British Pie Week: Grab a slice of profitable pie

The pie is the ultimate social climber.

This simple dish originally made from low-grade offal and entrails or 'umbles', deemed worthy only for lowly servants, has come a long way since its humble beginnings. Settling down with a hearty pie and a pint has become an integral part of British culture.

A recent MINTEL study found that 84 per cent of people enjoyed a pie or pastry dish in the past 12 months, and pies are invariably among the top sellers on pub menus. March 7-13 will see the fourth British Pie Week run across the country and offers a great opportunity to boost trade by running pie-related events and promotions.

Continued success

The continued success of the pie on pub menus is because it is a traditional British dish and this resonates with the public, says John McKears, foodservice sales manager at Jus-Rol Professional.

"People used to sneer at pies saying they were low quality food, but with a quality filling and careful preparation a pie can be classified as fine food," he says.

Getting involved with Pie Week is a no-brainer for pubs since it is an inexpensive way to drive sales and there is guaranteed demand. "Look at the success of pie and pint nights," says John. "They're a good way to drive wet sales too."

Pies offer good returns, and - depending on ingredients and pricing - can bring in profits of 50-70 per cent. Chefs can make savings on ingredients by using leftover cuts from steaks or a carvery which might otherwise be wasted.

To achieve high sales during Pie Week, John advises the core menu consists of classics like steak and kidney or chicken and mushroom, which Jus-Rol's research found to be the nation's favourite fillings with 24 per cent and 19 per cent of the votes respectively. "It's good to add a local twist on a classic, like a steak and ale pie using local ale," he adds.

The Publican's Food Report 2010 showed nearly four out of five pubs sourced at least some of their menu locally, and John recommends offering a specials menu to showcase more unusual seasonal and regional dishes.

Small quantities can be made initially, and any huge successes can be migrated to the main menu.

For busy chefs, pie fillings can be made the night beforehand and pre-cut frozen pie lids used, or pre-made pies are always an option.

Focus on quality

A focus on getting the right quality meat is clearly key, and foodservice project manager for EBLEX, Hugh Judd, says: "By choosing alternative cuts of quality-assured beef, chefs can keep standards - and customer satisfaction - high but costs low."

He points out that in a steak or beef pie, filling is best prepared with more economical slow-cooked cuts, and the inclusion of offal, such as kidney, can help to generate additional value.

With customers keen to know where their meat is coming from, BPEX foodservice trade manager Tony Goodger says that identifying the breed or region from where the meat is sourced will have a positive impact on sales.

Pork is another economical choice as it works well in both traditional cold shortcrust pies as well as in hot puff pastry pies.

Tony suggests the combination of sausage meat with caramelised onion and a layer of tomato concasse in a shortcrust pastry liner with a puff pastry lid.

"Not only is this a great-flavoured pie, but it offers contrasting textures from the two different pastries and is relatively low cost," he explains.

Another flavour which offers good value for money is a creamy pork and mushroom pie "using dice from the shoulder or leg".

Wide appeal

Pies are a great option as they appeal to everyone including difficult-to-please customers.

Vegetarian pies can be creative as there are so many vegetable and sauce combinations to choose from. Kids love a pie that has been decorated with fun shapes or a pastry initial of their name on top. Even calorie counters can get involved - just use filo pastry or mashed potato on top for a lower fat option.

British Pie Week offers great potential for licensees to increase footfall, boost sales and profits, while paying homage to a great British dish.

If you fancy getting involved - let your regulars know, publicise it on chalkboards, hand out free mini pie platters to give people a taste of what to expect and request free point-of-sale materials from www.britishpieweek.co.uk​ for maximum impact.

Case Study: The Newman Arms

Internationally renowned for its Pie Room, having a pint and a pie at the Newman Arms in Fitzrovia, London, was chosen by Time Out as the third best thing to do in London out of 1,000 suggestions.

Dubbed "affordable but priceless" the pies are a point of differentiation which have really put the pub on the map, licensee and chef Tracy Bird says: "We get three times as many internet search hits for our 'Pie Room' than we do for the pub itself!"

Tracy, who manages the freehouse with daughter Amber, says: "It's phenomenal that people come to us from all over the world because of our pies."

So what are the secrets to her overwhelming success? As we chat in the homely Pie Room, the walls of which are adorned with old paintings and charity shop knick-knacks, she says that most people want a pie to be comforting and hearty. She's often told that her pies are "better than the ones my Mum used to make" - perhaps the highest accolade of all.

Quality is imperative, and Tracy says you should "put lots of love and care into making the pie and use the best quality ingredients you can afford." All of her own pies are home-cooked and the meat is organic. "If you've got a good butcher or farmer nearby then use it and make it known, as people are focused on eating local good quality food," adds Tracy.

Slow-cooked mutton and shin of beef are best as they give that all-important robust texture, pies with a watery consistency are considered the ultimate disappointment.

Staff involvement is key in driving sales and staff here are clearly passionate about their products. Waitress Sarah Williams, who describes herself as "a pie nurse" positively beams as she recalls the satisfaction of seeing a clean plate and being thanked for her personal recommendations.

For those licensees who haven't had pies on the menu before, Tracy recommends a mix of heavy and light options to suit all appetites. "Only offer one or two more unusual recipes as people tend to stick to what they know," she says, noting that if pies sound too complicated they don't sell well. Tracy admits she once dreamed up a Genghis Khan curried mutton and ginger wine pie, which, despite tasting delicious, failed to have a single taker.

Other top tips include keeping lots of gravy at the ready as people always ask for more, and matching beers with pies (the darker the meat the darker the beer). "National Pie Week is a great thing for the trade to get involved with," adds Tracy. "I'd urge people to try out pies on their menus - and if they work, you might just end up keeping them on there!"