All fired up

With summer rapidly approaching, Jonathan Plummer looks at how barbecues can turn the impending smoking ban into an opportunity to maximise profit

While many in the hospitality industry view the impending smoke ban with trepidation, if not gloom, there is a way in which the ban, especially this summer, can have a positive effect on takings.

Those wishing to smoke will be going outside and, if the weather's right, taking their friends with them. This represents a great opportunity - as well a ready-made audience - for pubs to sell food cooked on the barbecue.

With the smell of sizzling meat wafting around your outside seating areas where smokers and their companions will congregate, the chance to sell them fresh cooked barbecue food will be there for the taking.

So, if you've never thought of running a barbie, or have imagined it's only suitable for high days and holidays, this may be the time to start planning your summer al-fresco cooking campaign and help soften the blow of the anticipated initial downturn in takings when the smoking ban comes into force on 1 July.

Competition barbecue cook Mathew Shropshall is chef and licensee of the Royal Oak in Kings Bromley, Staffordshire.

He explains the secret of why a barbecue can help drive sales: "It adds atmosphere with its cooking aromas and smoke; the sun's out, the great food on offer contributes to the feel-good factor."

Keep things simple

Ben Bartlett, catering development manager for Marston's Pub Company and a champion barbecuer at cook-offs around the world, has developed many recipes for al-fresco cooking, but the basic elements are simple.

"Marinate all the meats and season everything really well," he says. "Use fresh herbs: rosemary, thyme, mint are all great on the barbecue. You can make up your own marinades, or buy really good ones and soak the meat for a few hours or preferably overnight."

Mathew adds: "The secret is to use good local produce, fresh ingredients and just enjoy yourself. As a licensee and chef, my customers aren't going to buy anything from me if I'm not loving what I'm doing."

What are customers looking for when they come to a pub barbecue?

"Good quality products," says Mathew. "They want good portions and properly cooked food and lots of flavour.

"I work hard to develop good marinades and good rubs. A good standard of working practice and techniques are important, but the most important technique is good service and good customer care."

And your barbecue doesn't have to offer just hamburgers and sausages - how about introducing something from the vast range of barbecue recipes, such as Aussie-style prawn and scallop skewers, trout cooked in foil, Caribbean fruit kebabs and, as a dessert, bananas and Baileys?

This type of barbecue cooking will satisfy a more sophisticated palate and provide theatre for your customers.

Ben Bartlett's website at www.bbqben.com offers some recipe ideas for the pub barbecue - what could be more appropriate than his Beer Can Chicken, a novel idea for smoking a a chicken over a quart-sized beer can?

Of course there are pitfalls to running a barbecue operation, as Mathew points out.

"The main challenge with barbecuing is the weather. If you fork out hundreds of pounds for good-quality ingredients in order to cater for 200 to 300 people and the rain suddenlypours down, you'll be lucky to serve 20 portions. It's important to have some advance warning of what the weather is likely to do, and calculate how many people are likely to turn up," he says.

Preparation is the key

"Promote it well and you'll cover your costs, but don't buy in too many ingredients,"

Mathew says.

"If it's a fantastic day you may be caught out, so make sure suppliers can help by asking them to be on stand-by for your barbecue. If the weather turns out fine, make sure they can deliver with three to four hours' notice."

To make the most of the opportunity created by smokers retreating to your garden, you can whet their appetite for barbecue food by making sure your barbecue area is visible. Position it where people are sitting outside so they can see, smell and hear it in operation.

You might want to offer a food and drink promotion initially to publicise the fact that you will be running a barbecue regularly.

Presentation is everything - make sure your barbecue is clean and the area is tidy, and think about attractive garnishes for dishes.

By following these simple tips you have every chance of enjoying the summer - and the extra income.

Heat up the coals for National Barbecue Week

More than 110 million barbecues are held in Britain each year and the ones held in pubs help generate £240m in food and drink sales, according to the National BBQ Association.

The group runs the annual National BBQ Week and summer-long National BBQ Campaign, to encourage consumers as well as pubs to support the growing barbie trend.

"Gone are the days of charred chicken wings and burnt bangers," says National BBQ Association president Brian George.

"Consumers are much more adventurous in what they choose from the menu when eating out and they are increasingly opting for culinary al-fresco masterpieces, especially food from the barbie.

"As part of our campaign, we will be offering pub chefs an opportunity to try out and serve up a host of exciting barbecue recipes all available direct from our website, www.nationalbbq.co.uk.

"Outdoor eating and BBQ occasions were up by some 10% in 2006, strengthening the UK's position as Europe's biggest barbecuing nation. With 23% of consumers prepared to spend more on barbecue food when eating out than any other food on the menu, consumers are becoming increasingly interested in high-quality, diverse and exotic barbecue dishes. This all adds to the sales opportunity."

However, he stresses that there is still a "very strong market" for standard fare such as burgers and sausages.

Beer and wine are the most popular accompaniments, with a 30% share each.

The month of May traditionally signals the start of the barbecue season - and the return of the National BBQ Association's campaign. This year the theme of the week, running from 28 May to 3 June, will be Gastro Alfresco, tapping into the trend for more adventurous and aspirational eating.

The group's campaign will be supported by activity within the consumer food and lifestyle press, in local newspapers and on local radio.

George says: "The National BBQ Campaign gets people talking about barbecuing.

"And it gives pubs the ideal opportunity to tap into the awareness generated by this high-profile campaign and to get involved."

Top tip

Rick Robinson,

Willoughby Arms,

Kingston-upon-Thames, Surrey

"My barbecue is sited

opposite our new awning, which we've installed for our smokers, and people can see that it's on when they are

sitting outside.

"We have barbecues every Sunday in summer and also when there's a big sporting event on.

"The main priority is that the barbecued meat is cooked properly - obviously, chicken has to be cooked in advance and then we finish it off on the barbecue.

"The great thing about a barbecue is that people can see the meat being cooked in front of them - they see the meat and other ingredients being put on the barbecue and know that what they are getting is freshly cooked, just how they like it."

Top tip

Steve Roy, the Clubhouse, Twickenham, Middlesex

"With a barbecue you 'sell the smell' - if we have a barbecue running in our garden and people are attracted from outside, they will order. Customers can come into the bar here and not be aware that we have a barbecue running at the back;

but if people are going outside to smoke regularly, we are likely to sell more barbecued food and, as a consequence, it will be worth running barbecues more often."