East, west, home's best: British food

Lesley Foottit looks at ideas for how pubs can maximise food and drink sales during British Food Fortnight.

From 18 September to 3 October British food will be the buzzwords as British Food Fortnight launches for its ninth year.

For pubs that don't have a local food offer, the fortnight is a great time to start and for those that already do — shout about it. The subject of food miles is becoming a bigger box to tick for more and more consumers and the promotion offers pubs an unmissable opportunity to boost sales, increase footfall and tap into an extended customer base.

Seven major pub companies are taking part this year — Enterprise Inns, Everards, Marston's Pub Company, Orchid Pub Group, Scottish & Newcastle Pub Company, Young's and Punch Taverns.

"British Food Fortnight is a key business-building opportunity for pubs," says Alan Todd, catering development manager at Punch, which encourages licensees to participate in the event.

Independent research has found that participating outlets can see footfall increase by up to 25% over the two weeks.

Enterprise Inns also encourages its pubs to get involved: "We have supported British Food Fortnight for a number of years — it is a great idea," says trade marketing manager Robert Dale. "We do encourage pubs to get involved and give them all the information they need."

Set a five-dish target​

Licensees can use the event as an opportunity to experiment with new dishes. For pub caterers that are new to locally-sourced produce, it is a good idea to set a target of five locally-sourced dishes.

Popular dishes such as soup of the day and bangers and mash can easily be localised.

Orchid Carveries will use the fortnight to promote British dishes off its new menu, including Scottish venison suet pudding, Welsh rarebit and Callestick Farm ice creams. Geronimo Inns pubs will be offering a selection of regional specialities such as Lancashire hotpot or Cromer crabs. Visit www.lovebritishfood.co.uk​ for ideas for British recipes.

Specials that highlight local produce can be a big hit — a steak and ale pie of the day will stand out and also draw customers' attention to the range of ales on offer.

Highlighting a local cheese in a dish will stimulate interest in a post-meal cheese board.

Food and drink matching​

Food and drink matching always goes down well with customers and recommending matches of wines, beers and ciders on chalkboards will encourage customers to try out the combination — and increase both food and drink sales.

Daily menus offer the most flexibility to change dishes according to availability and season, but if that isn't possible, naming dishes as "chef's special served with seasonal vegetables" or "seasonal fruit crumble" will make it clear to the diner that those dishes are sourced locally. Naming local farms and producers on the menu rather than simply putting "local" also drives the point home. Supplier contact details and food miles can also be listed.

The Mill Race in Walford, Herefordshire, which sources 90% of its food within a 20-mile radius, lets customers know by putting up a "food miles map" by the door. "People are always interested in it," says general manager Jane Thompson. "They are not so interested in organic food but more in where it comes from."

Get the most out of it​

British Food Fortnight can be used to build long-term business. Impressing customers throughout the fortnight with a quality food offer can lead to bigger changes, such as increased Christmas bookings. Many pubs have reported a rise in bookings that they attribute to the fortnight. Handing customers a pub leaflet on leaving will encourage them to return. Pubs have always been popular venues for family meals, so licensees must make sure they have plenty of options for children.

Licensees can also launch a retail service as a sideline to maximise profits, such as a take-away service.

Above all, participating licensees must spread the word to generate local interest and let people know that the pub supports local producers. Advertising externally using A-boards, banners and display bunting is essential to grab the interest of passers-by, while posters, tent cards and chalkboards inside will relay extra information.

One way to spark interest is to hold events such as a cooking demonstration, cheese and cider evening or a beer and British bites night. Organised events are great ways to showcase particular dishes and attract existing and potential customers.

Managed pub operator Young's put on three masterclasses at different pubs for British Food Fortnight last year and found them so successful that there will be nine similar events this year.

The company invites food suppliers to different pubs to host a presentation on British food and a cooking demonstration for customers, who sample the food as it is cooked. "We are quite excited by British Food Fortnight," says marketing manager Jane Nelson. "Customers loved our masterclasses last year." Customers sign up for the classes online with no charge.

Young's has also created a menu for British Food Fortnight that includes traditional favourites including Young's Special Ale London bangers and English mustard mash, with Savoy cabbage and chicken gravy, and white chocolate Devon clotted cream cheesecake with a fresh raspberry stack and lavender shortbread.

Quintessentially British​

Nothing says "quintessentially British" quite like a golden shortcrust pastry pie. Sales of the pub classic are at a 30-year high with a 16% rise that experts have attributed to better quality ingredients and their popularity in pubs and restaurants. "World flavours may have grown in popularity, but for many people traditional British cuisine will always have the edge," says foodservice sales manager at Jus-Rol Professional John McKears. "Classic dishes such as pies are repeatedly proving best sellers in pubs with customers seeking hearty dishes that provide that perfect comfort food option and spark feelings of nostalgia."

McKears recommends pubs use fresh local produce in pies to support the community, set themselves apart from the competition and "price their menus that little bit higher".

Short-of-time licensees can use ready-rolled and cut Jus-Rol pastry to create bespoke pies for their pubs. Visit www.britishpieweek.co.uk​ for recipe ideas.

Get ready for the Olympics​

Licensees can use this year's British Food Fortnight as an opportunity to find out what works best because the 2012 event has been moved forward to July to coincide with the Olympic Games.

Many tourists will be looking to sample some traditional British food and organisers are expecting that more than 14 million meals will be served.

"The pub trade should be seeking to tap into this," says Brakes' product knowledge manager Sally Sturley.

"The organising committee of the 2012 London Olympics has committed itself to using British food and drink wherever possible throughout the games," she says. "We are currently in the process of revisiting many of our enduring classics such as beef Wellington, apple crumble and bread & butter pudding and giving them a few 21st-century tweaks.

"There's never been a better time for the pub trade to be flying the flag, and putting classic British dishes back on the menu."

Student offer​

British Food Fortnight coincides with freshers' fairs at universities and this year caterers are being encouraged to promote the health benefits of British seasonal food. Pubs close to universities should make sure they have an offer on for students, such as two meals for £10, to maximise the opportunity to make their pub the freshers' watering hole for the next three years.

A full slate of events​

Young's managed pub the Ship in Wandsworth, London, always participates in British Food Fortnight, but has ramped up its plans for this year. The pub has a whole host of events plann