Get set for National Chip Week

National Chip Week runs from 15 to 21 February. Adrian Greaves, associate foodservice director at McCain Foodservice, looks at how pub caterers can make the most out of the great British chip.

Just like the pub, the great British chip is close to all of our hearts - almost an institution to many - and something well worth celebrating.

Chips are family favourites, the perfect comfort food, a satisfying side order or even an indulgent snack. Chips can always be relied upon to raise a smile.

Now, with such a wide variety available, chips are equally at home in a gastro-pub or in the village local.

Increasingly customers want more from their food. 'The customer is always right' remains a valuable watchword but licensees now need to go much further to keep customers happy in such a competitive marketplace.

Provenance can help make the difference between customers paying a one-off visit to your pub, or becoming a regular source of income.

Landlords who use 100% British chips can offer an enticing menu and differentiate their pubs from the competition.

Offering a unique selling point such as this helps to demonstrate that real care and attention goes into every meal served in the pub.

National Chip Week is a fantastic opportunity to rejuvenate your menu and be proud of serving great quality chips that will help you to deliver great tasting but also profitable dishes.

For special occasions, from Valentine's Day to the football world cup to Christmas parties, there are numerous opportunities in the year ahead to help chips drive profit for your business.

Entice customers into your pub by offering something a little different, indulgent and British - a dish that customers may not usually eat at home or inspire them to try something new. Be proud of the great British chip and watch your customers come back for more."