No small dill: Pickles taking the on-trade by storm

Once seen as a simple garnish or side, the humble pickle is being repositioned as a standout ingredient across the on-trade, appearing in everything from burgers and small plates to cocktails.

Across food menus, pickles have proved particularly effective alongside rich, smoked meats, providing the acidic, crunchy contrast needed to cut through the fat and richness of brisket, pork and slow-cooked sausages.

For the team behind Greene King-owned Hickory’s Smokehouse, however, that role is nothing new – pickles have been a core part of the offer since the first site opened in Chester more than 15 years ago.

Inspired by the Southern states of America, Hickory’s told The Morning Advertiser (The MA) a BBQ without pickles is a complete no-no.

All of its authentic smokehouse dishes are served with a specially created pickle mix combining pickles, pickled red onions and pickled jalapeños.

Colourful garnish

Alongside its Texas-inspired ‘pickle mix’, Hickory’s menu also features ‘Frickles’ – pickles deep-fried in crispy Cajun-spiced batter - served with tangy South Carolina barbecue sauce.

The briny flavour also extends onto Hickory’s drinks menu with a pickle-infused shot called the Pickleback, which combines the smokiness of bourbon with the sourness of the pickle, making for a post-BBQ serve.

Other operators are also leaning into pickle-led serves as demand for BBQ-style food and smoked meats continues to grow.

Rob Barr, who runs three BBQ-focused pubs across Devon and West Sussex, told The MA growth in this space was partly being driven by a rising love of pickles, creating a strong opportunity for pubs to stand out.

“We make all of ours in house and have done for years, get it right and it’s such a wonderful, colourful garnish”, he said.

“Our pubs serve pickles on all of our smoked boards and in our burgers. It’s an easy win for operators, plus everyone is bored of pea shoots now.”

On the drinks side, interest has also risen. Google Trends data showed searches for ‘pickle beer’ have jumped 168% in recent months, a trend Heineken-owned brewer Beavertown is closely monitoring.

While not actively looking to brew a pickle beer at the time of publication, the brewer has created sours with a similar flavour profile in the past.

Beavertown head of innovation Sam Millard attributed the surge in pickle-flavoured products to fast-moving online food trends, with social media creators amplifying exposure to unusual flavour combinations.

“[Trends] spread from one side of the world to the other, directly, in minutes”, he told The MA.

“People in the UK can see someone in South Korea or Indonesia make a drink with something unusual to us, and because it looks good, we give it a go.

“The influence of celebrities putting jalapeños and dill pickles in cola is a large part of why this trend has gone global.”

However, Millard explained the real focus for the on-trade should be on simple, accessible ways to tap into that behaviour, as consumers become more willing to experiment with global and fermented flavours.

Creating moments

“Pick a lager on your bar, put a jar of pickles next to the tap, and offer a shot of pickle juice and a pickle with a pint. You do not even need to mix it in”, he continued.

“Think about the communal nature of shots; no one truly loves shots. They are a challenge among a group, a way of affirming that everyone is in it together. So they do not have to be alcoholic.

“Create your own sour, spicy pickle jar, offer a shot out when someone buys a round as a bonding experience for the group, and you have created a moment.”

Millard also encouraged operators to experiment with simple serves.

“Maybe a green chilli and a teaspoon of pickle juice work better in a Corona bottle than a lime does, who knows! Maybe both together work best. Maybe you put the green chilli in first, then a teaspoon of pickle juice, then dip the lime wedge in salt before putting it in the neck of the bottle,” he said.

“Whatever you do, start simple and build from there.”

As operators continue to look for low-cost ways to add punch and personality to menus and drinks lists, pickles can prove a simple but effective tool to deliver bold flavour and tap into evolving consumer tastes.