Get into food in 2009
The pub food market has grown dramatically over the past 10 years, with food sales rising more than 165 per cent, according to the British Beer & Pub Association. Licensees responding to The Publican's latest food report, in November 2008, said food is now responsible for an average 37.5 per cent of total pub turnover.
Pub food is big business if you can get it right - which is why it is so important to research and plan your offer. Do you regularly check out the competition - not only pubs, but also coffee shops, cafés, sandwich shops and fast food operators in your area?
Do a survey with your existing clientele; find out what foods they like, when they like them and what they are prepared to pay for it. Think about the consumers who don't currently use your establishment… why is this?
Is it the type of food you serve; is it the price, the times when food is available or all three?
Check out other business opportunities. Are you close to an office or business park where people need a fast and reasonably priced offer? Are you close to country walks where ramblers want hot snacks and sandwiches to go? Are there public amenities nearby? Think 'outside the box' - or outside the pub… is there a church or hall that might need after-service catering facilities?
Inside the pub
Look at your own facilities, and make absolutely sure that you are getting as much as you can out of what you've got.
• You may have a room currently not being used that could be ideal for business meetings or training courses - and people who will require breakfast, lunch or afternoon tea.
• Is there a garden or patio that will lend itself to barbecues? With heated lamps and lighting, why not offer a 'winter-warmer' barbecue, served with a hot punch or mulled wine.
• Focus your food. The danger is to try and please everyone, to have an enormous menu which has a high stock holding and doesn't turn over quickly enough - ultimately producing waste and loss of profit. Look at the successful retailers on the high street, they know their market and focus on it. Identify your market and decide what you will be 'famous for'.
• Sandwiches are one of the biggest categories for pubs, but how often have you been served a sandwich on cheap, nasty bread? Focus on great sandwiches: offer a choice of breads to suit different palates. From sourdoughs to Continental and artisan breads, served with a range of interesting fillings and sides such as crisps, roast potatoes or fries.
• Introduce a sandwich of the week, something to reflect the season or a particular event. Delice de France offers a comprehensive range, delivered frozen to reduce waste, and ready to either thaw and serve or bake to suit customers' needs.
Throughout the day
Pubs have traditionally served food between noon and 2pm, and between 6pm and 8pm. However, the market is changing - and pubs need to think about how they can generate sales and profit throughout the day.
Think about time-specific menus, offering food solutions to meet the needs of customers at all times of the day:
• For breakfast, think bacon butties, Continental pasties, and savouries. These are ideal for pubs located near the high street or local businesses, drop them a leaflet to let them know where you are and what you offer.
• Hold a community coffee morning after the school run. Offering coffee, tea, sandwiches and pastry goods could help introduce a new market to your offering.
• Make lunch a focused offer. What can you be famous for? The best ploughman's, the ultimate burger, or hearty homemade soups?
• Introduce afternoon tea. Focus your offering on the grey market. Offer board games with tea and scones, sandwiches and pastries.
• Capture the 'one after work' brigade. Introduce early-bird sharing platters with deli boards, cheeses and bread. Great with a pint of cask ale.
• Dinner - continue the 'famous for' theme, but maybe with a two-course offer including a dessert to increase spend per head.
• And finally - cater for the late-night munchies. Hot pies, savouries or a chicken tikka wrap - the ideal way to finish the evening.
Your food offer should be used as a tool to encourage customers to your pub. Take the opportunity to offer affordable hand-held snacks when there's a big game on - once your customers are there, they will also buy a drink.
Get this right and they will revisit and tell their friends.
Delice de France offers bakery academies to help you develop your offer. With experienced caterers dedicated to working on food solutions for the pub market, Delice de France also has over 100 field executives throughout the UK who can visit your pub and work with you to maximise your food sales.
Food for thought By David Girdler, Delice de France, marketing director
"There have been various factors over the past two years that have changed the face of the British pub sector; most notably the smoking ban and the impact of the increased alcohol tax, and that's even without drawing reference to the current economic climate. With this in mind, there is a growing importance for publicans to be driving profit through new or secondary avenues such as food.
"Food is an increasingly prominent part of the business for independent pubs, a key factor in growing the customer base and ensuring continued loyalty.
"At Delice de France we are proud of the great British pub and believe that is a vital part of our heritage. We are excited about becoming an integral part of developing and growing the food offering of our pub partners and demonstrating how easy it is to make an impact on the bottom line.
"A food offering designed to meet the ever-changing demands of the consumer is one route to growth for pubs. This can be as easy as introducing a simple freshly baked cookie solution to add to the morning or afternoon snacks market, or developing a full day-part menu to reach your customer base more fully or introduce you to your target customer base.
"Delice de France is here to help, offering total solutions to all your food service requirements and ensuring full training either on site or in one of our three national Baking Academies."
We need one reader to transform their food sales … could it be you?
The Publican is linking up with Delice de France to hunt for a licensee looking to grow their food sales in 2009.
One Publican reader will be given the chance to attend a training day at a Delice de France bakery academy near them and devise a whole new foodservice strategy for their business with the help of the company's specialists.
Their story will then be told in The Publican.
If you want to join the Profit Builder project contact The Publican on 020 7955 3710 or email news@thepublican.com
