Managed pub and bar group TCG has converted three more pubs to its successful King’s Feast big value menu format, demonstrating how quality and value drive customers to refurbished community pubs – as well as driving food sales.
The introduction of King’s Feast at the Black Horse in Skipton, the Corn Exchange in Preston and the Newquay Arms in Cornwall coincides with the second anniversary of the concept and the launch of a new menu.
Food revenue growth: from 10% to 25%
With nine pubs now trading under the King’s Feast banner, the format is proving to be a successful way of revitalising certain town centre sites and local community pubs, driving sales growth and expanding their customer base. The menu is launched following a facelift for the pub – which often only needs to be a ‘sparkle’ rather than a major refurbishment – and each pub has seen its food revenue increase from below 10% of total sales to an average of 25% post-conversion.
Nigel Wright, TCG chief operating officer, says: “Community pubs are at the sharp end of the changing face of the pub trade, having to deal with pressure on consumer spending and increased competition for customers.
“Our approach proves that there’s plenty of life left in the community sector for operators who are prepared to invest. At each site, the increase in food sales comes alongside a significant increase in wet sales, ensuring that the pubs still retain their broad customer appeal.”
The King’s Feast menu
The latest King’s Feast menu builds upon the popular dishes and offers which have driven the format’s success including a wide choice of dishes from Royal pies and grills to sharing platters and pub grub classics, but includes some new offers through the week such as curry and a drink on Tuesday, and ‘Fry Day’ fish & chips.
Additions to the latest menu include a range of pizzas with a choice of toppings, five new wraps, including Chicken Caesar and Aromatic Duck, and a fantastic new homemade rack of ribs. “The broad range of choice on the King’s Feast menu, from an extended ‘lite bite’ option to a full blown Big Plate, is one of the key drivers of its success,” adds Wright.
“Once customers who have only known the pub as somewhere to enjoy a pint try the menu, they become our ambassadors, telling their family and friends and bringing them back to eat another time.”