comes to updating your winter menu. Traditional puddings like apple tart or cooked pears in a rich chocolate sauce offer a warm alternative to summer fruit salads.
"Make sure that you highlight seasonal or local products to customers through descriptions on your menus or specials boards. For instance, consider a vegetable of the week that can be placed on your blackboards alongside any other special dishes that you've created."
CAPATILISE ON TRADITIONAL FARE
Jayne continues, "Traditional roasts and carvery options are very popular menu choices if your venue lends itself to it and can offer a value alternative for families. It allows you the opportunity to produce small or large portions to accommodate younger and older family members and is the perfect platform to include Red Tractor certified meat and locally sourced vegetables to create a traditional English lunch. By adding accompaniments like Yorkshire puddings, stuffing and bowls of crackling you will add value to the meal and create opportunities for additional revenue."
Graham Bulpett from The Priory Arms agrees. "That's exactly us! I couldn't agree more with 3663. Our Sunday roast has become a weekly fixture and we make sure that we order additional helpings of crackling from the butcher when placing the meat order.
"I introduced the Sunday roast when I arrived here and it had a significant and immediate impact. It's not difficult to do and appeals to families. We serve at least seven local, seasonal vegetable dishes as part of the roast while our vegetarian roast incorporates 10 different dishes. It is important to say that the old adage of 'anything worth doing is worth doing well' is 100% true - do it properly and you will reap the benefits."
Jayne adds: "It also goes without saying that if you decide to target family trade, you need to ensure that your facilities can accommodate them. Highchairs or booster seats for children alongside baby changing facilities in toilets are important and a dedicated play area or activity sets like crayons and paper can help to keep children happy. If they remain content, dwell time is likely to increase for the family, which in turn increases the likelihood of additional orders and revenue.
"Other traditional favourites that do well during winter months include desserts like sticky toffee pudding, bread and butter pudding and spotted dick. Serve with custard to add further authenticity."
Top 10 desserts for pubs (Menurama 2008)
1. Sundae
2. Ice cream
3. Sticky toffee pudding
4. Chocolate cake
5. Cheesecake
6. Fruit crumble
7. Cheese board
8. Sponge pudding
9. Profiteroles
10. Treacle sponge
MAKING EVENTS WORK FOR YOU
Graham Bulpett from The Priory Arms and Tim Robinson from the Rose and Crown have set about creating their own events to attract new customers.
Is it hog or boar?
Tim and Vanessa at the Rose and Crown in Faversham host an annual hog roast over the August bank holiday weekend and this year he will be promoting the Furious Boar range from ViVAS in the lead-up to the event. "This is our third annual roast and I thought it would be an interesting and fun extension on the theme," Tim says.
New venue extension, new winelist …
Graham has been working very closely with Julie Fontaine, customer development manager for ViVAS - a joint venture between leading foodservice wholesaler 3663 First for Foodservice and Bibendum Wine Ltd - and is delighted with the relationship, value and advice that he has gained from the Sell More Save More campaign.
He recently hosted a wine tasting with Julie's help to introduce customers to the newly revamped winelist.
"We tasted the entire winelist and used the event to launch our new balcony area that I've added to the pub," says Graham.
"The Austrian Signing Grüner wine was the star of the evening and some of the other blends like the Pinot Noir/Zinfandel was very well received. Julie guided guests through the list of 24 wines and created a sociable environment, encouraging them to be honest and open with their views on the range.
"She also set time aside to explain the winelist to our staff, giving them some handy background information on origins and how that will impact the flavour of wines as part of a quick education. She also demonstrated to them how a basic wine knowledge could help them when they faced an indecisive customer.
"Julie feels like a member of our team rather than a supplier and her knowledge and enthusiasm created a feel good factor on the night that you can't buy. I'm pleased with the final winelist and I think what I've learnt from the experience is to keep an open mind and accept guidance.
"Advertising is also very important to the success of the event. We promoted it extensively in the pub and in the local newspaper."
Graham is currently working on plans for a German beer festival in October.
Sporting features like cricket internationals, football matches, rugby tournaments, golfing events like the Ryder Cup, etc. can be used to your advantage.
Other events include:
SEPTEMBER
6 - 21 National Organic Fortnight
5 - 21 Seafood Fortnight
20 Sep - 5 Oct British Food Fortnight
27 Sept - 5 Oct British Cheese Week
OCTOBER
31 Halloween
NOVEMBER
3 - 9 British Sausage Week
5 Bonfire Night
23 - 29 National Curry Week
