With the introduction of the smoking ban looming, many British pubs and restaurants are anticipating dwindling profits from drink sales. Opportunities to maintain and increase sales come in the form of a stronger focus on food menus. This can be done by either adding new product ideas, or by introducing a food offering as a completely new option to the consumer.

Support for the ban was demonstrated by 67 per cent of potential customers who thought it a good idea - and now consumer support for the move is all but universal. For those who have already seen the smoking ban enforced (Scotland, Northern Ireland and Wales), we can see it is the small bars that have been worst hit - establishments that have relied almost exclusively on wet sales. However, the ban does present opportunities too. Creating a healthy environment gives some brands the opportunity to introduce more fresh produce throughout their menu, replacing frozen goods with chilled goods.

So what could this mean for suppliers of fresh produce? With a cleaner, smoke-free environment, pubs can look at attracting a stronger family-based audience - it’s a chance to educate and inspire the next generation about fresh produce. It will also further encourage customers to experience pub lunches and Sunday carveries. This, in turn, will lead to increased profits for the home market, as root vegetables such as parsnips, carrots, leeks and cauliflower can be easily sourced from Britain.

Pubs and restaurants can therefore expect to see an increased average spend on food. With more pubs looking to turn their focus to food sales, Fresh Direct’s NPD team is helping customers innovate and diversify their food menus, using fresh, high-quality produce. A switched-on operator will maximise opportunities to attract new guests by introducing items such as fresh breakfast ideas and afternoon snacks, and focusing more on diversifying their salad offering as a main meal option.

Now, more than ever, is not the time to patronise an increasingly aware and educated customer. An increase in fresh produce on the menu should be supported by highlighting the benefits of a healthy option. The opportunities for us are obvious. Firstly, we can expect sales to pubs already serving good food to increase, both in volume and variety, as operators exploit the widening market. Secondly, many pubs with limited experience of providing quality food will be looking to upgrade their offering. We must rise to the challenges represented by both, continuing to provide the highest quality service to the former and also inspiring the latter, introducing them to the fresh ingredients and operational skills that will ensure they will thrive in the new, post-ban marketplace.

However, the general consensus with the Irish and Scottish ban is that establishments offering good-quality food will not suffer, nor will those outlets that are considered ‘destination’ pubs.

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