Beer and bar snacks have always gone hand in hand, from crisps to classic pub nibbles that keep drinkers coming back for another round.
For pub operators, that relationship is more than tradition. It is a way to create a more sociable atmosphere, increase dwell time – and encourage repeat spend.
“Simple things like good quality crisps, nuts and pork scratchings are part of pub culture in Britain,” says licensee Tim Skinner, whose sites include the Devonshire Arms in Marylebone.
“They are genuinely nostalgic and evocative of a memory of a trip to the pub for a pint or a pop and a packet of crisps.”
Marc Bridgen, owner of The Dog at Wingham, near Canterbury in Kent, agrees. “Is there anything more uniquely British than a pint and a bag of pork scratchings?”
“We do crisps and pork scratchings, as well as jars of nuts that we roast ourselves. Bar snacks are the perfect complement to a pint and it’s nice to be offered something with a drink.”
Now, new insights highlight an even bigger opportunity: research indicates that pork scratchings not only complement beer – they can elevate the overall drinking experience in a measurable way. For venues looking to stand out, this points to a simple but powerful lever that can help improve the perception of quality and unlock additional value per visit.
Scratchings improve the pint – the study
In a recent social study run by Tayto Group, producers of Midland Snacks pork scratchings, participants taste-tested an unknown beer before giving their feedback. Half of the group ate pork scratchings with the pint while the other half didn’t. The whole group then rated various factors including overall enjoyment, taste, perceived refreshment and how much they would be willing to pay for the beer.
In the scratchings group, over three quarters (76.6%) agreed that scratchings improved the flavour of their pint and experienced increased perception of refreshment (16.7%). When asked to rate the beer, it was scored 9 or 10 (out of 10) by four times as many people in the group who had scratchings. Those with scratchings were also twice as likely to say they would ‘definitely’ buy the beer again.
In addition, 24.1% said they would be more likely to buy another pint if paired with scratchings and would be prepared to pay 85p per pint more.
“Mr. Porky has been enjoyed with the great British pint occasion for generations, so it’s brilliant to see the research back up what pork scratchings fans have always known – that scratchings make beer taste better,” says Matt Smith, group marketing director at Tayto Group.
“The combination of a cold pint and that salty, crunchy meaty flavour of a pork scratching just works. It’s simple, familiar and a proper classic. For pubs it’s a fantastic snack, elevating beer enjoyment and they make you want to stay for another.”
Scratchings – the science of salt, fat, texture and flavour
The findings go beyond personal preference – they are rooted in sensory science which explains why bar snacks across the board have stood the test of time.
Beer scientist and British Guild of Beer Writers ‘Brewer of the Year, Jaega Wise, says a lot of it comes down to contrast.
“Pork scratchings bring intensity – you’ve got salt, crunch, richness and that deep savoury flavour all happening at once, which is exactly why they’ve remained such a satisfying snack to eat with a pint for generations.
“Beer can bring bitterness, carbonation and that uncanny ability to quench one’s thirst, while pork scratchings are salty, rich and intensely crunchy. Put them together and each one lifts the other. Making both the beer and scratchings extra moreish!
“Salt’s a really important part of it too. It enhances flavour and brings a focus to your beer. Then you’ve got all those deep savoury, umami flavours from the pork itself which pair brilliantly with the maltier, toasted flavours you find in many beers.”
“Pork scratchings bring intensity – you’ve got salt, crunch, richness and that deep savoury flavour all happening at once, which is exactly why they’ve remained such a satisfying snack to eat with a pint for generations."
Jaega Wise, beer scientist
Texture plays a huge role as well, Wise says. “The crunchiness of pork scratchings creates a massive sensory response. Crunch is in of itself multisensory. It seems to tickle us humans just right. With the crunch engaging our hearing, jaw pressure, mouthfeel, taste, aroma and of course the subtle vibrations in the skull. All these sensory signals combined increase our perceived satisfaction.”
