Orchid: 2011 will be the year of simplicity
Simple high quality ingredients and authentic drinks will be the key to making 2011 a success for pubs, the 300-strong Orchid Group believes.
The managed operator said that pubs would have to work even harder to attract customers given the imminent VAT rise in January and has made a series of predictions for the year ahead.
Orchid predicts on food that:
• 2011 is set to be the year of simplicity; high quality ingredients sourced with care and cooked simply will be a key driver in ensuring food offerings are delicious and great value.
• The need for relaxed dining will shine through, with less formal three-course meals set to become more popular.
• Giving customers the chance to tailor and personalise their meals will be vital, as people become more savvy about nutrition and health.
• New dishes from around the world will give customers greater choice and the chance to try something more exotic.
• Texture in food will be realised as more of an important factor of a meal, with customers taking notice of every aspect of each dish. Think crispy salad leaves with silky dressings and crusty bread with gooey cheese.
• Desserts will no longer be something to finish off a meal as a treat, but more of a dish in their own right. Chocolate will be taken more seriously and its production and origins closely scrutinised.
Orchid predicts on drink that:
• Customers will increasingly demand more authentic products, grown and made in their country of origin. New world wines are also due to make an impact, as producers make the most of biodynamics — different methods used in grape growing and wine making. The current positive trend in world lagers, such as Vedett draught will also continue.
• Customers will want more for their money and expect a real experience when they drink in the venue of their choice. Pubs and restaurants need to offer more, not just in terms of their products, but also in the food, sport, music and entertainment they offer.
• Licensing and legal issues will continue to have a major impact on how drinks are marketed to consumers and the focus will turn to responsible drinking as venues aim to boost sales without having a negative impact on society and local communities.
Do you agree with Orchid's predictions? Why not send us your predictions by emailing Ewan.Turney@william-reed.co.uk or by hitting Post a comment below.
