Research: Talk up your pork
The old adage that 'less is more' doesn't always hold true - at least when it comes to pub menus. A few well-chosen adjectives can make all the difference to a dish.
For example, 'slow-roasted pork belly served with crisp crackling' is far more appealing than 'roast pork', and describing 'sausage and mash'
as 'locally sourced Gloucester Old Spot pork sausages served with creamy mash' will be more enticing to customers.
These examples are offered by Tony Goodger, foodservice trade manager for BPEX, which promotes British pork. "Just altering a menu description to incorporate one or more of these factors can have a major impact on the overall appeal of pork dishes - and ultimately increase orders," he says.
This is particularly important when it comes to promoting pork and related products such as sausages, which BPEX's latest consumer research shows are seen as a good-value option when eating out.
Consumers generally expect roast pork to be priced at a similar level to chicken and lamb, and so below the price level for beef. However, when it comes to carveries, which tend to be a fixed price, consumers like the idea of roast pork being an option.
Consumers are now more likely to order pork dishes than they were four years ago, according to BPEX's research among regular pub and restaurant users. That may be a sign of the cash-strapped times, with dishes such as pork chops, steaks and casseroles also expected to be mid-priced on the menu.
Sausages, a pub menu staple, are also regarded as an inexpensive meal, with consumers expecting them to be comparably priced to chicken and pasta dishes.
However, free-range and organic sausages can command a price premium - further evidence that good descriptions of dishes are needed to help drive sales.
Goodger says: "Although consumers are eating out less in these tougher times, when they do so their menu choices remain largely unchanged - and this is where pubs need to look at menu descriptions when it comes to pork and sausages.
"It is important that pubs know how to make more of pork by understanding consumer attitudes and choices, as well as the ways in which pork and sausages can be presented to make them an even more appealing menu choice."
Pubs also need to work more closely with suppliers to get the best-value cuts, advises Goodger. The "typical" pub approach of checking stock levels at the end of service and placing an order on the supplier's answerphone to restock may not get the best results. He says: "My advice to publicans is: don't leave your order on the answerphone - speak to your supplier and find out what their best current deals are. They want your whole order, and will work with you to get it."
• For a copy of the full report, visit www.porkforcaterers.com
