Chefs must listen to their customers, says Good Food Guide

By Lesley Foottit

- Last updated on GMT

Waitrose Good Food Guide: out now
Waitrose Good Food Guide: out now

Related tags: Good food guide, Need, Restaurant, Want

Chefs are not keeping up with what people want, according to the Waitrose Good Food Guide 2014 (WGFG) editor.

Following comments calling for pubs to close from restaurant critic Giles Coren in The Times​, consultant editor Elizabeth Carter said good food pubs will survive as long as chefs listen to their customers.

"The wet-led pubs are closing and I don’t think they are a loss," said Carter.

"It is a tough time for pubs and they have to appeal to more than just drinkers, but there are a lot of pubs that don’t do food very well, although the standard is improving.

"Food has moved on so much and chefs are not keeping up with what people want. I think this summer has been a trial, with people wanting light dishes and chefs weren’t prepared. Chefs need to be more realistic, and flexible."

Break the barrier

With five pubs featuring in the WGFG​’s top 50 restaurants in the UK — and the highest-ranked at number 35 — Carter said she wants a pub to break into the top 20 and score seven out of a possible 10. All five scored six this year.

"I am still waiting for a pub to come up with a seven score," she said.

"I really want a pub to break the barrier and I think they can do it. I would love to see a pub get into the top 20, and I think the time is right for it."

The WGFG2014​ was released last week and is available at major bookshops and at all Waitrose stores.

Related topics: Chefs

Related news

Show more

Follow us

Pub Trade Guides

View more


Subscribe to The Morning Advertiser

The definitive voice for the pub trade

Get the latest news, analysis and insights from the uk pub sector straight to your inbox!