Seafood: Fishing for new business at the Unicorn

Local sourcing is a lovely idea - but it has its limitations.

For example, the Unicorn, in the village of Cublington, Bedfordshire, is hampered by its lack of proximity to an ocean when it comes to seafood.

The 18th century freehold pub was saved from redevelopment five years ago by three families in the village. It is now co-owned by villagers Steve George and John Gregory and managed by Sharon Sletcher.

The pub averages 180 covers a week. Activities such as an authentic curry night and a French cuisine fortnight have helped, and head chef Chris George aims to reflect local produce on the menu.

"All our meat comes from a butcher down the road, and free range eggs are readily available. I often get regulars coming in to tell me about what they've been growing - if the quality and quantity is there we'll work their produce into a special."

The pub always offers a fish starter and main on the menu, "but it's challenging to keep it regularly updated and offer something a little different, as well as keeping costs down."

The Unicorn decided to work with supplier Atlantic Foods, which has developed the It's Fish! range of frozen fish dishes, to test a different approach.

Sletcher says: "Some of our customers, especially our female diners, look for something lighter and healthier and fish fills that need perfectly - so we were interested to see the response to a dedicated fish menu."

The pub held a fish fortnight, promoted by posters and leaflets, as well as an article in the local paper, "whatever we do, marketing is really important. It's an opportunity to draw in new people and expand our customer base as well as drive additional business."

Running alongside the regular menu, the pub offered a choice of four starters and three mains including thai cup cakes, whole calamari, yellowfin tuna steak a la niçoise with new potatoes, and battered pacific cod, chips & peas.

"We found that the menu appealed across our customer base - the cod was a hit especially with 60-plus customers and children," says Sletcher. "20 to 40-somethings went for grilled tuna. I think there was a perception of it being a little more sophisticated."

Starters also grew in popularity, with American crab cakes with tartar sauce selling seven time more than the pubs own handmade fish cakes. "I think the use of crab meat gave them a more upmarket feel so the customers felt they were getting added value," says George.

Whole calamari and coconut breaded butterfly shrimp were the best sellers, accounting for 25 per cent of sales from the fish menu.

"From a business perspective I'm pleased with the results," he adds. "We aim to make 65 per cent GP on every dish that we put out, and we achieved this with starters priced between £3.75 and £4.75, and mains between £9 and £12, which is in keeping with our main menu pricing."

The trail also made George rethink his view of frozen food. "Having always opted for fresh over frozen, I have to admit I was surprised and impressed with the products. I defrosted as needed and the dishes are very quick to turn out.

Overall, the fortnight "bough in new customers and it was a fantastic way to test new dishes before we committed them to our menu permanently - all in all I'd say it went swimmingly."

For more information, visit www.atlanticfoods.co.uk or call 01252 846 500