10 ways to boost dessert sales

Sheila McWattie speaks to licensees around the country about tempting sweet-toothed customers with something a little bit different.

Funky twist​

Award-winning head chef Mathieu Eke at East Coker's Helyar Arms says: "Winning top dessert prize at the Great British Pub Awards 2010 kick-started the idea for a funky pudding club. We offer ice-cream or sorbet and coffee with petit-fours for £7 on the last Thursday of the month — April's lemon thyme ice-cream proved a big hit." www.helyar-arms.co.uk​

Tasty treats​

Mini-desserts are a new high-street trend that is giving diners a taste of several sweets in one dish or enabling them to share the experience with fellow diners. Ha Ha Bar & Grill, for example, has an offer of a trio of mini desserts with a mini lemon tart, chocolate fondant and a shot of blackcurrant and lemon mousse for £5.95. Likewise, Greene King-owned Hardy's House offers a mini hot pudding trio, which comprises chocolate and orange, zesty lemon and treacle sponge puddings for £3.49.

Porter pudding​

Tom Faulkener, chef/proprietor of Hampshire outlets the Hogget in Hook and the Exchequer in Crookham, says: "We've seen steady growth, but customers are looking to spend less. Desserts increase spend and have a great GP. Sticky toffee pudding is a tried and tested dessert, so we developed a sticky Porter pudding using Ringwood's 4X Porter — it's a great upsell and increases awareness of our cask ales." For the recipe visit www.theexchequer.co.uk​

Meal deals​

Vouchers are particularly useful for boosting family or group trade. Sizzling Pub Company recently offered free desserts for children using vouchers from myvoucher.com​. At Mitchells & Butlers' Harvester chain, a voucher deal on the chain's own website entitled the voucher holder and four friends to claim free Sundae Best ice-cream during a single visit when purchasing a main meal, including its Earlybird deal. The deal also encouraged customers to sign up for the Harvester e-newsletter.

Comfort and joy​

Ben McKellar, chef-proprietor of Brighton's brand-new Ginger Dog, says: "Many people don't have time at home to make puddings these days. Our core customers at our other pubs, the Ginger Pig and Ginger Fox, appreciate nursery puds with a twist and are often short of time to cook. So we've incorporated this style into our new Ginger Dog menu. We make spotted dick with sun-dried cranberries and trifle with white chocolate and raspberries." www.gingermanrestaurants.com​

Chocolate heaven​

Chocolate is a winner, especially if it's luxuriously presented. At the Hardwick, in Abergavenny, south Wales, extreme indulgence is the order of the day. Chef Stephen Terry's "plate of chocolate loveliness" offers Valrhona chocolate brownie and peanut butter, jelly parfait, Halen Mon sea salted caramel sauce and salted peanut brittle, Amedei chocolate mousse and grue tuile, with Amedei no 9 billionaires' shortbread (£9). Other yummy delights include panettone bread and butter pudding brûlée (£6). www.thehardwick.co.uk​

Pudding night​

At the Chequers Inn, Pampisford, Cambridgeshire, owner Maureen Hutton inherited the idea of a pudding night from a local pub that changed hands. She says: "We knew demand existed, so we resurrected this popular night. All bookings are taken for 8pm and customers choose from four main courses and eight or nine puddings (£10.95 per person). They're served their chosen pudding at their table and help themselves from the rest at a main table." www.chequerspampisford.com​

Banana split​

At the City of London's recently-launched all-day bar and deli, the Anthologist, customers can enjoy a new take on the traditional jelly dessert. Executive chef Robert Mitchell says: "We're already seeing a demand for our banana split with cherry jelly, vanilla mousse and banana parfait (£4.95). Offering old-fashioned desserts with a twist has proven so popular we have had to double our orders for bananas." At the Three Fishes, in Mitton, Lancashire, fresh strawberries are on offer with blancmange.

Back in the day​

At the White Oak, in Cookham, Berkshire, owner Henry Cripps says: "Our assiette of school diner puddings — sticky toffee pudding, jam roly poly, crumble, custard and ice cream — are great talking points. I've even been asked about them at the school gates! A dessert needs to be a healthy mix of comfort, recognition and maximum enjoyment, and customers enjoy familiarity with a twist. More than 60% choose the assiette during the week and 85% at weekends." www.thegreeneoak.co.uk​

Sunday jazz & puds​

"Sunday jazz & puds started here and is spreading across all Peach pubs," says senior head chef at the Almanack in Kenilworth Corin Earland. "Once a month a jazz band strikes up at 5pm and boards of desserts such as lemon meringue parfait, fruit salad trifle, baked chocolate mousse cake and rhubarb and custard crumble are passed round. It pushes sales and gives a good Sunday service until the band finishes." Peach has been described by Alastair Sawday as "the most innovative small pub group in the land". www.thealmanack-kenilworth.co.uk​