Kitchen Revolution

Any bar chain which famously has an employee whose job title is 'vodka princess' probably resists taking itself too seriously. Nevertheless, Revolution is determined to prove that it can not only take on other pub and bar operator players for a share of the food market, but can push both quality and customer service forward.

In fact, the 'kitchen revolution' at the 55-strong vodka bar chain - owned by Inventive Leisure and named Retail Concept of the Year at The Publican Awards 2008 in March - has been going on for some time. "We haven't made too much of a song and dance about it," says Sam Jones, head of food. "We've been working on getting the offer right."

That offer turns out to be one that would have most high-street/town-centre operators reaching for the indigestion tablets. Most of the food is produced from scratch, on site, using fresh ingredients. And just to keep things really interesting, there's also a 15-minute lunchtime offer, guaranteeing customers their order will come quickly or the meal is free.

So why has Sam set himself and his team such a challenge? "Given how hard we've worked to build up a reputation for product quality on the drinks side, we thought it was important that our food offer stands out too," insists Sam.

That isn't the kind of logic followed by every operator. Quite a few drinks-led concepts clearly believe they can get away with a fairly standard food offer. Others, such as JD Wetherspoon and Barracuda, have recognised the value of investing in establishing a reputation for food, and Revolution also needed to carve out a niche for itself.

"Our customers expect high quality and great service," says Sam. Those already familiar with Revolution would expect the menu to have the same emphasis on provenance, as well as the same sense of fun and innovation, that its drinks have always demonstrated.

Equally, new customers whose first experience of the brand is a meal might be persuaded by a memorable lunch to return for an evening out.

So, the focus is on organic, free range and British-produced food, with, for example, all the bars using organic free-range eggs and chicken, Lakeland beef, farm-reared pork and fish from sustainable sources.

As well as main courses such as spicy Hungarian goulash, and rosemary chicken and chorizo penne pasta, there are wraps, side orders, sharing dishes and desserts. In addition, there is a burger menu, which includes the signature Revolution vodka burger, garnished with vodka chilli salsa.

Special offers and promotions include two-for-one burgers on Monday and Steak Night at £8.95 on Tuesday, helping to drive evening food trade during quieter, evenings, while Sunday lunch is £7.95. There is also a regularly changing specials menu, used to test new dishes as well as promote seasonal produce.

Many operators would also reject Revolution's approach on the grounds that recruiting and training staff to the level required would be too challenging. But then again, it's not that long since mainstream bars believed staff could never make a decent

cocktail, and Revolution has clearly demonstrated how short-sighted that view was.

"It's been a challenge, undoubtedly," agrees Sam, "but we've always seen the value in investing in good quality staff and developing their skills." A food skills course has been developed alongside the existing training programme, and experienced kitchen staff recruited as needed.

Food sales are on the up, says Sam, and there is plenty of evidence to believe that the approach will continue to add to the food Revolution.