Although the Scottish brewer has trialled and closed several food-led concepts, McDowall told The Morning Advertiser's sister title MCA food sales in its core bars continue to show good growth.
Food presently accounts for 12-13% of sales in the bars, and at the group’s recently-opened Columbus bar it is actually 40%.
Without a kitchen
A pizza menu is proving successful at smaller bars without a full kitchen, while the broader menu used for the larger sites, featuring burgers, has had more veggie and vegan options added. BrewDog has also recently launched a trial weekend brunch menu at four sites where same day food sales have already increased by some 20-25%.
McDowall says food is a good way to get people into the sites and while it will never be the raison d’être for BrewDog, it is important to him that the company is as proud of its food as it is its drinks. The same goes for the carefully-selected artisanal soft drinks and the small range of spirits and wine sold at the venues.
The group is also innovating on its drinks offer, and is in the midst of rolling out, where possible, American-style direct draw cellar systems which significantly reduce the distance beer needs to travel to get to the tap, thus enhancing quality. It is also trialling draught beer vending machines, and takeaway beer from mini bottle shops and beer fridges.
Full interview
A full interview with McDowall will be available in the April print edition of MCA.
Meanwhile, BrewDog got into a dispute over the name of a Birmingham bar this week, which left the Scottish brewer criticised by consumers.
The Morning Advertiser looked into the dispute further and whether BrewDog was really out of line.