Snug launches more female friendly menu

By Noli Dinkovski

- Last updated on GMT

Related tags Hamburger Cheddar cheese Cheese

Premium hotdogs feature on Snug's new menu
Premium hotdogs feature on Snug's new menu
The company has updated its food offer with more daytime and female-friendly options as part of company-wide rebrand.

Launched across its five Cambridgeshire and Hertfordshire venues, the new menus come with the inclusion of lighter dishes such as couscous salad (£6.95) and chicken penne pasta (£8.95), along with a more premium range of hot dogs.

Snug managing director Giles Fry said the revamped offer is more in tune with the company’s customer profile, attained through the help of a series of focus groups over a six-month period.

He explained that ‘comfort’ food continues to feature heavily, with burgers still likely to be the number-one seller – but the lighter options would serve as ideal snacks to complement an updated cocktail menu.

With five separate menus – comprising breakfast, lunch, all day, appetisers and sharers, and desserts – Fry said his company has been able to pinpoint specific "day-parts" to meet customer needs. And for the first time, there will be two different price-points across the five bars.

He said: "Through our work with the focus groups, we found that our food was very male-orientated even though 55% of our guests are female.

"The re-brand shows a real step change in our position as a business. It was high time that we re-connected with our core customer profile and understood their needs. We have evolved the brand into something more appealing for the 24 to 35-year-old discernible drinkers market."

In addition to the classic hot dog (£6.25), there is a more premium ‘New Yorker’ hot dog, with dill pickles, and melted mature Cheddar cheese (£7.25), and a chilli cheese option, which is topped with beef chilli, melted Cheddar cheese, diced jalapeños and American mustard (£8.25).

Fry explained: "We’ve had a range of hot dogs on the menu for about six months, but we’ve elevated them with a more premium offer as hot dogs really seem to be popular now. And already, they seem to be going down a storm."

Creative cocktails

Complementing the food offer is an enhanced drinks range, with more emphasis on quirky sharing cocktails such as Indiana Bones & Crystal Maze – Havana rum mixed with Passoa, citrus fruits, sugar, orange, passion fruit and La Fee absinthe – and Brazilian Basil Smash, a Cachaça-based cocktail created with the World Cup in mind.

The company was a finalist in the Best Drinks Offer category in the Publican Awards 2014.

Snug’s rebranding exercise, which includes a new company logo, comes ahead of a major refurbishment of its St Albans bar and next month’s opening of a sixth site, in Hitchin. Plans are also afoot to open a further two bars by next spring.

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