Pieminister plans sales push to pubs

Next month will see the launch of a major marketing campaign targeting pubs with a small or non-existant food offer to introduce a dedicated pie menu.

The company turned over £1.5m through independent wholesale last year with 50% of that from pubs. It currently supplies 140 pubs, with half of those offering just pies, and aims to add another 70 dedicated “pie pubs” to its portfolio this year.

Food is more important than ever to pubs as wet sales continue to slip. The best-performing pubs supplied by Pieminister sell 400 pies a week making £60,000 profit a year. A smaller pub serving around 20 pies a day would make around £22,000.

The pie menu can work alone or alongside a small existing menu. As they can be cooked in a conventional or combi-oven and mash, peas and gravy are also provided, extra staff are not needed. Equipment for take aways is also provided.

Sales minister Emma Thorn said: “Most of our trade comes through recommendation, but now we want to roll out proactively. We think there is so much scope for a higher end offer in pubs. As retailers ourselves we have learnt what works and can advise.”

Interested hosts can get advice on setting up a Pieminister offer, which includes details of equipment, staff training and PoS material, including permanent signage, window stickers, aprons and T-shirts.

Pieminister also helps its customers by coming up with event ideas to drive further footfall.