Sponsored: Pizza Report

Sponsored - 10 tips to a successful pizza offer in your pub

By Nicholas Robinson

- Last updated on GMT

10 ways to start your own pizza offer
10 ways to start your own pizza offer

Related tags Pubs Italian cuisine

Italian classics have been a big part of the UK’s food scene for decades, but now more pubs are beginning to cash in on pizzas with rising success. Here are 10 things you should consider before launching your offer.

1) It’s worth a lot

Marstons 3

Pizza in the UK is estimated to be worth £3.5bn and is the most popular food ordered in restaurants, according to recent data from the Pizza & Pasta Association.

Margins for pubs making pizza can be as high as 80%, one pizza-making pub expert has claimed in the Publican’s Morning Advertiser’s ​Pizza Report next week (11 February), which was sponsored by Galbani.

2) Sales are rising in pubs

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Pizza sales in pubs rose from 1.2% of diners who ordered in the third quarter of 2014 to 1.6% for the same quarter of last year.

3) Pubs bucking the trend


While the rise in sales of pizzas in pubs isn’t dramatic, it is bucking the trend in the wider eating out category. For example, pizza sales in the third quarter of last year saw a 21% like-for-like decline.

4) More pubs jumping on the pizza trend

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The pull of pizzas to pubs is so great that more are getting in on the action, including some of the biggest chains, such as:

  • Fuller’s
  • Mitchells & Butlers
  • Marstons
  • Charles Wells
  • Star Pubs & Bars

5) Fun food for families and perfect for pubs


James Nye, managing director of Anglian Country Inns, which has two established pizza-offering sites across its estate, said: “It’s fun food. Pizzas have been around for a long time, so customers know what to expect.”

It also fits with what pubs do best, he added. It is more of a casual food and it can be premiumised to boost margins.

6) Don't dive into it without thinking

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While it may seem simple to implement a pizza offer, there are actually many things to consider before diving in there, two equipment suppliers have warned.

Think about how many pizzas you’re realistically going to sell, if you’re going to do it all year round and whether you’ll offer a takeaway service too.

7) What oven?

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There are dozens of ovens on offer, ranging from gas and electric indoor varieties to wood-fired indoor and outdoor varieties. It’s important to discuss the offer you want to achieve with your equipment supplier before making a decision.

8) Avoid disaster

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With the rise in popularity of pizza in pubs, many equipment suppliers are getting in on the action to try and supply their services clients.

However, warns Orchard Wood Ovens founder Andrew Manciocchi, some of the suppliers entering the market are not reputable and could put your business at risk.

9) Consumers are more educated on pizza than ever


More people have now visited Italy and tried authentic Italian pizza, according to Galbani brand ambassador Joe Hurd.

As a result, they expect more from pizza offers and pubs should consider what dough they use – is it going to be handmade sour dough, pre-made and ready to roll or a readymade pizza base?

Use high-quality Italian cheese and toppings, because consumers will know the difference between an authentic topping and a fake, he added.

10) Keep it simple - there's nothing worse than 'too much'


Once you’ve got your equipment sorted and you know more about what and how you’re going to serve your offer, make sure you keep the pizzas simple, Hurd said.

Stick to the classics on the menu, but include some interesting recipes to entice the more adventurous customers.

This top 10 guide to pizzas in pubs was sponsored by the Italian cheese specialist Galbani. The full report will be published 11 February issue of the Publican's Morning Advertiser. Watch a video masterclass​ with Galbani's Hurd.

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