Pig Week
Where: Milestone, Sheffield, South Yorkshire
Website: www.the-milestone.co.uk
Twitter: @TheMilestone
The idea: A pork inspired menu using as much of the pig as possible.
How it works: The menu ran for a week, excluding Sunday, alongside the pub’s regular offering.
Marketing: Promotion was via the pub’s website, in-house, at its sister sites and through significant coverage on social media. A lead time of more than six weeks was allowed.
Be prepared: The kitchen was briefed to devise a menu that used locally-sourced pork in many ways, using different techniques and skills. Dishes included starters of black pudding with Bloody Mary ketchup and caramelised faggot and slow cooked pigs head with miso caramel, with a piggy sharing board as a main course highlight. The pork was even incorporated into the dessert menu with parsnip pudding with Lyle’s syrup and candied parsnip and pancetta, as a featured dish.
Pay-off:Raises the pub’s profile; promotes local pork and showcases its versatility; provides a challenge for the pub’s kitchen team; a popular event amongst regular customers.
Key benefits: Demonstrates pub’s ethos; increases footfall and takings during the week.
Advice: Jon Church, general manager of the freehold pub, says: “Remain true to your ethos and promote the menu well in advance.”
Best outcome: Around 200 covers sold during the week. A poultry week is now planned for May.