Score increased food sales during Rugby World Cup

With pubs packed and staff under pressure during Rugby World Cup matches, a new menu idea from the English Beef and Lamb Executive (EBLEX) can help pubs drive sales during the tournament.

Supported by point-of-sale material, the rugby special 'Scrum-Downer' hot roast beef roll is a tasty snack which is easy to prepare and offers high profit margins.

Hugh Judd, foodservice project manager for the English Beef and Lamb Executive (EBLEX), says: "The concept is simple. The idea is to offer customers a delicious half time snack that requires no special skill, equipment or labour to prepare. In fact, it's as quick to serve as a pint!"

By using the cost-effective chuck eye joint - and cooking it very slowly to reduce shrinkage and maximise tenderness, good profits can be generated.

Hugh adds: "When cooked on a low heat over a long period, the chuck eye joint will produce tender and mouth-watering beef which can be sold in a buttered roll with horseradish or mustard, making the perfect half-time snack."

A special promotional kit has been sent out to all pubs which are members of EBLEX's Quality Standard scheme. As well as eye-catching posters and rugby ball-shaped coasters, the kit also contains cooking instructions and serving suggestions for the Scrum-Downer and a specification guide for the chuck eye joint for chefs to their butcher or supplier.

To find out how to join the Quality Standard scheme and benefit from future promotional material available to scheme members, call the scheme hotline on 0800 781 4221.