It used to be so simple. People had lunch - or in some parts of the UK, dinner - at lunchtime (or dinnertime). They then stopped eating entirely for the afternoon, only taking up the knife and fork once the evening arrived and dinner (or supper) time was declared.
It's hard to say exactly when grazing - a word and concept that still appals traditionalists - came upon us. Some say it was when Ronald McDonald first opened up shop in in UK in the early 70s, creating a generation with no clear idea of the use of cutlery.
Others suggest it was when Mrs Thatcher effectively abolished the lunch hour a decade later, creating a culture in which employees felt they had to work through lunch with a sandwich at their desks, for fear of coming back from a proper lunch and finding they'd been downsized.
Whenever it was, for pubs trying to staff a kitchen it's all a bit of a nightmare. Instead of two busy-but-predictable periods focused on food, customers wander in and out at all hours of the day expecting to be fed.
One person who sympathises with their plight is Susan Gregory, marketing director of Unilever Foodsolutions. The company has been tracking changing consumer habits, and recognises that pubs need help in adapting their menus accordingly.
Using products such as Knorr, Flora and Hellmann's - part of the company's currently running 'Brands to be seen with this summer' promotion - Unilever's in-house chefs have come up with a range of casual dining, all-day solutions targeting pubs.
Susan says: "Light bites and sandwiches are an absolute menu 'must' for pub chefs committed to increasing the profit potential of their food offering. There is simply no denying the vast spectrum of customer groups and passing trade that this menu section will appeal to."
These can include:
- local office workers looking for a lunch option that fits comfortably into one hour or an accompaniment to after-work drinks
- customers not originally planning on eating, such as groups enjoying a social drink
- business associates using the premises for meetings
- shoppers wanting a quick refuel before continuing
- sports fans glued to the big screen
- those watching what they eat and looking for healthy options
- day-trippers seeking sanctuary from bad weather.
"As lifestyles have changed, so has the culture of pub dining," says Susan. "Consumers expect to be able to order food when they want, whether this is first thing in the morning, the middle of the afternoon or late at night, and pubs cannot afford to ignore this growing opportunity for increased profit from food sales. With the advent of 24-hour licensing and the smoking ban the opportunities for all-day dining can only get bigger.
"The secret to maximising this section of the menu is to keep the offering fresh, exciting and different to maintain the interest and loyalty of existing customers and attract new and passing trade."
Having broken down the pub food market into different segments, suggestions from Unilever Foodsolutions' chefs include:
Sandwiches: Sandwiches and rolls are an ever-popular choice for time-pressured customers, providing a quick and easy meal solution. To keep your sandwich offering exciting, move away from the 'white slice' and experiment with the wide variety of breads now available - such as paninis, bagels and wraps - and update your fillings regularly to reflect both food trends and seasonal availability. Don't be afraid to try new and different ingredients - such as fruit - to energise the sandwich offering. Save time and money and limit waste by doubling up sandwich fillings as jacket potato toppings.
Salads: These are a perfect lighter option, especially in the summer months. Uninspiring salads can be revitalised by adding a few interesting ingredients, such as rocket leaves, olives, seeds and fruit, and brought to life with a tantalising and tasty salad dressing.
Sharing platters: These are a popular light bite, especially for larger groups and sporting events. Give firm favourites such as breaded mushrooms, potato wedges and chicken skewers an edge by serving them with interesting dips and sauces.
The health-conscious: Light bites and sandwiches are a popular choice for customers who watch what they eat. Make sure you keep this group satisfied by ensuring that your lighter options include plenty of healthy and nutritious meals.
Al fresco: Customers love to eat outside during the summer months. Capitalise on this trend by introducing regular 'all-day barbecues'. Give your barbecue the edge over your competitors by serving something more exciting - an Indian-themed barbecue, for example, can be easily prepared by adding sauce or marinade to the preferred meat before cooking.
Soup: A regular on the pub menu and an ideal light bite all year round. Keep your soup offering exciting by frequently refreshing the flavours on offer.
Takeaways: Take-out options provide another great opportunity for maximising the usage and profit potential of the pub kitchen. Pizzas are quick and easy to prepare and a great take-away option right up until closing time.
For further information contact the Unilever Foodsolutions Careline on 0800 783 3728 or visit www.unileverfoodsolutions.co.uk