Spirit Group is angling for success with an expanded range of fresh fish dishes in its 140 Chef & Brewer pubs.
The pubs will be encouraged to produce a 'specials' board of fish dishes to supplement the core menu. The fresh fish boards will differ around the country, with the focus on using local, sustainably sourced seafood where possible, with variety and provenance as key elements.
The pubs' chefs are encouraged to produce dishes which can reflect regional differences and taste. In preparation for the initiative all head chefs have visited supplier M & J Seafood's local depots to fully appreciate what can be provided and to maintain a quality offer.
The scheme will be launched during National Seafood Week, which runs from October 5 to 12. All Chef & Brewer pubs will hold events to mark the occasion.
Jane Waugh, operations director for the quality food division at Spirit, said: "More and more customers care about the quality and provenance of their food. We believe our fish specials, using fresh seafood delivered daily by our local fishmongers, will prove a real asset and draw more people to our pubs."
Helen Chapman, manager of the Old Bell in Old Oxted, Surrey, said: "Seafood Week is the ideal time to promote the new fish board dishes. For our special event we are holding a gourmet seven course dinner on 10 October and the interest from guests has been fantastic already."
Chef & Brewer is a finalist in the Retail Concept of the Year category in the Pub Food Awards 2007.