Food in the evening is a slightly trickier problem for pubs than it might seem at first glance. The general assumption is that if a pub serves food, it serves it most of the time, but any customer who has ever heard the dreaded phrase "I'm sorry, the chef's gone home for the evening" will know different.
Statistics from The Publican Food Report 2006 based on a survey of licensees show a complex picture. One in eight pubs, 12 per cent, said they serve food only at lunchtimes, compared to just four per cent which have an evening-only food trade. While the majority of pubs, 58 per cent, serve at both lunchtime and evenings, and 21 per cent serve all day, the pattern of trade clearly differs from pub to pub. There are several business factors behind this:
Lunchtime-only demand
In town centres or areas where the main food trade comes from business parks or similar workplace developments, there may genuinely be little demand for food in the evenings. However, this is normally the exception rather than the rule, and it is possible to cultivate food sales even in unpromising locations.
Increased competition
Pubs which have the market to themselves at lunchtime may be up against a greater number of restaurants and takeaways in the evening. With pricing often cut-throat as these businesses fight for share, it can seem daunting to try and compete. The challenge is to persuade people that the pub is a better option than a takeaway pizza.
Staff costs
Gearing up to deliver a full menu can be an expensive business if customer demand is hard to predict. The one certainty is that if there's no food on offer, you won't take a penny in the food till. From paninis to sharing platters, there is an increasing range of suppliers offering food solutions that can be prepared by multi-skilled barstaff.
Inertia
There are undoubtedly some pubs which don't bother with food in the evenings, simply because they never have done so in the past. However, in changing times for the pub trade, the 'unlock the door and hope for the best' approach only works for a very lucky few.
The solutions
For destination food pubs, serving food in the evenings is clearly core to the business. Everyone else has to work a little harder.
Consumers have a bewildering range of choices, from ready meals and home delivery pizza to specialist restaurants. In many cases, those choices are as much about lifestyle as they are about the quality of the food on offer. Even if your menu is nothing out of the ordinary, you can still make the pub a compelling place to eat.
One obvious solution is to link food sales to something the pub already does well. If you offer the best quiz night in town, add value by selling a ticket which includes a buffet. If the pub's speciality is live music or big screen sport, a good- value food offer can help to extend trading before and after the main event.
Food can also be a useful tool in attracting local groups and associations. If the fishing society or Rotary Club want somewhere to hold their monthly meetings, putting a meal on their agenda may be the answer. This type of business not only generates extra midweek trade, but also puts the pub on the radar of potential new customers.
Specialist food evenings can also be popular additions to a pub's programme. JD Wetherspoon's innovative curry club nights have been widely copied - with good reason. The beauty of this type of event is that the menu is limited, making them relatively easy to resource - try chilli and Mexican beer, or Irish stew and Guinness. The world is your oyster. Oyster night… now there's an idea!