And then there’s carbonation which provides “an aroma lift, physically helping aroma travel up to the nose, enhancing flavour, whilst also giving the palate a sharp cleanse”, says Wise. “The beer bubbles cut through the richness of the pork fat coating the tongue, resetting the palate, making every pork scratching bite feel brand new.”
What pub-goers want from their snacks
There is clear correlation between controlled taste-test findings and real-world consumer behaviour. In a wider online survey of 2,000 UK beer drinkers, the results were compelling:
- 76% said scratchings improve overall enjoyment
- 65% said scratchings improve refreshment
- 58% said scratchings enhance flavour
- 50% said scratchings improve aftertaste
These findings highlight what beer drinkers actively want alongside a pint while also reinforcing broader snack preferences. Unsurprisingly, salty options continue to dominate: 75% prefer salty snacks vs 49% sweet.
Salty options continue to dominate: 75% prefer salty snacks vs 49% sweet
Additionally, when it comes to what matters most in a bar snack, the survey results were clear:
- Satisfaction 94%
- Texture 85%
- Crunch 81%
- Saltiness 75%
The research also revealed notable regional differences in snack preferences, with Norwich emerging as the UK’s ‘crunch capital’ – the city was most likely (95%) to rate crunch as ‘important’ in an ideal snack with an alcoholic drink.
Taken together, the findings strongly suggest that scratchings align closely with what drinkers say they want from a bar snack.
Bar snacks - the opportunity for pubs
So what do UK pub-goers reach for alongside a pint of lager and how do scratchings stack up? The data suggests a subtle shift in evolving preferences – while crisps have long been a go-to pub snack, they are no longer the frontrunner:
- 44% Pork scratchings with lager
- 42% Crisps with lager
- 41% Nuts with lager
As drinkers look for more flavour, texture and overall satisfaction, scratchings edge ahead, aligning closely with what consumers say they want from a bar snack.
For operators, the commercial upside is clear. Done well, scratchings – or other bar-snack favourites – don’t just sit alongside drinks or take up space behind the bar but actively drive spend and enhance the overall experience.
“We’re seeing that guests who purchase a snack alongside their pint typically spend more and tend to increase the number of items purchased per visit compared with drink-only transactions,” says Mark Griffiths, operations director at Craft Union.
“As a result, we’ve continued to develop a more diverse bar snacks offer, as we see strong demand from customers looking to complement their drinks and enhance the overall pub experience.”
The Devonshire Arms’ Skinner actively trains his teams to upsell bar snacks with drinks orders. “Bar snacks are massively underestimated in pubs,” he says. “They improve dwell time, encourage another round and make the whole experience feel more hospitable and social.”
“Guests expect them, especially with beer, stout and sport, and if you merchandise them properly, they can become a really important part of the wet-led offer. And the beauty is, it doesn’t need a chef or a full kitchen operation to deliver incremental revenue.”
Merchandising snacks to optimise the opportunity
Merchandising snacks properly is key. Focusing on a tight, well-curated offering that balances high-margin staples with one or two standout options is a good way to start.
Visibility is crucial, so making snacks highly visible at the bar by using pub cards or a basket of available snacks on the bar as well as reinforcing pairings across menus can drive impulse purchases. Even simple upgrades in presentation – such as coasters and bar runners – alongside clear pricing tiers, can elevate perceived value and encourage trade-up.
Staff play a big role at key moments such as ordering rounds, where well-timed prompts can encourage customers to add snacks to their orders. And by regularly reviewing sales data and spotlighting selected items, the offer can be tweaked to remain relevant and commercially effective.
Scratchings deliver on pub-goers expectations. They align closely with what drinkers consistently say they want – bold flavour, satisfying texture and a strong sensory pairing with beer – positioning them not as an add-on but as an integral part of the overall pub experience.
Tayto provides FREE POS including bar runners, coasters, clip strips and pub cards.