Mitchells & Butlers' Harvester has become the first UK-wide pub brand to print dish-by-dish calorie information on their menus.
The information is printed on Harvester's 176 menus and includes calorie counts for starters, mains, sauces, sides and desserts.
The brand has also developed a web based menu calorie counter and is also launching a free to download iPhone application which will provide access to menus, calorie information, nutritional breakdowns and allergen guidance.
Adam Martin, marketing & strategy director for Mitchells & Butlers' said: "How this information is used and what affect it has is down to the individual, but we recognise there is a growing appetite for calorie information and we're utilising our menu format and technology to help deliver it in an innovative way."
FSA trial
Harvester was among 45 companies which took part in the Food Standards Agency's menu calorie labelling trial in 2010. Responsibility for nutritional labelling is now with the Department of Health which is set to announce the details of a voluntary menu labelling scheme.
Alex Meyer, senior marketing manager for Harvester, comments: "Our research and menu trials demonstrated that the vast majority of Harvester customers support the decision to print calorie information on menus whether it is of personal interest to them or not.
"The key aspect to this initiative has been the design and delivery of our Salad & Grill concept as it enabled us to provide individual calorie values item by item, making the information practical and usable for customers."
Harvester has opened new format restaurants on the high street in Staines, on a retail park in Bristol and at London's 02 Arena.
New services
Harvester chain is also trialling two new food innovations — a breakfast menu and a "Harvester to go" takeaway service.
The Mitchells & Butlers brand has successfully trialled a breakfast offer at 15 outlets.
The menu includes a range of breakfasts, side orders and breakfast bites, including the Mixed Grill Breakfast at £6.99 and Corned Beef Hash at £4.99. The "Harvester to go" concept allows guests and children to enjoy a Harvester signature dish at home. Guests can call the venue or order take-away at the bar.