Revolution targets 25% growth in food sales

By Lesley Foottit

- Last updated on GMT

Related tags Food sales Nutrition

Revolution targets 25% growth in food sales
Late-night high-street brand Revolution is planning to boost food sales by 25% in six months.

Inventive Leisure, the Revolution vodka bar operator, has ploughed £25,000 into researching how to develop its food offer across its 66 UK bars.

It has spent £500,000 on redesigning interiors to be more diner-friendly, including changing chairs and tables to make them “more attractive and versatile”.

“Traditionally, research among customers has scored food highly, but people have a perception of Revolution being a wet-based, evening bar,” food operations manager Ioan Eyton-Jones told the Publican’s Morning Advertiser. “We haven’t maximised our potential in food yet and have identified it as an area for growth.”

Eyton-Jones said the plan is to “take elements of an affordable dining experience combined with really good prices”. The wet-led chain is expecting to see an upsurge in food sales of 25% within six months.

Research has included looking into Mexican and Latin American cuisine and visiting Borough Market.

The next menu, hitting sites on 17 April, will include calorie and other nutritional information for the first time. The top-10 healthy dishes on the menu will be highlighted. “The market is there for people who want to know what they eat,” said Eyton-Jones.

“We are working across the menu spectrum to reduce salt and nutritionally stabilise dishes without being detrimental to the product.”

The salt content of pizza bases has been cut by half. Pizzas are still a big seller for Revolution, accounting for 16% of food sales.

The ‘small plates’ section, often ordered in addition to a main meal, is also in growth, accounting for 8% to 10% of sales.

Eyton-Jones said: “We are a successful brand in terms of wet business, but want people to identify with us
as a food brand, within a strong wet base. We aim to grow the food business in a radical way.”

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